| Since the global financial crisis in 2008, major countries around the world have adopted the policy of quantitative easing in order to get rid off the trouble. America even opened two rounds quantitative easing. The world is unprecedented abundant with the liquidity. China as an emerging market country keeps a high developing speed in this financial crisis. The status of RMB also has enhanced largely in this downturn. Meanwhile, China's foreign reserve of American dollar has increased to 3000 billion and the domestic inflationary pressure has begun to show.Because the interest rate of China maintains at a fairly low standard and the inflation rate keeps on rising, saving deposit rate can not meet the demand of wealth value maintenance and value-added, a large number of banks in China have launched a variety of foreign and domestic currency wealth management products to satisfy different customers'needs. The launch of diverse personal wealth management products from Bank of China Liaoning Province Branch to some extent meets the customers'demand, while some flaw and weakness exists. Thus, how to ensure Bank of China Liaoning Province Branch's success in such fierce competition and keep a favorable business developing tendency becomes the concern of the research topic in this dissertation. Under the background of serious homogeneity in banking financial products, Bank of China firstly proposed the idea that through strengthening the management of customer resource and promoting the personalized service to break the ice. This dissertation contains six chapters. In the introduction section, it outlines the current status of global finance and then, introduces the research topic of this study. The research plan and method have also been included in. Chapter 2 reviews the situation of international market and commodities market and the present status of domestic personal financing products. Section 3 presents the current operating situation of personal financing products in Bank of China Liaoning Province Branch. In addition, the main personal financing products in this branch have also been summarized. In the part 4, the main problems of personal financing products existing in Bank of China Liaoning Province Branch have been identified. The developing strategy of personal financing products in the Branch is introduced in Chapter 5. The last chapter makes the conclusion of this research. Facing the market with fierce competition, according to the actual condition, Bank of China proposed tactics of developing continually the potential customers'group on the base of maintaining the present customers. Firstly, the pricing system has solved the problem of financial products which are lack of price fixing capacity; it also has improved the competitive force of financial products in the market. In addition, the construction of pricing team has laid a talent and technology foundation for the long-term development of the financial business. Besides, the process of customers'segmentation has offered the personal service and the high-end service to customers and the customer satisfaction and loyalty has been enhanced. Finally, the expansion of communication channels, and all-round and in-depth promotion, has solved the problem of small influence of the financial products and has improved the Bank of China's brand influence. Through the practice and improvement in the product division, Bank of China Liaoning Province Branch has concluded a set of marketing and management model which suits the customers of this branch; this model would lay a solid foundation for the branch to compete with foreign and domestic banks and finally achieve the victory. |
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