The Study Of Commercial Bank's Personal Financial Services

With the increasingly opening of financial market in China, personal financial services is becoming a competitive and challenge field in which all commercial banks can gain high profit and grow. Therefore, analyzing the present situations, existing problems and the development barriers of personal financing service, and presenting some practical suggestions based on the factual conditions of international and national commercial banks are significant for Chinese commercial banks to further develop personal financing services.The essay applies some theories of economics, finance, and management and uses method of the combination of normative and positive analysis and national research and international comparison then put forward some thoughts of the development of personal financing services of commercial banks in China at the moment.The article first analyzes the personal financial services of commercial bank connotation and the rationale. In the foundation of studies including the domestic and foreign scholars, personal financial services of commercial bank is defined: The commercial banks manages finances take individual customer demands as a center according to individual financial present situation ,and the customer property structure, revenue and expenditure condition, the union of customer own investment demand, the risk, and individuality factor of life goal, then depends on the aspects of the technology, information, talented persons, organization superiority, to provide specialization financial analysis and plan, investment suggestion, individual investment product recommendation to the customer serves as well as accepts the customer the request and the authorization, according to the investment plan and the way which beforehand agrees with the customer, carry on the investment and the property management service activity. At the same time, the life cycle theory, the capital asset fixed price, the investment portfolios as well as financial function view are personally manages finances as the commercial banks service rationale.Next, it has analyzed the international and internal commerce banks personal finances services development condition, and investing the two management pattern, the choice of the tool and the utilization, the core product and the difference degree, the market subdivides with aspects and marketing way, customer management and risk control, talented person raise and inspection mechanism has carried on the comparison.Third, in the above analysis foundation, it promulgated personal financial services of our country commercial banks in the service development process have the questions. The existence questions include: (1) the understanding of personal financial services exists erroneous zone; (2) the organizations and agencies establishment at will, lacks safeguard of the operation mechanism; (3)manages finances product homogeneity to be serious, deficient individuality service and lamination service; (4) the marketing level lag, lacks consciousness of launching an attack on own initiative and creating the market; (5) deficiently has the specialized knowledge of manages finances and the finance talented person; (6) the technical method lag, lacks the relatively independent service operation system and the customer information platform effective support. Main barriers we must face are: (1) minute industry management restricts the development; (2) drafting the letter system is not perfect; (3) the money market owes developed.Finally, the essay proposed several basic points mentality about our country commercial bank developing personal financial services: (1) in the product design and the development aspect, it must establish lasting innovation mechanism of the product of personal financial services, take the market subdivides as the foundation, make product difference strategy, pay attentions to the brand construction of manages finances; (2) in the service level and the grade of service promotion aspect, it must further establish and consummate the center of personally manages finances, speed up the specialized talented person's raise, provide the individuality service; (3) in the marketing channel and the marketing method perfect aspect, must adopt the marketing way of "waiting the guest visits" and the effective promotion measure which unifies with the straight duplicate marketing, the new channel of the widespread development of personal finances services; (4) constructing the aspects of the business management system, must establish taking the market and the customer manages system, the perfect service risk control mechanism, the establishment of effective staff drive and the inspection mechanism as the central organization; (5) in the formidable information technology support aspect, must establish unified manages finances services platform, the bank customer analysis system as well as the economic information database system.