Exploring Commercial Banks' Personal Finance Management Business

With constant economy development and steady increase in people's living standard, individuals'need of all kinds of financial services and capital wealth increment gradually boosts up, and personal finance management has gradually become the focus of people's concern. Commercial banks'personal finance management business takes commercial banks'service as its support and natural person as its service target, and gives full play to its advantages at technology, qualified personnel, capital, etc. In accordance with customers'financial need at various levels, as well as in the light of their stages of career development and their income and expenses change, it designs a series of personal finance planning and financial services, to help customers accomplish the goal of maintenance or addition of the value of assets.As one of the emphases in commercial banks'retail business, personal finance management business has been paid more and more attention by every bank. China Merchants Bank, as one of the pioneers to develop personal finance management business, has accumulated certain experience in brand building, customer group accumulation, product marketing and design. The development of Chengdu sub-branch's personal finance management business has undergone the starting and developing stages, and has occupied a dominant position in Chengdu market, such as high rate of market occupation and good brand reputation. But there are many disadvantages. On the one hand, it is restrained by macro conditions, namely the bondage of present financial and economic system; On the other hand, it results from its own deficiency and limitation, like evaluation system of internal management, mold of product service, personnel quality, etc, which all remain to be resolved and changed. The personal financial management business's social effect and accordingly financial effect to commercial bank make it become both the present and future competition hotspot among all the commercial banks. China Merchants Bank Chengdu sub-branch's development of personal financial management business must face the market's unceasing development and need, adjust itself to the competition with home and foreign banks in every aspect, meet the need of customers'financial demand, maintain present customers and continuously explore new potential customer groups.This thesis is divided into five parts. The first part introduces the research background, approach and problems. Then it presents the current situation of domestic and foreign banks'personal finance management business.The second part expounds the connotation of personal finance management business, the theory foundation, as well as the social and economic effect resulted from commercial banks'personal finance management business. Commercial banks'carrying out the personal finance management business promotes the economic stability of social development and commercial banks'own economic interest.The third part starts from the current situation of China Merchants Bank Chengdu sub-branch's personal finance management business, then analyze the Chengdu sub-branch's market environment, personal finance management product supply, customers'need, personnel structure, and personal finance management income statistic, etc.The fourth part analyzes both advantage and disadvantage of China Merchants Bank Chengdu sub-branch's personal finance management business. It explains from the aspects of internal procedure, service mold, brand building, evaluation system and support system.The fifth part puts forward proposals to China Merchants Bank Chengdu sub-branch's personal finance management business from such aspects as brand building, production innovation, technology, personnel construction of customer manager and Enhancement risk guard.In China, commercial banks'personal finance management business has just started; hence it has great market and development spaces. As for China Merchants Bank Chengdu sub-branch, a lot of experiences from first-class domestic and foreign banks are worthy of learning and applying into practice. Moreover, it must continuously explore and improve through its own business. This thesis's disadvantage lies in the lack of validating these theories which are analyzed in this thesis in practice. I hope to see this validation in my future work.