The Research On Innovation Of The Personal Financial Services Of Chinese Commercial Bank

With Chinese financial market being open the whole world, we have been faced with lots of questions, especially in the area of personal financial services. On this circumstance, this thesis aims to identify the situation of personal financial services now in China and put forward suggestions on its development. At first, this thesis briefly summarizes the general situation of the personal financial services in commercial bank. Then the thesis defines the personal finance from different angles. After that, in order to clarify the topic of personal finance innovation, the thesis does a theoretical research introducing some important theories as lifecycle theory, investing combination theory, capital and asset pricing model theory, finance innovation theory on personal finance and so on. On the course of keeping and increasing personal wealth, and for the benefits of competition in financial market and commercial operation, the thesis also points out what the tendency is that commercial banks have in personal finance services business. Furthermore, through comparing the innovative developments between the Swiss Commercial Bank that is the worldwide earliest bank and the most representative American National City Bank of New York, we find out that it is still a long way to go for our commercial bank to improve the personal financial services. We have some weaknesses in business organization, marketing, product and brand, business management and product development, assets assessment, thus it is necessary for us to learn advanced methods of business operation from commercial bank overseas. The thesis also analyses the problems and their causes in the personal finance development in the aspects of lag in product innovation, straw backs in innovation and so on. With regards of the recent situation in china, the thesis demonstrates that it would be better for us to speed up the development and innovation of personal finance products, to optimize product structure and quicken the innovation of personal financial services, to improve service's quality, to widely apply advanced information technology in practice, to develop new channels for personal financial services and advance management innovation, so as to promote the innovative countermeasures for the development of personal financial services.