摘要
个人金融业务是现代商业银行的支柱业务。随着个人财富和个人金融需求的
不断增长,个人金融业务的发展出现了巨大的市场空间和商机,个人金融业务将
成为银行同业竞争的焦点和发展的重点。作为四大国有商业银行之一的中国银行
拥有优良的品牌声誉和覆盖全国的综合业务网络,以及拥有数量庞大且相对稳定
的客户资源等优势,其个人金融业务近年来得到了长足的发展。

本文以中国银行某分行开展个人金融业务的具体实践为立足点,首先对中国
银行某分行发展个人金融业务的现状、重要意义进行了分析。然后阐述了商业银
行个人金融业务的概念及特点,接着,深入分析了企业管理相关理论,包括企业
策略管理的演变及客户关系管理内涵等。

在阐述中国银行某分行个人金融业务现状的基础上,从市场环境、渠道、产
品、营销策略等方面进行市场竞争力分析,并通过SWOT分析对中国银行某分行幵
展个人金融业务的优势、劣势、机遇、威胁进行了详细分析。并在此基础上提出
了中国银行某分行个人金融业务发展策略的选择。坚持以客户为中心、以市场为
导向,打造个人金融业务核心竞争力。最后在个人金融发展策略的基础上,制定了
某分行个人金融业务具体实施策略。

关键词:中国银行;个人金融业务;发展策略

The development strategy of personal finance business

一一take example for ** Branch of the Bank of China

ABSTRACT

Personal financial business is the pi liar business of modern commercial

banks. Along with the increase of personal wealth and personal financial

demand, it appears huge market space and business opportunities in persona]

financial business, personal financial business become the focus of banking

competition. As one of the four state-owned commercial banks, the Bank of

China has brand reputation, and its integrated operation network widespread

the country with large and stable customer resources, these advantages

makes its personal financial business get a substantial development in

recent years.

On the base of the concrete practice of personal financial business of

the bank of China ** branch, the paper first analyzes the conditions and

great significant of personal financial business exist. Then, elaborate

the concept of personal financial business of commercial banks and features.

Then in-depth analyzes the enterprise management theories, including the

evolution of strategic management and customer relationship management

connotation.

On the base of the status quo about personal financial business of the

bank of China 料 branch, this paper analyzes the market competitiveness

from the market, channel, product, marketing strategies, etc. And analyzes

the strengths, weaknesses, opportunities and threats by SWOT in detail when

the Bank of China 氺氺 branch carries out personal financial business. And

on this basis, this paper raise the personal financial business development

strategies the Bank of China 氺氺 branch, which is customer-foe us eel,

market-oriented to build competitiveness of the core personal financial

services. Finally, develop specific implementation of personal financial

business strategy in sub-business lines.

Key Words: the Bank of China, personal financial business, Development

Strategy