The Countermeasure Research Of Personal Finance Business's Development In JN Branch Of ABC

With the rapid development of China's economy,Chinese income has been remarkably increased.Under this circumstance,people's demand of higher-quality life and the higher requirement of the maintenance and appreciation of their assets,which cannot be met by traditional savings deposits.At the same time,the deepening of capital globalization and financial liberalization,as well as the increase of people's demand for personal finance business have both contributed to the rapid development of personal finance business in commercial banks in China.As the variety of personal finance business has increased and more customers choose personal finance business year by year,the proportion of profits generated by personal finance business to bank income has greatly advanced.As a result,China's commercial banks began to change their business concepts by conducting in-depth research on the investment market,continuously improving the advantages of their own channels,developing new products,providing excellent customer service to increase the market share of the bank's personal finance business and improve the bank's profitability.However,while the personal finance business is developing at a high speed,it exposes many problems in bank finance business,such as lack of market segments and serious product homogeneity.These problems have hindered the development of personal finance business.Therefore,it is of great theoretical and practical significance to propose suggestions for the problems existing in the development of personal finance business of ABC's JN branch,which can promote the bank's sustainable and stable business operation.By the end of 2017,15 commercial banks had been established near JN branch,which results in the fierce competition in the personal finance products market.Personal finance business as an important profit growth point is getting more and more attention in JN branch.How to seize the initiative is a question that must be considered.Based on portfolio theory,life cycle theory and behavioral finance theory,this paper,through SWOT empirical analysis,takes the personal finance business of JN branch as the research object,deeply studies on the situation and the development of the personal finance business management,and strength,weakness,opportunity and threat that JN branch has encountered and makes up the future strategies using SWOT matrix analysis.Through the study of the bank's daily personal finance business and the questionnaires conducted by nearby residents,this paper sums up the existing problems concerning personal finance business in JN bank like lack of advantages,weak online-sales channel functions and insufficient market development capabilities.Accordingly,this paper also draws up some countermeasures to enhance competitiveness of the personal finance business in JN branch.This paper is divided into four parts: The first part elaborates the background,purpose and significance of this topic,then summarizes the status quo of research at home and abroad and demonstrates the technical roadmap and interprets the research methods.The second part describes the related concepts of personal finance business.The third part analyzes the current operation of personal finance business in JN branch and introduces the personal finance products,and marketing teams.Besides,under the background of “new asset regulation”,this part will conduct SWOT analysis with the nearby 3 other banks so as to make up the optimization proposal for the personal finance business in JN branch.The fourth part,the writer distributes 500 questionnaires together with on-site visits to obtain relevant information so as to conduct in-depth study on the personal finance in JN branch of the Agricultural Bank of China.In the meanwhile,the 465 valid questionnaires will supply effective data support for analyzing the problems already existing in the personal finance business of JN branch.The fifth part introduces optimization of product strategy,channel strategy,promotion strategy and network transformation in order to promote the marketing performance of the personal finance business in JN branch.