Personal Credit Business Development Influencing Factors And Countermeasures Research Of ICBC Shandong Branch

In the period of economic restructuring, the banking business environment of China is facing major changes. After the "National Economic and Social Development Twelfth Five-Year (2011-2015) Plan for the People’s Republic of China" promulgated, the state makes stimulate consumption as the focus of economic development, which will promote the rapid development of commercial bank personal credit business. Domestic banks has also been adjusted to the business strategy, competitive personal credit markets become increasingly fierce.The object of study is located in Commercial Bank of China branch in Shandong Province. First, we describe the status of business development and summarize the characteristics of development. And we have a detailed analysis of the Industrial and Commercial Bank of China Shandong branch. We introduce the general situation of the bank’s personal credit business, organizational structure, business performance and risk management aspects.Then we analyze the problems of China’s commercial banks personal credit, besides we analyze the outstanding issues of the bank in the process of developing consumer credit business. Secondly, using the OLS model, we make a empirical analysis of the personal credit business, further validating the theoretical analysis of the factors affecting the development of consumer credit business, providing the basis for the later development of proposed policies. Finally, we put forward a few suggestions:1, to optimize the business model and create "credit factory"; 2, to expand the product markets and strengthen brand building; 3, to improve product innovation 4, to optimize individual credit risk management; 5, to strengthen credit institution-building.Many problems of personal credit business are common in China’s commercial banks,while there are also more prominent issues of personal credit business in Shandong branch of ICBC. In this paper, taking Shandong branch of ICBC as an example, by analyzing its problems and shortcomings, we propose targeted development solutions, in order to promote the healthy development of the bank’s personal credit business, and provide guidance to other commercial banks as a reference.