A Study On The Development Strategy Of Personal Finance Business Of Industrial And Commercial Bank Of China Branch HP

Since 2014, the economy of our country begun to enter the "new normal", the operation of economy began to transformation and upgrading, profound changes has been taken place in the ecological environment and operation mechanism in financial.With the development of interest rate marketization,the differential between deposit and loan has been shrinked, the survival mode of commercial banks was under threatened. Commercial banks need to explore diversity sources of profit With the increasing of citizen’s wealth, the desire of manage money matters has been sharp increased. Commercial Banks as the most familiar and trusted financial institutions, is the first choice for people to manage their money. Personal finance business as an important part of intermediary business, also accord with the development trend and the competition needs of modern commercial banks,which is an important breakthrough point for commercial banks to innovative business development model and expand the source of profits.However, with the development of internet financial and foreign banks, the competition in personal financial management business is more and more fierce, only when the commercial banks continue improve its personal financial business, can they become the winner of the market.The research object of this paper is the branch of ICBC--HP branch, this paper use literature analysis, comparative analysis, and model analysis method, combining theory with practice, first analyzes the present situation and the existing problems in the development of HP branch’s personal finance business. Then with the collected data, use PEST mode to analyzes it’s external environment from four aspects:economic, political, social, cultural and technology. And also use SWOT mode to show it’s strengths, weaknesses, opportunities and threats.Then combine HP branch’s surrounding resources and environment, suggest that HP branch should develop it’s personal finance business in three ways:market positioning strategy,4ps marketing strategy and customer relationship management strategy. At last, come up with the security strategy to it’s implementation.This paper try to explore the development of personal finance business in a micro angel. I once observe the develop situation of HP branch’s personal finance business as a trainee, be familiar with its financial manager’s marketing pattern,the customer’s primary demand,the subdivide and maintain of it’s customer and the risk that likely to occur in the business, to all these i have my own idea, and with the help of related literature at home and abroad, I completed this paper. Although this paper use a branch as the research object,but the conclusion is widely used,it has some enlightenment function to the other branch of IBCB and also other Commercial Banks in the development of personal finance business.