The Research On The Boston Matrix Product System Evaluation Of The China Merchants Bank Branch In A

Competition in the domestic financial market has become increasingly fierce,and all types of banking products have been introduced to new and innovative levels.With the deepening of the reform of China's financial supervision system,the trend of uniformity and coordinated supervision will increase,and mixed operations will become an important way for the transformation and development of the banking industry.With the advent of the era of Internet finance and interest rate liberalization,financial products are facing severe challenges in meeting diversified demands.The defects such as lack of completeness of product system and serious homogeneity are the key factors that restrict the development of the banking industry.Business models and innovation capabilities are closely related to the development of commercial banks' management and profitability.To enrich and improve the banking product system,strengthen product mix,level and differentiated brand management will become the only way for banks to develop.This article selects the China Merchants Bank A branch with prominent main business characteristics and stable growth in product profit contribution as the research object.It uses product portfolio theory,hierarchy theory,innovation theory,and the Boston Matrix Model to obtain an empirical analysis of its product hierarchy and structure.The current status and defects of the product system.On this basis,horizontal comparisons and Boston Matrix Analysis are used to reveal problems and seek solutions.The first part briefly introduces the concept and characteristics of the banking product and product system.It comprehensively introduces the product portfolio theory,product level theory and product innovation theory,and adapts the traditional Boston matrix evaluation system.The second part combines the above theories to study the breadth,depth,and relevance of China Merchants Bank A branch products.Through the definition of core products,basic products,expected products,expanded products,and potential products,the status quo and deficiencies of its product system are discussed.In the third part,based on the improved Boston matrix,a quantitative analysis of the product revenue structure and market occupancy is conducted to build its Boston matrix.Identify the characteristics and adjustment directions of various products,and then point out the problems in the product structure of A branch.Finally,the countermeasures and suggestions for improving the product system of China Merchants Bank A Branch are proposed.This paper argues that to promote the development of modern commercial Banks without innovation,and innovation is the key to the product.China merchants bank,A branch of applied "intensive cultivationl" characterization of the strategy to replace the past blindly pursuing "conveniently small" development ideas,driven by mechanism innovation,product innovation,management,carry out one body two wings "the management idea,giving full play to the advantages of retail,and clear the importance and urgency of companies,trade business innovation.Through further development by implementing product,actively carry out cross-selling,clear product level,optimizing product structure layout,the full implementation of brand strategy innovation,etc.To ensure that the product development,marketing,maintenance of effective cohesion,and enhance product innovation strength and profitability.