China Everbright Banks Personal Financial Management Service Analysis

This article to the China Everbright Bank personal financing business as themain line, elaborated China Everbright Bank financing, financial services, financialproduct concept, the China Everbright Bank personal financing businessconcept.According to the various enterprises and institutions and individual customerdemand, China Everbright Bank through professional team and the marketing systemto provide customers with a variety of financial analysis, investment advisers,financial planning, asset management and other professional services, and design thefinancial products and financial products to meet customer needs for the purpose ofintegrated services and activities.Nowadays, the most developed is the personal finance business in the UnitedStates, the United States commercial bank financial business has many worthy of ourstudy and the study of developing financial business experience, this paper analyzesthe United States commercial bank financial business status, organizational structure,marketing service system, that the United States commercial bank financialmanagement patterns, structure, process have been very mature.On the financialmanagement personnel, financial personnel quality, financial process, financialservices portfolio, this paper summarizes all in turn, the United States commercialbanks to provide customers with a variety of standardized financial services (such asdeposit, investment, intermediate business, insurance) concentration in a body,commercial bank financial management mode has two kinds: one kind is closed typestructure, the other is a open structure.Commercial bank management in the businessprocess, there are some very important work required to deal with: understanding the customer information customer; analysis; focus on risk disclosure and after trackingservice.In this paper the United States commercial banks on the basis of advancedfinancial management business, for foreign and domestic commercial bank individualfinancing business development present situation comparison analysis.Domesticcommercial banks personal financial services of experienced starting period and theperiod of rapid development, the rapid development in recent years, is now in aperiod of rapid development.At the same time, stated the Everbright Bank financialbusiness status, product types, and the financial management business problems,according to the China Everbright Bank financial products and services in thepresence of the homogenization of serious inadequacy, market segmentation, productpositioning is not accurate enough, the lack of professional financial managementdivision team, the lack of information technology support, marketing channel not free,financing market regulation has many disadvantages and problems, while theestablishment of model to undertake quantitative analysis, an empirical test of ChinaEverbright Bank non-interest income that financial income to occupy all theimportance of income, and the China Everbright Bank and the domestic commercialbanks in financial business and puts forward some countermeasures andsuggestions.One is to develop cross financial business.China Everbright Bank to bepositively associated with trust, securities, insurance and other non-bank financialinstitutions in close cooperation, efforts to develop cross financial business, andconstantly promote the product integration and development capabilities.Two is theimplementation of differentiated services.In the segmentation of customer premise,the implementation of differentiated services.The three is to build the financialbrand.Strengthen customer relationship management, establish and improve thefinancial management business process, to create financial brand.(1) establish a soundcustomer information system;(2) normative financial management business process management;(3) strengthen product integration.Through publicity and the quality ofservice, strengthen product integration, create a market influence financial brand;(4)improving customer service and risk control ability.Increase investment of scienceand technology, so as to further enhance customer service and risk controlability.Learning from other countries’ financial business development experience, putforward to apply to the China Everbright Bank personal financing business in theproduct mix, brand construction, risk prevention recommendations for development,to promote China Everbright Bank financial business transform the mode ofdevelopment, implementation of product service innovation, improve customercohesion, enhance brand image, improve competitiveness.