Study On Innovation Of Personal Wealth Management Of Commercial Banks Under The Background Of Internet

In recent years,personal wealth management of commercial banks showing a thriving trend in China.On one hand,it is due to the improvement of income level of residents in our country,people's enthusiasm for investment is rising.On the other hand,commercial banks find a breakthrough of profit in addition to the traditional deposit business.They establish their financial brand and make great effort to develop a wide variety of financial products,bringing about the rapid development of financial market.However,with the application of Internet technology,Internet financial produced in the case of organic integration of Internet technology and traditional financial industry.Because of low investment threshold,high return and high liquidity,internet financial products attract the majority of investors,especially low-income groups.Commercial banks are no longer the only channel for investment and financing.Under the background of internet,commercial banks are in urgent need of innovation and transformation.Taking Bank of China T branch for example,applying relevant theories of personal wealth management and internet finance,the thesis analyze the present situation of personal wealth management of commercial banks.It is pointed out existing problems such as the low product yield rate,the serious homogeneity of products,the singleness of marketing means,undefined market segments,the lack of professional talents and insufficient risk disclosure.Internet finance brought challenges.It took away customers and deposits from commercial bank,reduced profits of banks,intensified competition among banks.At the same time,internet finance also brought opportunities to commercial banks.It raised more financial ideas of the customer base and reduced the operating costs of banks.Thereby commercial banks should seize the opportunity of the Internet and innovate in terms of products,technology,marketing and risk.Banks should strengthen product innovation,provide differentiated products,diversify the product structure,continuously update in technology,cooperate with internet companies,use big data in marketing,make a combination of online and offline marketing platform,establish system in risk management,strengthen risk education for employees and customers.The author hopes that the thesis can provide new thoughts for the same trade or business on innovation of personal wealth management,so that they could develop under the background of internet.