Innovation Of Personal Financial Management: A Case Study On China Ever Bright Bank

At present, with the fast development of economy and improving of living standard, there is a great demand of personal financial management. Therefore, it becomes gradually challenging and essentially important for banks to meet this large amount of desire.Personal financial management immediately attracts attention since it was introduced. It has the potential to become the trend for retailing service for banks.This article basically employs China Ever Bright Bank for case study. Based on the related theories, this article first analyses the causing factors which accelerate the innovation of personal financial management. The decisive reasons can be illustrated as the followings: demanding factor, policy factors, and competitive factors and bank factor. In addition, this article also dissects the problems in China Ever Bright Bank in terms of its innovation of personal financial management. Furthermore, this article presents the restricting elements which include the development degree of the bank field, bottle-neck of management in the bank, consumer's financial awareness and potential risk in financial affair. Eventually, this article draws a conclusion and proposes suggestions and further implications to apply in the bank.