C Bank Personal Finance Service Development Problems And Countermeasures

With the continuous improvement of residents’ savings and income,the demand for residents’ personal finance is increasing day by day,which provides a good objective condition for Chinese commercial banks’ personal finance.People hope to obtain more income besides salary through investment finance.With the advance of interest rate liberalization,deposit and loan rates tend to shrink,which greatly affects and impacts the profitability of commercial banks.In addition,the development of our capital market gradually improves,and the investment and financing channels of commercial banks are more and more.However,there are a lot of financial chaos and potential serious problems in the market of bank personal finance products,which has aroused wide attention of the relevant departments.Due to the imperfect market norms of bank personal finance products,it will not only damage the direct interests of investors,but also expand the risk exposure of financial institutions,overdraft the long-term credit of financial institutions,and increase the vulnerability of the financial system.This paper adopts literature method,case analysis method,questionnaire method and other methods,based on the overview of relevant theories of personal finance services,analyzes the development status of C bank’s personal finance services,and conducts SWOT analysis of C bank’s personal finance services.The personal finance business of 4C Bank is investigated and analyzed from the aspects of customer basic information,customer financial management ability survey and customer feedback information on C bank financial products,and the problems existing in the development of C bank personal finance business are pointed out.It mainly includes serious homogeneity of personal finance products,limited marketing effect of personal finance products,quality of personal finance practitioners to be improved,and insufficient risk tips of personal finance services.It also believes that the reasons for the problems in the development of C Bank’s personal finance business are low innovation degree of personal finance business,insufficient development of marketing channels of personal finance products,insufficient recruitment,screening and training of personal finance personnel,and imperfect risk assessment system of personal finance business.The development of personal finance services plays an irreplaceable supporting role for commercial banks.This paper puts forward relevant suggestions from the following three perspectives:(1)For personal finance services,it puts forward strategies to improve the development of personal finance services of C Bank,and puts forward strategies to promote product innovation and brand building,including strengthening product innovation and paying attention to brand building of financial services.(2)Put forward the strategy of creating a "customer-centric" scientific marketing system,which mainly includes promoting the diversification of marketing channels,improving the whole process of customer service,emphasizing market segmentation and improving differentiated marketing ability.(3)Put forward the strategy of building a professional personal finance team and the strategy of building a risk control system for personal finance services.It will help C Bank to continuously improve the development of personal finance services,and also provide a certain reference value for commercial banks to study the development of personal finance.