Abstract:

the banking industry is our country financial industry open earlier in the industry, since the late 1970 s, the development of foreign Banks in our country there is a gradual process. With the deepening of China's economic and financial reform, the continuous development of opening to the outside world, foreign Banks will continue to expand their business, they will be a more and more important role in the financial system in our country. At present, the activities of foreign Banks in China has become increasingly active, impact on China's banking sector has continued to deepen. In this case, the analysis of the status of the development of foreign Banks in China.
 
Keywords: foreign Banks, the development and status
 
1 overview
 
Earlier in the banking industry is our country financial industry opening to the outside of the industry, since the late 1970 s, the development of foreign Banks in our country there is a gradual process. With the deepening of China's economic and financial reform, the continuous development of opening to the outside world, foreign Banks will continue to expand their business, they will be a more and more important role in the financial system in our country. Foreign bank entry is the inevitable requirement of China's accession to the wto, is the inevitable trend of financial globalization, is also an inevitable choice for China's financial institutional change. When China joined the world trade organization commitment to phase out limitation on all sides in the face of foreign Banks, and in December 11, 2006 the implementation of national treatment. At present, the activities of foreign Banks in China has become increasingly active, impact on China's banking sector has continued to deepen. In this case, the analysis of the status of the development of foreign Banks in China.
 
2 the current situation of foreign Banks in China is analyzed #p#分頁標題#e#
 
Each big foreign Banks continue to vigorously develop business in China, to deepen the influence of them in the Chinese market and enlarge its business scope. From 2003 to 2003, foreign Banks has been a steady rise in total assets; In 2008 and 2009, the Chinese government to implement economic stimulus plan period, the foreign capital bank assets stagnant, but in 2010, is growing again. Foreign Banks overall market share in 2009 from 1.7% to 1.83% in 2010. Market share Numbers, however, cannot reflect how foreign Banks continue to redefine the Chinese market segment. Each segment of the market to foreign capital bank in China provides the opportunities of the stability and long-term development.
 
In 2011, the foreign Banks face a liquidity crunch environment. The people's bank of China reserve requirements since the beginning of 2011 has been raised six times.
 
At the macro economic and financial environment more uncertain environment, foreign Banks seem to pay more attention to their China strategy.
 
The next three years will be challenging, but foreign Banks continue to push forward growth strategy of foreign Banks in China are full of confidence. In addition to promote their own growth, foreign Banks are seeking strategic partnership, and in the conditions allow in many different areas of the financial industry to carry out mergers and acquisitions.
 
In fact, the foreign capital bank in China to maintain a positive attitude is the basis of the Chinese market, China's economy will be determined by the gradual and process and become more international. Foreign Banks believe that China's economic opening and its transition to a freely convertible currency will give foreign Banks to bring more development opportunities and benefits.
 
Foreign Banks still believe that, with the development of Chinese market opportunities. They also believe that only fair benign competition, and the entire industry regulators to promote increasing internationalization of China's economic, foreign Banks can take advantage of these opportunities.
 
3 foreign Banks in China's development strategy analysis
 
With the deepening reform of China's economy and the rapid development of economic, 90% of all foreign investors think that the investment environment has improved, or get a lot of improvement, it is also a foreign bank confidence in the development of China's market prospect.
 
At present, the foreign capital bank in China has a lot of, but the market share is actually quite small. According to statistics, foreign capital bank market share of 1.71%, loan and deposit products at around 1.7%. Recently, according to a national financial investigation after foreign Banks entering China, made it clear that will choose the number of foreign Banks accounted for 10.8%, people are still willing to choose domestic Banks accounted for 72.7%, and 16.4% of people waiting to see. At the same time, the survey shows that the biggest advantage is that foreign Banks "good service level and high efficiency", accounted for 66. 7%. Indeed, the high quality service, good prestige, high efficiency has become the image of the foreign Banks.#p#分頁標題#e#
 
