The Research Of The Development Of Chinese Commercial Banks' Personal Financial Services

The development of personal financial services of commercial banks,can not only promote the transformation of banks' roles and functions,but also help to optimize the structure of banks' customers and boost business performances.Take a broad view of the history of commercial banks in the developed countries,we can see that personal financial services directly influenced the competitiveness and performances of commercial banks.The competitiveness of the commercial banks can also be enhanced greatly by developing personal financial services.With the development of socialist market economy and modern scientific technologies,there have been tremendous needs for personal financial services by all circles of people, and the market for personal financial services are promising.Currently,the commercial banks in China are devoting themselves to the development of personal financial services,which not only services the needs of urban and rural consumers, and China's economic development as well,but also is a critical measure to meet the competition from other countries and to enhance banks' core competitiveness.The research paper consists of four chapters.The first chapter elaborates on definition of the personal financial services of commercial banks,by introducing the classifications,characteristics and theoretical bases of personal financial services. The second chapter does a comparative analysis of the differences of personal financial services between domestic commercial banks and the foreign ones.It also summarizes their service characteristics and developing modes by looking back at the history of domestic and foreign personal financial services separately.This chapter also prospects the developing tendency of personal financial services of commercial banks.Suggestions are presented to copy with the problems in the development of China's personal financial services.In the third chapter,the paper does a comprehensive analysis of the services in Bank of China,Shenzhen Branch, with the economic and financial conditions in Shenzhen as a background.Then the paper compares the business model of personal financial services of the Bank of China,Shenzhen Branch with that of Industrial and Commercial Bank of China Shenzhen Branch and China Construction Bank Shenzhen Branch.In the end of this chapter,the paper makes a SWOT analysis by focusing on those banks' products of personal financial services,including assets business,liability business and intermediary business.In the fourth chapter,the paper puts forward the strategic objectives of the personal financial services in Bank of China,Shenzhen Branch in the next three years based on the complete analysis and research.The paper also suggests the tactics for developing the key businesses of personal financial services, and for strengthening the core competitiveness of personal financial services.The author hopes that the analysis and research of personal financial services in Bank of China Shenzhen Branch can provide useful experiences and guidance to promote the core competitiveness of the commercial banks in China.