Analysis On The Development Strategy Of Personal Finance Business Of LZ City Commercial Bank Chengdu Branch

The introduction of various financial reform measures in the past two years in the country has aggravated competition in the banking sector.The conflict between traditional banking and Internet finance has exacerbated the pace of expansion of LZ commercial banks.The banking industry began to gradually enter the winter,in the face of the growing pressure of survival,LZ commercial banks need to accelerate the pace of cross-regional development.Nowadays,the negative effect of the single city operation model of city commercial banks is increasingly apparent,which has become an obstacle to the further development of commercial banks.Under the background of full liberalization of the financial industry,the inter-regional development of urban commercial banks has become an inevitable trend.After 20 years of development,LZ commercial banks initially possess the capability of cross-regional development.However,as LZ commercial banks belong to medium and small-sized urban banks,their ability to resist risks is weaker than that of other large commercial banks.Therefore,the key issue urgently needed to be solved is that Clear after the establishment of Chengdu Branch of the development of ideas,directions,target groups and focus,etc.,to avoid the resulting loss.This thesis analyzes the market environment,competitor,difficulties and opportunities that may be encountered in the development of personal financial business of Chengdu Branch of LZ Commercial Bank by using the methods of data analysis,comparative analysis,policy interpretation and actual research.And put forward the feasibility report,analyzed the advantages and disadvantages of personal finance business development in Chengdu Branch in a targeted manner,and provided theoretical support for the development of personal financial business in Chengdu Branch of LZ Commercial Bank.This paper uses PEST research model and SWOT analysis to study the internal and external environment for the development of personal financial business in Chengdu Branch of LZ Commercial Bank and systematically analyzes the competitiveness of its personal financial business and points out the current personal financial business development of Chengdu Branch of LZ Commercial Bank In the process of internal management system,market positioning and mode of operation and other aspects need to be further strengthened,and finally combined with the relevant theories and research status,put forward the LZ commercial bank branch in Chengdu personal financial business development strategy: First,improve internal management system,optimize resource allocation,adopt refined management,establish compensation incentive system and enhance supervision,and establish the "three lines of defense" to deal with the relationship between the risk and control of gold business.Second,the economic circle around the operating area as a major market,the target customers as individual customers,products identified as personal financial services,the full development of the Internet financial services.Third,adhere to differentiated operations of business products,business services and marketing management.It is hoped that this research can provide strategies and feasibility analysis for the development of personal financial business in Chengdu Branch of LZ Commercial Bank,formulate relevant development directions and development goals,clarify development ideas and eventually succeed in Chengdu,and take this as an opportunity and template,LZ commercial banks for cross-market development and lay a solid foundation.