Optimization Research Of Personal Business Competition Strategy Of Bank Of China Jinan Branch

With the deepening of economic globalization and the development of capital market,the environment facing commercial Banks is more and more complex and changeful,with a relatively difficult competitive situation.Among banking and financial institutions under increasing pressure of competition,commercial Banks have been constantly expanding their business to personal business and gradually shifted their focus to personal financial business.In the current capital market environment,personal finance is of vital importance to the development of commercial Banks.Personal business is an important source of stable intermediate business income and interest income of commercial Banks,and the development of personal business can help commercial Banks to better develop other types of business.Bank of China Jinan branch personal financial business development is also a continuous development and innovation,in the fierce competition in the personal financial business,innovation products and expand the marketing idea,but the Bank of China,Jinan is still faced with a series of problems in the personal financial business in,a marketing problem and innovation bottleneck,therefore,the Bank of China Jinan branch need to formulate feasible personal business competitive strategy,promote the development of personal financial business to improve and progress,in the heat of the commercial bank to stand out.In this paper,the integrated use of case analysis and comparative analysis,in accordance with the related theories of competitive strategy as the instruction,to explore the Bank of China Jinan branch personal financial business competition strategy optimization problem,the study found that the Bank of China,Jinan branch personal financial business faced with personal business is developing rapidly at present stage,the source of funds nervous,asset quality is facing challenges and mobile financial pressure.Secondly this article from the product,channel,price and promotion strategy,to explore the Bank of China Jinan branch the effect of personal financial business competition strategy,and found that the Bank of China Jinan branch existing in personal financial business of personal business structure is not clear,lack of competitive advantage,cross-selling and integration of collaborative services,unclear target market,and the problem of the low level of service channel construction.Thirdly,based on the customer segmentation and target market of Bank of China Jinan branch,this paper proposes the competitive strategy optimization of personal finance business of Bank of China Jinan branch from product innovation and integration strategy,channel expansion and integration strategy and service differentiation strategy.Finally,this paper proposes the measures for the optimization of personal financial business competition strategy of Jinan branch of Bank of China from the perspectives of institutional guarantee,cultural guarantee,technical guarantee and talent guarantee.