The Research On The Personal Financial Services Of Commercial Bank

Personal financial services play a significant role in commercial banking businesses in developed countries and areas. While the current development of personal financial services in our country relatively fall behind. Based on the background of globalization and marketing, according to the practical as well as academic review, this article brings forward some countermeasures of developing the personal financial services in our country.Based on the trend of mixed-management in our banking industry, the writer analyzed the investment financing demand and the consumption financing demand both on the macro and micro level by using the demand theory. The empirical analysis based on our country's data shows that, as the macro-economy grows steadily in our country, the inhabitants'investment financing demand and consumption financing demand will continue to increase both in the city and in the rural area. So the need for effectively conducting personal financial services is necessary and urgent.The article had a briefly review of the development history and current situation of the problems existed in personal financial services of the commercial banking sector. The problems involved are: product and the marketing, management technology, company governance, organization and personnel etc. Based on the research above, the divided-industry management of our commercial banking sector, the limitation of the commercial banking operation system to the personal financing business have been analyzed as well. Credit and property right have also constituted the development bottleneck of personal financial services.Aimed at the problems existed in the personal financing businesses of our country, the article analyzes the developing history and the experience of overseas commercial banks, brings forward the development direction of our commercial banking personal financing businesses. On the micro-level, the unification of technology and management creation should be emphasized, on the property right level, the unification of risk and coping system should be emphasized, on the system level, the perfect credit environment and the professional personnel system should be emphasized.Using the property right theory as well as the financial innovation theory, the article proposes corresponding solutions and the detailed countermeasures, such as the operation of personal financial services business, the combination of management and the technical innovation, the guarantee of organization and the personnel system etc. At last, the problems of product innovation, marketing innovation and management innovation have also been discussed in this paper.