Research On The Problems And Countermeasures Of Personal Financial Services Of BOC In Heilongjiang Branch

In recent years,with China's rapid economic development and the process of financial market-oriented,the total national wealth also increased.People pay more and more attention to the management of personal assets,and hope that through various investment methods to achieve the preservation and appreciation of wealth.The market competition of commercial banks has reached the stage of white-hot.Foreign banks,joint-stock banks,urban banks,village banks and other economic entities continue to influx.The Internet finance is growing rapidly and private banks are establishing pilots.Those make the state-owned commercial banks Status has been an unprecedented impact.In the complex economic situation and such fierce competition in the industry,to develop personal financial business is the trend,but also the inevitable choice of commercial banks.Based on the theoretical analysis of the development of personal financial business of commercial banks,this paper summarizes the domestic and foreign research on the banking business,expounding the domestic and foreign scholars to explore the influencing factors of personal finan cial business development,and prospects the future commercial banks Personal financial business development direction.Secondly,it reviews the development course of Heilongjiang Branch of Bank of China,introduces the subdivision direction of Heilongjian g Bank's gold business in detail,and discusses the internal and external environment facing Heilongjiang branch,expounds the development status of Heilongjiang branch from the aspects of business operation,network construction and personnel management and finally does horizontal comparison with the industry.Thirdly,it puts forward the problems of personal banking business in Heilongjiang Branch,mainly: not perfect management system;serious homogeneity of financial products;marketing model of a solid channel;irrational staff structure,low efficiency of human resources and other issues.In view of the above problems,analysis the causes of these lies in: the organizational structure of the company is unreasonable,the management concept is backward;the human resources management system is not perfect,the lack of reasonable incentive mechanism;service marketing lack of comprehensive channel management,marketing work linkage.Finally,according to the personal financial business problems and causes of Heilongjiang Branch,the author puts forward the overall countermeasures of actively developing comprehensive innovation.Say concretely,management to improve the management system,optimize the market strategy;R & D to increase the innovation support;service marketing to become passive to speed up the network to the integrated service-oriented network change.With this countermeasure,we hope to provide theoretical reference and guiding significance for the development of personal banking business of Heilongjiang Branch of Bank of China.