Design And Research Of Personal Liability For Bank Of China Gansu Branch

Interest rate market caused interbank more intense competition, Internet banking and a variety of financial derivative products to bring people to a more diversified investment channels,with the increase in income, education level and people’s increasing awareness of investment banks Personal deposits faced bottlenecks. For customers, the fundamental purpose of asset preservation and appreciation of deposits, providing customers with a more robust,higher-yielding deposit products are the most important means of stable customer deposits, at the same time, more and more emphasis on individual customers convenient and efficient financial services experience, competition has become banks compete soft power quality customers.Development of commercial bank deposits mainly in the innovation and scientific development customers, channels, products and mechanisms, along with the deepening of financial reform, the structure of commercial banking customers, channels, business development, product management philosophy will change, especially personal In the context of the reform of the financial liabilities of the business driven, face greater challenges. Commercial banks can not stick to the original product and business model, to increasing elements of deposit products, design innovative financial products and establish their own unique brand of deposit products, to avoid deposit product homogeneity, in order to maintain competitive deposit products; At the same time,commercial banks have appropriate internal management system reform and improve the incentive mechanism to adapt to the changing market environment assessment, only transformation both inside and outside, in order to effectively improve the debt business market competitiveness and achieve sustainable development of the personal liability business.In this paper, in this context, to the Bank of China branch in Gansu Province, for example, to the sound development of the personal liabilities of commercial banks, business studies, from personal liability business operating status and characteristics, combined with its own debt business’ s strengths and weaknesses, analysis the Bank of China branch in Gansu external opportunities and challenges in the development of personal liability business, raised the bank deposit in terms of personal liability business structure, customer base, product innovation,restructuring and other transformation strategy in the current context, the personal liability of Gansu Branch business development has some reference and reference.