Case Study of Private Banking of Citibank in China:Chamberlain Service-orientation
At present, Chinas economic system is still in the transformation period from the planned economy to the market economy. Economic transformation results in changes of resource collocation and the mode of eco nomic growth in the macroeconomics, as well as brings about a series of business challenges and opportunities. Private banking business which belongs to financial products is more complex in trading technology of high-end areas. Entering the later WTO period, Citibank started to launch his private banking business for its high-end customers in the mainland of China. This paper is to analyze the challenges faced by Private Banking of Citibank from the perspective of service marketing, which contains service providers, service consumers, service operation and service personnel. Then review some relating literature and introduce Citibank chamberlain service-oriented management system from structure, system, personnel management and culture. This paper is also beneficial to the Chinese-funded banks to meet global competition of financial market in the economic transformation in the future.
Private Banking Services Marketing Citibank
Ying ZHAO Yin SHEN Qin XU
School of Economics and Management,Southeast University,China School of Economics and Management,Chongqing Normal University,China School of Business,Nanjing University,China
国际会议
南京
英文
529-538
2008-06-06（万方平台首次上网日期，不代表论文的发表时间）