Research On The Development Strategy Of Personal Finance Business In Bank QD

Personal bank financing has achieved continuous growth in fund raising scale,investment scale,ending balance and industry share.While effectively satisfying customers' investment and wealth management needs,it has become a key innovation and development strategy and business transformation direction of commercial banks.As the largest city commercial bank in the province,QD Bank has a wide range of business lines,and the development of intermediate business such as off-balance-sheet wealth management is in the lead.It has a leading role and representation in city commercial banks.In this paper,we use PEST analysis,Porter's five force model and SWOT analysis to analyze QD Bank's personal wealth management business from the external macro environment,industry environment and internal environment,summarize its advantages,disadvantages,opportunities and challenges,and built the SWOT matrix.Accordingly,we clarify the Strategic guidance of “Making best use of the advantages,avoiding the disadvantages and coordinating between main and minor aspects”,formulate five strategies of building brands,cultivating talents,strengthening R&D,optimizing marketing and improving after-sales service,and initially set short,medium,and long term goals and implement safeguard measures.This paper examines under the background of deepening interest rate liberalization and financial reform,how can city commercial banks keep up with the development situation of economic and market,based on the regional and business characteristics,take full advantage of their mobility,make clear strategic plans,create distinctive wealth management services,and realize the rapid growth of the business scales.It is of great practical significance to stimulate operating performance and boost the regional economy and financial managementof residents for QD banks.