A Study On The Development Of Personal Financial Services Of ABC

According to customers’ financial situation, personal financial services of commercial banks provide them with professional services such as financial analysis and planning, helping customers realize preservation and appreciation of the wealth and achieve financial goals. In recent years, benefiting from China’s sustained and rapid economic development, the wealth of residents increases constantly and domestic personal financial services have developed rapidly. With characteristics like wide resources, low risk and stable income, personal financing services are favored in commercial banks, having become an important area forinter-bank business competition. And banks havebeenofferingavarietyof attractive products and services, so as to win high-end and high-quality customers and gain new profit growth point. To do retail business well, banks need to take measures to formulate effective personal financial services development strategies.Based on analysis on the development of personal financial services of A branch of ABC, I compare it with other commercial banks on product design, market promotion and internal control system, and I make some basic conclusions. First, the personal financial services of A branch of ABC have been developing rapidly recent years, especially after 2012. Furthermore, the sales amount of personal financial services increased from ￥1.388 billion in 2012 to ￥20.5 billion in 2014. Second, Compared with BC, CCB and ICBC, A branch of ABC make less profit and has low competitiveness and unscientific performance-based incentive system. In addition, it has the problem of developing marketing system. Third, according to the market segmentation and target market selection of personal financial services of A branch of ABC and viewing from the current situation, I formulate the development strategy. Firstly, enhance the comprehensive competitiveness of A branch. Secondly, do a good job in marketing andpromotional activities. Thirdly, list the client groups who own annual average financial assets valued over 100thousand as VIP customers and be responsible for them. Fourth, Accelerate the construction of financial management system and build a great team of excellent financial practitioners.