Research On The Development Strategy Of Personal Wealth Management Business Of Commercial Banks In China

Personal financial business is the commercial banks in accordance with the customer's financial position, risk appetite, return needs and other factors, to provide financial analysis, financial planning, investment advisers, asset management and other professional services process. With the opening of the financial market in our country, the personal financial service has been the attention of many investors, and also attracted a large number of foreign banks to participate in the market competition. In this context, to explore the development strategy of personal financial services in commercial banks, can effectively improve the level of their personal financial business and market competitiveness, so as to achieve their own financial brand building and profit increase.This paper discusses the development and characteristics of the personal financial services of commercial banks at home and abroad, from the aspects of product categories, internal concepts, technical means, professional talents, sales methods, risk level and so on. Based on the current situation of ZS bank personal financial services, the paper analyzes the macro environment of personal financial services industry with PEST model, and analyzes the advantages, disadvantages, opportunities and risks of ZS bank's personal financial services, and puts forward the development strategy and Countermeasures of ZS bank's personal financial services by using SWOT analysis model.The article thinks:ZS bank's personal financial services should establish a "customer centered" development target, strengthen the life cycle theory, market positioning theory, investment portfolio theory in the product setting application, and through "establish financial brand image, expand product marketing channel, build customer service system, strengthen risk prevention and control work" and other measures to achieve further improvement of personal financial services. This study can help ZS bank to strengthen the quality of the high quality customer base and better meet the challenges of other financial institutions, and provide the development strategy for other commercial banks.