Research On Personal Finance Management Business Improvement Strategy In The Agriculture Bank Of China, Gansu

Since the end of economic crisis in2007, the national economy of China was recovered and stay steady, in the mean time, personal finance management business provided by commercial banks was back to be the hot topic for the public gradually along with the continued increase of public personal income. However, the deficiency in finance business management advisors structures, internal system construction and product innovation of national banks are directly restricted the consistent development of the personal finance management business in our country. There are some key issues to be thought about and solved for better developing national commercial banks which are how to improve the innovation ability on personal finance management business, how to change business structure and improve service quality and lever, how to increase bank benefits and find new benefit increasing points and thereof to promote the core competency of commercial banks in China.Based on the current situation of research on personal finance management business of national commercial banks, this article has borrowed western theories of double factors, modern investment combination, finance innovation and STP, compared and analyzed the development of personal finance management business of commercial banks industry from home and abroad, and also integrate the result with the actual situation of development of Gansu financial industry, analyzed deeply the Agriculture Bank of China, Gansu form several aspects as its business characteristics, general sales and benefits of recent years as well as comparison of similar commercial banks in Gansu, pointed out the problems existed and threatens faced, solutions toward which also provided.The article broke through the solely operation model in development of personal finance management business in commercial banks, and brought out the suggestion of double ways operation model of management and marketing for the improving process of personal finance management business based on the actual development of Agricultural Bank of China, Gansu. Accordingly, the improvement strategy of combination of "management and marketing" also put forward. On the management improvement strategy side, suggestions on improvement were provided on aspects of enhancing advisors teams construction, enhancing utilization of quality clients data system, improving risk control capacity by establishing and perfecting scientific evaluation system; while on the side of marketing improvement strategy, suggestions provided from aspects of promoting service efficiency, detailed clients typing and then innovate and differentiate marketing ways as well as opening multiple channels of service and enhance the marketing ability of branches. The relationship between management and marketing also briefly elaborated. Directions for improvement in were pointed out in certain degree for personal finance management business development in the Agricultural Bank of China, Gansu.On that basis,for further studying the operability of marketing and management"combination improvement strategy, the article designed systematic safeguard measures to support the effective application of this new model from aspects of labor power, mechanism and system in order to push forward the development of personal finance management business. Hope this thought of combined model and safeguard measures could also be borrowed and regarded as useful for development of personal finance management business of other commercial banks.