The Potential Market Of Personal Financial Products

The personal financial services of bank is an item of new bank service which the 1980s emerges. With the development of economy ,such kind of business contains the enormous opportunities and promising future in our country.The fast development of economy and the rapid accumulation of Chinese inhabitant property give the personal financial services a good material base.The emergence of behavioral finance and the more and more widespread application in the practice provide a new rationale; the experience of the domestic and the foreign commercial bank in this area give the personal financial services the practice foundation.Firstly, we review the development of personal financial services and give a sight on the behavioral finance, we can say that the personal services are very necessary in our country: According to behavioral finance, investors are limited rational and the market is ineffective. They are inevitable blindness; they should turn to experienced and expertised team. Next, the author specially give a good sight on the inhabitant finance property, not only the development of the quantity but the structure of the assets, she consider that the inhabitant finance property are increasing rapidly but the structure is so sole, too many habitants are lack of the way of investment .Today, the overwhelming majority still was the bank deposit and the return is low. So we can say that the market of personal financial has a abundant material base. The fourth part analyzes the behavior of the consumers. Thought that Chinese consumer has its unique expense motive. The Chinese well-established culture the function which has to individual expense behavior influences subtly. The potential market of personal financial products is in the cities specially those locate in eastern area. Our commercial banks positively develop this kind of business in consider of avoiding risk and getting big profit. Now they compete intensely. But this kind of competition is at the low level, depending upon the quantity of personnel and the mesh points,the capital scale .the homogeneity of products is serious. The development of this kind of business is not the result of the financial innovation and the technology advancement. Certainly not remarkably is connected with commercial bank's core competitive ability, but is the extensive development, the fifth part of this article emphatically elaborated this point through the relevant analysis. However, this point also is commercial bank's operator should pay attention.Finally, this article make a forecast on personal financial services in our country .Thought the potential market of personal financial products in our country still to be in the initial development stage, will still have the quite big profit space in the future several years, the market potential is very big.In brief, our country economy is occupying an important development phase, how to meet the economical need and positively study individual consumer's demand, recognize and enter the potential market rapidly, enhance the commercial bank the profit ability and the sustainable development ability ,is a good question.