Abstract：The rapid economic growth in the 40 years of reform and opening up has brought about an opportunity for rapid development of national personal finance. However, the development of personal finance at this stage is always limited by various factors: such as the limitations of the commercial bank's wealth management model, the lack of experience and the vague market positioning of commercial banks' personal wealth management business; At the meantime, the competition between banks is fierce, the homogenization of products is serious; the lack of high-quality financial managers and the lack of scientific product marketing model. To solve these problems, commercial banks should adopt the mode of mixed operation to eliminate the restriction of separate operation on personal financial services, clarify the market position, enhance the innovative consciousness of personal financial services, train high-quality financial personnel and change marketing methods to promote the continuous development of personal financial services in this country.目 录
