Development Strategies Of Personal Financial Business Of Commercial Banks

With the income of Chinese residents improving, the accumulation of assets and personal financial demand increasing, the personal financial management business competition has become the focus of competition among commercial banks. So personal services is an important new commercial bank profit growth point. The commercial banks have launched various forms of personal financial products to improve customer service quality to seize the market. From the present development situation of personal financial business of commercial banks in western developed countries, personal financial services have a high-volume, low risk, business scope, operating income stability and other advantages, and they occupy an important position in the development of financial institutions. The business income has accounted for more than40%of the total income of the bank. At present, China’s personal financial business is still in the initial stage of development, but the market prospect is very broad. Meanwhile, as for the personal financial management business in our country, there are some urgent problems to be solved. Based on my own experience, relevant theory and literature study as the basis, I put forward the problems of China’s commercial banks. What’s more, I take the personal financial business development bank NH branch as an example, analyze the current situation, and come up with the strategy. Any research should be carried out in a specific environment theory, this thesis is no exception. I am the Agricultural Bank of China NH branch staff,and engaged in personal financial services business for eleven years. In this paper, I combined my own working experience with the related financial theory, using comparative analysis, empirical analysis, the main theory of Chinese and foreign personal financial business development, and foreign commercial bank individual financing business development of advanced experience in law, status, on the development of personal financial business of NH branch problem diagnosis.First of all, in my essay I state the research background of the personal financial services and analyze research significance and methods. Secondly, I Introduces the theory related to personal financial business, including Maslow’s hierarchy of needs theory, personal financial life cycle theory, portfolio theory, permanent income consumption theory etc.. On the current situation of the development of personal financial business of Agricultural Bank of China branch NH were analyzed, the analysis on the development strategy of personal financial business development goals, the overall strategy of Agricultural Bank of China branch NH proposal, make the development of personal financial services targeted Third, I analyse of the current situation of the development of personal financial business of commercial banks at home and abroad. Fourth, I make the corresponding diagnosis according to the present situation of the development of personal financial business of Agricultural BankNH branch. Fifth, I proposed the feasible strategy according to the development situation of personal financial business of Agricultural Bank of China branch NH. However, influenced by the traditional concept, management level, the development of personal financial business strategy is not so easy to build and optimizate, although the personal financial business in recent years has developed rapidly, but it also encountered a bottleneck in the development strategy. I hope to find out the existing problems by writing to the Chinese and foreign main personal financial business development theory study and arrangement, on the basis of the theory of NH branch of the personal financial business development practical, and put forward the development strategy, in order to maximize support navigation NH branch implementation,"build leading the absolute leading, advanced first-class commercial banks" overall business strategy. The focus on six aspects of supply and demand, lack of contrast NH branch system, target location and service, function is not clear, public and private debt, evaluation mechanism to be perfect and linkage analysis of the common problems in the development of personal financial business of NH branch and branch, the business development strategy under the guidance of the principle of combining, put forward to the development strategy of personal finance business of NH branch: marketing target from single to comprehensive; clear market positioning, highlight the resource allocation; improve customer information management system, to provide personalized service; distinguish the teller, the lobby manager and marketing staff functions; strengthen public-private interaction; improve the appraisal system, improve the comprehensive income and other aspects of the proposal. This article deficiency lies in the personal financial business development strategy of NH branch of Agricultural Bank and other commercial banks may have similar place, and it should further analysis the characteristics, puts forward more targeted development strategy, development strategy to improve the customer management system is not too realistic, operates a little difficulty.