Studies On Competitive Strategies Of Personal Financial Services In J Bank Lai Wu Branch

In recent years, as the income of domestic residents continue to improve, personal customers of the financial industry come to seek all kinds of personal financial products. Every commercial bank come to realize that personal banking is so important to the future of the commercial bank that they begin to focus on the development of it. However, personal financial products are very homogeneous and financial enterprises are lack of innovation capability, they cannot meet the increasingly diverse needs of the masses. Although China Construction Bank occupies the domestic front row in personal banking, she also has some problems.In this paper, I choose the development of personal banking in CCB LAIWU branch as the research object.Based on a great deal of researching at home and abroad, investment of personal banking in recent years and summary has been given in this paper. First, the writer clarified the background and significance of the research. Then some important research achievements were expounded. The writer analyzed the present situation in commercial banks at home, in CCB and in Lai Wu Branch, and then she found the most important problems. By using PEST analysis, Michael Porter’s Five Forces Model and SWOT analysis, the writer found that the problems focused on talents, network reforming, channels and risk prevention and control. So she gave the Strategic planning and some specific measures in the end.The conclusion is as following:At present, the development of personal banking is in poor condition. All aspects have been on downward spiral this year. This company should choose differentiation strategy. They should enhance the service quality and efficiency, and then expand the scope of service. So they can promote the sustained and rapid development of the personal financial business.