Research On Business Developrtient Strategy Of Shenyang Branch Of Shanghai Pudong Development Bank

Along with the global economic integration and unceasingly thoroughdevelopment of the reform and open policy, Citizens’ reserves of wealth anddisposable personal income have been keeping increasing. Under the Northeast AreaRevitalization Plan, the economics of Shenyang increase rapidly and the livingstandards of Shenyang improved to a large extent. With the development of China’sfinancial market, residents in Shenyang have a lot of changes about financialmanagement ideas, so the personal financial services of Shanghai PudongDevelopment Bank(SPD BANK) Shenyang branch acquired a lot of demand andbroad market. As it can bring a considerable intermediary business revenue to SPDBANK Shenyang branch, the personal financial services becoming a new profitgrowth point.In this paper, SPD BANK Shenyang branch as the research object. Through theintroduction of the SPD BANK Shenyang branch and its basic operational situationof personal financial services, we analyzed the problems existed, and put forward thedeveloping measures of personal financial services.Based on the business condition of personal financial services in SPD BANKShenyang branch, this paper conducted in-depth analysis of its future developmentand competitive situation. Appling SWOT analysis matrix, this article also analyzesthe launching situation of personal financial services business, and leads to thenecessity of personal financial services business improvement. There are mainly fourproblems about personal financial services business launching in SPD BANK Shenyang branch: the lacking of competitiveness in personal financial productsintroduction and development, the imperfection in pricing system of personalfinancial productions, the inferior qualities of financial advisors and the risks ofpersonal financial productions. This paper puts forward the improvement anddevelopment measures of personal financial services aiming at SPD BANK Shenyangbranch’s existing problem. First of all, SPD BANK Shenyang branch need to providea good atmosphere of encouraging financial product innovation, so that the varietiesof personal financial production can be more plentiful, meanwhile, Shenyang branchhave to make a more precise market segment to meet the personalized requirementsof customers. Secondly, the pricing system’s improvement need SPD BANKShenyang branch build an effective basis system of personal financial productionpricing, and keep dynamic data testing and repairing to the pricing system. Thirdly,SPD BANK Shenyang branch should pay attention to the professional quality offinancial advisors, and strengthen the investment in high-tech. Finally, theimprovement of the risk control system need SPD BANK Shenyang branch tostrengthen the information disclosure mechanism, to set up internal bank supervisionaudited system and to perfect the risk control technology.