The Development Status and Strategy Research of Commercial Banks’Personal Financial Management Business in China
Abstract: The personal financial management business in our country is in the initial stage，compared to the developed one in western，there's still a long way to go，Therefore,the commercial banks in china need to review and study to estimate market direction;build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive;Establish and perfect financial management business’management system in order to promote the development of personal financial business in our management country．
Keywords：Commercial banks,Personal financial management,Strategy
1 Introduction
The commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to find why that business develop so slowly and then put forward a feasible plan． The personal financial management business is not only an important carrier for commercial banks to advance Comprehensive management strategy but also a major way of improving Intermediary business income．That business in our country is in the initial stage．compared to the developed one in western，there’s still a long way to go．Therefore．the commercial banks in china need to review and study to estimate market direction;build excellence brand image and
special services；Increase of innovation; change the products from single to comprehensive;Establish
and
perfect
financial
management
business’management system in order to promote the development of personal financial management business in our country．Meanwhile．the commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank's competition．These banks should think deeply to fend why that bus；mess develop so slowly and then put forward a feasible plan． Among all the businesses in commercial banks．personal financial management business has the advantages of huge market capacity，low risk，wide range of business，and stable income．For those advantages the personal financial management business becomes commercial banks'main business and vital profits source．In western developed country，this kind of business almost gets into every family．Its business income has been account for bank's 30％．Compared to the developed one in western．there’s still a long way to go but it has a bright market expectation．However，our country’s personal financial management business is limited by some factors，for instance，the financial legal system,financial supervision system and the development of financial market．As a result．it brings some problems that need to be done while developing rapidly．
2 The Development Situation，Trait and Existing Problem of Individual Manage Matters Operation in Commercial Bank of China
2。1 The development situation of individual money matters operation in commercial bank of China
Manage money matters operation refers to commercial bank uses professional advantages like various kinds of financial knowledge,professional technique and wide fund credibility and according to clients’financial position and investment requirement，provide clients with professional service activities，such as financial analysis．financial planning，investment counselor and assets management．Recently，as the fast developing economy of china and the accumulating property of citizens，the need of manage money matters operation becomes stronger and stronger．There are several reasons：first of all， when people’s properties accumulate to some degree，they concern more about how to effectively keep and increase the value of their properties．Second，as the pushing on housing,education and medical treatment marketing revolution proceeding,families need the help of financial mechanism service to create a complete risk safeguard mechanism．On the other hand,we have already been in aging stage，thus it has become many people’s real need to accumulate part of their
pension
through
manage
money
matters
．
Under
the
circumstances．individual money matters operation of commercial bank develops quickly．But according to individual money matters operation situation of every commercial bank．there are still many problems that make it hard to develop individual money matters operation．
2。2 The trait of individual money matters operation in commercial bank of China
As the individual money matters operation of commercial bank has just started，financial mechanism and laws and regulations systems are special，so