The huge potential of market of China has a population of nearly 1.3 billion foreign capital bank is trying to mining market, foreign capital bank headquarters promises, and compared to other markets, business development support, will support the agency business in China. Then, foreign Banks how to play its director, gain a foothold in the Chinese market, and the Chinese mainland Banks such giants to compete? In this article three the development strategy of foreign Banks are summarized:
 
(1) positive retail business market
 
Foreign Banks in China's rapidly expanding domestic banking fully feel the pressure of competition, we found that the important weapon in the foreign Banks in the domestic expansion is the most adept at their personal retail business. Retail business (also called retail banking business) generally refers to commercial Banks in natural persons or families and small businesses, for the service object, provide deposits, financing, finance, securities trading, agent services, entrusted consulting business of all kinds of financial services, is the commercial Banks to provide one-stop packaging products and services the main way, it is a important way of commercial bank profitability. Is the commercial Banks to open up new market, new areas and new mode of operation of the main tools. Citigroup, HSBC, the Netherlands, east Asia and so on several big foreign Banks has long been dormant for many years, domestic all of them in the retail business as a breakthrough to preempt the market.
 
Domestic Banks, wholesale business has been the theme of business, usually accounted for more than 80% of the whole business income, the retail business has been ignored by people, not only accounts for the proportion of small, the types of products and services is single. As the entire financial industry have realized the importance of the individual retail business, domestic Banks begin to pay close attention to the retail business, but still not enough emphasis, failed to develop actively the development of retail business.
 
Therefore, foreign Banks to use its advantage, the retail business in recent years in the retail business as the breakthrough point, actively controlling banking market.
 
(2) the use of marketing actively, advocate the humanized service
 
Foreign Banks have been very pay attention to the use of various marketing means, actively advocates the service idea of human nature. At this point, we can to foreign Banks in the development of "structured deposits" the business as an example for analysis.
 
Structured deposits is a type of structured products. Can also be called revenue value-added Products (Yield Enhancement Products), is to use interest rate, exchange rate Products and traditional deposits with the combination of a kind of innovation of the deposit. This product is suitable for higher requirements for income, to foreign exchange rates and interest rate movements have a certain understanding, and have the ability to bear a certain risk of the customer. Structured deposits as a kind of financial innovation products, rapid growth in the 1990 s, launched in 2003 in our country, because of its yield are significantly higher than the same period of bank deposit rates, so after the launch of the rush by investors, and plays a more and more important role in the field of finance. At present there are many different kinds of structured deposits, Banks competition is intense, and foreign Banks in the leading position in the field, thus we have to analyze the causes of foreign Banks to lead:#p#分頁標題#e#
 
1. The market segmentation, meet the needs of different customers. A product's marketing success, the key depends on whether it satisfies the customer the demand. Foreign Banks to design different products for different investors, in order to meet the needs of customers at all levels. Structured deposits attract people is through the tools to achieve the purpose of investment in other products, especially in the capital project in our country at present is not freely convertible, structured deposits can help investors achieve personal cannot investment area in the past. Starting from this aspect, foreign Banks to choose a variety of hook, with rich investments and products all over the world, can meet the multi-level needs of investors, investors' appetite. Quality of foreign Banks in the aspect of structured deposits representing "fine". The so-called "fine" is refers to foreign Banks to develop products for either the investment needs of customers, satisfy the demand for investment in a certain respect of the investors. Such as citigroup has "high interest account" is for short-term investors in foreign investment demand. And as the bank of east Asia rates index-linked investment capital preservation products for VI P yields of different customers and common customers, so it can attract more high-end customers.
 
2. To search the customer psychology, meticulous treat customers. Foreign Banks pay more attention to study the customer's investment psychology, on the basis of customer psychological development has a huge market demand for products. Such as for high-end customer risk to bear ability, low degree of risk aversion, the characteristics of foreign Banks is mainly introduced some high risk and high yield of the product. Moreover, foreign Banks demand note mining. Such as "van gogh VIP abn amro global allocation of financial bond fund basket structured deposits", introducing global bond funds are tied to as targets.
 
