The Research On The Personal Financial Services Business Development Strategy Of Laishang Bank

With the rapid development of China’s national economy and national disposable income increasing, bank savings cannot meet the financing needs of the residents.2012, the central bank cut interest rates twice, prompting residents will no longer put the savings as the sole financial means. At the same time inflation is becoming a topic that people cannot ignore; to finance personal wealth has become an urgent need of customers. The financial products regardless of profitability or liquidity are more investment to meet the high-end customer base; meanwhile, with a professional financial team operating, the security is higher than stocks and fund invested by individuals, that’s why financial products are popular. Now days, the major commercial banks have been involved in financial products market, competition has become increasingly fierce. Although big amount of financial products are introduced to market, but in fact they are very similar, and customers are lack of knowledge on product and its risk. Customer mainly relies on recommendation from financial manager, lack of financial management initiative.Laishang Bank was formerly urban credit cooperatives, in July 2005 completed the restructuring of the joint-stock commercial banks, in July 2008 changed its name to Laishang Bank; it is a relatively young bank. Financial product launch time is not long, from the very beginning consignment Industrial Bank’s financial products, to launch its own brand of Jinfeng Money "Swiss win" series, "benefit farmers" series, "Fortune" series, "Pratt & Whitney surplus "series of non-guaranteed financial products and Jinfeng financial management" to enjoy the win "series guaranteed financial products, taking only a few years time, but has quickly gain a firm foothold in Laiwu, and become a famous brand in the region with good market sells. However, due to lack of innovation, product design and other issues make it sales stagnated, and lack of motivation. Currently Laishang Bank’s personal Financial Services just begins, but the market prospect is very broad, banking financial services will usher in an unprecedented development. This article firstly introduced Laishang Bank, focusing on the status of personal financial products and personal financial services, with SWOT analysis on financial management status of individual business, drawing on the experience of domestic and foreign commercial banks to finance the business, and related support the theory, summarized Laishang Bank personal financial services development plan, including the development of goals and development strategies.