The Research Report On Demands About Personal Financial Products Of G Bank’s Customers In Anshan

In recent years, along with the deepening of financing concept, financial services penetrate among the global field, and a wave of “financial tide” have been set off in China. China launched the first RMB financial products in 2004, since that time, the commercial banks’ financial products have increased substantially in the type and quantity, China has entered the unprecedented financial times. As the income level of Chinese residents increasing, per capita disposable income increase constantly, and living standards continue to improve, and the number of wealthy residents expand constantly, financial concepts of residents also promote continually, so financial needs of the residents have tremendous changes, it brings a strong driving force to the financial market of China. As China continues to open up the financial markets and the banking industry, foreign banks flow in through; therefore, Chinese commercial banks are facing huge competition. China faces the sharp increase in internal demand and the expanding competition from external banks simultaneously, the personal financial product market of Chinese commercial banks show the risks and opportunities at the same time.Although financial product market develops rapidly, it is still in the infancy, there are many problems of financial products. G Bank was established in Anshan very late, but it developed rapidly in recent years, and both of the types and the number of financial products increased fast, G Bank has achieved good results in a few years, and there is a huge potential development of financial products of G Bank, it has high research value. In the paper, it uses the collection of research method, questionnaire method and comparative analysis to study the customer needs of financial product of Anshan Branch of G Bank. The paper studies mainly from the aspect of financial product branding, risk design liquidity and profitability design and financial services, then according to the survey results of the questionnaire, it can find many problems of financial products, so the paper puts forward five reasonable strategies to the development of financial products, including strengthening the bank brand, establishing information disclosure system, improving product design,enhancing personalized service and improving the capacity of financial management, it hopes to meet customers’ financial needs, and to improve G Bank’s competitiveness in the industry, besides that, it hopes to play a role to the healthy development of financial product markets of G Bank, and it may have reference to the development of financial products’ market in China.