Research On Competitive Strategy For Personal Financing Business Of Bank B

With the rapid economic development resulting from the reform and opening-up policy, social welfare and livelihood enjoyed by the general mass has been greatly improved. Enlarged income gap gives different perspectives for modern financial management, eventually traditional deposit and saving could not meet the general need, and that is why financial management and transactions made by the banking professionals becomes prevailing. The scale and progress of the modern financial industry in China is quite behindhand, compared to that of the west developed countries. For one thing, separated financial supervision provided by contemporary laws and regulations has restricted the growth of banking finance, and for another thing, personal banking service receives lots of criticism for lack of financial products, professionals, efficient internal mechanism and stable marketing targets.This essay focuses mainly on competition strategy for personal financing business of bank B, with PEST analysis and five forces model, so as to understand marketing situation and challenges. Through interior management analysis of bank B, this essay examines development scale and financial product combinations, which range from tangible assets, including products, customers and distribution channels, and intangible assets such as human resources, innovation incentives and brand values as well. Analysis rendered provides us a big picture of personal financing business of bank B. Furthermore, this essay employs SWOT analysis to sort out the potential marketing strategy for bank B, which claim for diversity and concentration, and development suggestions have been made accordingly. Detailed information concerning the above mentioned suggestions elaborated hereinafter.Innovation lies with detailed marketing strategy suggestion brought forward by scientific analysis means.It has certain guiding significance to the development of the personal financial business of bank B.