Research On Personal Finance Business Expansion Strategy In Bank Of China’s Shaoxing Branch

Rapid growth of domestic economy and continuous accumulation of national wealth have provided lasting power for the rapid and sustained development of China’s personal banking. Reliance of personal investors on banks has transmitted from mere deposit requirement into comprehensive personal financial service, in the context of rising income and transformation of investment view. Driven by vigorous customer demand, personal financial business will definitely become a new space of profit growth for commercial banks. As for Bank of China Shaoxing Branch, it’s confronted with fierce competition by the entry of foreign banks and joint-stock commercial banks, and it is the personal banking business that is likely to become the new source of profit and growth.This paper studies the personal banking business of BOC Shaoxing Branch using both system approach and comparative analysis method and focus on its current situation and development environment. We point out its advantages and problems existing together with its opportunities and threats. Finally, we summarize the developing strategy for personal banking business of BOC Shaoxing Branch, such as product innovation, customer marketing, customer relationship management and business risk controlling.