Research On Business Strategies Of Personal Financial Service Of ICBC In Changchun Branch

Personal financial business is relative to the corporate finance business, referredto financial institutions for individual customer’s business nature. Service scope ofpersonal financial business is the use of network, technology, talents, information,funds for individuals to improve financial tools, and for individual customersfinancial analysis, financial planning, investment advisory, asset management, andother specialized services.Traditionally, in order to ensure the safety of the funds, financial institutions willtry to lending to the strength of strong, small and medium-sized industrial andcommercial bank of a lower risk of large or the state-owned industrial andcommercial bank, and people are difficult to get loans and to meet their financingneeds. With the development of the interest rate market environment, the bank withinterest rate decisions, Banks can independent pricing, raising interest rates tosupplement because of poor foundation of natural personal potential high risk,enables the bank risks and benefits to match, reducing the loss caused by the loan risk,increase revenue, to further strengthen financial institutions to the enthusiasm ofpersonal financial business. Natural personal financial business comparative legalperson belongs to small business, do not belong to the mainstream financial, but dueto its service object mostly occupy most of the proportion of the natural person aswell as the customer source. In addition, because the customer is personal nature, buttheir share of the savings and loan funds, less sensitivity to interest rates low,relatively stable balance in the long run, plus its deposits source is stable, low chargeservice fees, so the financial risk is relatively small. With the continuous development of economy, natural personal personalized needs also increased, the financial shouldalso introduced a variety of personalized financial products. To analyze how financialinstitutions if they could be flexible, achieve higher performance, to make theirbusiness ability constantly get development in the whole financial system. The authorshows the problems of personal financial business in our country andcountermeasures of the topic for research.With studying personal finance business countermeasures, Industrial andCommercial Bank of China Changchun Acts object of analysis, not difficult to find,although the personal banking and personal banking products have certain advantagesfor development of financial markets, but with personal financial products and serviceroll-out, has slowly exposed its shortcomings, the risk for investors influence beganincreasing. Changchun Branch currently biased philosophy, strategic positioningfuzzy, marketing model backward, poor customer experience and customer service,staff incentives and evaluation mechanism is not perfect, at the same time personalbanking and personal finance product development needs of individual customersbased on the natural development The characteristics and market risks, market trendsand other internal factors and external factors combine to adjust the personal financialproducts to attract and retain customers, both to ensure the legitimate rights andinterests of investors, but also to ensure the bank’s earnings. So, faced with ChinaIndustrial and Commercial Bank Changchun branch personal financial businessdevelopment among the problems, formulate a reasonable and effective developmentstrategy is imperative, but also a permanent solution, you can make the right businessCountermeasures Branch of China Industrial and Commercial Bank of ChinaChangchun personal financial business situation fully upgrade, and constantlyimprove the retail business reputation, satisfaction and reputation, in order to achievecustomer value, ICBC value and social value.