compared to western developed countries，we have our own traits．Fiduciary loan product becomes the 1eader of manage money matters market Recently,invest people pay more attention to the risk situation of product when they choose manage money matters product．At the same time,because the CBRC（china banking regulatory commission) adds its strength to manage money matters operation in commercial bank，the breed structure of manage money matters product changed a lot in general．Since 2009，fiduciary loan product increased largely and become the leader in all kinds of banking manage money matters product for its clear investment， simple structure，various deadline，stable income． Public beneficial and creative product is the value of manage money matters product afoot. During the wenchuan earthquake in 2008,some banks give quickly reflect to the calamity and push out public beneficial and creative manage money matters product．This kind of manage money matters product was themed as benevolent and cares，which greatly widen the developing thought of banking manage money matters operation and validly promote brand value and social image of the bank．
3 The Reasons Why We Have Problems in Personal Financial Business in Our National Commercial Banks
The reason why we have so many problems in personal financial business in our national commercial banks is not just because of one single element，but because of many aspects．The reason that we still take separate operation in practice .The policies and regulations．idea of supervision and measures in China still not keep pace with the development of era;we still rely on separate
operation and separate management to keep watching to the financial risk．But this kind of operation mode increases the cost of processing personal financial business in commercial banks．and it is hard to make good results．The reason why all the products have the same quality。
As it is limited by the idea,the analysis of personal finance business from our commercial banks are not totally correct，there still exists some deficiencies to the research of clients，as a result．nearly all the financial products are the same．The reason why we have a shortage of high-quality financial manager The capability of training finance managers in our country is still undeveloped and the mentality relatively falls behind with developing countries，so most of excellent managers choose to enter foreign banks， and it will be reasonable that the managers couldn’t reach the requirements in national commercial banks．The reason why we are lack of the consciousness of financial management 。As we are developing our economy in recent years， it results in a lack of financial culture and financial consciousness．Firstly, people just have some egg money;they can hardly adjust to the life style which adds the finance management into it．Secondly, the influence of traditional concept and shortage of understanding the personal financial business in banks result in the lack of financial consciousness and the deficiency of sense of identity and safety．
The reason why we are lake of cultivation Our national commercial banks are limited by system， thinking， technique and objective environment and some influences so that our national commercial banks’s cultivation stagnates, in some high—profited area，we couldn’t keep the pace．And if we don’t solve the
problem of lack of cultivation，it is hard for us to complete with foreign banks．
4 The Questions Exit in Individual Managing Financial Services in Commercial Bank of China
A good financial planner should know everything about a product and have a good knowledge of security, bank,insurance。laws.revenue，finance etc．He must be experienced and good at communication and organizing．But the shortage of good financial planners in China leads to the irregular selling of commercial banks’ individual managing financial services． Restricted by financial demand and custom Nowadays in China ,individual financial demand is quite small．There are many reasons．Firstly, it is uneven distribution of wealth，so there few people really need financing．Secondly Chinese are always lack of investment and financial senses．Thirdly it’s China's tradition that they don’t need to hand their property to others for financing and the common opinion is not let people know how much money he has．At last，Chinese don’t know the meaning and process of the services，and don’t identify the individual managing financial services．Innovation deficiency．For quite some time．commercial banks’financial innovation consciousness and capability is not strong,level is low， range is narrower and scientific and technological content of products is low．Using the effect to be bad，especially that business innovation is badly backward，which is the leading cause of individual wealth management products homogeneity large．
