Research On The Competitive Strategy Of Personal Financial Business Of Ji’nan Runfeng Rural Cooperative Bank

Now, In the process of interest rate marketization accelerating, traditional deposit and loan spreads narrowed, facing challenges in the context of profit space,to speed up the development of personal financial business of domestic commercial banks, Have introduced a variety of personal financial products and proprietary brands. Personal financial business with its large volume, low risk, business scope, operating income stability and many other advantages, It has become a new profit growth point of commercial banks and the transition point, Occupies an important position in the development of commercial banking business. In China’s vast rural areas, With the income level of rural residents continue to improve, Financial awareness is growing, Personal finance market demand is becoming more and more important, The rapid growth of savings deposits of huge financial market., Residents in the hands of the money is the potential of financial resources, The personal financial business has gradually become the focus of competition among banks, Agricultural Bank, postal savings bank, have launched their own financial products package, Provide different service for different income groups of customers, Promoting the development of personal financial service market in rural area.Ji’nan Runfeng Rural Cooperative Bank (hereinafter referred to as the Runfeng bank) as the main force of rural finance, The personal financial business is still in the early stage, The personal financial management business still has many immature place, So the research has practical significance for the personal financial business. This paper starts from the background and significance of Runfeng rural cooperative bank personal financial business development, Focus on the development of personal financial business of importance Runfeng, strategic transformation, Carries on the brief elaboration to the personal financial business and strategic management concepts and theories, Lay the theoretical foundation for the following research. Secondly, Analysis by means of external environment on the bank’s personal financial business development of PEST theory, Potter’s five forces model theory, A systematic analysis of the macro environment, personal financial service market competition environment and the potential demand, Find out the Runfeng, facing the opportunity and the threat of personal financial services. Based on the analysis of Runfeng combined resources and capabilities within the line, The Runfeng bank personal financial services have their own advantages and disadvantages.Thirdly, Analysis of Runfeng bank personal financial business competitive strategy selection problem using SWOT matrix, Through the analysis of the feasibility of centralized strategy strategy and the difference of three kinds of strategy of cost leadership strategy, The implementation of focused differentiation competitive strategy Runfeng bank personal financial services. Last, From the aspects of service differentiation, product differentiation and product differentiation, Analysis of Runfeng bank personal financing business focused differentiation competitive strategy implementation. Put forward the specific measures from aspects of strengthening the management team building, improve the electronic service system, personal financial business innovation, strengthening financial management marketing management, In order to ensure the implementation of competitive strategy, To achieve strategic target.