Research On The Development Strategy Of Personal Finance Services In Banks Under The Background Of Internet Finance

As one of the basic businesses of commercial banks,personal finance services is a financial service targeted at individual customers of banks.It is characterized by a wide range of service objects,scattered risk points,and relatively low bargaining power of customers.At the same time,personal finance business is an important part of commercial bank's intermediate business income,which is of great significance for commercial banks to innovate their business development model and expand their overall profit sources,and it accounts for an increasingly high proportion in the total profit of commercial banks.It can be said that the development of personal finance services directly affects the overall earnings of commercial banks.However,with the further development of internet technology and the further advance of interest rate liberalization,the loyalty of customer is declining day by day,cross-border competition is becoming increasingly fierce,the traditional commercial bank personal financial business market competition gradually weakened,but with the development of internet technology arises at the historic moment of new network financial services business account for a higher and higher proportion of the market.In particular,the report of the 19 th national congress mentioned that efforts should be made to accelerate the development of an industrial system featuring coordinated development of the real economy,scientific and technological innovation,modern finance and human resources,so as to continuously enhance China's economic innovation and competitiveness.Internet finance is exactly the business practice of technological innovation and modern financial integration innovation.The rapid development and expansion of the “Internet+finance”model has exerted a huge impact on the traditional personal finance services of commercial banks,which makes commercial banks face a series of severe challenges.These new situations and challenges force traditional commercial banks to transform and think about new strategic directions and marketing strategies.Based on the basic theories of internet finance and personal finance services,this paper introduces the basic connotation,development process and main characteristics of these two concepts,and summarizes and analyzes the relevant theoretical researches at home and abroad,with emphasis on the life cycle theory,4ps marketing theory,portfolio theory and other theories.At the same time,through the investigation of city of P's GS bank business development and the present situation of the personal financial management business,combined with the practical data collected,from the organiz ational structure,network distribution,structure of team construction,customer analysis,it is concluded that the problems existing in the development of mainly concentrated in network layout,personnel team,marketing,customer structure four aspects.Then expounds the basic concept and principle of SWOT,and use that analysis based on the internet under the background of financial the city of P'sGS bank personal finance business of the strengths,weaknesses,opportunities and threats.Based on t he comprehensive analysis,it is proposed to the “Take advantage of the traditional advantages to grasp the position of branch and dig deeper”,“Improve marketing skills and build a professional team”,“Market segmentation and focuses on customer service experience”,“Conform to the development trend,focus on marketing strategy transformation”four optimization strategies.This paper tries to explore the development of personal finance services from a micro perspective,using literature research,field investigation and analysis by synthesis method to carry on this research.I work in a grassroots branch of GS bank in P city,and I am qualified to conduct data collection and field investigation on the development status and existing problems of personal finance services of the bank.Through interviews with local employees,customers and actual investigation of business departments,I have gained an in-depth understanding of the case materials needed for the research and analysis of this paper.Although this paper takes the P city branch of GS bank as the research object,the conclusion drawn in this paper is universal and can provide some enlightenment for the development of personal finance services of other branches of GS bank and major commercial banks in China.