The Research On The Strategy Of The Personal Financial Business In Domestic Commercial Banks

The personal financial business is the general address of all kinds of financial products and service provided by commercial banks to serve identities and households. It is not only the strategic focus on the development of international banking service and the innovation of financial products but also the destined choice chosen by domestic commercial banks to develop service area,promote competitive ability and perfect the capital and benefit structure.Overseas commercial banks with large scale have longer history and more abundant experience in operating personal financial business,however this business is developed late in domestic banks,it has shorter history and been limited by social environment as well as other factors in different degree.Anyway,compared with foreign banks,there is still big gap in domestic banks.Starting from the comparison of the development of personal financial business in domestic commercial banks with this in overseas banks,this paper finds out the gap of the development of personal finance still exists in our stated-owned commercial banks and analyses the corresponding reasons,it also points out the oppertunities and challenges for the development of personal finance business in state-owned commercial banks.Drawn on the successful experience of large commercial banks in developped countries,this paper comes up with strategies for developing the personal finanicial business in our state-owned banks in the future,i.e.,it should keep the concept of focusing on customers,being guided by market,taking effectiveness as the only goal to pursue.Surrounding the three main facts such as customers,products and marketing,it should speed the strategical adjustment and promote the integral development of personal financial business.