Research On The Problems And Countermeasures About The Development Of Chinese Personal Financial Business Of Commercial Banks

With China’s rapid economic development, people’s income level and disposable assetshave been accumulated, therefore, personal financial services have become popular. Personalfinancial business in China is a new service,and this is in the primary stage, banks arechanging their business philosophy, the financial business especially the personal financialmanagement business into its business focus, therefore, personal finance business has as oneof the means to attract high end customers, expand market share and increase the profit of thecore business. After China’s accession to the WTO, foreign banks to enter the Chinese startmass market, fierce competition with the Commercial Bank of our country, one of the mostimportant financial services as banking has very high development potential, has become oneof the important means of domestic and foreign commercial banks to compete for high-endcustomers. China is entering a new era of separated operation, mixed operation. The in-depthanalysis of the development of Chinese commercial banks personal financial business,comparing the foreign bank mature personal financial business, problem and cause analysis ofChina’s financial business at present, puts forward feasible solutions, to speed up thedevelopment of domestic commercial bank personal financing business has importantpractical significance.In this paper, using economics, management science, research problems andCountermeasures about the development of personal financial business of our country’s banksand banking theory and through a combination of domestic and foreign development phase ofthe elaborate method. Firstly, the concept of personal finance and personal finance relatedtheories are introduced, followed by analysis of the necessity, status and trend of China’spersonal financial development from different aspects. Again, analysis of the characteristicsof the personal financial business in developed countries, combined with the characteristics ofpersonal financial business in China, analysis of differences between home and abroadfinancial business, according to the difference of each other, and find out the root of personalfinancial business of our existing problems and these problems can solve the problem, finallycame up with the most effective countermeasures.After analysis, personal financial business of commercial banks in China started late,now there are many problems. Can carry on the reform from several aspects as follows: payattention to the training of management awareness and management environment, enhancing product publicity, establish the customer-centric business philosophy, innovation of personalfinancing product, set up brand marketing, accelerating the development of characteristicservice, through effective regulation to promote the development of commercial bankfinancing business, establish a scientific incentive mechanism.