青岛银行“月月赢”理财产品分析

发布时间：2018-02-19 17:47

本文关键词： 个人理财产品青岛银行客户分析风险分析　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：2012年，央行的两次降息基本已经尘埃落定，这无疑是对商业银行极具挑战的不利冲击。我们都知道银行大部分利润是根据存贷利差获取的，这一利差由于央行的降息，和愈演愈烈的银行间的竞争越来越小，各商业银行不得不寻找新的盈利渠道。加之人们财富增长迅速为理财产品提供了经济基础，理财产品不论流动性还是收益性都较为满足中高端的投资客户群，而且还有专业的理财团队来操作，安全性也较自己投资高，因此倍受青睐。也正是由于这些原因，各大小银行国内外银行纷纷涉足理财产品市场，竞争也越来越激烈。各个大小银行虽然表面上看起来理财产品推陈出新，但是同质化现象严重，风险揭示，风险评估和在客户对理财产品的认知上都有欠缺。青岛银行成立于1996年，作为一个较为年轻的银行，理财产品推出时间不长，经验不足，仅仅推出一款“月月赢”保本系列产品，在之后又扩充相继推出“创赢”“钱潮”等为高端客户设计的非保本理财产品。还是可以看出其经验还是不足，首推的稳赢系列“月月赢”作为保本浮动收益理财产品在2012年初不仅位列榜首，销路也一直很好，但到了年末由于创新不足等售后一系列问题盈利和销路大打折扣。本文首先对理财产品进行了详细的介绍，，并简单叙述了青岛银行的现状，之后就着手于该行“月月赢”系列个人理财产品的研究分析，从原本推出的九月份的产品中存在的问题和客户分析作为切入点，对其进行了改进，更具个人理财产品设计原则，基于在青岛银行实习时对购买的客户进行的分类，设计了一套全新的理财产品，并对该产品的设计依据进行了探讨，也对理财产品进行了SWOT分析。最后一章对理财产品的人员配备，包括人才选用和培训，营销方式进行了研究。之后又对可能存在的风险进行了详细的分析，也尽可能的提出应对意见，和风险管理的措施。
[Abstract]:In 2012, two interest rate cuts by the central bank were basically settled, which is undoubtedly a very challenging adverse impact on commercial banks. We all know that most of the profits of banks are based on deposit and loan spreads, which are due to the interest rate cut by the central bank. And the growing competition between banks is getting smaller and smaller, and commercial banks have to look for new ways of making money. In addition, the rapid growth of people's wealth provides an economic base for wealth management products. Wealth management products, both liquid and profitable, are more satisfied with the middle and high-end investment customer base, and also have a professional financial management team to operate, the security is also higher than their own investment, so they are very popular. For these reasons, Banks, large and small, have been involved in the financial management product market one after another, and the competition is becoming more and more intense. Although the banks of all sizes appear on the surface to bring forth new financial products, the phenomenon of homogeneity is serious, and the risks are revealed. Risk assessment and customer awareness of financial products are deficient. Qingdao Bank was founded in 1996, as a relatively young bank, wealth management products launched for a short time, lack of experience, only launched a "monthly win" capital preservation series of products, After that, we expanded and introduced non-capital preservation financial products designed for high-end customers, such as "creating win" and "Qian Tide". We can still see that their experience is still insufficient. In early 2012, the first series, "monthly win", was not only at the top of the list, but also sold well. But at the end of the year, due to the lack of innovation, a series of after-sales problems, such as profit and sales, were greatly discounted. Firstly, this paper introduced the financial management products in detail, and briefly described the current situation of Qingdao Bank. After that, it began to study and analyze the series of personal finance products of the bank's "monthly win" series. From the problems existing in the original September product and the customer analysis as a starting point, it was improved and the design principle of personal financial products was more. Based on the classification of the customers purchased during the internship in Qingdao Bank, a new set of financial management products is designed, and the design basis of the product is discussed. The last chapter studies the staffing of financial products, including personnel selection and training, marketing methods, and then analyzes the possible risks in detail. As much as possible to put forward the response, and risk management measures.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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