Development Of Personal Finance Service In Chinese Commercial Bank

Service is the forever topic of commercial bank, especially during the reformation'sstepwise progression of China commercial bank, the importance of the bank's serviceemerged in greater degree. Consequently whose service means is advanced, servicemode is flexible, service quality is superior, and who win more customers, occupymore market share, and get more considerable profit.Along with the wide application of the information and network technology, therelaxation of global finance control and the rapid increase of personal income andfortune, the massive combining of bank as one falls, another rises. The finance growsin globalization, the personal money market of the developed country grows uprapidly too, commercial bank take the personal finance as the strategic pivot one afteranother. Personal finance develops rapidly, and become main source of the bank'sprofit. In China which during the reformatting and opening, along with the developingof the socialism market economy, the residenter's income is increasing year after year,the family and individual is gradually becoming the important force of the investmentand consumption in the country economy development. While personal fortune isaccumulating and expanding, people want the commercial bank offer the all-in-oneand high level finance service. In the recent years, the personal finance service alsogrew rapidly, but as a result of native market's influence and limit of the bank'sscience and technology developing level, the personal finance service's increasingspeed and service level didn't fit the requirement of market. In this background, thereis much meaning in the research of domestic and overseas personal finance. Thisthesis tries to analyze the domestic commercial bank's personal finance service, drawslessons from competition advantage of overseas commercial bank's personal financeservice, points out the problem of the domestic commercial bank's personal financeservice, and draws lessons from development experience of overseas commercialbank's personal finance service, puts forward the strategy and measure of Chinacommercial bank's personal finance service which should be taken. iABSTRACTThis dissertation is composed of five parts. In the first part, the definition ofpersonal finance service, the definition and function of commercial banks and severaltheoretical contexts about relative finance innovation theories, market subdivisiontheories and market orientation are explained. In the second part, in order tocomprehensively understand, study and have a thorough grasp of personal financeservice and also to plan, develop and management the operation much better in ourpractice, we have reviewed two aspects, one is the characteristics and classes ofpersonal finance service, the other is the future development of this service; In thethird part, we studied the development conditions and the basic characteristics ofpersonal finance service in Chinese commercial banks in the first place, based on it,we analyzed the current conditions and the main problems existing in it. At last, wefound the gaps of developing personal finance service between our country anddeveloped countries in the west. In the fourth part, with the case of personal financeservicing types offered by a commercial bank, we introduced the actuality of personalfinance service in the western national commercial banks (especially in US). Then, weanalyzed its comparatively perfect service mode and opinions. We also pointed outthat the developing trend of personal finance service in current international banks.All of these could be used for developing our service. The last part is a conclusion.Several good strategies and advices have been brought out. Moreover, we furtherstudy the developing strategy about improving environment and reformingcommercial banks itself.