Chengdu Bank Personal Financial Services Research

Since china's accession to WTO, constantly opening the door to our commercial banks on a personal financial business sector will face keener competition and challenges.Equally important, located in the west of the city, Bank of Chengdu, is facing the challenge from foreign commercial banks. Bank of Chengdu is from the local commercial bank, its the development of overseas investment is introduced into regions, and is gradually valued as a balanced development of the business.In the development of personal financial business process, How Bank of Chengdu solves problems, and explores a road for its development has a very important practical significance.The first chapter of the paper related to theory knowledge, including the marketing theory, market segmentation, market positioning, and SWOT analysis. Individual personal financial business development base is accuratly market positioning, and market positioning is the key to effective market segmentation. Commercial Banks are defined in the market for the customer special process, and are also correctly to choose the target market.The second chapter is from the point of personal finance business classification and characteristics. It discusses the individual financing business development environment in two aspects of external to the basic personal financial business, so that the overall understanding, studying and grasping personal finance business.In this chapter, the analysis is not only in chengdu's population, economy, society, culture and other aspects of the social and economic situation of detailed analysis, but also the main partners in FengLong bank in personal finance business with lots of successful experience, and selecting individual business development direction of bank has a positive significance.The third chapter will present personal financial business development of Bank of Chengdu with the advantages and disadvantages, and the method of SWOT analysis can be found in it. And the local commercial bank individual financing business development strengths of flexible management system and geographical advantages, disadvantages are mainly embodied in the scale. The financial market positioning and varieties, the personnel of national economy, and a sustainable development, the per capita disposable income for the development of individual stable growth of financial business provide opportunities for the development.Through the analysis of the third chapter, this thesis is from Bank of Chengdu individual financing business and the analysis of the present situation of personal financial business Bank of Chengdu, to analyze the existing problems in the development of foreign commercial bank individual financing business developing experience, and to put forward with developing personal financial business Bank of Chengdu strategies and measures that should be adopted in optimizing structure, perfect marketing plan, establishing the marketing characteristics and accelerating the product innovation, building three-dimensional channels, and effectively guarding against the risk six aspects of personal financial business development.