Research To Jilin Icbc Personal Financing Strategy

In recent years, with the deepening of the reform of economic system, with the rapid increasing of economic development of domestic residents income, plus the phenomenon of continuous"negative interest"and medical treatment, pension and pension reform of social distribution system, people, more and more people realize the importance of personal finance.Currently, ICBC Jilin company personal finance business is facing the competition against some of the state-owned Banks and local Banks and Pudong Development Bank in occupying high-end clients market. How to increase individual financing business, and to reinforce the first retailing banking, becomes the urgent problem to be solved for Jilin ICBC.Based on financial values and financial market tendency, etc, this article designed the market investigation and chooses jilin city branch, China Unicom and HeNaJie, east commercial circle to make on-site survey, and totally recycles valid feedback of 351 charts. Hence we get the state of Jilin regional financial demands as bellow:This investigation mainly focusing on the youth and the group of people with the yearly income under 200 thousand Yuan and the family status, financial values are in accordance with life cycle stages. Financing purpose mainly improving the quality of life, safeguard the education of their kidds. Financial product selection, especially, mainly dealing with bank deposit and national debts. Most people think about a year period of the financial product most attractive. In the financial product service demand, most people are not able to choose a suitable financial product and can't be satisfied with the profits, product information transparency and complication of products. They hope to receive professional financial knowledge introduction.Then, with the feeding back information from investigated samples and face to face talks and the daily work, we make the conclusion of being short of individual financing concepts in Jilin market and short of personal ability and loyalty.With SWOT analysis method to analyze the advantage of personal financing of jilin ICBC: ICBC brand and its influence among publics and its networks, facilities, service logos and service and personal quality.Disadvantages: not flexible mechanism with no collusion between departments, low competitive quality of financial products with simple product service levels.Opportunity: continuous and rapid development of economy building the foundation of our financing business. The project of Chang-Ji-Tu and population structure and the changing of income distribution among citizens. The development of science and technology demand. Threat: banking decentralized management restrict individual financing business, being short of financial laws and regulations resulting in financial risk. The intense competition with the involvement of joint-stock Banks.Through analysis and research presented the strategy of personal financial management business of jilin ICBC market: promotion strategy: to reinforce market brand to emphasize our working form and through public relation to keep good relationship among people. Channel strategy: through branches and electric bank and group work to make the combination. Personnel strategy: to improve the quality of the employees' training, and the three aspects of improving and evaluating mechanism of strengthening. Customer satisfaction strategies: Making perfect customer information security system and personnel stability to enhanced customer loyalty to provide high quality financial services to improve satisfaction, Market segmentation strategy: According to custom income, age structure, customer's risk tendency and family cycle to deepen market segmentation. Introduces individuation financial plans to further enhance customer's satisfaction, and dependency in jilin ICBC brand.