Research On Personal Loan Business Development Of A Bank Tianjin Branch

In China, with the deepening of the financial system reform and the fast running of interest rate market, the whole structure of commercial banks are suffering unprecedented changes, under the interaction of financial disintermediation, internet banking, capital regulation and other factors. Large state-owned commercial banks listed, joint-stock commercial banks rapidly developing and the foreign banks with enormous potentiality continually entering the domestic financial market, all of these have led to the further improvement of the openness and market-oriented process of Chinese banking industry, and the increasingly fierce competition among commercial banks. At the same time, in the face of the continuous growth of domestic economy and improvement of people’s living standard, Chinese commercial banks are aware of the importance of developing personal loan business. As an important asset, personal loans business of commercial banks has become the backbone business. Due to its strong profitability, relatively dispersed risk and relatively stable profit gaining, personal business loans have already become a new battleground for horizontal competition. With a good brand image and the global coverage of the network, A bank has a certain business foundation. But A bank branch in Tianjin pays more attention to the company’s business for a long time, whereas relatively neglects retail business, which produces some obstacles in the development of personal loan business. Facing the adjustments of macro policy and changes in the economic environment, A Bank Tianjin Branch needs to size up the situation, according to its own characteristics, to develop suitable strategies and measures for their own development, and to further improve the competitiveness.Under this background, this paper takes A bank Tianjin branch personal loans business development as the research object, discussing from the following four parts. Firstly, through literature research, understand current research at home and abroad. Secondly, through the analysis of the basic business data on personal loan business of A Bank Tianjin Branch, put forward the existing problems in business development, and to analyze the causes of the problem. Then, combining PEST analysis, Potter’s five forces model and SWOT analysis method, find out the pro and cons, opportunities and threats of A bank Tianjin branch in terms of personal loan business, from the analysis of the internal and external environment. Using the analytic hierarchy process(AHP method) for SWOT model of personal loan business of A bank Tianjin Branch for quantitative analysis to select competitive strategy. Finally, based on the above analysis, from several aspects, such as market selling, process optimization and risk management, help A Bank Tianjin Branch to promote concrete development strategy in personal loan business.