GY Rural Commercial Bank's Personal Wealth Management Business Research

Along with our country residents' income level and the improvement of financial management concept,personal finance market has very big development space,and the market of fierce competition between commercial Banks,and promotes the commercial Banks to develop more personal finance business.In a long time,personal finance business in our country commercial bank belongs to the weaker and business areas,development time is not long,so many commercial Banks in China on the personal finance business development there are many shortcomings.Based on GY agri-businesses bank individual financing business development as the research object,according to the analysis of existing problems,and put forward pertinent Suggestions,improve the competitive power of the personal financial management business.This article first to this article research background and significance,research status at home and abroad,the research content and method,this paper innovation points are expounded.And the connotation of the personal financial business and financial behavior has carried on the induction and summarizes the basic theory,including the connotation of personal finance business,the basic theory of financial management behavior,etc.,which provides the theoretical foundation for the research of this paper.Third,in this paper,the GY agri-businesses bank individual financing business development present situation to carry on the analysis,and designed a questionnaire survey,to analyze GY agri-businesses bank problems,put forward financing customer structure is unreasonable,problems-such as professional money managers,financial product homogeneity serious,financing business income level is relatively low.By analyzing these problems,in this paper,the GY agri-businesses bank in the personal finance business of macro and micro environment are analyzed,and based on the SWOT analysis method to guide the development of their personal finance business.Finally proposed the GY agri-businesses bank individual financing business development strategy,GY farmers commercial Banks should strengthen the market segmentation and customer segmentation,perfect wealth managers training and assessment,pay attention to brand construction and service,strengthen channel construction and channel value,improve customer center system and risk management measures.