| As one of the eight sub-branches in Harbin city,Z sub-branch of Bank of China is located on the Central Street business area in Daoli District.Since the founding of the Z sub-branch in October 1999,its assets and liabilities have undergone a continuous expansion.Moreover,after 15 years of development,the sub-branch's economic benefits have substantially increased.These achievements are truly enhanced and promoted the Z sub-branch's reputation.Recently,retail banking(personal financial business)has played an overwhelming role in the assets institution of the sub-branch.Given existing opportunities and challenges in financial market,gaining more shares in consumer banking area based on a valid development strategy is at a core of generating competitive power of the Z branch.This paper is a case study regarding the personal financial business of Harbin Z sub-branch of Bank of China.The first part of the paper is an introduction of Heilongjiang branch and Z sub-branch,followed by the introduction of the personal financial development and construction of Z sub-branch and that of the personal financial business development and strategies.Then several problems during the operation of personal financial business by Z sub-branch are presented.In the second part of the paper,using management theories,such as PEST,Porter's Five Forces Model and STP,etc.,analyzed the environment and the market in which the personal financial division of Z sub-branch is operating,providing the macroeconomic and microeconomic information for the further development of the personal financial business of Z sub-branch.Combined with the actual situation,put forward specific countermeasures respectively from customers,loans,credit cards,brand innovation,human resource and performance appraisal etc.according to the cause of problems.At the end of the paper,an efficient business suggestion is presented,which will contribute to the personal financial business of Z sub-branch. |
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