Bank Of Chengdu Branch, Personal Financial Services: Product Design And Service Strategy

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 also undergone profound changes.The personal wealth management(PWM), therefore, comes to the focus of people's attention. In the past years,the personal wealth management has become one of the main fast growing and profitable business lines of commercial banks worldwide. Banks are putting in more resources to gain increasing market shares. In China, however, as restrained by financial regulation and bank staffing, personal wealth management is just at its preliminary stage. By analyzing the supply and demand supplies of personal wealth management in Chengdu and integrating it with the practice of Bank of Communications, Chengdu Br., the author points out the bank's PWM market position and service framework, and initiates product innovation and service strategies on the basis of the demand of target customers as well. Contents; 1.the intention of PWM and it's background produced 2.the history, current situation, operating mode and problems of PWM 3.the supply and demand of PWM in Chengdu, and the market position of Bank of Communications, Chengdu Br. 4.PWM-product innovation and design against the demand of target customers 5.the strategy of PWM service in Bank of Communications Chengdu Br. 6.Thought of building the whole PWM service system in bank of communications...