Competitive Strategy Of China Merchants Bank Changsha Branch Of Personal Financial Services Research

With China's sustained rapid economic development and the increasing residents income, Banks, Personal Financial Services business occupied an important position in bank intermediary business. Domestic banks have accelerated the pace of expansion of personal financial services, and launched many distinctive products and services, especially in high-end customers market and product innovation launched a fierce competition.This paper based on theories of domestic and foreign commercial banks, take the actual situation of Changsha branch of China Merchants Bank, through in-depth investigation to understand the current Changsha branch of China Merchants Bank personal financial services operations, summarize its strengths and weaknesses, opportunities and challenges while expand personal financial. Lastly, to improve competive capacity making recomadations for states and shortage.Although this study take Changsha branch of China Merchants Bank Changsha personal financial business as an individual case analysis, but the conclusion applying to domestic commercial banks is widespread, the outcome could serve as a reference for bank in the development of Personal Financial Services.