Research On The Competitiveness Of Personal Financial Products Of Industrial And Commercial Bank Of China Branch H

In the 21 st century,with the rapid development of China’s economy,the substantial increase of people’s income level and the continuous increase of personal disposable income,more and more people begin to consider promoting the preservation and appreciation of assets through financial asset investment.Among them,the personal financial products of commercial banks are favored by more and more investors.However,on the one hand,China’s personal financial product market started late,and its development is not very mature,and there is still a big gap compared with western developed countries.On the other hand,investors in China have relatively low financial literacy,lack professional financial and financial knowledge,and are difficult to make correct decisions in the complex financial market.In the face of this contradiction,a comprehensive evaluation of the competitiveness of personal financial products of commercial banks has important reference value for the development of commercial banks and investors.Industrial and Commercial Bank of China is one of the largest commercial banks in China,and it is also an important part of China’s banking system.Industrial and Commercial Bank of China Branch H is located in H City,Shandong Province,with a very favorable geographical location.Through years of operation and development,Branch H of Industrial and Commercial Bank of China has obtained relatively stable customer resources,and has been recognized by residents of H city in personal financial services and other aspects,and has a high reputation.With the increasing competitive pressure in the banking industry,Branch H is also facing huge challenges in its operation and development.The development of personal financial products has been highly valued by the banking industry.Therefore,this paper focuses on the systematic analysis of the competitiveness of personal financial products of H Sub branch,and on this basis,it develops solutions.Based on the analysis of the existing research results of personal financial products,this paper formulates the competitiveness evaluation index system of personal financial products,which mainly involves five indicators: income competitiveness,anti risk competitiveness,market competitiveness,management competitiveness and comprehensive strength competitiveness of banks.Referring to relevant survey data,this paper compares the performance of A,B products of Bank H and C products of Bank B in the five indicators and conducts quantitative analysis.From this,we can get the comprehensive level of the current competitiveness of A and B products of Bank H,and propose countermeasures to enhance the competitiveness according to the comprehensive results.The research results show that,on the whole,although products A and B of H Branch are non breakeven floating income products,due to the relatively low risk level,short investment cycle of products and other factors,customers are relatively satisfied with their earnings and other aspects,while products C are less competitive than products A and B due to their relative disadvantages in terms of earnings and bank comprehensive strength;In terms of marketing competitiveness and management competitiveness,products A and B are slightly inferior to products C.Therefore,the promotion of the competitiveness of products A and B mainly starts from the promotion of market competitiveness and management competitiveness.In view of this situation,this paper has formulated the following optimization measures: improve the market competitiveness of products through differentiated marketing,improve the strength of financial marketing team building,promote sales through multi-channel layering,and carry out targeted marketing for target customers.I hope that the research in this paper can make the competitiveness of personal financial products of H Sub branch improve practically.