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该报告分为三章。第一章给出了一个关于选择的公司，其目标和报告的目标，并适用于该公司的研究方法全面的概述。第二章说明了收集信息的来源，并把它们作为重要参考依据的理由。是这些信息和行业背景的限制也本章中介绍。
CONTENT
Chapter 1.The Overall Research Approach Page
1.1Structure of the Report 4
The report is classified into 3 chapters. The first chapter gives a comprehensive overview about the company selected, the aims and objectives of the report, and the research approach suitable for the company. The second chapter illustrates the sources of information collected and the reason to use them as important references. The limitations of this information and industry background are also explained in this chapter. The essence of the report, business and financial analysis, is revealed in chapter 3, which applies representative industry indicators to justify the financial position, applicable business mode to analyze the economic prospects and existing problems of the company. Eventually I express valuable conclusions based on the analysis and put forward my own viewpoint on improvements and recommendations to the company.
1.2 Executive Summary 4
The reason that why I choose the China Merchant Bank (CMB) as my research target is the remarkable achievement it realized and the sound reputation in both domestic and overseas—overall competitiveness remains top One among the domestic commercial bank, and became the first Chinese bank to be approved by the Federal Reserve Committee to open business in the United States. Especially the experience of the filing of bankruptcy protection by Lehman Brothers and the escalation of sub-prime crisis into the global financial tsunami in year 2008 causes operating environment for banks to become more complicated and was full of uncertainties. However, through swiftly response to the urgent international situation, CMB achieved satisfactory results from year 2008 afterwards and dodged the great economy shock. So I get very curious about what kinds of business strategy or business mode creates the success of CMB till Chen Chunhua (2010) showed the fact that as long as maintaining absolute advantages on products, they won’t be tripped by rivals in the following competition. So the objective of research not only presents a balanced and sustainable development of CMB, but also provides new operation mode and guides the direction of development and innovation of bank industry. For example, the permanent service philosophy of “We are here just for you”, which has impressed the domestic banking industry with new service model and reforms. CMB was the first bank among the domestic competitors to introduce a new concept of service – standing up to serve you, serving you with smile and door-to-door service. Followed by other banks’ emulation, the whole service quality of bank industry enhanced.
In recent years, in line with the changes in customers’ demand, CMB has put great effort in establishing a new model of customer service, which gives guidance to peers.
1.3 The research approach in detail 4-7
CHAPTER 2. INFORMATION GATHERING
2.1 Sources Used, and Reasons for Their Use 8-10
2.2 Limitations and Ethics in Information and Information Gathering 11
2.3 Company Background/Case Study Background 11-12
2. Higher efficiency in three aspects and building an innovativ
3. Striking a balance between transformation and succession.
Chapter 3
3.1 Introduction of Business and Financial Analysis Methods 13-15
3.2 Application of Financial Performance 15-24
...............
3.4Conclusions 35-36
In the past 23 years, China Merchant Bank has undertaken a number of measures that combined market expectations and innovations in respect of services and products, which enables the bank to perform well above its peers and created dozens of ‘No.1’ records. The shining highlights of China Merchant Bank, and will recognized by its clients and the general public as a bank of innovation, quality service and advanced technology. It not only results in a reform and development of Chinese banking industry, but also allows the bank to achieve excellent business performance.
At the same time, the risk of bank industry should not be forgotten. Bank assets quality, especially loan quality is vulnerable to macroeconomic implications. Especially Chinese banks, which mainly rely on interest income and corporate businesses, are more likely to be affected by macroeconomic implications than international mature banks. So control non-performing loan ratio should be continuously emphasized by CMB.
Following the soaring of CPI, banking financial products gain popularity. But China is in the interest rate hike cycle, market interest rate risk certainly will increase. Strengthen interest rate risk management, such as issuing short-term products, should be advisable.
Certainly banks can not participate all risks occurred in the future. But depending on sound management policy and perception, I believe CMB will permanently stand out among other rivals.
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