Analysis of the development of personal finance business

Although personal finance business in China has developed to some extent in recent years, compared with some foreign banks and foreign banks, the operation of personal finance is still in its infancy, and there are still many problems to be solved in the concept and business development of personal finance.

It is mainly manifested in the following aspects:

First, the personal finance business started late; Second, the homogenization of personal wealth management products is serious and lacks innovation; Third, insufficient customer segmentation leads to insufficient positioning; Fourth, there is a lack of high-quality professional financial management talents. Take the Lingjiang Branch of the Agricultural Bank of China as an example. Most of the existing wealth management service personnel are selected from the counter staff, and some of them also hold the positions of lobby manager and account manager. After simple training, they understand some wealth management and fund products linked to banks and begin to manage their customers. The wealth management business is a comprehensive business, which covers a wide range of services, including not only the investment allocation of financial products and the rational planning of the use of allocated funds, but also helping customers to deal with some real estate investments, securities investments and many other aspects. Due to the lack of professional wealth management personnel, it is difficult to provide quality services to customers. Therefore, the author thinks that we should do the following work well:

1. Innovate personal financial products and build high-quality financial brands. Under the current market economy conditions, the same products are inevitably left out by customers, and wealth management products are no exception, so we should intensify innovation. On the basis of studying and analyzing the actual needs of customers, we should carefully understand the needs of customers, not only to meet the general needs of low-end customer service, but also to make special arrangements for some high-end customers in a differentiated way, so as to realize the transformation from homogenization to differentiation of products. So that customers can personally understand the trust in the bank, so as to ensure a long-term and stable customer base to form a competitive advantage.

2. Focus on market segments and customer orientation, and strengthen customer relationship management. We should attach great importance to the segmentation of customer market, find and select target customer groups according to our own operating characteristics and advantages, and adopt different marketing schemes to win customers in different market segments. To develop personal finance business, we should also carry out systematic customer management, so as to analyze customer information more comprehensively and deeply, expand and maintain high-quality customers. Through this system, we can not only better analyze the financial needs of customers, adopt targeted marketing strategies, improve the success rate of marketing, improve the satisfaction and loyalty of quality customers, and thus establish long-term cooperative partnership with quality customers.

3. provide high-quality services and create differentiated competitive advantages. It is necessary to provide multi-channel, all-round and personalized services and various preferential measures to attract customers to handle more financial services, so as to maintain customers more closely and obtain higher operating benefits.

4. Strengthen the training of financial personnel and establish an effective account manager system. Through various training methods, financial managers should be encouraged to take the CEP exam introduced by China to improve their business level. After a certain number of financial managers have obtained the certificate, these people with the certificate and experience in financial management can form a financial management team to help customers formulate financial management strategies and market related financial products to meet their financial needs to the greatest extent. ;