The Research On Changsha Branch Business Development Strategy Of Shanghai Pudong Development Bank

Since the70s of the20th century, in the wave of financial innovation, the Personal Financial Services (PFS) business of the commercial banks around the world have been gaining rapid development. With the gradual opening of China’s financial field, commercial banks gradually face intensified competition. Naturally, the field of competition transfer from traditional areas to emerging areas such as PFS. While China’s rapid economic growth and disposable income continues to increase, financial management concepts deepening unceasing, the investment willingness growing continuously, PFS business in China attracts more and more attention. But from a practical point of view, PFS business of domestic commercial banks are theoretically necessitous, lack of product innovation and service mechanism is not perfect and have many other issues, which have become the "bottleneck" factor of China’s PFS business. So carrying out an overall plan from a strategic view is becoming an internal requirement of the healthy and rapid development of PFS. Through in-depth investigation to Changsha branch of Shanghai Pudong Development Bank (CSPD),this paper raises its key target for future development strategies and specific measures, which will have a good reference from both theoretical and practical point.This article analyzes the related theory of PFS business in commercial banks based on the previous studies, which is expected to provide theoretical guidance for practice. The internal logic is:personal finance business mainly involves two aspects, one is the basis of personal characteristics, involved life cycle theory, environmental requirements theory; the other hand, asset management is the core content, related to investment portfolio, risk management theory.Based on the development condition of PFS business in CSPD, this paper conducted in-depth analysis of its future development and competitive situation. Appling SWOT analysis matrix, this article also analyzes the advantages and disadvantages of PFS business, and the opportunities and challenges the business will faced in its future depending. From the point of this view, the environment of PFS business gradually improved which have superior advantages over the resources of General Headquarter and the service concept; But as the time is not long from the setting up of CSPD, it is facing the shortage of consumers and brand disadvantage and so on;Following the rapid economic development of Hunan and the devotion of CSPD to develop its PFS business, the business will face new opportunities and intense competition with many other challenges.Based on the above analysis and learning the advanced experience of PFS business from foreign and domestic commercial banks as the basis from domestic and foreign commercial banks, the paper puts forward the overall development strategy of CSPD:Specifically, the point is to segment the market fully, determine the target market, highlighting the overall consideration. In the channel aspect, further measures to expand the channel network of PFS optimization is necessary; In terms of financial professionals, CSPD need to enhance its daily management financial officers to and optimize incentive measures to gradually improve the overall quality; In the same time,different levels of customer service structure and product structure system should be constructed, which will ultimately build the personal finance brand of CSPD, enhance its customer relationship management.