The Development Strategy Of Personal Financial Services Of CCB Changchun Economic-Technological Development Area Branch

Since China Construction Bank (CCB) reform its shareholding system and listedin Hong Kong Stock Exchange in2006, by means of its product innovation, standardmanagement and continuously increasing profits level and competitive advantage,ithas now grown into business leader of modern bankingl enterprises in China whichmarket capitalization ranked second in the world. The Economic Development ZoneSubbranch, as a sub-branch of CCB Jilin Provincial branch, in response to the needsof reforms and local development, takes the initiative to provide financial services toenterprises located within the zone. Its development trend is running the same rhythmas other CCB branches in China. After years of development, the EconomicDevelopment Zone Subbranch becomes a multiple-functional institution withstandard management and high profitability which offers a variety of financialproducts.However, as the rapid economic development of Jilin province, more and moresmall and medium sized joint-stock banks, such as SPD Bank, China merchants Bank,Huaxia Bank, Industrial Bank, China Minsheng Banking Corporation Ltd, ChinaCitic Bank, are expanding their sevice into Changchun’s market, which bring hugechange into financial structure. Some regional banks, like Bank of Jilin and ShengjingBank, have their strong competitiveness in the fields of personal financial products,which is a great challenge to the traditional advantage of our branch. Under suchsevere and unpredictable circumstances, how to maintain our advantages and seizethe opportunities to spread the market reach with least risks, has becoming anunavoidable issue to us. I hope that the analyzing in this paper is helpful for us toimprove our competitive advantage on personal financial products, and is helpful forour Subbanch to seize the opportunity and achieve greater improvements in the future.Specifically, it is through the analysis and comparison, the CK branch in thefinancial institutions, strong competition in personal finance customer and marketsituation, there is innovation of personal finance products with low frequency, servicecontent is onefold, cooperative insurance, securities institutions large limitation,industry service quality rises urgently realistic disadvantage factor. All these restrictthe CK branch of personal financial business development, restrict the personalfinance customer marketing and the regional market to further develop. Therefore, theCK branch should emphasize from the following changes to the status quo, prominentcharacteristic service. One is the innovation of personal financing business ofconnotation, from product innovation system to attract and cultivate customer; two isthe establishment of private bank for high-end customers, from the hardware toenhance service quality to highlight the noble and unique; three is the introduction ofthe expansion of insurance, securities institutions of cooperation, mutual benefit andwin-win; four of strengthening enterprise culture construction increase staff training,to strengthen the business skill at the same time, to the staff of the bank CK branch ofa sense of belonging, responsibility, sense of honor. So the CK branch seizeopportunity to reform, perfect, development of personal financial business, continueto maintain industry leading position.