| China’s rapid economic development, the national economy rapidly promote the residents level of personal economic improvement, which provides a good material basis for the personal financial management business management and development, gradually perfect investment philosophy also meets the business needs of the market is very big. The economic situation good let the resident individuals for assets and value-added need to continually increase, gradually becomes the main object of financial business. In addition, stocks, bonds and bank financial products, insurance, such as open-end fund investment products, also give investors greater choice of space, but also has the very good yields of these products, the more aroused the passion of investors, especially the "negative interest rate" of the situation resulting in more and more capital began to investment products, and high quality customer is not satisfied with the initial stage of the financial means, their desire is specialized financial services, in combination with personal financial analysis and product advice, hope to get real-time financial information.Now, the bank’s personal financial market show extremely prosperous situation. Each kind of competition among commercial banks is becoming more and more intense, commercial banks began to pay attention to the development of new products, it has great influence on the development of bank and improve profits, and product innovation is the core strength of commercial banks. However, when the innovation of each commercial bank, the structure will also have products too concise, kind enough, serious homogenization and positioning and pricing inappropriate status.Although the rise of various financial products of commercial banks is not early, but its development is still relatively fast frequency. When the continuous product innovation, including the concept of investment, the emergence of benefit structure and avoid the risk of design because of the investment currency, innovative products, is the product of complex structures and abundant investment period, the product design at the same time, personality and innovation with the concept of brand etc.. But slowly problems will come out, the personal financial products of China Everbright Bank Beijing branch began to product design is identical, not easy to meet the needs of differences in financial and other phenomena, therefore, China Everbright Bank Beijing branch will continue to carry out business innovation, let investors can have more good financial products can choose.This paper first has carried on the overall summary of the development of personal financing product innovation of commercial banks, and points out that the analysis of personal financial management concepts of product innovation and innovation motivation, influence, and on this basis to the China Everbright Bank Beijing branch as an example, the personal financial product innovation are analyzed, pointed out its innovation characteristic and the trend of development. Secondly, the existence of the Everbright Bank Beijing branch personal financial product innovation in the analysis of issues such as product innovation design ability is insufficient, the product market operation ability needs to be improved, the product risk control level is not high and product R & D mechanism still needs to be improved. Finally, in response to questions, put forward the innovation strategy of these four aspects. |
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