Study Of Development Strategy For Personal Banking In Foreign Bank A

With the development in China for several decades, foreign banks have formed certain characteristics and competitiveness. The personal financial business of Bank A, as one of the legal entities of foreign banks, has no its own advantages now. This paper intends to discover problems by analyzing its external environment and internal conditions of Bank A in order to propose some suggestions for and support its strategic positioning and implementation.The paper mainly analyzes the external environment of Bank A in the overall situation of the international and domestic banking industry, their trend of development, critical success factors, etc. By using PEST analysis, SWOT analysis, value chain, etc., the paper also analyzes the development strategy in personal financial business of Bank A. It proposes strategic thoughts for Bank A in its personal financial business from the dimensions of customer positioning, product positioning, pricing strategy and innovation. Finally, it puts forward concrete suggestions for the implementation of Bank A’s personal financial strategy including establishing strategic identity, process optimization, improvement of performance appraisal, innovation of products and service, improvement of information system and creation of the brand advantage, etc.This paper tries to make multi-angle analysis of the personal banking development strategy for Bank A. However, because of the incomplete relevant information and data, the analysis is not deep enough. In the rapid development of the domestic banking industry and the Internet revolution, the author will continue to pay attention to the industry dynamics as well as the new business modals and look for the personal financial development in the bank.