Research On Innovation Strategy Of Individual Finance Service In China Commercial Bank

With China's economy developing and people's income increasing, personal financial business is playing an increasingly important role in the socio-economic life, particularly in such areas: financing and investing to meet the people's needs, expanding the scope of a bank, increasing operating income. But for a long time, impacted by the traditional concept of "first wholesale, second retail", many banks have always been business based on units operating as a major target, not to develop personal business. This has not only affected the commercial banks operating efficiency, but also not help personal finance and investment for the residents. Therefore, how to accelerate the pace of financial innovation, place personal financial business development and innovation effectively in a more important position, develop and effectively personal financial services ,witch have become an important issue.Therefore, base on the comparative study in the current domestic and international business and services, referring foreign experience and combination the actual situation in China and relevant industrial policies, attempting to design a relatively perfect personal financial business operating system and mode will be the topic of practical significance.This paper first elaborated China's commercial banks personal financial business development status. And Analyzes the affect to promote China's commercial banks personal financial business development innovation needs from five side: the development of the personal financial business financial management of urban and rural residents is the objective requirement; The state encourages individuals to promote consumption, investment, personal business development; The development of the personal financial business is to deal with competition at home and abroad of the important measures; Capital adequacy regulation and the interest rate market-oriented requirements; Changes in the structure of assets.Second, we analysis development status, characteristics and development trend of personal financial business in the developed countries. Through contrast analysis between the domestic and foreign commercial bank individual finance service, We discovered that: 1) in the aspect of variety breadth, the domestic service variety is sole and centralism, the service cover scope is narrow; 2)in the aspect of variety depth, the domestic individual financial service has the development, but the service variety of the individuality service lacks of Subdivides, the difference and the individuality, the market degree is low; 3)in the aspect of product scale and the structure, the domestic bank existing individual product structure is unreasonable, and the scale is limited.The innovation is the importantly manifests for commercial bank core competitive ability, the scientific innovation may effectively impel the development of commercial bank. The paper analysis the innovation environment and the factor of restricting individual service development innovation in branch of Hunan province, China construction bank through SWOT analysis method. Finally ,the specific development strategy should be taken: l)improves the external environment to advance individual financial service innovation; 2)impels individual financial concrete service to enhances the entire bank competitive ability; 3)strengthens the quality control and the marketing to promotes the service quality; 4)enlarges the science and technology to invest and speeds up individual financial service talented person's absorption and therapies to guarantee the effective and to impetus the innovation of individual finance service in commercial bank.