The Innovation Research On Personal Finance Service Of Bank A

In 2004,Everbright Bank pioneered the issuance of the first personal finance product.Since then,China’s personal financial products business development rapidly.In this decade or so,personal finance products from the bud gradually developed to explosive growth.Today,the types of personal wealth management products are extremely rich,the scale is extremely large.In recent years,China’s economic prosperity and development,residents have gradually accumulated some idle funds,because the increase in people’s wealth will increase the demand for various investments,therefore,how to invest in wealth and achieve value-added,has become a hot topic.Commercial bank personal finance products based on its variable term,the starting point amount is low,the risk is not high,the advantages of considerable income,has become the first choice of each line to earn customers.However,under the background of the rise of Internet finance,the promotion of interest rate marketization and the tightening of financial supervision,the development of personal finance business of commercial banks is facing no small impact.Therefore,in this context,it is particularly important to carry out the research on the innovation of personal finance business of commercial banks in the future.In this paper combined with the relevant financial information in recent years,to A Bank’s "Zhuge" series of personal finance business as a case,from the concept,service,management,marketing,products scant analysis.In this paper,the comparative analysis of the case,analysis found that "Zhuge" series of personal finance business in the concept,gradually from financial funds as the center to customer-centric transition;in the service aspect,the implementation of humanized and differentiated service programs;in management aspect,according to the regulatory authorities required the establishment of a financial center,independent operation of their own business In marketing,market segments have opened up three-dimensional marketing channels,and in product aspect,according to the product linkage,interest rate designing and other innovations have increased revenue.A bank "Zhuge" series of personal finance business through innovation and development,adapt to the current complex financial environment.However,its innovation is still insufficient,which is characterized by fewer product types,weak sense of talent,insufficient information disclosure,insufficient business brand effect and unreasonable customer structure.In this regard,the recommendations given in this paper are to strengthen innovation,the specific approach is to strengthen product innovation to achieve product diversification,strengthen concept innovation to achieve talent specialization,strengthen service innovation to achieve information transparency,strengthen marketing innovation to achieve business branding.