Research On Development Of Personal Financial Business In Guangdong Development Bank Shenyang Branch

The development of finance liberalization and financial innovation brings both new challenges and opponunities to banking industry On one hand, traditionaJ type of operatlon which depends on interest spread can not meet the need of competition and banks need to seek new profit growth point. On the other hand, the development of financial Innovation brings new business philosophy, diversified financial products and tools and highly efficient technical support which in turn brings new path to find new protlt growth poInt to the bank Confronting increasingly intensive horizontal competItlon, domestic and foreign banks have turned their attention to personal flnanclaJ planning, which is one of the new pr06t growth points. The state-owned commerclal banks, led by Industrial and Commercial Bank of China are now in the period ot transition. As a new pront growth point, personal financial planning is paid great attentlon to due to its broad prospect. Against the background of mechanism feform, the development of personal financial planning becomes the cofe and focus of promoting the development of personal finance affairs. Under this background, the dissenatlon made a research On the subject of the development of personal financial planning in Guangdong Development Bank Shenyang Branch.The dissenation first of all analyzed the theory foundation of personal financial planning in commercial banks. Secondly, the dissertation applied SWOT to analyze the opportunities, threats, strengths and weaknesses of personal financial planning in GDB Shenyang Branch. Thirdly, combining the actual conditions, the dissertation made market segmentation, chose the target market, provided difrerent financial planning products according to different target markets to realize differentiation strategy. Then it made a conclusion on the development strategy and target of personal financial planning in GDB Shenyang Branch. Finally, based on previous analysis, the dissertation put forward suggestions on channel constructjon, organization institution, customer relation management, product innovation, market method, competent personnel constructlon, which will probably be useful experience and lessons for GDB Shenyang Branch to meet fierce competition and gain competitive advantages.