Research On The Development Strategy Of Commercial Banks Of Personal Finance Business

The emergence of the form of Internet finance has brought tremendous impact and impact on the personal wealth management business of traditional commercial banks.Internet finance is a cross-border product of the Internet and finance.On the basis of the big data and cloud computing of the Internet,it can realize that finance can be separated from traditional financial intermediaries.The most direct performance is that customers enjoy more convenient,more succinct and efficient services,and the operating costs of Internet finance are much lower than the traditional financial industry.Internet finance does not require offline entities.It only needs to develop corresponding clients to carry out joint promotion offline and online,so that normal operations can be realized.From this perspective,the labor and time costs required for Internet finance are much lower.Based on the research on the personal wealth management development strategy of domestic commercial banks and the relationship between Internet finance and personal finance development of commercial banks,this paper combines the questionnaire survey and analysis methods to analyze the problems and causes of the development of personal wealth management business of Shanghai Pudong Development Bank.Detailed research,such as personal financing business of Shanghai Pudong Development Bank,facestechnical limitations,insufficient convenience of physical outlets,single customer groups,the quality of financial management personnel needs to be improved,the lack of market competitiveness of personal wealth management products,and the intensified competition in the same industry.Secondly,the use of SWOT Analysis of the internal and external problems existing in the personal finance development strategy of Shanghai Pudong Development Bank's Wenzhou Branch,as well as the new development opportunities of Shanghai Pudong Development Bank's personal wealth management business,accompanied by the emergence of interest rate marketization and the emergence of new wealth companies.After analyzing the above problems,the paper analyzes the above problems and integrates the advantages and the challenge faced by commercial banks is the challenges and opportunities brought by the development of Internet finance.This feasibility and operability of the commercial bank's personal wealth management business development strategy;Finally,the corresponding specific measures for the strategy construction,including the Shanghai Pudong Development Bank Wenzhou Branch should be from the market segment and strengthen marketing service awareness,focus on product innovation and its own business innovation,Personal financial management marketing process research,active introduction of professional talents and improvement of internal quality talents and sound risk management system,strengthening of risk education and other aspects,and constantly improve the core competitiveness of personal wealth management business,has reached an expansion of market share.The research theory and practice of this paper are also useful for other joint-stock commercial banks in the industry.