The Personal Financial Services Development Strategy Of China Everbright Bank ChangChun Branch

With the improvement of people’s living standards, more and moreaccumulation of public assets, at the same time demand for personal financialproducts it more and more. Faced with public demand for financial products surge,leading commercial banks in recent years, the acclaimed personal financial services,the development of its wealth management business is also very fast, personalfinance business currently carried out most of the commercial banks mainly rely onpersonal financial services to maintain customer, increase in operating income toexpand their profits.Everbright Bank is the first domestic bank to carry out personal financialservices, the development has its personal finance business has been more mature,so this study anchored Changchun Branch of China Everbright Bank launchedresearch. In this study, a detailed analysis of the current development branch ofChina Everbright Bank Changchun personal financial services, were specificallyintroduced Everbright Bank branch in Changchun what types of personal financialproducts and its associated features, while Changchun Branch of Everbright Bankintroduces personal financial product design defects, and the development offinancial products based on the current status of Changchun Branch of ChinaEverbright Bank, made a number of major problems in their personal financialbusiness development exist. Next, this study also explores the macroeconomicenvironment in Changchun, China Everbright Bank branch facing personal financialservices, opportunities and threats presented Changchun Branch of Everbright Bankis facing, but also a detailed analysis to study the demand for personal financialproducts on the financial markets at present. In this study, combined with their ownsituation prior to the development of China Everbright Bank branch in Changchun,proposed the existence of its own advantages and disadvantages, conducted a SWOT analysis, to provide advice and recommendations for the future developmentstrategy of China Everbright Bank branch in Changchun. Finally, according to theprevious analysis presented in Changchun, China Everbright Bank branch inpersonal financial services in the future development goals, and to achieve thedevelopment goals of these specific comments and suggestions put forward somemeasures.According to changes in the external policy environment, combined with thebank’s own development characteristics rational design of personal financialproducts, and to provide customers with comprehensive asset management andquality financial services, is currently Everbright Bank to achieve its long-termdevelopment strategy of continuing importance, but also other commercial banks toachieve their own development an important breakthrough. Everbright Bank throughanalysis of personal financial services, Everbright Bank can effectively helpindividuals achieve innovative financial products and services, and promote thedevelopment of new financial products, in order to better maintain customerrelationships, enhance Everbright Bank personal financial services brand. At thesame time, China Everbright Bank to seize on personal finance market, to competein the interbank market initiative is of great significance. In addition, ChinaEverbright Bank is the first RMB wealth management business of commercial banks,development of its wealth management business, with a representative in thedomestic Chinese banks. Therefore, the development of personal financial servicesEverbright Bank Problems specific analysis, with strong representation and highresearch value in the whole field of commercial banks, and can provide for thedevelopment of other domestic commercial banks personal financial servicesreference.