Study On Personal Financing Service In Commercial Banks

With the continuous, rapid and sound development of China's economy, the general public have raised the awareness of modern financing and show strong interest in investment. As a result, the financial services are diversified, personal financing service is becoming a key sector for commercial banks. This paper studies the personal financing service in commercial banks.First, based on the current situation of personal financing services in domestic and foreign banks, the paper investigates the significance and expanding trend of personal financing service in domestic commercial banks, as well as the weakness existed.Second, a SWOT analysis is conducted to analyze the merits and flaws of internal resources, the external opportunities and threats for Tianjin Branch, Bank of Communications. The goals and strategies in personal financing services are concluded, and the market segmentations are studied. And then, based on marketing theory, the paper has studied the product, price, channel and promotion strategies in personal financing services for Tianjin Branch, Bank of Communications. Finally, on the perspective of improving service management, we discuss the means of developing personal financing service in terms of organization design, human resources, scientific innovation and relation marketing in detail.