Commercial Bank Individual Financing Business Development Research

Since 1970th, influenced by the financial creation, personal financial service in western commercal banks has been developed greatly. With the fast development of capital market in China, domestic commercial bank’s financing function has been weakened, which leads to the low profit rate. On the other side, according to the 30-year high speed economic development, the Chinese income has gained a great increase. The social wealth is gathering in the upper class, so that the derivative service of personal financial plays a more and more important role in the banking management. As the core competitive business of personal bank, individual finance service is connected to the strategy reform of personal finance service. However, compared with the foreign banks, domestic commercial banks are still fragile, especially the market environment, financing service, customer service, business control and creation, a lot of weakness can be pointed out. With the opening of financial market, multi-national banks have entered the China finance market. Including the personal finance management, middle banking business is exposed to the impact of sharp competition. On the market of personal financial service, foreign banks have announced a fierce war in order to gain the top customers. Facing the opportunity and the challenge, Chinese banks have to find the problem and the gap, learn from the foreign players, make a develop plan and set up the personal business brand in order to enhance the global competitive.China Merchants Bank as the first country to carry out personal financial business in a commercial bank, the customer service, financial management types and areas of brand management has made certain achievements and experience. Personal Financial Services, Chengdu Branch of China Merchants Bank are also in the progressive development and possession of a certain in Chengdu, market share, its brand has become more prominent.However, there are many disadvantages as well. For example, the financing service is common and the employees’quality is not guaranteed. The ChengDu branch has to face the market changes and needs, fitting the competition of both domestic and foreign players, and continue the finance creation so that they can meet the up-growing needs of customers.The first part, the paper introduces the research background, significance, and on the main issues and approaches.The second part of personal financial services of commercial banks for the definition, carried out by commercial banks for proper personal financial services division and classification, and brief description of the important commercial banks, personal finance theories, including the life cycle theory, investment portfolio theory, behavioral finance theory, the final research paper introduces the status quo.In the third part, the author first state the situation of development of personal finance service in commercial bank in and out of China, and then points out the problems against the developing process and current situation.The fourth part introduces the China Merchants Bank ChengDu branch reviews the personal finance management business’history in ChengDu branch, and analyzes the advantages and disadvantages.In the last part, the author will give my idea of developing the personal finance management business by brand building, product innovation, market segmentation service, employee promotion and risk controlling.