A Study On The Personal Finacial Management Of A Branch Of CCB Under The Background Of The Internet Finance

When China's economic is more prosperity and people's living standards are more rising,people's financial needs are more increasing,which promote the development of personal banking business.For a long time,commercial banks in the personal financial products market is in a dominant position.With the rapid development of Internet finance,the finance business has been affected,especially personal financial services.That hot Internet financial products,with high interest rates,high liquidity,low threshold,have robbed the customers of bank,caused a huge impact on bank.Facing the increasingly fierce environment,how to ensure the steady development of the personal financial management business is a problem to A Branch of CCB.First,this article reviewes the personal financial business and the Internet financial research status at home and abroad,discusses the impact of the Internet personal finance business,describes the development status of the personal financial services of A Branch and the existing problems.On this basis,systematically analyzes the internal and external environment of the personal financial management business of A Branch of CCB.By using the experiences of Citibank and Wells Fargo Bank personal financial business development,I put forward the STP strategy,from market segmentation,target market and market positioning;innovate the marketing mode and improve the marketing channels,take the cross sales increase customer stickiness,integrate of virtual channels and physical channels;pay attention to product innovation,according to the actual situation of the local market,assist the development of a series of local financial products,cultivate professional personal financial employees,provide professional services for customer;implemen risk prevention strategies,strengthen risk management,improve the risk mechanism,strengthen risk education.