Development Status and Competitive Strategies of Personal Wealth Management Services in State-Owned Commercial Banks: Evidence from a Branch of China Construction Bank

Abstract

With household wealth growth and the implementation of the Asset Management Regulations, personal wealth management has become a key driver for commercial banks’ high-quality development. This paper examines Branch Z of China Construction Bank, evaluating its competitive strategy through mixed methods. Findings reveal structural challenges during digital transformation: declining fee income, product homogeneity, uneven advisor competence, and organizational inefficiencies. SWOT analysis suggests leveraging external opportunities to address internal constraints. QSPM evaluation shows differentiation strategy achieves the highest attractiveness score, representing the optimal choice.