The Study Of Civil Commercial Bank's Personal Financing Business

Along with China's rapid economic development, the accumulation of personal wealth and the request of high quality of life made residents'consumption demand and investment demand increased rapidly, that provides a solid foundation and a broad market for the personal financing business of commercial banks. It becomes the inevitable trend of expanding commercial banks'business that the personal financing business for its high-profit, fast-growing advantage. However, due to China's external policy environment, as well as the constraints of commercial banks in the development for their own reasons, so that commercial banks inevitably encountered many problems when they carry out the personal financing business. In light of China's actual situation, how to properly deal with the existing problems of the personal financing business development is of great realistic significance for China's commercial bank.The article described the characteristics of the developed countries and regional commercial banks personal financing business development and the present situation of civil commercial banks'personal financing business, comparatively analyze the gap between China's commercial banks and the developed countries and regions commercial banks in developing personal financing business and pointed out that the problems of China's commercial banks personal financing business and the main reasons for the problems, and put forward the corresponding countermeasures.First, the article described the concept and theoretical basis of commercial bank personal financing business. Learn from the developed countries and regions given the definition of personal financing business, we will summarized the China's commercial banks Personal Financing Business as: in light of the customers'different personal financing business targets, the professional financial managers of the commercial banks analyze the customers'situation in their life and finance, and then help them make financial plans or suggestions which can be achieved their specific objectives .It is a comprehensive financial service, not confined to the provision of a single financial product, but a kind of innovation which is a targeted portfolio of financial services for customers'different comprehensive needs, and it is a comprehensive, layered, personalized services. At the same time, the article also described the financial intermediation theory based on the functional concept, the asset portfolio theory and the customer satisfaction survey theory, and used these theories as a basis to the research.Second, the article analyzed the characteristics of developed countries and regional commercial banks personal financing business and the course and the present situation of China's commercial banks personal financing business, comparatively analyze the gap of China's commercial banks in the aspects of the level of personal financing business, market segmentation and customer orientation, the personnel quality of the personal financing business, information technology support, and so on.Third, the article analyzed the problems of the China's commercial banks in the personal financing business and the main reasons for the problems. The problems of China's Commercial Banks Personal Financing Business: (1) there is an obvious similarity phenomenon and serious homogenization of financing business type;(2)the investment rate of return of the personal financing business products is emphased too much, but the risk awareness is not strong; (3) lack of many all-around professional financial managers, and urgent need to replenish and upgrade the all-round quality (4) Operational support systems are imperfect, and distribution channels are not smooth. The main reasons are: (1) external environmental constraints (2) the reasons for the bank itself.Finally, the article pointed out the countermeasures of China's commercial banks personal financing business development. First, we must increase the intensity of product innovation, and carry out the pattern of the "customer relationship management"; second, we must strengthen risk awareness, and improve business risk control mechanisms; third, we need to speed up the training of qualified managers, improve their comprehensive capacity; finally, intensify technology investment and increase the intensity of the support of information technology.