Research On Development Of Financial Services Of China Zheshang Bank

In the context of rapid economic development in China,the demand for investment and financial management activities is increasing day by day.Bank financial management products stand out for their advantages of strong stability,small impact by the economic cycle and relatively dispersed risks.As countries access to financial services institutions gradually reduce,foreign Banks,private Banks and third-party financial institutions poured into the market,caused a bigger impact to the banking financial services business,it is necessary to examine from the Angle of the Banks themselves,found in the current business model,product competitiveness,service and other aspects of the insufficiency,enhance core competitiveness of the bank financial services business.This paper takes CZ bank as the object of study.First,it analyzes the main situation of CZ bank’s financial services.CZ bank’s financial services have relatively good business support foundation,but they do not reach the average level of the industry in terms of the proportion of financial services income in the whole bank’s operating income.Zhesang Bank’s market share in financial services has increased slightly since 2018 and 2019,but it faces fierce market competition from the rapid development of urban commercial Banks.In order to further analyze the causes of problems in the development of CZ bank’s financial services.In the third chapter,Based on STP theory of marketing,it is found that CZ bank’s financial management business lacks consistency in the domestic layout and the depth of the business that has entered the market is insufficient.CZ bank financial products issued by a single product design,product in operation mode,the types of income,time limit,the distribution of the underlying asset imbalance,the function mode of the products is mainly concentrated in the enclosed non net,product revenue type is a type of capital preservation,the product deadline within a year,a month super short-term and deficiency products more than one year,based on the underlying assets such as stock,exchange rate,note type of financial products haven’t development,difficult to meet the diverse needs of the customers on the market.Then,in order to enhance the core competitiveness of CZ bank’s financial services,according to the marketing STP theory,Minsheng Bank and China Merchants Bank of the same type were selected as benchmarks for the innovation and upgrading of CZ bank’s financial products,and corresponding Suggestions were given in terms of operation mode,income type,product term setting and pricing.Through the introduction of the long tail theory to explain the importance of market segmentation to the development of bank products,innovative design of customer grade division table and product sales grade division table,to help Banks to match suitable products for customers.Finally,it makes a basic forecast for the product design improvement direction of CZ bank’s financial management service.Without expanding the scale of product issuance,the market share of Financial products of CZ bank is expected to increase by 0.154%,0.382%,less obvious and 0.129% respectively by adjusting the product term setting,income type,operation mode and the layout of underlying assets.If the four aspects are improved together,the market share of CZ bank’s financial services will increase by 0.31%,from 13 th to 10 th.If the number of financial products is expanded,the market share of CZ bank is expected to further improve the space.This paper adopts the progressive evolution method of layer by layer analysis to carry out the research,in order to analyze CZ bank and provide experience reference for the future development of financial services of similar Banks in China.