Research On The Evaluating System Of Commercial Banks’ Personal Financial Products

The reform and opening up in China has brought rapid economic development, anddue to the economic growth the accumulation of wealth has increased a lot. Urban residentsare no longer satisfied with the traditional personal financial products and have to seek abetter way of investment and wealth management. Being keenly aware of the changes inmarket demand, financial institutions have been offering a wide range of personal financialproducts and innovative financial banking services to cater to the needs of the market.Today, personal financial business has become a new profit growth point of the domesticcommercial banks, personal financial products have also become an important way forcommercial banks to attract individual customers and expand market share.However, compared with developed countries, our financial business started late.There is a big gap in the related research such as the design and development of financialproducts, disclosure of information, marketing and banking financial services. Facing withso many financial products, investors usually can’t make choices while withoutprofessional knowledge and financial management experience. The commercial banks alsohave an urgent need to regulate financial services and enhance the core competitiveness ofthe personal financial products.In response to these issues, this article tried to build up a scientific and comprehensiveevaluating system of personal financial products in order to provide a reference forfinancial institutions, investors and regulators. The building up of the system is foranalyzing the influencing factors of each dimension of personal financial products ofcommercial banks. The establishment of the evaluating system is capable of analyzing therisks and benefits of the product. It plays a crucial role whether for investors to select theappropriate financial products, or for banks and other financial institutions to design anddevelop financial products, even for maintaining a fair and impartial Public financialmarket order.