Commercial Bank’s Personal Financial Services Strategy

This paper selects a domestic commercial bank A bank as a case study, cited several theories related to domestic and foreign scholars in personal finance business, from the characteristics of present, China’s commercial banks starting personal financial services, wealth management services for domestic and foreign situation, development trend of foreign financial services, the domestic financial services product categories and the problems of financial services exist several hot issues in-depth discussion study. A bank combined with the status quo of personal financial services, and thus China’s commercial banks proposed to deal with personal financial services strategy.This paper systematically reviews the historical development A bank financial services, the reason for the problems faced by Bank A personal financial services and produce were studied and studied the current status quo A banking personal financial services, on this basis, through the A bank’s personal financial questionnaire sampling analysis to establish a quality analysis system analyzes A bank in financial services, construction and other problems in the channel. For the present case, the paper also presents Commercial Bank of China’s personal financial services solutions to both implement the differentiated product marketing to the entire commercial banking financial services go, increase product development and technology investment, continued enhance the overall level of China’s commercial banks personal financial services business, as customers can ultimately help achieve its investment objective.In this paper, the development of personal financial services of commercial banks as the main line, through the evaluation index system management tools and SWOT analysis of the opportunities and challenges for the development of commercial banks facing personal financial services, proposed coping strategies of commercial banks, the main conclusions are:Commercial Banks Personal Finance have a mass base in the local business, local government support and other advantages, but in the structure of human resources, financial services innovation should be strengthened, and personal financial services related to the evaluation of customer satisfaction to build commercial banks, commercial banks and other internal management optimization problem; through case study analysis of financial services perspective, there is a certain sense of innovation and practical value.