The Research Of The Special Financial Product Situation And Development Strategy Of China Everbright Bank

The personal financial service of commercial banks has been still in its infancy by now. How to improve and develop the personal financial services of commercial banks, which has become a complex and arduous task to China’s banking industry.The phenomenon of "homogenization" in the personal financial business marketing of China’s commercial banks is serious. The development of Financing Business is "product-oriented". Financial services from our commercial banks are different far from international banking services provided by multi-national banks.Moreover, most commercial banks do not form the advantage of financial services brand. This paper is focus on above problems of the personal financial services marketing in China Everbright Bank. it analyses the difficulties of the development of personal financial services faced by China Everbright Bank Branch in Huanggu District of Shenyang from product innovation strategy, service strategy and brand strategy, and so on by the way of learning from the successful experiences of foreign commercial banks on the personal financial services. This paper provides the development measures suitable for the environment of personal financial services of China Everbright Bank branch in Shenyang Huanggu through making a comparation between the domestic and foreign commercial banks in the development of personal financial services, operating system and practice conditions, which may be useful to personal financial business development and brand marketing strategy of China’s commercial banks.It puts forward a sound series of scientific measures with regards to personal financial services marketing brand strategy Choice of China Everbright Bank Branch in Huanggu District of Shenyang by using the economic theories of theband economic theory, the financial innovation theory and the portfolio theory in this paper, which would have has certain theoretical and practical significance.