Studied On Personal Financial Servies Of China Construction Bank Hunan Branch

The development of financial liberalization and financial innovation bring both new challenges and opportunity to Banking today: on one hand, relying on the traditional deposit and lending spreads mode can not meet the need of competition, banks need to seek new profit growth points, on the other hand, the development of financial innovation brings new management concepts and diversified of financial products and efficient technical support. Faced with increasingly fierce competition in the industry, domestic and foreign banks have turned its attention to personal financial business, which is one of the new profit point. This paper analyzes the theoretical foundation of personal financial business, the market segmentation and portfolio theory. On the theoretical basis, this paper takes CCB Hunan branch as an example applies SWOT to analyzes personal financial business of CCB Hunan branch in a comprehensive way. As for its advantages, the overall service level and the level of financial services of the CCB Hunan branch had a high evaluation in their clients; for the disadvantages, the CCB Hunan branch has some problems in the market segmentation, product and organization structure. Economic development and improving living standards of the residents provided a good opportunity for the personal financial business. while it also faces with internal and external challenges from other banks. these paper combines all the advantages disadvantages opportunities and challenges and sets out the future development strategies, namely : Growth Strategy (SO) Twisted Strategy (WO), various business model strategy (ST) and defensive strategy (WT) as a guidance. In order to achieve the goals of this strategy, we should further market segmentation, strengthen customer relationship management, speed up the optimization of the product mix, improve the bank's internal control and related measures.