The Study Of Development Strategy Of Personal Financial Services Of ICBC In FX Branch

Personal financial business competition among the domestic commercial banks is increasingly fierce.Consequently requirements for personal financial business of the commercial banks must be raised.Therefore it has very strong practical significance and theoretical value to study the development strategy of personal financial business in order to improve the quality of the banks' personal financial products and service and enhance it's competitiveness as well.In view of the problem of bank developing personal financial business,with the research object of FX branch of ICBC,through investigation and comparative study,its present marketing strategy of personal financial business and the relevant problems and the possible reasons have been systematically studied.On the basis of that marketing SWOT is analyzed and targeted suggestions are put forward,including to highlight the status of personal financial business,to make specific marketing strategy,to enhance product innovation and improve core competitiveness;to accelerate the construction of marketing personnel for personal financial business;and to perfect the construction of marketing channels constantly and optimize customer service;to build a sound personal financial business management system.