Research On Personal Financial Business Development Strategy Of Z Bank Tangshan Branch

At present,commercial banks' traditional profit model which is generally derived from space between deposit and loan is facing dual challenges of interest rate marketization and Internet finance.In this context,the rise of financial management business has been seen as the new growth point of commercial banks.But in the business development process,the personal financial services of commercial bank also has some problems that can not be ignored,such as the homogeneity of products,product design and the lack of flexibility,the investment threshold is too high,not enough marketing deficiencies.In view of this,this paper firstly reviews the three theoretical basis of the article: financial innovation theory,market segmentation theory and financial asset pricing theory which are the theoretical basis of this thesis.Secondly,further provides an overall summary of RMB financial products,the status quo,models and risk dimensions.Again,further provides a comparative analysis of the case,drawing lessons from Citibank,Sumitomo Mitsui Bank of Japan and China Merchants Bank.The main purpose is to picture the development of its development of the Bank of Tangshan branch in the development of personal financial management.And then compares the analysis of Z bank Tangshan branch in the personal finance business development.The existing problems contain the financial product design single,the electronic channel wealth management product in order to draw lessons from in the personal wealth management service characteristic.Selectivity is small,the investment threshold is too high and inadequate publicity and other issues.Finally,through the personal financial business SWOT analysis matrix,the thesis proposes corresponding strategies as product diversification,channel diversification,strengthening the professional financial personnel construction and increasing propaganda,innovation propaganda.This paper adopts the methods of literature research,case analysis,comparative analysis,etc.Based on the case of Z-bank Tangshan Branch,the paper is combining theory with practice,its own national conditions with international practice.the thesis analyses the bank's financial business in-depth.This paper reveals the existing problems in the process of business development,and provides the corresponding suggestions to solve the problem.This is not only for the Tangshan branch of the business development provides useful guidance,from a broader perspective,for the future development of commercial banks in the personal financial business aspects,realize the healthy and rapid development of the target.