An Analysis On Personal Financial Service Of China Construction Bank

With the development of Chinese economy, the level of people's income improves quickly. The need of personal financial service becomes thrive day by day, which provides a huge space for the development of domestic commercial banks' PFS. Moreover because of changing operation idea of commercial banks, PFS gradually becomes one of important services for commercial banks. PFS as one of intermediary business will become one of core services for banks to attract high grade customs, enlarge market occupation and increase profit.As one of the four major state-owned banks, CCB has a good reputation and solid financial strength, and also has unique advantages in the development of PFS. But at the same time, we should also note that comparing with the commercial banks in developed countries; China Construction Bank has many inadequacies, such as incorrect concepts of PFS, unscientific of financial management organizational structure, the low quality of financial management staffs, and so on. This article uses SWOT analysis, analyzes the PFS of CCBB, and concludes the strengths and weaknesses in the operational aspects of CCB. At the same time, this article uses case studies, analyzes the characteristics of PFS in foreign commercial banks. At last, basing on the above study, the author provides some suggestions which can make a fast development in PFS of CCB.This paper includes six chapters as follows: Chapter I is the introductory part, mainly introduces the background, significance to the research subject, as well as the structure of the paper; Chapter II is related literatures review. The author first reviews the literatures of PFS in foreign countries, and then summaries the findings of PFS in domestic banks; Chapter III studies the theories of PFS. First introduces the basic concepts of PFS, and then summarizes the theoretical foundation of PFS, including the life-cycle theory, portfolio theory, capital asset pricing model, behavioral finance theory and the theory of financial innovation; Chapter IV sums up the features of PFS in developed countries' commercial banks, in order to provide recommendations of PFS in China's commercial banks; Chapter V analyzes the strength, weakness, opportunity and threats of PFS in CCB, which provides theoretical support for the sixth part of the policy recommendations; Chapter VI proposes some policy implications for CCB's PFS.