Problem Diagnosis Of Personal Financial Services In China Everbright Bank——in The Case Of ZY Branch

Personal financial services refer to the financial services provided by commercial banks. Through the combination of business consulting and investment advisory, they provided differentiated, personalized and private services for high net worth clients, in order to improve the economical efficiency of commercial banks and increase the wealth of high net worth clients, which can achieve a "win-win" situation for both commercial banks and high net worth clients. Personal financial services have nearly a century’s history in Europe and the United States. It originated in Switzerland, and prevailed in the United States in the late1970s. Through continuous development, wealth management business overseas has already formed a mature mode and system, the related theories are also abundant. It has become one of the major sources of profit for commercial banks. Personal financial services in China have developed rapidly and steadily, the improvement of residents’income has laid a solid foundation. Currently, commercial banks play a very important role in the development of personal financial services.China Everbright Bank is a pioneer in personal financial services in our country, it took the lead to release the first RMB financial products in2004. Since them, China Everbright Bank continues to maintain their own product innovation, formed a more mature and extensive product line, and established a reasonable and effective risk prevention system. Personal Financial Services also play an increasingly important role in its banking operations. However, with the increased competition of the domestic banking sector, the competition of personal financial services is also intensified. In the fierce competitive environment, what kind of development strategies should adopt for the personal financial services of China Everbright Bank is a question worth exploring.This thesis discusses the concept, meaning as well as basic theory of financial services, then introduces the history and current situation of China’s personal financial services. The thesis focus on one of the sub branches of China Everbright Bank, highlighting the development of its personal financial services, its financial products, the advantages and disadvantages, as well as existing problems. At the end of the thesis, it gives some suggestions about the development strategies for China Everbright Bank.