| This paper includes two parts, the introduction and the text.The contents of introduction part are background and significance of choosing this topic, definitions of related concepts, research thoughts and research methods, main contributions and the issues which need to be further studied.The text part is made up of six chapters.Chapter 1: the theoretical interpretation in the existence and development of financial intermediaries and financial planning business—a document roundup. The specific contents are explaining how investors choose the financial assets by their own respectively through standard finance theory and behavioral finance theory; introducing the general theoretical explanation in the existence and development of financial intermediaries according to time line; interpreting the existence and development of investment financing industry through those aspects such as the perspective of function, the solving of entrusted agency problem, the interaction between investors and financial intermediaries. Finally in the summary, it points out the theoretical guiding significance of existing documents to this paper in three aspects, and the deficiency of existing documents to the research purpose of this paper in two aspects, then proposes the thread of improvement in this paper.Chapter 2: the operation transformation of banking and the development of personal financial planning services in typical nations or areas. This chapter taking American, Britain, Japan and Hong Kong for examples, gives a comparatively comprehensive introduction to their operation transformation of banking and the development situation of personal financial services, and sums up two points in the summary. Firstly, based on the fundamental idea of transformation in operational strategy and adjustment in business model, various paths of operation transformation are closely related to national or regional economic structure and financial environment. Secondly, from the developmental thought of banking personal financial services in the background of operation transformation, we can see that despite the differences among nations or regions, there still have some common elements in the relative successful experiences which will become the instructive references to China's commercial banks'personal financial services.Chapter 3: the operation transformation and the developmental actuality of personal financial planning services in China's commercial banks. Under the background of operation transformation in global banking, our commercial banks are also faced with the tremendous pressure of operation transformation. In the process of operation transformation, although the factors such as market demand, industry competition, regulation reform, technological innovation have different performance ways, they affect the choice of our commercial banks'operational strategy adjustment and business model almost by the same rule. This chapter firstly analyses the background and reasons of operation transformation in China's commercial banks by the balanced strategy changing model, then illustrates the basic requirements and main contents of our commercial banks'operation transformation, and finally gives a brief introduction to the existence and development of personal financial services in China's commercial banks.Chapter 4: customer demand and market segmentation in commercial banks'personal financial planning services. Realizing and exploring customers'internal demand in detail is the most fundamental foundation and starting point to banking personal financial services. Based on the description of individual customer financial demand by micro-finance theory, the existing marketing theory and technology also gives methods support to describe the demand in detail. This chapter firstly gives a general description to the connotation and characteristics of banking individual customer financial demand; then analyses the quality elements and standard requirements which banking personal financial services should have, from the perspective of banking individual customer's quality expectation to financial services; and finally using the market segmentation method, makes a further in-depth analysis to banking individual customers and their financing demand.Chapter 5: The personal financial planning products in China's commercial banks. Although from the relevant management provisions'concept regulation, banking personal financial services is a comprehensive concept. But for the present, it appears that only the financial product (financial plan) of personal finance services is the major part in China's commercial banks'personal finance services. Firstly, this chapter introduces the classification and component elements of personal financial products in China's commercial banks. And then it analyses the developmental situation and major problems of personal financial products in recent years in China's commercial banks. Finally, it gives some ideas and suggestions to improve the personal financial products for China's commercial banks, from the perspective of standardized products operational flow.Chapter 6: The services in China's commercial banks'personal financial planning business. In the personal financial services, the essence of what banks provided to their customers is a service. The differences between services goods and manufactured goods determine the specialization of customers'evaluation standards to the quality and banks'quality upgrading strategy. First of all, based on the analysis of actual research, this chapter illustrates the customs'evaluation to the quality of personal financial services in China's commercial banks. Then it provides a reference arrangement to the service process design of personal financial services in China's commercial banks, and gives some suggestions to the quality control in the process of personal financial services delivery. At the end, it illustrates how to support the development of personal financial services by improving its organizational structure and business process in the China's commercial banks.
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