Research On Transformation Of Personal Financing Business Of Changsha Branch, SPDB

In the new financial environment, commercial banks are facing increasingly fierce competition. On the one hand, the profits’space is shrinking, and the operation costs are rising. On the other hand, consumers are becoming more sophisticated, more demanding, and less loyal. Against this backdrop, as a significant development direction of banking operations, commercial banks expand personal financing business. They attract more customers by innovating products, improving the quality of services, and creating values.This paper pays attention to the personal financing business of Changsha Branch, SPDB. It analyzes the business conditions and problems deeply. The article further expounds the necessity of business transformation based on operation data. Meanwhile, it conducts analysis of competitive situations in detail. Appling SWOT tool, this paper analyzes the personal financing business of Changsha Branch, SPDB, including strength, weakness, opportunity and threat. From the above analysis, in order to get more market share, more valuable customers, higher profits and sustainable long-term development. The branch should make transformations of personal financing business with physical truth.The article presents some issues that might need attention. And it also designs items of transformation, including positioning, planning, improving the running mechanisms of business, allocating resources reasonably, and so on. At last, it proposes a series of safeguard measures to ensure transformation task being strictly enforced, such as risk control, process management, effective motivation, human resource and information technology. So Changsha Branch, SPDB can create more value for customers, improve their loyalty, also improve employee’s well-being, and greatly develop personal financing business from transformation.