Research On Individual Financing Of Commercial Bank

With the development of the economy and the advancement of society in china, incomes of the urban and rural residents improve unceasingly, the attitude to personal property,concept and treatment way has changed a lot comparing with the past, the realizing of money management is growing fast. confronted with macroscopic and microcosmic fetter, like turbid mergeing control, employee quality problem etc,the individual money management of our domestic commercial banks is still in the junior stage at present,how to seek the basis of keeping a foothold in the cut-throat competitive marketplace of domestic and foreign commercial banks is the crucial problem that need domestic commercial banks to think about instantly. My article consider that,commercial banks work as the core branch of financing field, reform and develop must take care of the long-term goal,so we need to make effort to analyse the demand characterist specifically for target customer group, develop the new trans-century model, energetically ,harden the individual service of money management,so tactics research and product innovation of money management appears important.And then the main body of the article analysed the current situation of individual managing money marketplace contrast on domestic and foreign place,analyzed the problem of domestic money management marketplace,and the solving way,then tied with the everbright bank chengdu branch's actual situation,compared the current situation of money management product innovation between china and abroad,then studyed the principle of some kinds of innovation products created by the everbright bank chengdu branch, I bring out my own idea of innovative product design and service artifice.At last I use the actual case of money management combination to explain the importance of product design innovation.