Study On The Development Of Personal Finance Services Of Commercial Banks

The Personal Financial Services of Commercial Bank is that the professionalfinancial planners make financial planning for customers based on the their assets andrisk preferences by using the resources&industry advantages of commercial banks,and their purpose is that the customers’ assets should be preserved and value-added.With the rapid development of China’s economic, the GDP of China and residents’income are increasing, the need of preserved and value-added assets is urgent, All ofthese lay the foundation for the personal financial services of commercial bank. Inaddition, with the rapid development of capital market, interest rate marketing andfinancial globalization, the profitable space of the traditional commercial bankbusiness is reducing. Personal Financial Services as a high profit, low risk,fast-growing business, has become a major profit growth point of the commercialbanks.Compared with the foreign personal finance business, the domestic personalfinance business is still in the early stage of development. There are many problems inpersonal financial services of the domestic commercial banks during the development process:Such as the financial markets are underdeveloped, the credit system is not perfect,residents of poor financial awareness and so on. All of these belong to the constraintof the external environment; There are serious problems in the commercial banksthemselves: For example, the financial products are simple, the marketing ideas arebehind, the high-quality financial planners are rare, the system of financial services isnot perfect and poor risk control. Therefore, in order to promote the competitivenessof the banks, solving the problems which faced in the development of personalfinancial services has become a priority.The thesis is divided into five parts:The first chapter, The thesis starts from introduction of background, purpose,significance, methodology, thinking and innovation of the research. And then it brieflyintroduces the current situation of the personal finance business at home and abroad.The second chapter, introduces the definition and the theories basis of the personal financial services.The third chapter, firstly, analyzes the development status of China ’s commercial bankpersonal financial services, included the development process and development status. Then, itintroduces the main features of the development of personal financial services.The fourth chapter reveals the existing problems of personal financial services in commercialbanks. And analyzes the reasons for the lack of innovation of personal financial services deeply.The fifth chapter proposes countermeasures to promote the healthy developmentof the domestic personal financial services, according to basic national conditions. Atthe same time, it introduces the reform of China Everbright Bank’s business, andlooks forward to providing new ideas for the healthy development of the personalfinancial services.