Research On The Development Problems And Countermeasures Of Personal Financial Services In Commercial Banks

As the income of residents increases,all kinds of investment income flow back,the people’s financial assets is increasing,the enthusiasm for investment in customers is raising,and the market demand of personal financial services is soaring. Each commercial banks attacks continuously and fights bitterly in order to seize the market. Since the second half of 2013,with the non-bank financial institutions taking apart in,the competition gets more and more heated.There are two main reasons why commercial banks give a high degree of concern about personal financial services:firstly,with the narrow of profit,it is the new and important growth point of profit for commercial banks.Secondly,as the effective tool,personal financial services can cement close links with customer,support a good client-relation and improve customer loyalty.Rows to vigorously develop the financial business,the personal financial balance of each commercial banks continues to grow rapidly,which is led to the expansion of the intermediate business income.After a long time of concern and research on personal financial services,through summing up the author’experience,combined with certain theoretical knowledge,the author abstracts the common problems of the current development of services,then taking the development of personal financial services of G Bank of a branch of A Bank which is a large commercial bank in China as an example, analyses present status,puts forward the shortcomings and makes specific suggestions.Based oh the current mainstream theories,combined with and the real development of G Bank’s personal financial services in current years,this paper analyzes the position where G Bank as a branch bank is placed by in each process of design,sales,management about personal financial services,positioning analyzes the problems and proposes some corresponding countermeasures and suggestions to seek the road of sustainable development of personal financial services.The articles emphasizes the problems of the current situation and development trend of financial business in commercial banks,and the production demand relations, the construction of computer systems,the establishment and use of large data platform,vertical and subordinate management,public and private horizontal linkage,the incentive mechanism,which is ubiquitous phenomena in the development of personal financial services in the process of the bank.To achieve the strategies’ goal of the united rank relationship on the basis, the articles make the following proposals:changing the concept from single personal financial services to large asset management center,from single sales to comprehensive maintenance of customers,establishing a comprehensive system of financial services according to customer life cycle and a more intelligent computer system,setting up a all-dimensional platform of personal customer service and so on.On the perspective of author’s actual experiences to observe, it can avoid the habits that front-line salesman think on one-sided view,on the other hand to prevent the emergence that the development plan is too macro to hard to carry out.All in all,this article does best to be a connecting link between the preceding the following,analyze based on practice and put forward countermeasures combined with theories.