Profit maximization includes long-term profit maximization and short-term profit maximization. When profit maximization becomes the short-term goal of an enterprise, it is mainly through setting high prices to obtain high profits. However, there are certain risks in setting high prices. For example, high profits will attract competitors, thus intensifying competition. At the same time, high prices are also easy to cause consumer dissatisfaction. For example, some banks may charge service fees to small and medium depositors, which may lead to customers' dissatisfaction and turn to other banks. Therefore, financial institutions should take the maximization of long-term profits as the ultimate goal, which is conducive to long-term development.