Research On Golden Wu Tong Personal Financial Business Of S Branch Of Z Bank

With the improvement of economic level,the increase of household disposable income and the raising awareness of financial investment,the personal banking service has become one of the wealth management means for many families.The rise of Internet finance and the prosperity of real estate market in recent years not only provide more investment channels and investment varieties for people,but also raise higher requirements for the development of personal finance services in the banking industry.Faced with the environment of financial globalization,disintermediation,interest rate liberalization and strong supervision,the banking industry has to accelerate its business transformation.To carry out the personal banking business is of great significance to changing the asset structure of commercial banks,improving the quality of customer groups,increasing operating profits and improving the market share.This paper takes S branch of Z Bank as an example to study the development of its self-operated personal finance business under the background of new regulations on asset management,fierce competition in the industry and the rise of internet finance.The main problems include: First of all,the sales volume of personal financial products and the number of customers of S branch in 2017 showed a large decline.Secondly,the number of financial managers in S sub-branch is small,and the service professional degree of retail team is insufficient.Thirdly,the S branch has a good customer base,but the proportion of low-value customers is as high as 97%.The number of value customers is small,the penetration rate of products is low and there is an urgent situation of customer loss.Fourthly,the "Golden Wutong" financial brand is not well known and has limited market influence.Finally,the Z bank's financial information system has weak technical support,which is not convenient for front-line customer marketing and management.In order to deeply explore these problems and the reasons,practical development suggestions are put forward.This paper uses three research methods: literature research,comparative analysis and questionnaire.Firstly,the author consult banking financial data,website data anddomestic research reports to understand the background,development status and regulatory policies of commercial Banks' financial services.Secondly,the paper studies the gap between S branch's financial products and the expansion of customers and other Banks by using comparative analysis method,and analyzes the differences between Internet financial management and bank financial management.Thirdly,a questionnaire survey is conducted on the customers of S branch and residents of nearby communities.Both online and offline methods are adopted.Through the collection of questionnaires and data analysis,the investment preferences,behavior habits of different customer groups as well as the judgment factors influencing residents' investment decisions are thoroughly understood.Through the research,the following conclusions are obtained in this paper.Firstly,in combination with the development status and external factors of personal finance services of S branch,it is suggested that the sub-branch should make full use of external favorable factors and actively improve internal problems to achieve good development of its business.Secondly,the six major problems of this branch's financial management business are analyzed carefully,including serious product homogeneity,insufficient professional team construction,improper customer structure,lack of brand management strategy,unsound incentive system and regional constraints of business expansion.Thirdly,the survey analysis shows that banks must pay attention to the following points when developing personal wealth management services: Banks should pay attention to the safety and richness of the financial products.Most customers do not have financial expertise,and their financial skills need to be cultivated by financial managers.Banks must pay attention to customer management.S sub-branch should make full use of information communication tools for brand publicity and product promotion.S sub-branch is subject to the regional limitations of business development.This sub-branch should improve the penetration rate of electronic banking and cultivate the habit of customers to use mobile banking and online banking to conduct business.Finally,combined with the analysis of the above,a series of suggestions have been put forward for the development of Z bank S branch's "Golden Wutong" personal financial business: strengthen product development innovation ability,build a sound risk management system,establish aprofessional retail personnel training mode,strengthen the differentiated customer management,improve the precision of brand marketing strategy,optimize the effectiveness of the performance appraisal system,build perfect financing business information system.I hope to help this branch to provide better financial services for the general public while promoting its own business development,so as to achieve a win-win situation.