Study On The Development Of China's Commercial Banks Personal Financial Services

With the increase of Chinese people's willingness of investment and diversified demand in financial services,commercial banks continued to accelerate product innovation and service innovation , and provide consumers with comprehensive,personalized financial services gradually became the focus of development. However,due to these constraints of financial and legal systems, and the degree of financial market development,this will inevitably encounter many new problems. How to deal with these problems properly,improve risk management,strengthen the regulation of personal financial services are important issues facing the banking sector.This article attempted to compare domestic personal financial services with foreign banks,and made a in-depth analysis of the development environment of personal financial services,on this basis,pointed out the main problem and obstacles that exist in China's personal finance business,Stated the business innovation of personal financial services and propose some solutions.The article is divided into six parts :First, started from the basic concept of personal finance, personal financial services,discussed the significance to develop personal financial business in China's commercial banks.Second,stated related theory in personal finance. Made a discussion on the essence of personal financial services. It is based on the principle of trust business, but not exactly the same as trust, there are connections and differences between them. Personal finance is mainly based on the time value theory, modern portfolio theory,capital asset pricing model.Third,discuss the development status of personal financial services in China. Analyze market environment of personal finance business,including macro environment and micro market needs. Discussed the course of personal finance business in China.Fourth,inspected the existing problems in operations of personal finance, and analyze the reasons for these problems . As the constraints of financial legal system and management system, the degree of development of the financial market, personal financial services are restricted. Currently, personal financial services operate in the lower level, it is not a real sense of personal finance yet.Fifth,also an important part,focuses on the strategies and measures may take in banks'personal finance business. Such as adjust operating strategies, conduct customer segmentation and differentiated services, strengthen product innovation capabilities, to improve the risk management system, create quality brands, train large number of qualified financial planners.Sixth,conclusion.The main contribution of this paper is to explore how to innovate personal financial business in the background of mixed operation in financial industry. Commercial banks should adjust its business strategy to meet the requirements of mixed operation trends,to engage in extensive cooperation with other financial institutions,create outstanding brand in personal financial business.