Research On Personal Financial Business Transformation Of Bank Of China J Branch

With the continuous improvement of my country’s financial market and the diversification of the actual needs of residents’ personal asset management,commercial banks are seeking new profit growth points in the process of market-oriented development.Personal financial services have gradually matured and accounted for an increasing proportion of commercial banks’ operational businesses.promote.In the context of the in-depth reform of the commercial banking system,how to successfully transform the personal financial business to adapt to the new financial market situation has become the focus of academic research.This article first elaborates and analyzes the successful experience of personal financial business transformation and development of domestic China Merchants Bank,China Construction Bank,Minsheng Bank and foreign commercial banks,and summarizes the useful experience of interbank banks in personal financial business transformation.Secondly,the Bank of China’s J-score behavior research object,combined with life cycle theory,financial innovation theory,and marketing theory,is used to study the development status,existing problems and causes of the problems in the branch’s personal financial business.Finally,on the basis of learning from the personal financial business transformation and development experience of domestic and foreign commercial banks,it puts forward countermeasures,suggestions and safeguard measures for the development and transformation of the personal financial business of Bank of China J branch.The main research conclusions are as follows:The personal finance business of Branch J has developed well in the past three years,and the performance of personal loans,wealth management products and fund insurance products has shown an upward trend,especially the scale of personal loans has grown significantly.However,compared with banks in the same industry,branch J still has poor financial strength and asset quality,and lack of innovation in personal financial products;backward technological facilities for personal financial services and insufficient digital service capabilities;insufficient marketing efforts and insufficient mechanism depth;marketing staff capabilities A series of problems such as unevenness.The reason is that Bank of China J Branch’s asset operation and management methods are outdated,product innovation concepts are insufficient,digital investment is insufficient,fixed asset management loopholes are large,lack of modern marketing concepts,marketing management is chaotic,lack of personnel capacity improvement and training,and human resource management concepts are backward Other reasons are the main problems restricting its innovation and transformation.According to the problems faced by the development of the personal financial business of Bank of China J branch,this article specifically proposes to improve the quality of assets,focus on product and service innovation;improve the level of technology and finance,promote digital transformation;improve the marketing system,increase marketing efforts,and optimize human resources.The resource structure,promotion of staff quality training and other four aspects of transformation and upgrading,in order to better adapt to the current situation of intensified competition in the personal financial business of commercial banks and rapid market iteration,and improve the marketing level and profitability of the personal financial business of Branch J.Finally,this article also provides guarantee for the transformation and development of the personal financial business of Bank of China J branch from the aspects of organizational guarantee,system guarantee,and resource guarantee,which is of positive value for ensuring the smooth transition of the personal financial business of the branch.