The Research On Portfolio Strategy Of Personal Financial Management Product In China's Commercial Banks

With the intensified financial globalization, continuous infiltration of financial philosophy and improving of the quality of life in China , a "financial hot" trend launched in recent years. Financial market turmoil and the lack of rational analysis of investment vehicles for people, make Chinese people prohibitive to stocks,bonds and other financial investment instruments.And the financial products of commercial bank in China are favored by people,because of the stable income and low risk. However, the business development of China's commercial banks still in infancy at present, and the domestic financial products and related services do not have the foreign advanced technology and methods. With the foreign banks coming to China, commercial banks of China have a big threat, so it is particularly important to do financial innovation, including the innovative design of financial products, the combination of financial products, the organizational structure of commercial banks and institutional innovation. Based on this, holding the principles about "customer-centric", from the perspective of China's commercial banks, the paper will study personal financial products. Through market segments ,banks provide personalized, reasonable financial product mix to different customer groups, and then use combined evaluation to verify the model to ensure that scientific rationality in product mix and The final give the strategy recommendations about an optimized portfolio of commercial banks.This paper consists of six chapters:The first chapter describes the background, purpose and significance, domestic and international research trends, methods and possible innovation ideas, and reviewed words about research trends at home and abroad.The second chapter introduces the theoretical basis which the research needs, including portfolio theory, behavioral finance theory, financial innovation theory and the theory of market segmentation .The three chapter will analyze the development status and characteristics of the personal finance products in China's commercial banks, and raise the problems of financial products.The four chapter describes the principles, strategies, evaluation model and the steps of implementation about combination of financial products. The five chapter makes the portfolio strategy analysis basing on a case in Yangling, Shaanxi Province according to the financial implementation steps, and provindes a financial product mix configuration and validation to different customer groups.The six chapter optimizes the strategies suggestions about the combination of financial products. The advices are including financial innovation of the concept, vigorously promoting the proposed combination of financial products, strengthening financial management portfolio innovation, the science market segments, building a scientific management system, improving risk disclosure systems and so on .