The Study On The Development And Brand-Choice Strategies Of Commercial Banks’ Personal Financing Business

At present, commercial banks’ personal financing business is still in the early stages in china. How to continuously improve and develop personal financing business becomes a complex and difficult issue for banking industry.There is serious homogeneous phenomenon for commercial banks’ personal financing business, its development is product-oriented. There is a large gap between Chinese personal financing services and services of multinational banks. Facing the problems based on the successful experience of the foreign banks, this dissertation try to study on the strategies of personal financing business. The dissertation mainly discusses the development and series strategies (product innovation strategy, service strategy, brand strategy and etc.) of personal financing business.This article uses brand economics theory, financial innovation theory, the portfolio optimization theory and so on to put forward a personal financing scientific measures to improvement sound brand-choice strategy of commercial bank of China. This dissertation has a certain theoretical and practical significance.The dissertation includes six chapters. Chapter1is introduction of the research. Chapter2:theoretical basis and literature review. The chapter introduces modern commercial bank marketing theory; the domestic and foreign research of commercial banks’personal financing business. Chapter3:Marketing situation and brand configuration of personal financing business. The specific contents include the problems of personal financing business, and because the commercial banks haven’t enough financing products to meet the financing needs of individual customers, the paper puts forward serial product innovation strategy based on the financial innovation theory. In chapter4, the paper researches brand-building and brand management of commercial banks’ personal financing business for China EverBright Bank as a sample, and gives out the brand strategy of personal financing business based on both theoretical and practical. In chapter5:services strategy and brand-choice strategy of personal financing business is discussed, which supplies theoretical basis for improvement in service quality of personal financing business. The essay elaborates differentiated services strategy and broadening of new service channels to enhance the service efficiency and quality. Then, some proposals for brand-choice strategy are presented.Conclusion is a summary and review of this dissertation.