Research On Competitive Strategy Of Personal Financial Service Of MS Bank Jinan Branch

In recent years,the opening degree of China’s financial market has shown a trend of increasing year by year.With the increasing level of national disposable income,the personal financial business of commercial banks has developed by leaps and bounds,bringing new profit growth points for banks.However,after the new regulation of Taiwan-funded management in 2018,the supervision of the personal finance business of commercial banks faces an increasingly severe environment,and requires the net worth transformation by the end of 2021,which has new opportunities and new challenges for the personal finance business of commercial banks,and both coexist.In addition,the competitive environment of personal financial business of commercial banks is increasingly fierce,and the problems of homogenization of financial products seriously affect the competitive advantages of commercial banks.In this context,commercial banks should focus on their future development on how to develop an effective competitive strategy.Based on this,this thesis studies the actual environment of MS Bank’s personal financial business of Jinan Branch.This paper analyzes the internal and external environment faced by the personal finance business of MS Bank Jinan Branch.From the external environment of the bank,the political environment promotes the orderly development of personal financial business market,good economic development,residents have enough funds to purchase financial products,residents financial awareness,can realize the important role of financial business in asset preservation and asset appreciation;the new rules help to disperse bank risks,investment risks with investors;financial technology,promote the development of bank personal financial business.Along with new challenges,the market has low acceptance of new financial products,strong bargaining power of investors,large selection of financial products in the market,and personalized and diversified financial needs,high requirements on the innovation ability of banks,fierce competition and large competition of competitors,personalized asset management products of Internet finance,and new asset management regulations have higher requirements on bank innovation ability.From the internal environment,the bank R&D team is relatively stable and has certain R&D capability;strong control over liquidity risk,expanded network distribution,increasing customer base,high brand awareness,certain customer resources;high academic level,good service attitude,praised by investors.This gives the banks a certain competitive advantage.However,due to the lack of new product characteristics,it is difficult to counter the market homogenization problem;insufficient operational risk control,insufficient improved risk management ability,insufficient online marketing channels,difficult to meet the basic needs of investors;low professional quality,low risk warning to investors;insufficient customer market segmentation,difficult to provide personalized financial services;low technology application degree,lack of digital service system.This also reflects a certain disadvantage of bank competition.After systematic analysis,using the construction of QSPM matrix,the final conclusion was drawn that the differentiated competition strategy had the highest score,which can help the personal financial business of MS Bank Jinan Branch to better cope with the current external environment...