"Employee Treasure" Financial Consumer Project Study Of A Rural Commercial Bank

At present,China finance consumer after 10 years of development,has entered a period of rapid development,with the national The Belt and Road,the trend of new urbanization,And young consumer groups are also growing up,the older generation of the traditional concept of consumption has changed,moderately early consumption concept of consumption has gradually been accepted by the vast numbers of consumers.With the rapid development of the Internet network,accelerate the financial disintermediation,competition is becoming increasingly fierce finance consumer market,the efficiency has been significantly improved,the development prospects of China's finance consumer business wide.On the other hand,the supply side of China's banking reform requirements of regional rural commercial banks should constantly improve the ability of retail financial products and services,and fully meet the financial needs of customers,to achieve inclusive finance.The banking industry development experience also shows that in the period of economic downturn,the development of commercial banks in the individual retail business is more conducive to business risk is stable,so the combination of the Internet and big data,the development of personal finance consumer is a force focused on the current commercial bank.Through the macro analysis of the financial consumer industry and the market environment,this paper analyzes the development trend of personal finance consumption from the aspects of policy,economy,society and big data risk control technology.And take "employee treasure" finance consumer project as the breakthrough point,put forward the specific strategy of project implementation,so that regional rural commercial banks can better broaden the retail business customer groups.At the same time,along with the banking Internet plus the promotion of Internet finance consumer has gradually become the trend,pay more attention to the user experience and service flexibility.Compared with the traditional model,it will not receive the geographical restrictions,the bank direct banking platform cross regional service medium and low income customers,the use of big data model of risk control,credit evaluation and user behavior data stream for docking,risk prevention and control business better service,increase the strength of the real economy,improve the competitiveness of the bank.