Research On The Strategy Of Nanjing City Bank's Financial Services

Recently,especially after China joining the WTO,with the continuous development of economic globalization,China's financial system is becoming more and more formal.China's financial industry is becoming more and more important in the national economy.The scale of China's financial industry is also expanding.Interest rate marketization is attracting more and more attention in China's entire financial industry.Under the impact of interest rate marketization,the profit model of China's commercial banks has been greatly challenged.And also the source of funds and the cost of funds have been greatly affected.In the course of exploring the way of financial market reform,commercial banks constantly adjust and innovate various kinds of financial products.Financial products have become an important way for commercial banks to change their business methods and ideas.Financial business is of great significance for commercial banks.Nanjing City Bank is a regional commercial city bank.It began to manage personal financial services and sell personal financial products in 2004.These days,it has made good reputation in Jiangsu Province,and quickly occupied the leading position of the market,and formed a series of private brands.But under the interest rate marketization,its personal financial services needs transformation.The paper took the personal financial services of Nanjing City Bank as the research object.It put forward five strategies from product,price,channel,promotion and brand.It optimized the personal financial services of Nanjing City Bank,so as to adapt to the process of interest rate marketization.