The Research On Product Innovation In China Construction Bank Shaanxi Branch

At present, with the promotion of domestic financial services standard and the improvement of domestic financial market system, products have been turning to the new focus of domestic commercial bank competition. The capacity of product innovation is irreplaceable contributing to the formation of bank's core competition capacity.By investigation in product innovation in CCB ShannxiBranch, comparing it to the successful experiences of international advanced banks, analyzing the requirements on banking product innovation brought forth by the development of financial market, and finding out the major disparities and problems in the work of CCB Shaanxi Branch's product innovation, this article testifies that implementing product innovation has great meaning in CCB Shaanxi Branch's long-term sustainable and fast development. What's more, combining with financial innovation theories and product innovation methods, this article abstracts main strategies on further enforcement of CCB Shaanxi Branch's product innovation capacity. That are, CCB Shaanxi Branch should begin with the construction and improvement of product innovation mechanism, learn actively advanced innovation notions and methods, completely coordinate the process product innovation,clear innovation direction, strengthen product management especially fundamental management, and enhance product innovation capacity.The research in this article takes important roles in enhancing CCB Shaanxi Branch's product innovation capacity, marketing acclimatization capacity, competition capacity and can be positively referred to improve product innovation standard for other banks.