The Research On The Personal Financial Services Business Development Strategy Of Shanghai Pudong Development Bank

Since the70s of the20th centure in the wave of financial innovation, the Personal inancial Services (PFS) business of the commercial banks aroundthe world have been gaining rapid development. With the gradual opening of China financial field, commercial banks gradually face intensified competition. Naturally, the field of competition transfer fromtraditional areas to emerging areas such as PFS. While China’s rapid economic growth and disposable income continues to increase, financial managemem concepts deepening unceasing, the investment willingness growing continuously, PFSb usiness in China attracts more and more attention. But from a practica lpoint of view, PFS business of domestic commercial banks are theoreticallv necessltous, lack of product innovation and service mechanism is not perlect and have many other Issues, which have become the "bottleneck" factor of China’s PFS Duslness·So carrying out an overall plan from a strategic view isbecoming an internal quirement of the healthy and rapid development of PFS.Through in-depth lnvestigationt of Changsha branch of Shanghai Pudong Development Bank (CSPD), this paper raises its key target for future development strategies and specific measures, which will have a good reference from both theoretical and practical point.Based on the above analysis and learning the advanced experience of PFS business fromforeign and domestic commercial banks as the basis from domestic and foreign commercial banks, the paper puts forward theoverall development strategy of CSPD:Specifically,the point is to segment the market fully,determine the target market, highlighting the overall consideration. In the channel aspect, further measures to expand the channel network of PFS optimization is necessary; Interms of financial professionals, CSPD need to enhance its daily management financial officers to and optimize incentive measures to gradually improve the overall quality; In the same time, different levels of customer service structure and product structure system should be constructed, which will ultimately build the personal finance brand of CSPD, enhance its customer relationship management.