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The Retail Business Development Strategy Study of the Postal Savings Bank of China, Ltd Shenzhen Branch

Author: XiongHongQing
Tutor: AnLiRen
School: Northwestern University
Course: Business Administration
Keywords: Postal Savings Retail business Core competitiveness Strategic Management
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 25
Quote: 0
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Abstract

Full-blown financial crisis in 2008, making the bank losses of Goldman Sachs, Merrill Lynch's investment bank, and Citigroup, Wells Fargo Bank, Washington Mutual Bank acquired verge of collapse. Government in response to the global financial crisis, China launched a massive economic stimulus plan. To for newly established postal savings Shenzhen points by this perilous context, in order to meet the need for competition in the banking market, put forward the Shenzhen Branch personal business development strategy, the transformation of the traditional marketing concept, relying accelerate the marketing system to promote development The line has a strong sense of reality and good practical value. In this paper, the study of the Postal Savings Bank of China Shenzhen Branch. A brief overview of the retail banking business, the Review of environmental analysis model, the macro environment PEST model, industry, environmental analysis the six force interaction model, the internal environment analysis using the SWOT analysis model, and some marketing theory. Macroeconomic environment, the paper uses theoretical analysis of the retail business of the postal savings Shenzhen Branch evaluation it faces the macro environment and development trend analysis of the Shenzhen branch of personal business, internal and external environment, competitors ... through the analysis found that, as the international economy will bring Bank business development, international trade continued to grow, the economic situation will be improved, the financial industry in Shenzhen market will be further opportunities for development. The postal savings Shenzhen Branch advantages accumulated over the years of their brand, network, channel, funding, customers, and other aspects of the advantages. Areas for improvement: customer structure is irrational; internal control, risk prevention system is yet to be established and improved; outlets, electronic trading channels need to be improved; marketing system is imperfect, professional marketing staff needs to be enhanced. Found favor Shenzhen Branch of retail business development strategy: to create a customer-centric strategy; controlling costs and risk costs; strengthen the construction of outlets and electronic channels; improve the marketing team building. And put forward in the development process should be prepared to focus on the implementation of specific measures to promote the to improve the Shenzhen Branch competitiveness and profitability. This study is the main focus of the development of the next three years, Shenzhen Branch, the proposed strategy has to learn from the role of banks in the Shenzhen Special Economic Zone-like environment, in particular, the Bank's branches at all levels has important theoretical significance to promote universal.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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