Research On The Development Strategy Of Personal Financial Services Of Changsha Branch Of CCB

The surge of finance product market in2011was due to the original power from market demand and special advantages of finance products. The other reason was that as the deposit grew difficultly, commercial banks were initiative to avoid supervision, sought arbitrage space. As the level of economic development improves and income increases, residents’financing consciousness heightened remarkably. Persistent inflation and negative interest rates become the catalyst for the release of finance demand, and banks’finance products offer investors a channel to share market interest rates.However, Changsha branch of CCB have some shortages, such as the discrepancy between finance product and customer demand, products for the high-end customers yet to be sound, part of products’ management benefits need further improvement, the system of research and development is not perfect, and so on. This paper analyzes research status of personal financing business at home and abroad based on the related theories, learns from the advanced experience of personal financing business aboard and characteristics of commercial banks’ personal financing business at home. On the basis of this, it explores Changsha branch of CCB’s advantages, disadvantages, opportunities of the external environment and threats by using the SWOT analysis method, and subdivides the market that Changsha branch of CCB faces, positions its target market, adjusts personal financing business strategic planning. In the end, it proposes suggestions from aspects of product portfolio, channel optimization, talent building and risk management for the construction of Changsha branch’s personal financial services.China Construction Bank bases in Changsha, faces favorable financial environment and increasing competition in finance market, in accordance with its resources and network of channels it should design local personal finance products combined with its own financial planning, so as to achieve its sustainable development.