Study On The Personal Financial Services Of KL Bank DQ Branch

In recent years, with the deepening of China's economic development and financial constitution reform, the income level of residents increased year by year, individual investors have more and more stocks, funds, bonds, foreign exchange and other kinds, also such as investments and investment channels, with the increasing of the awareness of residents who invest, they hope that the commercial banks obtain the expectations of more high quality financial services has become increasingly intense. With the deepening of the reform of financial constitution, in order to continue to strengthen the competition ability, commercial banks have adjusted and change its business strategy and policy, from the past only pay attention to the enterprise financial services gradually transformed into both a business and personal financial services and personal financial services began to become a new profit growth point of commercial banks. Investment banking, consumer credit and other new financial services has become the increasingly focus of individual investors who concerned about, these factors contributed to our country commercial bank personal financial services development entered a period of rapid development, but we must be soberly aware that compare with the current situation of the development of the international benchmarking large commercial banks, China's commercial banks personal financial services development is still in the initial stage.Take an example of KL bank DQ Branch, using comparative study method, compare with the representative of the four major state-owned commercial banks, achieve horizontal and vertical cross correlation to measure the status of personal financial services development of KL bank DQ Branch, find KL bank DQ Branch personal financial services, and carries on the forecast to the next step personal financial development direction and strategy, will focus on the optimization of business structure and enhance the customer experience on. The main body of this paper consists of five parts. In the introduction, from the personal financial services of domestic and foreign development status of introduced personal financial services of the definition and theoretical basis, and expand the bank of KL personal financial services development present situation analysis and existing problems, and finally put forward the bank of KL personal financial services development countermeasures and safeguard measures,and makes a prospect of the future development trend of the bank of KL personal financial services.