The Research On Personal Business Development Strategy Of PSBC Baoding Branch

With the constant changes of the social and economic environment,China's economic development has entered a new normal,which puts forward new requirements for the development of the banking industry.In the face of increasing competition,PSBC Baoding Branch has faced unprecedented challenges in the development of personal business,and the development of personal business has entered a bottleneck period.With the gradual decrease of market share,how to further exploit the new situation of personal business development under the existing unfavorable situation is the primary task and current important work of PSBC Baoding Branch.This paper takes PSBC Baoding Branch as the research object.Firstly,this paper studies the theoretical basis of the development of personal business and elaborates the personal banking business and related management marketing theories in the direction of personal business development strategy.Secondly this paper seriously analyzes the present situation of the bank personal business development,through the way of questionnaire survey and key persons interview after the bank personal business development has carried on the thorough analysis,the comprehensive bank personal business development internal and external environment,finding out the existing in the development of its business in personal weakness of customer base,market orientation fuzzy,lack of sales system,the lack of marketing ability,channel inefficiency and shortage of product innovation,this paper expounds in detail and the problems.Finally,this paper based on the current trend of the development of the banking sector,combined with the actual situation of PSBC Baoding Branch,from the customer management,product innovation,line linkage,network transformation,marketing support risk management profession personal business development countermeasures are put forward.It is hoped that this paper will provide some help to the development of the personal business of PSBC Baoding Branch and provide some reference for the development of the personal business of similar commercial Banks.