Strategy Research On Mid-range Customers Personal Financial Business Of Bank Of Communications, Changchun Branch

In the country,commercial banks Personal financial business currently is still at the fledgling stage, but the market prospects are bright. Each bank has been widely recognized that the conduct of the business of the importance and necessity, have put customers in the high-end personal financial development ideas, and to establish the corresponding service model, especially for high-end customers is fierce contention, the focus of the work is closely monitored, the focus tilt, and mid-range customers personal financial business had become a gap in the development of mid-range customers personal financial research also quite rare, to the detriment of personal financial business of comprehensive development.High-end customers is important, but because of practical and cost reasons, commercial banks can not completely rely on high-end customers to support business, and must use the vision to look at development issues. Banks within the high-end customer services and the gap between large foreign banks, once the benefits from such factors as foreign banks within the principal contradiction of personal financial competition, desperately maintaining the part of the original high-end customers are likely loss of future fiscal operations of the impact of the whole banking business, and today the video wholesale business sound will be very similar. Moreover, the law of value in the banking customers not only exists in the law on Two and Eight, also reflected in the customers throughout the life cycle, the need for dynamic and comprehensive perspective profound understanding of customer lifetime value,throughout the life cycle of their transactions with banks, bring net profit or loss to the bank, but also customers coming to the bank brought the present value of the profits. In the course of business, it is necessary to develop the existing higher value customers, but also found that the high value and high growth potential value of the customers, that is, the development of mid-range quality customers. How to expand the midrange customer base, continue to upgrade the customer level, the quality customers today will become the future stability of the high-end customers, and ultimately develop their own high-end customers and loyal customers, is the personal financial business development must pay great attention to the problem, to mid-market customers the opportunity to win both nurturing move , is a wise move.Because of this, this article will raise mid-range customers personal financial business from the bank overall personal financial business protrude, and Changchun Branch of the Bank of Communications personal financial business development as an example, the mid-range customers personal financial business development strategy for reflection and study, Changchun to pay for personal financial business development trip to a the strength and wish to take this opportunity to raise more thinking, so that commercial banks in the development of high-end customers whose business financial management, we will actively develop and consolidate the midrange customer base positions, broken down by customer market, constantly enrich the content of financial management operations, improve service quality, shape customers into benign development model and structure so that commercial banks Personal Financial Services sustainable and healthy development, this is also the purpose of this paper to the host and value. This paper introduces the process of writing a questionnaire survey methods, and through analysis of the actual survey, the primary access to valuable information and basic data; In the combination of theory and practical aspects also took serious thinking. Writing in the strategic management methods and follow the steps described by the mission objectives - external and internal analysis - identifying strategies - proposed measures through commercial banks on restricting personal financial business development concepts, understanding mechanisms and institutional aspects of the internal and external causes, by the mid-range customers personal financial business development initiatives and programs. The full text of the following five main elements from the most progressive started:The first part of midrange customers and the personal financial business of the Bank of Communications,Changchun branch.To define briefly summarized the content of personal financial business of long-term goals of Changchun branch, and the connotation is clear objectives, but also to understand the relationship between the two.The second part of the external market environment, target customers, competitors, and other aspects of the key external factors of Changchun branch, the analysis on the basis of respect to confirm that it can benefit from the opportunities and threats should be avoided so that we can establish a base for strategy development. Analysis of major economic, policy, social and cultural major environmental variables, then competitors in the market, customer demand, market supply and so on the basis of the personal finance market in Changchun to make basic judgment that the market has just entered a long period of development is vast, Bank through Changchun in-depth market segments, targeted customer base, in Differential Marketing, can improve market share.The third part through internal analysis on personal financial business development survey of Changchun branch , the advantages and disadvantages of such areas, particularly on the current personal financial business development in the six pairs of contradictions - contradictions form and concept, Personal financial business and the contradiction between the traditional savings business, knowledge and the direction of development contradictions, carriers and platform construction and the rapid development of business conflicts, enhance services and the building of the contingent of contradictions, stock maintenance and incremental customer customers expand contradiction - in-depth analysis, pointing out that mid-range customers personal financial management objectives and strategy of Changchun branch is to start to point for the internal use of the internal strengths and overcome weaknesses.The fourth part through strategic positioning analysis to identify the current internal and external business development of the existing problems, and apply on the strategic position and action evaluation, SPACE matrix,analyze the financial advantages (FS) and competitive advantage (CA), two internal factors, as well as environmental stability (ES) and industrial advantages (IS), two external factors include the breakdown factors score and, come to the preliminary conclusion is Changchun branch mid-range customers personal financial business is the strategic positioning of the different competitive strategy, that is, to take effective means to consolidate resources, improve network functions, optimizing channel construction, the strong human resource allocation, based on product superiority, and take different roads of the competition, the establishment of all-round marketing service network, improve service, proactive, customer-hit financial brands, have different emphases, and common development and achieve personal financial business profit growth. This strategy should be to conform to commercial banks personal financial business development and new trend of the new changes that this new trend include: banking business from a single integrated platform to platform changes in business financial management, network services from a single three-dimensional network services to the change from the homogenization of services to branded service change from the Public services to the personalized service shift from free services to fee-for-service changesThe fifth part of the implementation of the strategy. Theory unite practice, pointing out the implementation of the strategy for the development of specific strategies and measures of Changchun branch mid-range customers personal financial business From the products, services, channels, marketing, assessment, training and technical support staff in areas such as a specific strategy arrangements for the mid-range customers personal financial business development put forward suggestions. Development of mid-range customers that personal finance business, it is necessary to do a good job of decentralized management of resources, internal management Flat, personalized customer management, channel management diversification, product management and other brands of the work, construction, retail culture, cohesion cadre staff, promote the adoption of management, value-added stimulating, advocacy, all personnel actions, multi-linkage, incentive excited, pledged to push ahead with cross-brand at the core financial management in the financial-business customers, and have accumulated high-end customers, creating excellent personal financial business brand.