5 The Personal Financial Services for Bank of China Yantai Branch（BCYB） Came into Practice
To connect the theory with the present situation in development of the services．The personal financial services for Bank of China Yantai Branch has been studied．And the survey showed some advantages that can be learned in the spread of the services for BCYB．BCYB’S value is focused on customers requirement and the protection for costumer benefit．And the financial management system has been consummated．Till now．a financial center，16 management center and 80 offices have been built,including all kinds of shoppes which is spread during diffident managing departments．The financial crisis warned the whole world in 2009．However, BCYB took advantages of this opportunity and disseminated the importance of the personal financial management and the risk escaping．This action broadened the field of costumers and developed the potential costumers．Furthermore，BOC Group is making a comprehensive platform which includes financing，securities．Insurance bonds etc．And BCYB’S Management method has turned from simplification into diversity．The financing consultant group has been updated continuously since 2005．These experienced broad minded professional clients provide management services for clients from three aspects，including marketing，financial services and product innovation．Meanwhile，taking the unique advantage of China Bank in domestic foreign exchange area，currency financial business run by BCYB continues to keep an absolute leading position in the whole a city in occupation and scale．BCYB makes use of overseas branches net of China Bank to provide overseas value-added services，for instance，business travel，children Studying abroad for clients．BCYB has the disadvantages indeed and the innovation is inadequate and me technical conditions are restricted．In addition，most business banks have suffered in personal financial management．However， as one of the
first 50 national financial management centers．BCYB individual financial service indeed has some bright points to be learned．
6 Conclusion
It is national special financial legal system to decide the personal financial business’ particularity in commercial banks．With the rapid development of our economy and regulations．the personal financial management business increasingly reveals its value．and customer demand is growing．The commercial banks in our country should perfect themselves in terms of technique．Staff， idea and strategy in order to makes itself be the engine in economy and make contributions to the construction of socialist modernization country．
我国商业银行个人理财业务的战略研究与发展现状
文摘：个人理财业务在我国正处于初期阶段，相对于西方发达国家,依然有很长的路要走。因此，我国商业银行需要努力开发和研究理财市场，建立卓越的品牌形象和特殊服务；增加创新；改变产品从单一组合向多功能组合转变;建立和完善财务管理业务体系,以促进发展个人金融业务在我们国家的发展。
关键词：商业银行、个人理财、战略
1介绍
商业银行面临的新形势:随着外资银行的侵入，理财市场竞争激烈，不断增加的危险使
传统行业利润率增长幅度将越来越狭窄，商业银行应深入思考,找到自己发展非常缓慢的原因,然后制定一个可行的理财计划。个人理财业务不仅是商业银行推进综合管理战略的一个重要载体，也是一个提高中间业务收入的主要方式。个人理财在我国处于初始阶段，较西方发达国家相比，仍然存在着很大的差距。
因此,中国商业银行需要审查、研究和估计市场发展方向;打造卓越品牌形象和特殊服务；增加创新;改变产品从单一组合到多功能组合;建立和完善财务管理业务管理体系,以促进个人理财业务在我国商业银行的发展。面对新的形势：不断增长的危险；在传统业务中,保证金的利息率日益缩小；外资银行的竞争日益增加。商业银行应该思考如何在激烈的竞争中生存；找出发展的障碍，然后提出了一些切实可行的理财策略。在所有的商业银行中，个人理财业务具有巨大的市场容量、低风险、业务范围广泛、稳定的收入的特点.这些优势使的个人理财业务成为商业银行的主要业务和重要利润的来源.在西方发达国家，这类业务几乎进入每个家庭，其理财业务收入已占银行总收入的30%。较西方发达国家想照，我国商业银行理财业务有一个光明的市场前景.但是，我国的个人理财业务受到下列一些因素的限制，例如金融法律制度，金融监管制度,金融市场的发展等。最终，在发展快速的同时也需要解决一些问题 。
2中国工商银行理财发展现状、特点和存在的问题
2.1中国工商银行个人理财发展情况
中国工商银行理财运作过程中利用自身的专业优势，如各类金融知识，专业技术和资金信誉，根据客户的财务状况及投资需求，为客户提供专业服务活动,如财务分析与财务规划，投资顾问和资产管理等.近年来，随着经济的快速发展，越来越多的中国公民理财意识增强,理财需求变得越来越强烈.有以下几个原因：首先，当人们的财产积累到一定程度，他
们更关注如何有效地保持和增加价值的性能.其次，为推进住房，教育和医疗营销变革,家庭需要金融机构的服务创造完善的风险保障机制。另一方面，我们已进入老龄化阶段，因此理财已成为很多人的实际需要,积累的养老金就是理财的一种情况。个人理财商业银行业务快速发展，但根据个人理财的运作情况,各商业银行还存在许多问题，使其难以发展个人理财操作。
2。2中国工商银行个人理财性状的经营广告
由于个人理财商业银行业务刚刚起步，金融机构的法律和规章，系统是特别的,所以相比于西方发达国家，我们有自己的特质，信托计划产品成为一位领导者的理财投资市场。最近，人们更加注重风险状况时，他们选择管理理财产品。同时,由于银监会（中国银行业监督管理委员会）增加了其强度理财商业银行经营的品种结构，理财产品改变了许多。自从2009，信用贷款产品大幅增加,成为领先的各类银行理财产品，以其清晰的投资，简单的结构，各种期限获取稳定的收入。2008年，公益和创造产品价值的理财产品在汶川地震期间,一些银行反映迅速，由于灾难和推出公益性和创造性的理财产品，这类理财产品是仁慈和关心，这大大拓宽发展思路银行理财操作，有效提升银行品牌价值和社会形象.
