Research On The Innovation Of The Personal Financial Services Of Domestic Commercial Bank

It developed gradually in later or middle 1990s to the personal financial services of commercial bank in our country. There is much gap in commercial bank compared with advanced country. This paper studied personal financial services of domestic commercial bank focused on the questions existed in it. Innovation and exploration in personal financial services will make a win-win framework between commercial bank and its customers. It not only has important meaning for the development of domestic commercial bank, but also increases national living standard, achieves net assert yield and gradually realizes prosperity.The theory and actual state of international commercial bank were anal sized in this paper based on the methods of combine theory with practice, comparative analysis, and multiple perspectives analysis and so on. It can accumulate experience and enlightenment and used as a reference for the development of domestic personal financial services. The core problems of personal financial services is seeking profit and achieving the situation of win-win, clarify target market position, meet the challenge of every hierarchy customers based on the characteristics and specialized infields of commercial bank. In other words, the development strategy is strengthening the infrastructure and brand construction, grasping the source of excellent customers which focus on the low end customer. Put the key point and creative point of financial business in maintaining and increasing the value of asset and reducing financial risk due to the present financial situation respectively.