Functional Perspective On Commercial Banks Personal Finance Business Innovation

With the rapid development of economic and social, personal financial business in the commercial bank share of overall business is growing up, while it has become a new profit growth in the commercial bank. Compared to Western countries, our commercial banks starting late in the areas of personal financial services market, especially in financial product innovation there is a gap between us. When the foreign banks enter the Chinese domestic market, we should seize the market opportunities,accelerate financial product innovation to achieve transformation of commercial bank functions.In this paper, through research on the theory of financial intermediation and financial innovation, to explain the need of accelerate Financial Business Innovation from the commercial banking capabilities perspective. Through Personal finance business innovation to develop three functions of commercial banks, new customer management, value-added, and risk diversification. Then use Empirical study to find out through various types of personal financial services and the core competitiveness of Chinese commercial banks associated with the degree, to find the future direction of developing personal financial services, to ensure that our commercial banks in an invincible position in the competition. Meanwhile, the article also cited the foreign banks in personal financial services market more sets of data to illustrate the problem of Chinese commercial banks in developing personal financial business, give some useful suggestions to solve the problem.Financial product innovation is the principle of "tailor-made", in conjunction with China's specific national conditions and reality of economic development, focused on solving problems of our Commercial Banks homogenization, various commercial banks should vigorously develop differentiated, personalized financial products to made financial products for various commercial banks with the features and advantages of themselves; means of innovation in financial services, with the focus on cross-market financial services, inter-market innovation is for the money market and capital market flows of exchange, settlement various financial instruments to pay for features barrier free. In China's current status, the proportion of direct financing is growing up, multi-functional cross-market financial instruments are more important of services innovative; in commercial banking services, personal financial business innovation is to solve the problem of counter Customers line up difficult formalities efficiency, and transfer the traditional business to Online Banking Services, through the development of Internet banking, phone banking, improve the bank card function, improve staff quality, greatly increase the self-service banking facilities measures.