Comparison Of Bank Of China And Citibank Personal Financial Products

With the globalization of financial service, the widespread use of informationtechnology and personal wealth increase rapidly, personal financial markets in manycountries are developing rapidly, and personal financial products is the most important partin the commercial banks. At the same time, the personal financial products become themain source of its profits. In recent years, personal financial service in our country is alsodeveloping quickly. But for the restriction of low level banking technology and theinfluence of local market environment, the development of personal financial service isslower than that in foreign countries. On this occasion, the comparison of domestic andforeign personal financial products will have great significance. In this paper, we chooseCitigroup and bank of China as the representative. Through the comparative, we find outthe advantage of each bank, and put forward the measures to the bank of China.This paper consists of four parts. The first part is the definition of personal financialproducts, the market segmentation of personal financial products and the theory ofpersonal financial marketing. The second part is the types and characteristics betweenCitigroup and bank of China. And the third part is the comparison and analysis betweenCitigroup and bank of China from the market positioning and service, bank marketingstrategy, product innovation and profit ability. At last, the bank of China need to focus onbrand creation and management, providing personalized service, attaches great importanceto the financial innovation and pay attention to talent cultivation to improve.