Marketing Strategy Of Personal Financial Business Of The Yellow River Rural Commercial Bank

Personal financial business which service Families and individuals mainly, began in the United States, then developed rapidly in Europe and Japan and other developed countries. Personal financial business gets a real sense of development after the 1980 s, with the rapid growth of private wealth. With the competition between the Banks intensified and customer demand diversified, commercial Banks began to take seriously gradually beginning is given priority to with personal and family financial product and service development. Perssonal financial business profit proportion in the total profit increasing, become the western commercial bank personal financial business important profit center.Compared with western developed countries, personal financial business of commercial Banks in China starts late, long a traditional pay attention to provide financial services to large enterprises, state-owned Banks and other financial investment and financing channel is relatively weak, causes such as the personal financial development lags behind. With the deepening of financial reform, interest rate marketization footsteps approaching China’s commercial Banks have adjusted their business structure, actively develop personal financial business, personal financial business profitability and further improve and optimize the product structure, the major domestic commercial Banks on the basis of individual deposit and lending business also began to send all kinds of financial products, personal exchange and clearing agent business. Commercial Banks how to deal with internal and external competition and resource constraints, how to rely on seize the historic opportunity to improve their personal financial business competitiveness become the subject of the Banks is imminent to solve. As a regional operation of small and medium-sized Banks in rural commercial bank of the Yellow River is very difficult to let public customer business and state-owned Banks, joint-stock commercial Banks, and even set up earlier city businesses compete head-on. On the one hand, in small micro enterprise and personal wealth growth for the development of personal financial business provides a wider market opportunities, on the other hand the competition of trade in the financial business. So personal financial business competition for "big gold" is not only a breakthrough development of the Yellow River bank play their own advantages, the only way for sustainable development is to evade its own short board and competitors compete dislocation of the optimal choice.