Research On Developing Measures Of Personal Finance Services Of Dongying Bank

With the rapid economic development of China and the increasing disposable income ofresidents, the personal finance concept in China is becoming more and more thorough afterentering the21st century, and personal financial services occupy an increasingly importantposition in the Bank’s development as important sources of Bank profits and income growth.Banks at home and abroad now have accelerated the pace of development of the personalfinancial services, and has introduced various personal financial products and services, andengaged in a fierce competition in the personal financial services market.Dongying Bank as a small and medium-sized city commercial Bank, the personal financialservices of that has a lot of problems affected by the scale factors and geographical factorsand historical factors and development factors, Such as the relatively late starts, the lesscompetitive, the large competitive pressure. The major problem facing by Dongying Bank inthis environment of increasing market competition, that is how to grasp the historicalopportunity of rapid development of the domestic personal financial services, developpersonal financial services market effectively, and establish personal finance service with itsown characteristics, and enhance personal financial services market competitiveness, andexpand the new profit growth point.According to the Dongying Bank as the research object and based on the theories anddevelopment experiences of the personal financial services both here and abroad, and throughin-depth field research, this article analyses the current development situations and strengthsand weaknesses and existing problems of the personal financial services in Dongying Bank,as well as the advanced experience and enlightenment of the personal financial services in theBanks at home and abroad, then in view of the present situation and the insufficiency, thisarticle also proposed some specific measures of the development of the personal financial services for Dongying Bank, such as improving the marketing system, innovating and richingthe system of personal financial products, seting up the health service system, perfecting therisk control system, establishing and completing the assessment and incentive system, etc.Although this article is based on the personal financial services in Dongying Bank as a casestudy, but the conclusions for other domestic commercial banks has a certain universality, canbe used as reference for other banks in the personal finance services.