Strategies To Construct The Core Competence On Personal Financial Service Of China Construction Bank Shandong Branch

Around the 21st century, foreign commercial banks have gone through profound changes. As the concentrated reflection of customer centric strategy, the statue and function of personal financial service is promoting ceaselessly in commercial banks and now it has become a very important path to offer differential and zero distance service, an essential tool to establish a famous brand, a main method to create core competence, a key component of profit, a foundation and motive force of sustainable development. The personal financial service of Chinese commercial banks was started rather late and in the early stages of development. Along with the openness of financial markets, competition in personal financial service field among foreign and Chinese commercial banks is getting fierce therefore research on strategies to construct the core competence of personal financial service of commercial banks has extreme practice significance.This paper takes the personal financial service of China Construction Bank Shandong branch as research object, focus on current management conditions and strategy to construct core competence. Based on management knowledge learned in MBA study and the theory of core competence, using normative analysis and positive analysis together, according to studies on the problems and conditions of external management environment and personal financial business of China Construction Bank Shandong branch, this paper analyses the competitive strength and weakness, development opportunities, external challenges and threat of its personal financial service by SWOT analysis method and gives suggested strategy to construct the core competence of personal financial business, hoping this would play an guiding role for the development of its personal financial business.