Rural Commercial Bank’s Personal Financial Services Strategy

Most researches about personal financial business of academic and financial institutions neglected rural commercial banks as they developed personal financial services slowly,meanwhile the revenue of personal financial only preserved a negligible share of total income,leading to the lack of attention.In view of this we discussed the personal financial services strategy of rural commercial bank with management tool AHP and SWOT.We took kunshan rural commercial bank as an example. We first analyzed the theory of personal financial services based on the angles of perspectives and commercial bank needs, demonstrating the characteristics of personal financial services in both domestic and foreign commercial bank practice. Then we qualitatively proposed the problems that may exist in kunshan rural commercial bank after analyzing the status of the development and the personal financial management reform process, through an expert’s questionnaire survey using AHP to establish customer perspective of the Rural commercial bank, we established the Personal Financial Services evaluation index system. We also included the actual practice of kunshan rural commercial bank, analyzing the customer satisfaction of kunshan rural commercial bank’s personal financial services strategy. Services which features this thesis,Another intention of this paper was through combining,with the evaluation index system and the use of SWOT analysis management tool, discussing the opportunities and threats of personal finance business, the advantages and weaknesses existing in internal and external environment, as well as the coping strategies of kunshan rural commercial bank. The study had practical significance in promoting the harmony of rural commercial banks and accelerating the development of personal financial services.In this paper, we employed the Personal Financial Services development of rural commercial bank as the main line. Through the index evaluation System and the management tools, we analyzed the opportunities and challenges that exposed to the personal finance activities development of rural commercial banks, we also proposed suggestion for rural commercial banks. The main conclusions were:Rural Commercial Banks had the advantages such as Personal Financial Services in the localization and government support and so on, whereas the structure of human resources, financial service innovation should be strengthened, which related to personal financial Services customer Satisfaction Index construction in rural commercial banks, as well as the optimization problem of internal management. Though case study analysis of the financial services perspective, there were some innovations and practical value.