J Jianyang Sub-branch Of The Bank Based On The Customer's Personal Banking Business Development Strategy

The step of the reform in financial system has been speeded with the establishment and improvement of market-orientation economic system in China. The concept"guide by the market, centre on the customer"has been gradually adopted by all kinds of banks. The banking operation has changed into"Value Creation"and pursuiting the aim of"Profit Maximum". Based on these, banks began to reform and make great adjustment in mechanism in succession. The strategies of canceling, merging or keeping are adopt according to some small, slow-developed and low-potentiality county branches, and then, how to develop as pert county branches has attached great concerns.This essay, based on the concept of"Customer-Orientation,"talks about the development of a concrete county branch—Jianyang branch. According to the analysis of the history of Jianyang branch and the comparison of the levels of the contemporary financial business, the research about the identification of development and the strategy individual banking business will be developed based on the related theory of market consumption. And finally, a reasonable strategy will be given.Firstly, a detailed comparison and analysis will be made in its history as well as among the same trades there. Meanwhile, great attention will be paid on the analysis of the structure of individual banking business and customer structure. And then, the existing problem will be forward and the cause will be analyzed.Secondly, through the analysis of the experience of the advanced banks domestically and internationally, the identification of the development of Jianyany branch will be ensured mainly on individual banking business. And then, the essay will classify the customers of individual business analyze its market at all levels, its characteristics and motivation. Based on these analysis, due to the different demands of the customers, different strategic combination will be researched to satisfy the rich, the medium and the ordinary, constituting the whole strategic distribution of consumption. Thirdly, a conclusion about the strategy of development on individual banking business in Jianyang branch will be given in four aspects, which will have conductive...