Research On Development Of Personal Financial Business Of BOC Changchun Linhe Street Branch Strategy

The personal financial business in its personal or family customers as theservice object, to provide the savings and loan, financing, payment, custody,consulting and other comprehensive financial products and financial servicesbusiness activities. Personal financial business is the commercial Banks, especiallythe branches the backbone of the business.Along with our country market economy system and financial system reformfurther perfect and rapid development, people’s income is increasing, the amount ofwealth growing, followed by the commercial bank personal financial business offierce market competition, the residents self-independence, diversification ofinvestment channels, personal financial business of commercial Banks the traditionalmarketing mode has brought new challenges.The overall China’s financial market, foreign bank personal financial business isthe business development strategic focus and the focus of the financial productinnovation, foreign Banks has a long history and rich experience, rely on thediversification of products and services to customers, there is a certain gap betweenChinese commercial Banks. Represented by "balance" of the Internet financialcombining traditional financial industry and the spirit of the Internet, has realized thefunds rely on the Internet to financing, sharply reduce customer transaction cost,simple operation, easy to follow and never leave home to provide one-stop service,abandoned the traditional bank through the network as a means of media, thedevelopment of commercial Banks personal financial business and puts forward the new challenges.In high-end customers continue to increase, objectively put forward higherdemand for personal financial business, as a source of bank profits more than80%ofpersonal financial business, the bank must pay attention to in high-end customerservice experience and product demand.With the globalization trend of the marketization of interest rates and financialdisintermediation, traditional commercial Banks are carrying on the strategicadjustment and change. Personal financial business due to the size stability, riskcontrol, can be more stable to continuously provide customer and bank profit source,more and more be taken seriously. China’s sustained and rapid economic growth, butalso for personal financial business development provides a huge market potential.Bank of China, has a good brand reputation and global business network, itsalways attaches great importance to the development of personal financial business,in the face of fierce competition, how to play their own advantages, dig the customerresources, carry out effective marketing and service, through the innovation ofmarketing channel and product portfolio, keep the competitive advantage at the sametime, further enhance the market attack, efforts to achieve "do the best bank", hasbecome an important problem to an imminent.Six years have passed since the establishment of the bank of a canal streetbranch personal financial business always maintain high growth, but with theincrease of financial institutions, the surrounding present growth since last year,development meet the bottleneck, the slowdown in the growth rate, through thestudy of this article, the hope can be combined with the actual, linhe street to thebank of China branch personal financial business development to provide marketingstrategy, digging a new profit growth point.