Research On The Development Strategy Of Personal Loan Business Of State-owned Commercial Banks

China is currently in the economic transition period,the high rate growth has gradually turned into the current medium-high rate growth.The 13 th Five-Year Plan put forward the ambitious goal of ensuring a moderately prosperous society.Stimulating consumption,industrial transformation and urbanization have become the main theme of China’s economic development.These are also the focus of the financial industry.Starting consumer demand while investment rate continues to rise stimulating economic growth to support the good development of the economy has important significance.This is closely related to the development of the three main lines of personal loans(mortgages,personal business loans and personal consumption loans).And the bank’s personal loan business is bound to enter another period of development.Therefore,domestic banks are adjusting the original business strategies,have the personal loans which has lower capital consumption as a new profit driver.This thesis studied the K-branch of a state-owned commercial bank in the economically developed cities of the Yangtze River Delta.It introduced the theoretical basis of personal loans of commercial bank,and also provided an overview of K branch.In the view of the specific situation of personal loan business in K branch,SWOT analyzed opportunities and challenges as well as its advantages and disadvantages.With the purpose of identify the issues in the personal loan business development and future directions.Inspired by combining the personal loan business development experience from domestic and foreign commercial banks as well as other branches of the same financial institution,this thesis puts forward the development strategy and approaches to the development of personal loan business of K brand of this state-owned commercial bank.It also provides operation strategies and asset risk theory from product,price,channels,offer and implementation guarantee aspects to ensure that the personal loan business of K branch will keep balanced upwards trends.