Research On The Problems And Countermeasures In The Development Of Hankou Bank's Personal Financial Management Business

Since 2015,the economic downturn led to bank's non-performing loan ratio continued to rise,the banking income into the bottleneck,and risk assets accounted for personal financial products than low,liquidity and flexible product term business scope has become a new and relatively stable profit growth point of the development of banking business.As the Bank of Hankou is the first city of Wuhan has an independent legal personality of the joint-stock commercial banks,since its establishment in 1997,to promote innovation and development of the personal financial services,the research and exploration in many aspects,but with the development of good commercial banks,there is still not a small gap.Therefore,how to explore a reasonable and effective development strategy according to the market economy environment and the characteristics of its own business development is an important issue that must be considered in the development of Hankou bank's personal financial business.This paper takes the development of Hankou Bank's personal finance business as the research object,expounds the development status of Hankou Bank's personal finance business on the basis of combing the domestic and foreign literature and relevant theoretical knowledge,and analyzes the existing problems and the causes of the problems,such as the single market segmentation and customer stratification standards lead to financial managers.The unreasonable structure of households,the lack of innovative ability of financial products lead to serious homogenization of products,the backward management mode of banks leads to lower revenue of financial marketing,and the backward training and assessment mode of financial managers leads to the lack of professional personnel.Then the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of Hankou Bank's personal financial services.Based on the above analysis,this paper puts forward the development countermeasures of Hankou Bank's personal finance business,that is,changing the marketing strategy to create brand effect,clarifying market segmentation and customer stratification,enhancing the innovation of personal finance,expanding the marketing channels of personal financebusiness,and improving the training and assessment methods of financial managers,so as to promote the development of personal finance business.The development of human financial services and the enhancement of core competitiveness.