| With the developing of Chinese economy, the level of people's income improved quickly. The need of personal financial services become thrive day by day, moreover because of changing operation idea of commercial banks, personal financial services gradually become one of important services for commercial banks. Personal financial services, as one of intermediary business will become one of core services for banks to attract high grade customs, enlarge market occupation and increase profit. In addition, with the development and progress of information technology and Internet technology, the banking network is a inevitable trend of the global network economic development, the emergence of Internet banking are the inevitable product of financial innovation.Internet bank's customers have more choice of different banks with the increase of information transparency, the supply of individualized services and the appearance of innovated business. In order to guarantee the fluidity and profitability of internet banking in the future, we should maintain a certain amount of customer and make it rationally grow. Marketing can increase the efficiency of financial service and build credibility among customers. Guided by customer-oriented theory, it will promote the development of internet banking and also satisfy the demand of customers. In this paper, on the basis of an exhaustive analysis to the development of online personal financial management business at both home and abroad, the paper analyzed the existence of the problem and its root causes, and raised the feasible proposals of the development, which has the practical significance on speeding up the online personal finance business development of the domestic commercial banks.The article began with an overview of online personal finance, and I explained its concept, content and theoretical basis. And then I introduced the foreign commercial banks in online personal financial status, characteristics and trends, and the specific circumstances of domestic online personal financial services. The paper come the existing problems and identified the root cause of these problems of China's online personal finance business development under the comparative analysis of the domestic and foreign commercial banks in online personal financial management operations. Finally, the paper proposed effective countermeasures about a commercial bank how to develop the online personal financial management services.The full text includes the following:The first part is the outline of the commercial bank online personal financial services, it mainly introduced the concept, the primary coverage and the rationale of the commercial bank online personal financial services. online personal financial services is refers to a series of activities like this: according to the external environment change, individual or the family gains individual managing finances service which with the aid of the Internet the business provides, and then they readjust their surplus assets' shape continually to maximize their property income. Including online personal financial services information inquiry, financial information analysis, personalized managing financial project design and the related financial product and the service transaction and so on. Commercial bank online personal financial services'rationale includes life cycle theory, finance innovation theory, market marketing theory.The second part is the outline of the domestic and foreign commercial bank online personal financial services development, mainly briefs the condition, background and the trend of development in the domestic and foreign commercial bank online personal financial services. Referring to commercial bank online personal financial services development in the US, Japan and Europe, the paper selectively analyzed the market environment of Chinese commercial bank online personal financial services; the technological risks and service risk, mainly including: Legislative lag risk; Customer behavior risk; Internal management risk; Technical operation risk. Ultimately I analyzed the measure which adopted in online personal financial services'network risk guard.The third part summarized the mainly technical questions, the credit questions, the legal matters and the supervision questions according to the analysis of Chinese commercial bank online personal financial services. And in view of these questions, I proposed the suggestions and the countermeasures to deal with the existing questions in Chinese commercial bank online personal financial services. Finally, I analyzed the present situation and the existence question of Chinese Commercial bank online personal financial services, and I obtained that Chinese new will be more comprehensive, and will gradually surpass the traditional managing finances way; And according on-line bank's development model, the business model of Chinese online personal financial services presents the diversification, it mainly take the pattern about the traditional bank and purely on-line bank how to develop online personal financial services as the main characteristic.This article analyzed that Chinese Commercial bank has the inferiority in the external environment like law, the policy, the finance market and the management like marketing technology, information technology as well as personnel quality ,all of these have restricted our country's Commercial bank online personal financial services development. This article mainly analyzed how to develop the commercial bank oneself, it come to that our country commercial bank must profit from the experience, and should make in the following several aspects diligently: Enhance computer's networking to safeguard online personal financial services the stable security; Establish and consummate the social credit system; Enlarge marketing and innovation dynamics of online personal financial services; Construct the related legal system of online personal financial services; Strengthen government's supervision on the online personal financial services; Set up the idea of taking the customer as the central management, construct the systematized managing finances service system, mold the managing finances brand, speed up the network advancement, exercise and cultivate the troop of high quality customer manager, establish the scientific incentive mechanism, establish individual appraisal system and so on..This article utilized following research techniques(1)Utilizing the market environment analysis in the marketing theory. Analyze the viewpoint of the paper clearly from the macroscopic environment, in the related environment and the internal environment; collect the massive recent data to support and proof the viewpoint of the article, and emphasize the union of the theory and the practice.(2)Unify the vertical analysis and the dynamic analysis. Regarding the research of Commercial bank online personal financial services, it does not only limit in some point and make the crosswise comparisons between domestic and foreign, but carries on the dynamic analysis from time lapse's angle. The paper analyzed and summarized three major problems which exist in online personal financial services presently: The technical question, the credit question as well as the legal norm which is necessary in on-line service and the online payment. Finally, this article obtained some more realistic questions and the suggestions through analyzing and summarizing the theory of Commercial bank online personal financial services. |
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