Case Study of Private Banking of Citibank in China:Chamberlain Service-orientation

摘要

At present, China's 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.