3我国商业银行个人金融业务存在的问题
在我国商业银行个人金融业务中之所以存在这么多的问题，不仅是因为一个单一的元素,而是由于多方面的原因.我们必须看清运作实践，政策法规,监管理念和措施在中国还没有跟上时代的发展;我们仍然依靠分业经营、分业管理关注的金融风险。但这种运作模式，提高了商业银行个人金融业务的加工成本，很难作出很好的成绩。这就是为什么所有的产品都有相同的品质的原因。由于理财观念有限，我国商业银行个人金融业务还存在一些不足。因此，几乎所有的金融产品都是一样的.我们之所以缺乏高素质的金融管理能力培训财
务经理，在我国尚不发达和心态相对落后的发展中国家，所以最优秀的管理者选择进入外资银行，管理者不能达到要求在全国性商业银行。我们之所以缺乏财务管理意识，是因为我们是发展中国家,经济发展落后,结果导致缺乏财务文化与财务意识。首先,用于理财的只是有一些零碎的小钱；后来人们很难适应这种生活方式，致使理财的出现。其次，传统的概念和认识不足的影响阻碍个人金融业务在银行的发展,导致的金融意识和缺乏理财认同感和安全。
我国商业银行理财发展之所以是有限的,因为思维，技术和客观环境和一些其他客观因素的影响，我国商业银行培育停滞，在一些高利润区，我们不能保持发展速度。如果我们不解决问题，缺乏修养,它是我们很难完全与外资银行竞争的.
4中国工商银行个人理财服务问题
一个好的财务规划应该是知道一切产品和有一个良好的安全知识，银行，保险，法律，财务等。他必须有经验和良好的沟通和组织能力，但缺乏良好的理财规划师在中国导致的不规则的销售使的商业银行个人理财服务的限制金融需求与定制。如今在中国，个人金融需求相当小。有许多原因：首先,它是财富分配不均,所以很少有人真正需要融资。其次,中国人总是缺乏投资和金融的感官。三是中国的传统，他们不需要他们的财产其他融资和共同的看法是不让人知道他有多少钱。创新缺乏相当一段时间，商业银行金融创新意识和能力不强，水平低，范围较窄,产品的科技含量低.使用效果差，特别是业务创新严重落后,这是导致个人理财产品同质性大。
5个人理财业务的中国银行烟台分行（BCYB）
来付诸实践连接理论与发展现状的个人金融服务。服务为中国银行烟台分行进行了研
究。而且调查显示，有一些优势,可以学到在传播的服务BCYB。BCYB价值的重点是客户需求和保护消费者利益。而财务管理体系不断完善。直到现在。金融中心，管理中心和1680个办事处已建成，包括各类名店是分布在不同的管理部门.金融危机警告全球2009。然而，BCYB利用这个机会和传播的重要性，个人理财和风险逃避。这一行动扩大领域的客户和潜在客户的开发。此外，中银集团是一个综合平台，包括金融，证券，保险和BCYB的债券等。管理方法已由简化到的多样性。融资顾问集团一直不断更新自2005。这些经验丰富的心胸宽广的专业客户为客户提供管理服务三个方面,包括市场营销,金融服务和产品创新。同时,以独特的优势，中国银行在国内外汇,货币金融业务由BCYB继续保持绝对领先地位，在整个城市的占领和规模。BCYB利用海外分行的中国银行的海外网提供增值服务,例如，商务旅行，孩子留学客户端。BCYB存在事实上和创新是不够的，我的技术条件限制。此外，大多数商业银行在个人理财。然而，作为首批50个国家金融管理中心.BCYB个人金融服务确实有一些亮点是学会.
6结论
国家特种金融法律制度决定了个人金融业务在商业银行的特殊性。随着我国经济的快速发展和规范，个人理财业务越来越显示其价值，与客户的需求也不断增长。我国商业银行应完善自己在技术方面的工作人员，观念和策略。为使本身的引擎在经济作贡献，建设社会主义现代化国家。
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