China Everbright Bank ShenYang Branch Individual Assets Management Development Study

As the development of the conventional business of banks,financial planning is an extremely comprehensive financial service to help clients keep value of property or get rise in value of property.Though financial planning appears as a new business in China,with the constant development of the economic environment and the stronger reform of banks,it will draw attention of all trades and professions.It must be very proficient in future,so all banks have put attention to the research and the management of this business.As a manager specializing in private banking industry of China,I think that we should do more deep insight work rather than only keep a close watch on superficies in terms of IAM.In this dissertation,combined with my experiences in CEBB,I attempt to use what I have learnt in the management engineering to dig out what the major barriers are.Where the bottleneck and crucial points are.Why and how to get through them from the practical and theoretical points of view.Moreever,we try to outline the IAM framework and try to establish the CEBB IAM management system by means of the comparison between the domestic and foreign banks in different aspects,such as macro and micro environment analysis.The dissertation is composed of five chapters.Chapter1is an introduction to background,meaning and research about IAM between the domestic and foreign banks.In Chapter2the modern financial theory and marketing theory is applied as the base of personal financing and the direction to marketing.This chapter is an introduction to the conception of personal financing in banking and introduces the variety of financing operation.In Chapter3the outhor introduce the actuality and factors of personal financing at ShenYang Branch of CEBB,such as application,strategy and human resources.In Chapter4analytical method is applied to make deep research of marketing opportunity, challenge, advantage and disadvantage concluded from the operating fact of domestic and foreign banks and the most important problem in developing personal financing is revealed.From above analysis,in Chapter5,the author construct a suggestion that how to develop personal financing in ShenYang Branch of CEBB.Needless to say,With the rapid growth of Chinese economy,CEBB will make great achievements in IAM business in the foreseeable future.We do believe that Chinese people will enjoy their lives and find what they need and want in the financial markets.