The Research Of Personal Financial Service Development Of Evergrowing Bank, Jinan Branch

With the rapid economy development of our country, living standard and income level of our people have been greatly improved, which provides a good economic base for the development of personal financial services of China's commercial banks. However, after China's entry into WTO, our country pledged to gradually open up domestic financial markets within five years, and at the end of 2006, banking sector has been fully liberalized, which resulted in fierce competition in personal financial services market and presented a great challenge and opportunity to China's commercial banks. Affected by September 2008 global financial crisis, the failure of many large international banks alarmed China's commercial banks regarding the development of personal financial services. How to develop personal financial business becomes a problem that needs be tackled urgently by China's commercial banks. As a rapidly growing and well-developed joint-stock commercial bank, the advantages of Evergrowing Jinan Branch include the sound organization, branches, integrated service network coverage as well as a certain volume and relatively stable customer resource. In recent years, the personal financial business of Evergrowing Jinan Branch grew fast.This paper starts from concrete practice of personal financial services of Evergrowing Jinan Branch. First, this paper introduces the concept of personal financial services, characteristics and the lessons from the comparison of domestic and international development of personal financial services. Second, this paper analyzes the condition of development of personal financial business of Evergrowing Jinan Branch, using the PEST analyzing method to research the factors that affect development of personal financial business of Evergrowing Jinan Branch in the aspects of the political and legal environment, economic environment, social and cultural environment as well as technical environment, and the SWOT analyzing method to study the advantages, disadvantages, opportunities and challenges of development of personal financial business of Evergrowing Jinan Branch. On this basis, the paper gives reasonable methods and strategies to solve the problem existing on the way to develop the personal financial business of Evergrowing Jinan Branch.This paper expounds our viewpoints and suggestions concerning the development of personal financial business of Evergrowing Jinan Branch according to the reality. We believe a good macroeconomic environment, scientific management system, first-class professional and customer-focused product innovation play important roles in developing personal financial business of Evergrowing Jinan Branch. This paper makes a due contribution for improving competitiveness of personal financial business of Evergrowing Jinan Branch, promoting the development of China's financial sector reform and meeting the needs of financial services to residents in Jinan City.