New service development in Chinese City Commercial Banks: A case study

After more than ten years´ development, City Commercial Banks have made great progress, but at present the homogenization of banking products, restricts the development of the bank. Therefore, banks need to vigorously carry out the new services development. This paper, based on the literature review, taking a representative of Bank of Hangzhou as an example, through case study method, studies the process, organization of NSD and the barriers to it. The results complement the existing literature and proposed future research Direction, to promote the development of our understanding of the NSD in banks and the development of banks.