China Everbright Bank Jinan Branch Personal Financial Services Strategy

"Individual Assets Management"(lAM)is the buzzwords appeared on the Chinese lips for recent years.Highly attentions leave been paid to the new concept and hot debates and fresh ideas introduced by the specialists and knowledgeable people are mainly concentrated on the specific ways in which the financial institutions develop IAM business. However, due to the historical and mechanical factors. IAM business does not go smoothly and is just in the infant period for Chinese financial enterprises, especially for Chinesestate-owned commercial banks (CSCB) that could not make great progress and big jump in this field.As a manager specializing in private banking industry of China, I think that we should do more deep insight work rather than only keep a close watch on superficies in terms of IAM. In this dissertation, combined with my experiences in CEBB, I attempt to use what I have learnt in the management engineering to dig out what the major barriers are. where the bottleneck and crucial points are. why and how to get through them from the practical and theoretical points of view.Moreever, we try to outline the IAM framework and try to establish the CEBB IAM management system by means of the comparison between the domestic and foreign banks in different aspects, such as macro - and micro- environment analysis, SWOT analysis and so on and so forth.The dissertation is composed of six chapters. Chapter 1 is an introduction to background,meaning and effect of the dissertation , Chapter 2 is an introduction to the conception of personal financing in banking and introduces the variety of financing operation. In Chapter 3, the modern financial theory and marketing theory is applied as the base of personal financing and the direction to marketing. In Chapter 4 the author introduce the actuality and factors of personal financing at JiNan Branch of CEBB, such as application, strategy and human resources. In Chapter 5, SWOT analytical method is applied to make deep research of marketing opportunity, challenge, advantage and disadvantage concluded from the operating fact of domestic and foreign banks and the most important problem in developing personal financing is revealed. From above analysis, in Chapter 6, the author construct a suggestion that how to...