A Study On The Development Of Personal Finance Product Of Z Branch Of China Construction Bank

In the case of China's economy into the new normal,the social wealth is increasing,the personal wealth of the residents to a certain degree of accumulation.Faced with the increasing level of consumption,personal investment and financing needs continue to strengthen,financial products from high-end customer service only for the general public.The majority of investors want to achieve the goal of increasing the value of their assets through the subscription of financial products.In addition,residents in the accumulation of wealth at the same time,the financial market awareness continues to improve,more willing to optimize their asset allocation.In the face of increasing financial awareness of residents,good reputation of the traditional commercial bank with long-term accumulation and wide distribution outlets,introduction of personal financial products to occupy the market,and sales of financial products become the theme,which will be faced in the long-term situation of "Pan information management" era.China Construction Bank is one of the big five state-owned enterprises,strong foundation and stable customer resources,these advantages have been extended in the personal financial business,development and design of financial products with commercial joint-stock banks and agricultural firms have a strong competitive advantage.In the wake of the current wave of Internet banking,the China Construction Bank is also actively carry out personal financial services online banking.With the balance of treasure,We Chat finance and other existing Internet financial products market share.In this paper,the actual operating conditions of Z branch of China Construction Bank Based on the combination of characteristics of the sale of personal financial products,from the macro environment and the competitive environment objectively analyze the personal financial products the bank's external marketing environment.The analysis found that the country's overall economic environment,regulatory policy and consumer attitudes change brings new opportunities for development,but also fully aware of the strong impact from other commercial banks in the performance of specific products,the risk level,rate of return and the investment period.In addition,networked financial products and other financial institutions issued financial products also have strong competition.On the other hand,this paper collects the data of the Z branch's personal financial business in the form of questionnaire adjustment,to further understand the needs of investors and the weaknesses in the process of business development.Through in-depth survey data,to fully analyze the core competitive advantage of Z branch of China Construction bank.Based on the analysis of the external and internal financial services,the SWOT analysis method is used to conduct a comprehensive analysis.At the end of this paper,with the help of a series of analysis of personal finance business of Construction Bank,this paper makes some suggestions on the further development of personal financing business of Z branch.This paper puts forward the corresponding countermeasures from the aspects of risk management of financial products,marketing model innovation,customer management innovation and training of professional financial management team.The author hopes that it can be used as a reference for the development and design of the personal financial products of the construction bank.