Study On The Innovative Development Of Personal Finance In The Rural Commercial Bank Of L City

In recent years,with the optimization of the financial environment,the domestic personal finance business has made great progress,becoming the pillar of all types of banking organizations.L City Rural Commercial Bank is the predecessor of the L City of rural credit cooperatives,belonging to the local joint-stock financial institutions.For a long time,the bank's business for individual customers is mainly reflected in savings or loans,2012 has just set foot in personal finance business,is still in its infancy.For the L City Rural Commercial Bank,it should cater to the development trend of financial product innovation,innovation of personal financial management business,the personal financial products as a new profit growth point,the sale of diversified personal financial products to meet urban and rural customers,especially the vast rural customers Of the financial needs.In this paper,L city agricultural firms as the object of study,all the people described the personal finance business theory,in the Maslow level demand theory and other related theories,the city of rural commercial personal financial business development,personal financial business development model and This paper makes a concrete analysis on the problems in the personal financial management business,and makes an empirical investigation on the demand of the rural residents' wealth management products in L City,and obtains the situation of household income,household assets,short-term capital turnover and family capital expenditure.The paper analyzes the situation of the rural residents in L city in their personal financial management knowledge,financial motivation,investment mode,financial basis and pension plan,and makes SWOT analysis on the innovation of personal financial management in L city.The innovation of personal financing development of city commercial bank should start from the perspectives of marketing idea innovation,development channel innovation,personal finance product innovation and innovation safeguard measure.