Research On Development Strategies Of Personal Financing Business In Anqing Branch Of Huishang Bank

With the accelerating pace of interest rate marketization and the shrinking interest margin between deposit and loan,it is imperative for commercial banks to transform into retail business.In recent years,with the rapid development of China's economy,the income of urban and rural residents further improved,the residents have more and more funds at their disposal,so the demand for asset preservation and value-added is more and more vigorous.Therefore,many domestic commercial banks are scrambling to develop personal financial services to meet the market demand and occupy a dominant position in the financial market.With the gradual liberalization of mixed operation,insurance institutions,securities companies,fund companies have also launched personal financial services,while a variety of "baby" type of Internet financial products,making the original fierce competition in the personal financial market more smoky.Due to the multi-level development of the financial market and the growing demand for investment and financial management of bank customers,in order to meet customer needs,optimize their own business structure,and constantly promote the development of the financial market,China's commercial banks have launched personal financial services.And this business has also become an important means for commercial banks to seize the high-quality source of costomers.Personal financial services have become a new profit growth point for banks.Therefore,in view of the problems existing in the development of personal financial services,it is of great significance for the sustainable development of China's banking industry to put forward strategies in line with the development of China's personal financial services market.Based on the theory of marketing and the related concepts and characteristics of financial products,this paper adopts the methods of literature research,investigation and comparative analysis,and designs a structured questionnaire to conduct a random sampling survey of Anqing residents.This paper focuses on the characteristics of individual financial investment behavior,risk preference and financial products preference of commercial banks,and puts forward some development strategies on innovating the development of individual financial services of commercial banks.The research shows that investors choose financial products mainly in term and fund products,precious metals and insurance products are less,and short-term and medium-term financial products are more acceptable.Residents have a single access to information about financial products,and there are significant group differences in investment behavior of financial products.Service quality and product return are the main factors that affect the investment decisions of personal financial products.Generally speaking,the residents' acceptance of Huishang Bank's products is relatively high.Investors generally believe that Huishang Bank's earnings are high,but their views on innovation are different.High risk and high yield financial products have potential demand space.Based on the survey,the development of personal financial services of regional commercial banks should pay attention to the following aspects: diversification of products and increasing the rate of return are the key points for the development and innovation of financial services.According to different groups,we should develop targeted services to meet diversified needs.Product innovation and business development need to give full consideration to investors' occupational differences.Liquidity of financial products is stronger,and transaction convenience and activity are further improved.The characteristics of risk preference should be integrated into all aspects of financial product innovation and business development.