Research On Competitive Strategy Of Personal Finance Business Of CCB In Jilin Province Branch

The personal finance business of commercial banks is a strategic business in its development,which plays an important role in the transformation and development.Personal financial business has the characteristics of decentralization,extensiveness,diversity,integration and profitability,and has become the main force of value contribution of commercial banks.In recent years,CCB Jilin Branch has deeply practiced the development concept of "new finance",ranking top among the peers in the province in terms of personal full capital,retail credit and intermediate business income.However,there are still many problems in the development process of personal financial business,such as the ability of large wealth management to be enhanced,the value of individual customers to be deeply cultivated,the pressure of new mortgage,the income structure of intermediate business to be balanced,and the product penetration rate to be improved.The main reasons for the above problems include weak new customer expansion,lack of professional ability of the team,great influence of policies,downturn of the real estate market and so on.Based on the personal financial business of China Construction Bank Branch in Jilin Province,this paper analyzes the causes of its deep-seated problems through the analysis of its business development status and existing problems.At the same time,in the analysis of external environment,politics,economy,society and technology are analyzed.In the internal environment analysis,from the strategic orientation,organizational structure,human resources and financial resources,digital management ability,linkage marketing ability,professional service ability and other aspects of the analysis.The SWOT analysis tool is used to make a detailed and in-depth analysis of the strengths,weaknesses,opportunities and threats in the development of the bank’s personal finance business.The ST strategy is selected in combination with the SWOT matrix,and the advantages of its own brand,channel and customer base are used to cope with multiple threats.At the same time,the future development direction and goals of the personal finance business of the Jilin Branch of China Construction Bank are determined.According to SWOT analysis results and business development status of the bank,after determining the overall strategic objectives and business objectives of the personal finance business,by comparing the advantages and disadvantages of Porter’s three competitive strategies,it is suggested that the bank choose the differentiation strategy to create a unique personal finance business model.The conclusion of this paper is that the differentiation strategy should be adopted,and the implementation measures of strategic goals should be determined from six aspects,including total capital and personal deposit,retail credit business,personal total customer,private banking business,credit card business and large wealth management.In order to effectively implement the differentiated competition strategy,improvements need to be made in the following six aspects to provide solid guarantees for the smooth implementation of the strategy: team capacity building,management system guarantee,assessment mechanism guarantee,financial resources guarantee,scientific and technological support guarantee,and compliance operation guarantee.Only by further optimizing and perfecting the safeguard measures in the process of strategy implementation can we better promote the vigorous development of the bank’s personal financial business.The research results of this paper hope to provide some valuable suggestions for the development of personal financial services of the Jilin Branch of China Construction Bank,and also hope to provide reference for the development of personal financial services of other commercial banks in Jilin Province,so as to enhance the value and contribution of personal financial services of commercial banks at this level.