The Research On Business Expanding Of Personal Financial Services In Industrial And Commercial Bank Of China DHJ Branch

With the development of national economy and the increase of resident income,the household savings in China remain high with a trend of continually increasing.Meanwhile,the development of finance in China makes the concept of investing and financing gradually penetrate deep into the people's mind,meanwhile,the concept of personal finance and the will of investment also are strengthened.Besides,personal financial business has huge market space,which makes the development of financing business become an important part of the further development and growth of the bank;In addition,since Third Plenary Session of the 18th Central Committee of the Chinese Communist Party,private capital is allowed to launch small and medium-sized private financial institutions in China,moreover,in the future it is the trend to ease finance,especially for the limitation of bank access,thus,state-owned commercial banks will face huge challenges.And as an important part of the development of bank business,personal finance business will also be the important competition field of state-owned commercial banks with folk finance institutions,that is,expansion of competitive personal finance business will become an inevitable trend for all kinds of bank business.Therefore,how to develop a unique personal finance business that accommodates market needs in today's China's financial market will be an important issue faced up with by each commercial bank.On the basis of studying the related literature of personal finance business in domestic and foreign banks,this paper applied the related theory of personal investment and finance,taking DHJ bank branch of Industrial and Commercial Bank of China as the research object,in view of the realistic situations of the development of personal finance business in DHJ bank,to explore the development strategy of personal finance business.Firstly,this paper systematically studied the theory of personal finance business and its related portfolio,asset pricing theory and the theory of life cycle;Secondly,it deeply analyzed status quo of personal finance business in DHJ bank branch,and pointed out that it still existed a series of defects for the personal finance business in bank branch in the process of achieving rapid development,such as low profits of products,the high rate of customer loss,the relatively lagging market development,difficult compliance management and poor sales performance of personal finance products;Then it deeply analyzed their reasons,mainly including a lack of differentiation services,shortage of product construction,inadequate sales network construction and strict regulatory policy;Finally,in combination with regional characteristics and advantages and disadvantages of DHJ bank branch,the successful experience of the personal finance business of domestic and foreign commercial banks was used for reference,besides,it put forward the relevant countermeasures that is conducive to the expansion of personal finance business in DHJ bank branch of Industrial and Commercial Bank of China such as to optimize the structure of personal finance products,to develop the predominant finance products,to improve the ability of risk control,and to strengthen the construction of sales network,and to establish hierarchical marketing system and to perfect evaluation system.