The Research On Development Of Personal Financial Management In Shandong Branch,bank Of China

With the capital globalization,financial liberalization,capital market continues to mature, so that the rapid development of intermediate business. In these two trends, many banks began to change management ideas, innovative investment and investment tools, the use of their own advantages, advantages, information advantages,customer advantage, to develop the intermediary business,especially personal financial services,to expand the profit margins,and enhance their ability to resist risks and profitability. The development casts a shadow. It is urgent to break through the current difficulties and reshape the business competitiveness.Until the end of 2014,the commercial banks in Shandong Province has more than 30,the increasingly fierce competition in the market. Shandong Province branch of Bank of China is in the bank reform of transition, the financial business as important profit point of growth,attention degree is more and more high. From the long-term strategic perspective, the business has become Shandong bank of China in the field of personal finance the core and focus. How to seize the initiative,is the Bank of China Shandong must think hard about the problem.Through comparison,it is found that the best way to find their own problems. The paper has analyzed the current situation and problems of the development of financial products by using statistical analysis and empirical analysis. Through the research and in-depth analysis of the related products of Shandong branch of China,the paper analyzes the internal and external conditions for the development of personal financial products in Shandong province.The life cycle theory, portfolio theory, marketing theory as the foundation proposed the need for the healthy development of the Shandong Branch of the Bank of China’s personal financial product from the organization construction, business model, personnel training, product development and baking of, change the productshort board, increase market competitive power of products, so that the related products occupy a place in the fierce competition in the industry products.