Research on the Optimization of Personal Financial Business Development Strategy of Fushun Bank
Research on the optimization of personal financial business development strategy of Fushun bank
With the continuous development of China's economy and society, people's investment enthusiasm rising, put forward higher requirements on Commercial Bank financial. With the development of China's financial market, competition among commercial banks has intensified. Banks are starting to compete fiercely in personal financing business. In recent years, the Bank of Fushun has increased its investment in personal financial services to seize the opportunity to gain high income, which is also one of the main development strategies commonly adopted by most commercial banks in China.
Financial business has become an important part of the development of various banks. From the perspective of connotation, personal financial services are directed to some of the business of the general people for a certain economic benefit. In order to develop their own business and expand their business, the bank actively carries out personal financial affairs. From the perspective of value and function, the personal financial business of commercial banks can greatly promote the development of commercial banks. It can greatly promote the development of national financial services and greatly improve the happiness index of the people, and can greatly promote the new normal development of the national economy and society.
The origin of personal financial business theory is very early, but the new personal financing business in China's commercial banks is late, and the homogeneity marketing is very serious. This phenomenon is due to the development of personal financial services, which leads to the lack of characteristics in the development of personal financial services in commercial banking. The content and channel of financial services are too narrow and compared to foreign countries. In terms of financial products, the content of financial products is much less than that of commercial banks in western countries. At present, most of the funds of domestic commercial banks are not sufficient to support the financial brand advantages of financial products, and the development and expansion of their business needs a lot of room for progress. From the successful experience of personal financial services of commercial banks at home and abroad, from strategy to product innovation, service strategy, brand strategy and the difficulty of learning personal financial services at different levels, the personal financial services of Fushun bank are studied, and the successful experience and strategic practical significance in the financial service system of the national and international environment are analyzed by analyzing the financial services of the national and international environment. The strategies and suggestions for the development of personal financial services in the Bank of Fushun are given. We hope to have a certain reference value in the development of the personal financial services of the Chinese commercial banks.
Through the literature research, qualitative analysis, investigation and analysis, this paper analyzes and studies the related theories of personal financial management business of commercial banks, and analyses the development status and existing problems of personal financial services in Fushun bank, and points out the defects of the existing problems. Based on the current development environment of the financial market in China, and starting from the current situation of the development of personal financial services in Fushun bank, this paper puts forward the corresponding improvement and optimization countermeasures from the risk prevention, customer management and maintenance management, financial products and services, marketing and so on, in order to promote the development of the personal financial services of Fushun bank in an all-round way so that it can compete in the fierce market. Maintain competitive advantage. Finally, this paper puts forward the corresponding safeguard measures from the aspects of cultural brand, organization, system and resources, so as to ensure the smooth implementation of the development strategy of the personal financial management business of the Bank of Fushun.
Bank of Fushun; The Personal Financial Services; Product Innovation Strategy; Service Strategy; Brand Strategy.
第 1 章 绪论 1
1.1 研究背景与意义 1
1.2 研究内容与方法 2
1.3 理论基础和文献综述 3
2.2 抚顺银行个人业务发展存在的问题 9
2.3 抚顺银行个人理财业务发展存在问题的成因分析 10
3.1 拓宽理财服务渠道 15
3.2 促进理财产品的创新 17
3.3 客户关系维护管理策略 18
结 论 29