The Study On Marketing Management Of Individual Financial Management Products Based On Risk Preference In Commercial Banks

With the rapid development of China’s economy, there comes much moredisposable income for every Chinese residents who are sharing an increasinglygrowing demand of individual finacial management in our country, which gives rise toa large potential of developing the various products of financial management in ourcommercial banks. The thrifty development of this business for individuals, however,is accompanied by escalating problems and risks. Much concerns as well ascomplaints have been made when it comes to the unreasonable design of the productsof financial management,the non-transparency of information and the underestimationof risks.Xiao Gang, the president of the China Securities Regulatory Commissiononce published an article titled Shadow Banks in China Daily, putting the problems ofrisk management at the center of the banking business storm. There is an increasingpreoccupation with the quality of fundamental assets of products, the managementpatterns of assets and the deregulations of investing due to the banks’ hiding the risksand directions of the investment for a bigger market share and enlarging theircustomer groups. Therefore, it is worth studying how to cope with the risks faced byChinn’s commercial banks in the business of personal financial management.Against such backdrop, this paper, exploring and ela borating the marketingmanagement of China’s commercial banks in the business of personal financialmanagement from the angle of risk preference, consists of4chapters. The firstchapter introduces mainly the research background and it’s meaning, the currentsimilar researches both at home and abroad, the methods, how it is creative and can befurther improved; the second chapter offers a general picture of how the personalfinancial management business in China develops and its future trend, then it analysesrisk preference of customer based on the theory of risk preference; the third chapteranalyses the main risk facing our commercial banks in this business from theperspective of customers, particularly the market risk,the operation risk and thecredibility risk; the fourth chapter, in order to add referring values to this researchprogramme, provides certain strategies and suggestions on the marketing managementof the personal financial management business based on the theories mentioned above,the current situation of this business and risks.