Research On The Development Of Personal Financial Business Of Agricultural Bank Of China Penglai Sub-Branch

In recent years,the Agricultural Bank has placed the promotion of personal financial business development in an increasingly important strategic task and position.It has successfully put forward 3510 planning,transformation of business outlet management mode,transformation of credit financial business,transformation of digital financial business and other specific implementation plansand has made certain progress and achievements in practice.However,the advantages of developing personal financial business with liabilities alone have gradually been weakened by financial institutions.The healthy development of personal financial business requires ABC to have more perfect financial business evaluation performance management mechanism,marketing management system,products and service system.For the Agricultural Bank of China Penglai Sub-branch,how to correctly understand its own advantages,enhance and develop its own core value and competitiveness of personal financial business,and promote the sound,rapid and healthy development of personal financial business is urgent.This article uses the methods of literature analysis,combination of theory and social practice,case analysis,field investigation and analysis,etc,combined with real data and typical practical business,to study the personal financial business development of Agricultural Bank of China Penglai Sub-branch in detail,providing useful reference for the development and transformation of its personal financial business,and the proposed financial business optimization management countermeasures can also provide reference for the development of other personal financial institutions and promote the development of personal financial business.This paper mainly draws the following conclusions and research results:Firstly,based on the analysis of the advantages and current situation of the development of Agricultural Bank of China Penglai sub-branch's personal financial business,the bank's personal financial business has obvious brand advantages,customer service advantages and financial technological innovation advantages on the whole.at the same time,the bank also has obvious disadvantages such as untimely updating of financial products,lack of innovative awareness of financial service concepts at the ideological and technical levels,insufficient competitiveness of talents,and low level of customer management and maintenance services.In the process of customer service expansion of Agricultural Bank of China Penglai Sub-branch,its expansion has formed four stages:transformation of physical financial service outlets,collection and payment on behalf of banks via the Internet,internet and electronic informatization,and transformation of financial service outlets.The financial service development in each stage not only gradually consolidated and effectively maintained a certain amount of medium and low-end customers in stock,but also gradually attracted a certain number of new customers and high-end customers to gradually turn to Agricultural Bank of China Penglai Sub-branch.The scale of customer financial service and fixed assets grew rapidly.On the whole,its business development shows the following characteristics:continuous innovation in business model and concept,fast development of business,continuous innovation in technology,increasingly intelligent financial services,public-private business linkage,diversified financial marketing model,product innovation and maximization of customer service value.Secondly,after revealing the problems existing in the development of personal financial business Agricultural Bank of China Penglai Sub-branch,there are such problems as unstable growth of savings deposits,insufficient motivation for sustainable development,slow growth of personal loans,slow update of products,backward service concept,few growth points of personal intermediary business,and the quality of personal customers to be improved.These problems have affected the development speed of personal financial business to a certain extent and weakened its market competitive position.Thirdly,after analyzing the main causes of some problems in the construction and development of the personal financial business of Agricultural Bank of China Penglai sub-branch,the limitations of positioning knowledge and standardized management have led to the slow development of the bank's personal comprehensive credit financial market business.The limitation of resources allocation for comprehensive assessment and performance management has seriously affected the healthy and sustainable development of the bank's personal financial business.The limitations of personal financial products and services cannot well meet the ever-changing personal financial investment needs of high-end and medium-end customers and the needs of subsequent business processing,thus affecting customer loyalty.The limitations of the marketing management system have kept itsmarketing of personal financial business at a relatively low level,severely restricting its personal financial business development and effective marketing expansion.Limitations on VIP customer maintenance have always prevented VIP customers from providing more differentiated and targeted personal financial services to high-end customers and consumers.Fourthly,in order to promote the development of personal financial business of financial institutions in Agricultural Bank of China Penglai Sub-branch,financial institutions in Agricultural Bank of China Penglai Sub-branch should further enhance their positioning in the long-term development of personal wealth and financial business and design their long-term development strategic plan for personal wealth and financial business.To further improve their personal assessment of financial business and their incentive mechanism,scientifically formulate their comprehensive financial business assessment methods,and properly allocate resources to individuals;To further strengthen the product mix and marketing of financial services,tap the value of individuals and high-end customers,strengthen the innovation of their products and financial services,and enhance their core competitiveness;Strengthen linkage with public and private enterprises,work together in marketing,and build a complete ABC personal wealth and financial business combination marketing management service system;Expanding households and improving quality,effectively guiding the management of households and the active participation of all employees,establishing a personal wealth and financial management service center,and improving the maintenance and management of financial services for ABC's high-end personal customers.