Evaluation And Promotion Strategy Of Personal Financial Products Competitiveness Of Dongguan City Branch Of Postal Bank

With the development of economy,the personal financial management business of commercial banks is increasing year by year.By 2018,555 banks in China had issued a total of 858,800 financial products,with a capital scale of 83.44 trillion yuan.This shows that our financial products market is very large and competitive pressure is also great.Dongguan City Branch of Postal Bank is a city commercial bank,and financial products are one of its main sources of income.Faced with the financial products of the four major banks and other commercial banks,how to win market share is a problem that must be considered by Dongguan City Branch of Postal Bank.Taking Dongguan City Branch of Postal Bank as an example,this paper uses the methods of quantitative and qualitative analysis,inductive analysis,analytic hierarchy process and questionnaire analysis to measure and analyze the competitiveness of personal financial products of Dongguan City Branch of Postal Bank.The main research contents are as follows: The first part introduces the background,significance and research methods of this paper.The second part outlines the theoretical basis of the competitiveness evaluation of personal financial products of banks,elaborates the relevant concepts of the competitiveness of personal financial products and the criteria and process of comprehensive evaluation and selection.The third part quantifies and determines the weight of the comprehensive evaluation of the competitiveness of bank financial products,constructs a comprehensive evaluation system of the competitiveness of personal financial products,including indicators of the profitability and risk of rational property products,indicators of product marketing,indicators of product management,and indicators of the comprehensive strength of banks.The fourth part analyses the series products of Dongguan City of Post Bank,evaluates the series products of Dongguan City Branch of Post Bank according to the above comprehensive evaluation,and obtains the corresponding results and shortcomings according to the evaluation.The fifth part,based on the evaluation results of the competitiveness of personal financial products of Dongguan City Branch of Postal Bank,puts forward the corresponding promotion countermeasures.The sixth part summarizes and reviews the full text,and puts forward relevant prospective suggestions.Through the research on the competitiveness of personal financial products launched by Dongguan City Branch of Postal Bank,this paper analyses the market demand of personal financial products of Dongguan City Branch of Postal Bank to acertain extent,and draws the following conclusions: The strategies of enhancing the competitiveness of personal financial products of Dongguan City Branch of Postal Bank include net value transformation of products,deepening resource allocation and integration.Efforts should be made to expand the variety of financial services,increase technology development,use the Internet and big data,improve the number and comprehensive quality of financial personnel,strengthen customer service and strengthen risk style.This paper explores the development of the effect,points out the explanation for investors to implement rational decisions,and puts forward the basis for city commercial banks to issue financial products.In order to provide reference for Dongguan City Branch of Postal Bank,and further promote the healthy and sustainable development of personal financial products of city commercial banks.