Research On Service Quality Improvement Of Personal Finance Business In G Branch Of Lanzhou Bank

In recent years,with the steady development of China's economy and society,the idle funds in the wealth of urban residents are increasing at an average annual rate of more than 7%,and the demand of urban residents for wealth allocation presents the characteristics of high quality,individualization and diversification,in this environment,how to improve the quality of personal financial management business is particularly important.From the development process of personal financial management business abroad,the future of personal finance business in China still has a greater space for development,and will be in the asset management business,occupies a very important position,at the same time,for the personal finance business,its proportion in the commercial banking business will continue to improve.Because of the lack of information and the shortage of financial service ability and channels,the large-scale illegal fund raising and financial fraud cases in the underdeveloped areas of northwest China have a huge negative impact on bank financial management in the underdeveloped areas of the whole West,whether it is the scale of the development of bank Financial management business or the level of service compared with other developed regions,The avalanche backwardness present in Matthew Effect theory appears.Lanzhou Bank G Branch is located in the northwest economic underdeveloped areas,as a branch of the city Commercial bank,want to occupy a place in the competitive city,by improving the quality of personal finance business to improve the regional bank personal finance business market competitiveness and market share has become an urgent task.With the growing size of the financial market,the gradual intervention of internet finance,the promotion of traditional banks to break the original thinking limitations,the application of new e-commerce theory and new information technology to enhance the personal financial management business ofcommercial banks must be the road to competition.The long tail theory and the application of new information technology have become the focus of this study on the choice of market competition strategy path and promotion verification.This paper selects the G branch business data from 2010 to2017,through the online business,mobile APP application and other new information technology platform design,add the traditional customer survey and so on,take the personal finance business of Lanzhou Bank G Branch as the research content,through the construction of the quality evaluation model,This paper analyzes a series of problems existing in the current bank,and obtains the promotion strategy suitable for G branch.The author first analyzes and summarizes the relevant quality assessment methods,and then according to the G branch of Lanzhou Bank,the actual development of personal finance business,learning to learn from domestic and foreign scholars on the quality of personal finance business services research.5evaluation indicators were identified,as well as 16 level two indicators.Then,the fuzzy comprehensive evaluation method is used to carry out a comprehensive evaluation of the quality of personal finance business of the G branch of Lanzhou Bank,and through comprehensive evaluation,the overall business quality of G branch is generally obtained,in particular,the service performance in three aspects of professional degree,completeness degree and safety degree is poor.Finally,on this basis,according to the previous actual research results,for the above three aspects to carry out in-depth exploration,and find out the related problems of G branch: 1.Lack of scientific talent construction and evaluation system;2.Personal financial products lack of core information disclosure;3.Personal financial products homogenization is serious;4.The true function of personal financial services has not been realized;5.Personal financial products and customer personalized needs can not match;6.Unable to achieve customer tiered management and personalization Precise positioning services;7.The branch has weak risk control ability for personal financial products.Through the above analysis,combined with the actual operation of G branch,The author obtains the following countermeasure suggestions: 1.Set up flexible financial manager pay competition post and elimination mechanism;2.Design the information disclosure and risk early warning mechanism of financial management products;3.Enrich the types of personal financial products;4.Strengthen the purpose of financial planning;5.Combine the long tail theory to enhance the personalization of personal financial services;6.Improve Customer Stratification Financial businesssecurity.