The Research In Personal Finance Service Strategy Of Commercial Bank

Personal finance is a intermediary business with low risk, low cost and high income. It can not only increase the intermediary business income, arouse the whole of bank personal business to develop, but also can bring the flood of a fund of both domestic and foreign currencies deposits to the bank. Personal financial market contains great business opportunities, having become the competition focus of the domestic and international banking industry. Because of some historical matters and realistic restriction, the develop of domestic personal finance is immature, especially, the study of how to develop the personal finance in joint-stock commercial bank is rare.This paper tried to give a comprehensive analysis of the personal finance in China Merchants Bank, summarized the good experiences in the past, then detected the problems and challenges this bank facing. After the analysis of personal finance in developed countries and region, combining the theoretic of personal finance, this paper gave some strategies for those problems and challenges. China Merchants Bank, as a joint-stock commercial bank, it's development of personal finance had lead the domestic industry. Analysising the personal finance in this bank can bring some useful and valuable experiences, and the strategies and propositions for this bank can also be suit for the other commercial banks. In the part of proposition, we gave strategies of product, service and client, the Customer Relationship Management(CRM) in the strategy of client is a very important concept of marketing, this paper gave the way how to use CRM in personal finance. Furthermore, in the end of this paper, an idea of constructing a integrated personal finance service system was presented. According to this idea, the commercial bank should combine the human resources, hardware system, management pattern, product system, marketing system and so on, then forming a integrated personal finance service system. Doing like this way can reduce the resource waste furthest, and for the most important, it can improve the inefficiency when dealing with the personal finance just as a separate operation.