The Bank Of China Gansu Branch Personal Financail Business Development Strategy Research

With the continuous development of market economy, people’s incomes increased significantly, demand for asset preservation and appreciation for the development of the bank’s Personal Financial Services provides a broad space for development. Continue to deepen the reform of China’s financial system, making the inter-bank competition. Traditional bank deposit and lending business more low-profit, for profit growth point of breakthrough innovation, the bank is required to change a wide range of modern financial services for different investors to provide personalized financial planning services from a single conventional financial services. Conduct personal financial services both to enhance the operating efficiency of banks but also meets the needs of the market, customers can take advantage of existing resources bank to launch customer personalized financial products and enhance market competitiveness and intermediate business income of banks. China’s commercial banks personal financial services started in the late1990s, and is currently in the early stages of development, with a very large space for development. Foreign commercial banks started earlier personal financial services, the development of more mature, China’s commercial banks in foreign experience combined with the development of their own development, strengthening the innovative financial products to meet market demand, enhance their competitiveness, accelerate personal finance business development. In recent years, the rapid development of personal financial services, has become an important business of Chinese commercial banks. For major commercial banks to launch financial products, the majority of financial product homogeneity serious, it is easy to imitate copy, Gansu Branch of Bank of China currently enhancing the competitiveness of the need to constantly launch differentiation, diversification of personal financial products. Development of personal financial services Gansu Branch of Bank of China needs strong support marketing strategies and advantages of financial products, development of Gansu Branch of Bank of China will be on the personal financial services brand image and market competitiveness of Gansu Branch of Bank of China has played a positive critical effect. This paper uses a deductive analysis, inductive analysis, survey research, comparative analysis, a lot of reading and analyzing literature and BOC Gansu Branch various documents, combined with current development branch of Bank of China in Gansu Province summarize Personal Financial Services and thinking, systematic study of the Gansu Branch of Bank of China issued Personal Financial Services Development issues.In this paper, the theory of commercial banks based on personal financial services, through comparative analysis of the overall development of Gansu Branch of Bank of China, Personal Financial Services and its local peers, analyzes the main problems advantage of Gansu Branch of Bank of China Personal Financial Services and presence. For its strengths and weaknesses, develop appropriate product marketing strategy, market segmentation based on local economic development and per capita income and other factors, to strengthen cooperation with third-party financial institutions and brand building, focusing on product design and innovation, changing the concept of financial services and technical support work, attention to financial personnel training, reform the traditional outlets, the development of integrated, sound and efficient operational outlets; adopt flexible marketing strategy, carefully grasp the strict risk control and professional training, the real customers and banks win.In short, I experience through the development process and commercial banking personal financial services, the use of knowledge learned, Gansu Branch of Bank of China Personal Financial Services analyzed. Status and Problems of Development Bank of China, Gansu Branch of personal financial services, by drawing on some successful experience of foreign countries, combined with the actual situation of the Bank of China branch in Gansu Province personal finance business development, the corresponding development strategies. Shortage of places in the text, I would urge teachers criticism, study and work in the future, I will further integrate theory with practical learning and research.