Study On The Personal Banking Business Transformation Of CCB Lanzhou Jincheng Sub-branch

The personal banking business means the commercial banks offer these services to individual clients that were constituted by deposit,loan,payment and balance.It include personal liabilities business,personal loan business,personal pay business,agency business,the electronics bank business and personal investment and finance business etc.The personal banking business is one of the main operations of the commercial banks.It has an important function in impelling the development of social economy and making the economy benefits of the commercial banks maximum;It inducts citizens investing and financing,It promotes the country to reach the requirements of the positive financial policies;It is a magnitude means to increase the abilities of competition for banks;It is an approach for banks to improve the level of payoff and it is also one of the important part in social activities.Due to the releasing of financial regulation,the continuous advance of interest rate marketization,rapid increasing of personal incoming and wealth,personal banking business has gradually becoming the main source of commercial bank profit.CCB Lanzhou Jincheng sub-branch is currently the largest sub-branch of CCB Gansu in scale which was established in August 2008.According to the "professional,dedicated,delicacy management",the development of personal banking business is very fast,marketing ability,customer satisfaction,employee income is rising steadily.In November 2012,according to the arrangement of CCB headquarters,Jincheng sub-branch started outlets comprehensive construction,but by specialized operation into integrated operation,a significant slowdown in jincheng branch's business development.Jincheng sub-branch how to deal with personal banking business transformation requirements,keep business steady development has become a problem which must consider and solve.This paper contains 6 chapters.The first chapter is preface which point out the significance and goal of this paper,and they also explain the research status of personal banking business.The second chapter is theoretical basis which explain the concept of personal banking business,and explain the Management Theory,PEST Theory and SWOT Theory.The third chapter analyzes the personal banking business situation of CCB Lanzhou Jincheng sub-branch.The fourth chapter on the basis of PEST Theory,SWOT model analyzes the necessity of CCB Lanzhou Jincheng sub-branch personal banking business transformation.The fifth chapter put forword the specific advice of business transformation.The sixth chapter is the conclusion,summarizes and prospects the study of this paper.