| Abstract:With China’s sustained and rapid economic development as well as increasing residents’ income, personal financial services has taken an increasingly prominent and important position in the development of intermediary business. At present, most domestic commercial banks have accelerated the pace of expansion of personal financial services, launched a large amount of distinctive personal wealth management products and services, especially in the high-end customer markets. At the same time, fierce competition outbreaks in the financial products innovation between.This paper first elaborates on both well-known domestic and abroad personal financial business competition strategy, and then takes Guangdong Development Bank Shanghai Branch as the object of study, carries out the combination of both theoretical analysis and fieldwork in order to make an in-depth study on this bank’s personal financial business development and competitive situation. After that, we thus specifically discuss strengths and weaknesses, as well as future expansion opportunities and challenges faced of its personal financial business development. Finally, suggestions relating to channel construction, organization, personalized financial services, customer relationship management, product innovation, marketing and other competitive strategies are proposed.Although this paper focuses on personal financial business of Guangdong Development Bank Shanghai Branch, our conclusions also have some applicability for other domestic commercial banks to some extent. |
