Research On The Business Development Of Community Banks Based On The Perspective Of Family Financial

Under the background of depth adjustment of global economy and the complexity in the domestic and international economic situations,China’s banking industry faced with the challenges from interest rate marketization,spreads the space narrowing,financial disintermediation and fast development of the internet finance.This situation in turn prompts the reformation and transformation of China’s banking industry.Retail finance has become a “battleground” for the banking industry because of the growing needs of individual and family financial assets for China residents.A community bank mainly has a service range of within one community or neighborhood,which meant to provide individualized and specialized financial services for the main body of the community.The community bank has become a new way for banking institutions to carry out the retail business.However,the current research on community banks in China is still at an early stage,and the further optimized business development is still needed.Thus,analyzing and grasping the influence factors for sales of community bank financial products,and provide countermeasure for business development,which has a certain practical significance.In this paper,the community sub-branch of commercial bank was studied as the research object.Through the analysis of influence factors affecting the choice of household financial assets studied by domestic and foreign scholars,relevant assumptions are put forward.Then,the customer information data of the X bank Beijing branch was introduced and analyzed.Using descriptive analysis,reliability analysis,exploratory factor analysis and logistic model,the key factors affecting the choice of household financial assets are analyzed.Combining with the analysis of the current business operations of the community banks,we can understand the customer’s preference and demand factors relevant to the community bank business.The results showed that the age,education,income level and investment experience of the decision maker in family investment is closely related to their investment options.This impact is well reflected by the business structure of community banks.Furthermore,the paper analyzed the main business prospects of the development of community banks.Finally,this paper gives some suggestions about the development of community banks in view of the business orientation,management mechanism,appraisal system,and other aspects.