China Citic Bank Changsha Branch Of Personal Financial Services Development Strategy Study

With the development of China's economy and the improvement of people's living standard, numerous of investment demands and consumer demands grow rapidly, especially the proportion of personal financial assets in all kinds of social assets is rapidly increased, personal finance has become a daily essential content of economic life. The development of personal financial services has become an important means of survival and development in the competition between commercial banks, especially small and medium joint-stock banks. Increasing market competition has forced domestic commercial banks to explore new business areas and seek new profit growth. In such circumstances, the way of how to deepen the financial business, seize the high-quality customers, occupy customer markets, obtain greater profit margins and improve the bank's core competitiveness has become an issue for China CITIC Bank of Changsha to study.According to the situation of the domestic banking sector and development of China CITIC Bank of Changsha's personal financial services, the author explained the definition, types and characteristics of personal financial services, analyzed China CITIC Bank of Changsha's status of personal financial services and identified the problems which constraint the development of personal financial services in the bank firstly. By consulting and summarizing the experiences about the development of the domestic banking in personal financial services which combined with the actual situation of China CITIC Bank, the local development in Changsha and the various constraints, the author then analyzed the advantages and disadvantages of the bank's current personal financial services deeply. At last, the author proposed the ideas, methods and strategies of developing personal wealth management business in China CITIC Bank of Changsha. In order to expand the bank's personal financial services, China CITIC Bank of Changsha should change business philosophy, establish and improve customer relationship management system, implement differentiated services and client manager responsibility system. This paper has a practical significance for the development of China CITIC Bank of Changsha.