The Research On The Development Of Personal Financial Services Of Chinese Commercial Bank

The personal financial services of commercial bank is a hot topic being continuously discussed in both theory and practice in recent years. The reason for this is the personal financial services of commercial bank is developing rapidly and it is essential to develop the Chinese socialist market economy. Besides, it is the necessary choice for the commercial banks to prompt themselves.This thesis first illustrates the definition of the personal finance, differs this definition from that of the personal financial services of commercial bank, and argues the outer and inner dynamic for the development of the personal financial services of commercial bank. From the macroeconomic perspective, the development of the personal financial services fosters the shift from savings to investments, so that it promotes the stable and prudent development of the domestic economy; from the microeconomic perspective, the individual requests for the saving and increasing of the assets and for avoiding risk, provide large market demand to the personal financial services. The inner dynamic for the development of the personal financial services of commercial bank is that they greatly improve the middle services to look for the new point of increasing profit.This paper analyzes the developing process of the personal financial services of commercial bank in the western country and HK, and on the basis of this, summarizes the successful experience of developing the personal financial services of commercial bank in the mature countries and areas. For the first time, this thesis tries to, with real cases, analyze the necessity of developing the personal financial services of commercial bank in the method of econometrics, on the basis of recalling the developing process of the personal financial services of commercial bank in our country. At the same time, it points some problems existing in the development of the personal financial services of commercial bank in our country at present.This paper puts forward some advice for fostering the development of the personal financial services of commercial bank in our country, mainly from the following four aspects. First, the commercial bank should fasten the shift of the concept and the formation of the idea. They should have the concept of brand and form the service idea of"Centering on the Customers". Second, the commercial should speed the construction of the useful people , raise money management planner, establish the allocation system of the money management on basis of levels and build up customer manager system for restricting and encouraging. Third, the commercial bank should realize the"Four Direction and One Control"of the personal financial products and services."Four Directions"means"Customerization","Innovation","Generalization"and "Internationalization"."One Control"means"Risk Controlling"."customerization"means that everything should be centered on the customers."Innovation"is to replace the old products with new ones constantly."Generalization"suggests personal financial products include those the bank produces and sells as an agent. The commercial should evolve into a group with financial shares."Internationalization"holds the commercial banks should run business abroad and make great effort to deal with foreign financial products representative of their customers. The"Four Direction and One Control"of the personal financial products and services of the commercial banks are beneficial to a fast and long development of the personal financial services. Fourth, the commercial bank should improve the construction of their facilities.