Research On Financial Services Strategy Of PPP Project For Changsha Xingxiang Branch Of CCB

With the vigorous promotion in PPP(public-private partnership)and the District of Xiangjiang setting up,many financial institutions are eager to try this project.Changsha Xingxiang Branch of China Construction Bank(CCB)located in the heart of Xiangjiang District has a natural geographic advantage.However,PPP model is still in its infancy in China.Commercial banks involved in PPP projects are less,they lack experience in this field.So it is necessary to make a further study on this problem.Firstly,the related concepts and theories of PPP are summarized.Secondly,this paper makes a brief introduction to the development of the Changsha Xingxiang Branch of CCB,and analyzes the external and internal environment of this bank involved in PPP financial services.On this basis,the SWOT analysis is conducted on PPP financial services from this bank.In addition,this paper proposes the PPP project financial service strategy of Changsha Xingxiang Branch of CCB,including marketing strategy points,channel structures,strategy of project screening,and product strategy,and it puts emphasis on the risk prevention and coping strategy of PPP financial services,including policy law risk,government behavior risk,PPP project market risk,force majeure risk.At last,the paper puts forward the implementation steps of PPP financial services of the Changsha Xingxiang Branch of CCB(including PPP project marketing program development and PPP business marketing guidance),and analyzes obstacles in implementation(including regulatory system,government driving and banking services aspects.)and puts forward safeguard measures(including strengthening PPP project marketing promotion,the promotion of asset business innovation transformation and strict control of credit standards for risk prevention),also this paper analyzes and summarizes the implementation effect of PPP financial service strategy.PPP plays an important role in the business development and leapfrog development of Changsha Xingxiang Branch of CCB.This paper takes Changsha Xingxiang Branch of CCB as the research object,and put forward the system financial services strategy of PPP project,has important significance for financial institutions represented by Changsha Xingxiang Branch of CCB.