3. The product positioning of foster strengths and circumvent weaknesses. Although foreign Banks are trying to do business of structured deposits, but their focus is not the same. Such as abn amro main orientation to link up with all kinds of index of 3-5 years product for a long time, standard chartered bank in 3 months to 3 years of medium-term products, belong to the members of the HSBC group of hang seng bank and HSBC products are liquid, while the bank of east Asia's new flexible products adopted similar funds to increase and the early redemption mechanism. Foreign Banks have to in the field of product, he is good at play their own comparative advantages, which are in a strong position in the competition.
 
4. Make full use of existing resources, reduce the cost. Financial innovation of the original purpose is to break through the existing law, such as tax benefits, reduce the cost. At present our country the provisions of the laws for structured deposit less, on its property is not yet confirmed, in this case, a structured deposits can breakthrough the limitation of some laws, bring more investment opportunities for investors. Foreign Banks look unique in this respect. Began in 2005, for example, the development of the foreign Banks structured deposits has linked overseas index, such as the dow Jones index, the hang seng index and international commodity futures index, breaking the only QDII to invest in overseas market regulation, bring more investment opportunities for investors, an increase in demand for products at the same time, can also reduce the cost of their own.#p#分頁標題#e#
 
5. Grasp the essence of financial innovation, create better combinations. The essence of financial innovation is to use sophisticated technology to the existing income risk for stripping, decomposition and through recombination or compound to create new revenue risk. Structured deposits on the design of the main point is to choose the appropriate embedded derivatives. Foreign Banks are good at tie-in and different types of options, such as on the right of early termination of use. Foreign Banks can effectively control the cost, therefore, in order to create the biggest benefit.
 
(3) strive to achieve win-win through cooperation to compete
 
In terms of competition, foreign Banks compete hope that through cooperation, rather than by pure competition to competition, and as the foreign Banks hope to local Banks for complementary benign competition, rather than directly to direct and face-to-face competition and local Banks. Standard chartered bank is the typical representative of this aspect. Standard chartered to enter the Chinese market is the most important reason is the following customer the footsteps of China and standard chartered bank branches covered 80% of area are the active areas of foreign investors, not only firmly seize the economically developed coastal areas, and have to reach into some western areas such as chongqing and chengdu. It should be noted that foreign Banks to China is not necessarily only to competitive business market in China, but also in order to be able to make up for the already exists in China but there are defects. For example, standard chartered has launched some products, also hope to be able to promote local Banks launched a similar product, in this case each partner to win in the market. Now a single foreign Banks in limit is 20%, foreign Banks total equity ratio is 25%. Foreign Banks to make strategic investment shares of stock in the hope to get a bigger share, for example, the bohai sea bank was established by the standard chartered a new bank, it is the foreign capital bank actively expand a successful example of shares.
 
4 conclusion
 
From what has been discussed above, we can find that foreign bank branch development wants to expand in China, to be able to pay more attention to the core customers, support the development of local economy, hope more network development and the development of more customers.
 
All in all, foreign Banks hope to implement the strategy of organic growth, namely have more talent and has its own management team, and will continue to grow stronger, healthy competition so as to achieve win-win through cooperation, hope that through this investment strategy will bring benefit to investment Banks, make China's customers and consumers also benefit.
 
Reference
 
1 ya-jing liu; Shallow of foreign Banks in China's development prospect and strategy/journal articles - business 2010 (17)#p#分頁標題#e#
 
2 Huang Renjie; Development of foreign Banks in China with growingly opened China's banking sector and its impact study [A]; International trade in services review (total 4) [C]; In 2010,
 
3 PWC; In 2011, foreign Banks in China; The new financial; 08, 2011