The Study On The Development Strategy Of Personal Financial Planning In Industrial And Commercial Bank Of China Hunan Branch

The development of finance liberalization and financial innovation brings both new challenges and opportunities to banking industry On one hand, traditional type of operation which depends on interest spread can not meet the need of competition and banks need to seek new profit growth point. On the other hand, the development of financial innovation brings new business philosophy, diversified financial products and tools and highly efficient technical support which in turn brings new path to find new profit growth point to the bank. Confronting increasingly intensive horizontal competition, domestic and foreign banks have turned their attention to personal financial planning, which is one of the new profit growth points. The state-owned commercial banks, led by Industrial and Commercial Bank of China are now in the period of transition. As a new profit growth point, personal financial planning is paid great attention to due to its broad prospect. Against the background of mechanism reform, the development of personal financial planning becomes the core and focus of promoting the development of personal finance affairs Under this background, the dissertation made a research on the subject of the development of personal financial planning in Hunan branch of Industrial and Commercial Bank of China.The dissertation first of all analyzed the theory foundation of personal financial planning in commercial banks. Secondly, the dissertation applied SWOT to analyze the opportunities, threats, strengths and weaknesses of personal financial planning in ICBC Hunan branch. Thirdly, combining the actual conditions, the dissertation made market segmentation, chose the target market, provided different financial planning products according to different target markets to realize differentiation strategy. Then it made a conclusion on the development strategy and target of personal financial planning in ICBC Hunan branch. Finally, based on previous analysis, the dissertation put forward suggestions on channel construction, organization institution, customer relation management, product innovation, market method, competent personnel construction, which will probably be useful experience and lessons for ICBC Hunan branch to meet fierce competition and gain competitive advantages.