Research On The Improvement Of Personal Financial Service In Bank Of Jiangsu

Personal Financial Services, refers to commercial banks provide differentiated investment hedge financial services through the financial analysis, financial planning, portfolio for individual customers who have surplus funds. After nearly a century of development, the developed capitalist countries, the formation of personal finance had been a mature model system, the product theory is also more abundant, personal finance has become one of the main sources of the major commercial banks profits. In recent years, China’s rapid economic development, social capital investment and financing rapid increase in demand, in which case the commercial banks continue to develop new financial products and marketing activities to respond to customer needs.Bank of Jiangsu is a relatively young bank, at its beginning on the introduction of personal financial services, first opened in underwriting government bonds. In 2008, bank of Jiangsu launched of its flagship RMB financial products – “Jubao” wealth series, and continued to insist on product innovation, product line increasingly rich, established and improved an effective risk prevention system. In 2010, bank of Jiangsu further enriched the scope of business, started consign insurance and fund business. Personal Financial Services plays an increasingly important role. However, with the domestic banking sector to further reduce barriers to entry and competition among banks has intensified, as a new personal finance business is fiercely competitive. Jiangsu Bank Personal Financial Services how to avoid weaknesses in marketing, emerge in such a competitive market environment, the upper hand is a problem worthy of study. However, with the domestic banking industry to further lower standards to access and competition among banks has intensified, as a new business —personal finance is fiercely competitive. Jiangsu Bank Personal Financial Services how to make best use of the advantages and bypass the disadvantages in marketing, emerge in such a competitive market environment is a problem worthy of study.In this paper, with the use of portfolio theory, the customer relationship management theory, service marketing theory, financial innovation theory,the starting point for the Bank of Jiangsu Binhai Branch, combined with the specific circumstances of the Binhai branch, analyze how to further the rapid development of the personal financial management business in the Binhai area. Combination of theory and practice, through the comparison of domestic and international research frontier and, with comparative analysis method and empirical research combined to specific analyze the data of personal financial business of Binhai Branch, by research the prominent financial services personnel, products, services, advertising and other issues. These problems may also exist in other sub branches of the common problem, and finally proposed solutions in the text.