Retail Business Development Strategy Of Shanghai Pudong Development Bank’s Xi’an Branch

Along with the rapid development of our economy and the rapid growth of the residents’ wealth,interest rate marketization accelerating and increasingly developed financial market,the emerging market potential of the retail banking business,the financial behavior and needs of customers show more disintermediation,set of patent,scheme of trend.Domestic commercial Banks are the development focus to the retail market,with the increasingly rich of retail business products and the rapid expansion of scale,the retail business become the main source of commercial Banks profit income,Banks not only continuous improvement and innovation in the savings and loan business,and gradually by the diversification of business operations to provide customers with a more thoughtful satisfactory service.In recent years,Shanghai pudong development bank xi ’an branch of the retail business has rapidly developed,business variety,continue to enhance its capability of product innovation,expanding the size of the business.But but there are still some problems of the development of retail business,such as varieties of product homogeneity serious,brand awareness and innovation awareness is weak,the lack of effective organization support,ignoring the process management,etc.,these problems if not solved,will affect the market competitiveness of retail business in the future,pudong development bank,xian branch.This paper expounds the importance of the retail business of commercial Banks,combined with domestic and foreign research on commercial bank retail business development theory,demonstrates the feasibility and necessity of developing retail business of commercial Banks in China.Proposed the Shanghai pudong development bank xi’an branch after the retail business development present situation and the existing problems,and analyzes its development strategic environment,using the SWOT analysis,summed up the Shanghai pudong development bank retail business strategy,then proposed to build xi ’an comprehensive leading retail banking strategic target,from the customer,wealth management,channel,personnel,products,marketing and brand seven aspects made a strategic choice,and put forward the Shanghai pudong development bank xi ’an branch in the process of strategy implementation required by the organization,human resources and technical support.Research of this paper,not only can help retail business big stride development of Shanghai pudong development bank xi ’an branch,reduce the negative impact of the financial disintermediation,increase retail business income accounted for,at the same time also to the other bank retail business development strategy selection and implementation to provide a certain reference.