Strategy Study On Civil Commercial Banks' Personal Financing Business

With the development of China's economy and society, the personal wealth has been growing and has shown the trend of concentration. People's mindset toward personal wealth and its management have undergone profound changes. The personal wealth management (PWM), therefore, comes to the focus of people's attention. With the increasingly opening of financial market in China, personal financing business is becoming a competitive and challenge field in which all commercial banks can gain high profit and grow. In China, however, as restrained by macro-circumstances and micro-problems, personal financing business is just at its preliminary stage. Therefore, analyzing the present situations and existing problems and presenting some practical suggestions based on the factual conditions of international and national commercial banks are significant for civil commercial banks to further develop personal financing business (PFB).The essay applies some theories of economics, finance, management, marketing and personal financing plan, and uses method of the combination of normative and positive analysis and national research and international comparison then puts forward some thoughts of the development of personal financing business of commercial banks in China at the moment.First of all, the article analyzes the present situation of civil commercial Banks'personal financing business. It shows that civil personal financing market has great development potential through introducing development background of PFB. The article puts forward some problems such as the same products, less professional financing persons, wrong financing opinions, inferior marketing ability and weak resisting risk ability, based on analyzing the present situation of civil commercial Banks'personal financing business.Secondly, the article has summarized the good characters that should be learned, through introducing development situation of foreign commercial Banks'PFB. It makes the comparisons between the international and internal commercial banks in the aspects of operation idea, business organization form, market (customer) subdividing and marketing, product and brand, marketing channel.Thirdly, the article has made clear the current market environment through analyzing macroscopic barrier and market competition, mastered the factors that has effect on the customer investment decision through the customer analysis. And further, the customers with medium-and high-income are fixed and are the target customers according to the practical situation, and their investment and financing characters are analyzed.Fourthly, on the basis of analysis above, the essay proposed several basic suggestions how to develop personal financing business including product strategy, customer strategy, marketing strategy, service strategy and risk strategy.In the end, the essay gives an empirical study taking example of China Everbright Bank Shen Yang Branch with the study method of this essay. This essay makes right judgment on market situation through market analysis, makes clear the demand peculiarity of customer group through customer analysis, and discovers the shortage through competition analysis,after designing a questionnaire that reflects the customer investment demand's character in Shenyang and analyzing the conclusions from it. Some concrete strategies are put forward to further develop personal financing business.By means of "Personal Financing Business", this essay has a try to ponder on development of personal financing business for civil commercial banks deeply, strengthen the feeling of crisis and urgency, then, and make contributions for development of financial business for civil commercial banks.