The Study On The Strategies Of Commercial Banks' Personal Financial Business In China

Since the 20th century 70's, As the financial deregulation and the deepening of financial liberalization, Western developed countries intensified competition in the financial industry, Large number of non-bank financial institutions went into traditional banking business areas, Banks and non-bank financial institutions increasingly blurred boundaries. Under the pressure, Banks were forced to re-examine business architecture which shifted the focus from enterprise business to individual business, which further raised the level of resource allocation of banks and greatly expanded the development space of personal finance business, so personal finance business sales and profits had rapid growth. Since the late 20th century 90's, online banking broght a new development model for commercial banks'personal financial business. On the other hand, because of rapid economic development, social wealth is increasing, so the need for residents of personal finance is increasing, personal financial business is booming. At present, personal financial business'development has been relatively mature, and personal financial business becomes the main profitable bank business in the western developed countries.In contrast, commercial banks'personal financial business is still in the early stages in china. Although personal financial business has become the darling of banking industry, but the associated operating mechanisms and systems are imperfect, there are many shortcomings and the factors constraining the development of personal financial business. Therefore, how to continuously improve and develop personal financial business becomes a complex and difficult task for banking industry.At present, there is serious homogeneous phenomenon for commercial banks' personal financial business, its development is product-oriented, There is a large gap between chinese personal financial services and services of multinational banks. Facing the problems, based on the successful experience of the foreign banks, this dissertation try to studies on the strategies of personal financial business. This article uses financial innovation theory, the portfolio optimization theory, life-cycle theory, differentiation marketing theory, customer relation management, services marketing theory and so on. The dissertation discusses four strategies of personal financial business(market segmentation, product strategy, service strategy,brand strategy) and put forward a personal finance scientific measures to improvement sound business strategy of commercial bank of China. This dissertation has a certain theoretical and practical significance.This dissertation includes two parts, the introduction and the text.The contents of introduction part are background and significance of choosing this topic, research thoughs and research methods,main contributions and the issues which need to be further studied.The text part is made up of six chapters.Chapter 1:the literature review. The chapter introduces foreign marketing theory,a modern commercial bank marketing theory,the development and marketing research of domestic commercial bank's personal financial business.Chapter 2:marketing situation and development trend analysis of personal financial business. The specific contents include the problems of personal financial business, development characteristics and trends of personal finance business.Chapter 3:market Segmentation of Personal Financial Services. Based on "customer value theory",the chapter carry out financial market segmentation through neural network technology,which is the customer value as the segmentation variables,Chapter; 4: product strategy of personal financial business. Because the commercial-banks haven't enough financial product to meet the financial needs of individual customers, the chapter puts; forward serial product innovation strategy.On the other hand, by the method of empirical analysis, the chapter explores the structure of China's household financial products and sums up that structure of financial products is irrational.Then, based on the portfolio optimization theory, the paper constructs the model of financial products portfolio optimization. Finally, it gives some suggestions to the development of personal finance products. Chapter 5:services strategy of personal financial business. Through the market survey of customer satisfaction's factors, the paper identifies the major factors of customer satisfaction of personal financial business.Chapter 6:brand strategy of personal financial business. This chapter researches brand-building and brand management of personal financial business.Chapter 7:Conclusion,the path selection of improvement of personal financial business.As a summary and reviewing of this dissertation, the chapter mainly sums up the main problems of personal financial business,and puts forward a sound path choice of personal financial business of China's commercial banks. It gives some ideas to improve the strategies of personal financial business.The dissertation tries to make some innovation in the following aspects:First, based on customer value theory, the dissertation builds customer e value assessment model to carry out financial market segmentation through neural network technology.Second, based on the portfolio optimization theory, the dissertation constructs the model of financial products'portfolio optimization, and uses the function of EXCEL to simplify the calculation which enhances the application of the model.Third, the dissertation constructs the major factors'model of customer satisfaction of personal financial business.Based on the model, it gives some ideas and suggestions to improve QOS of personal financial business.