浦发银行沈阳分行个人理财业务发展对策研究

发布时间：2018-03-28 22:03

本文选题：个人理财业务　切入点：产品创新　出处：《吉林大学》2013年硕士论文

【摘要】：随着改革开放的不断深入和经济全球一体化，国民收入增加，人民生活水平提高，逐渐富裕起来的中国人更加注重财产的保值和增值，给商业银行的个人理财业务带来勃勃的生机和巨大的市场。而沈阳地区在振兴东北老工业基地政策的扶持下，经济急速发展，居民的财富储备和个人可支配收入不断增长，个人理财业务借此机会得以迅速的开发和发展，其业务的深度和广度都有一个飞速的提升。个人理财业务因为需求量大、覆盖面宽、获利稳定、风险较低的特点，在浦发银行沈阳分行业务经营发展中的地位逐渐上升，渐渐成为分行新的利润增长点。浦发银行沈阳分行自身也亟待解决如何满足战略化转型，对金融业务和产品进行创新以及对不同层次的客户提供差异化的金融服务的问题。本文以浦发银行沈阳分行为研究对象，以个人理财的基本理论作为研究基础，通过对浦发银行沈阳分行发售的理财产品和个人理财业务的基本经营情况进行介绍，分析浦发银行沈阳分行个人理财业务存在的不足和问题，提出浦发银行沈阳分行改进个人理财业务的必要性，并且根据存在的问题有针对性地提出浦发银行沈阳分行个人理财业务的发展措施。首先，本文介绍了浦发银行沈阳分行的个人理财业务，，对浦发银行沈阳分行的概况和分行发售的个人理财产品基本经营情况进行了详细的介绍，并且基于浦发银行沈阳分行个人理财业务的经营情况，对浦发银行沈阳分行在个人理财市场的竞争态势进行了深度的分析，运用SWOT矩阵法分析了浦发银行沈阳分行开展个人理财业务的优势、劣势、机会和威胁，引出浦发银行沈阳分行改进个人理财业务的必要性；然后，介绍了浦发银行沈阳分行开展个人理财业务存在的四个方面问题，分别是产品的开发和引进竞争力缺乏，理财产品定价体系不完善，理财人员素质欠缺以及理财产品存在风险，并对问题进行了详细的阐述和分析。最后，根据浦发银行沈阳分行理财业务存在的四个方面问题，本文有针对性地提出改进和发展的措施。第一，创新金融产品和丰富个人理财产品的经营品种需要浦发银行沈阳分行提供一个鼓励理财产品创新的良好氛围，同时进行更为完善和细致的市场划分，满足不同层次客户个性化的需求；第二，完善个人理财产品的定价策略要求沈阳分行建立有效的基础定价体系，并对定价体系保持动态的数据测试和修复；第三，浦发银行沈阳分行应注重理财人员的职业素质，吸收多元化人才，加强高新技术的投入；第四，完善个人理财业务风险控制体系需要浦发银行沈阳分行大力加强信息披露机制，建立银行内部监督审核系统，完善风险控制的技术手段。
[Abstract]:With the deepening of reform and opening up and the globalization of the economy, the national income has increased, and the living standards of the people have been raised. The Chinese, who have gradually become rich, have paid more attention to maintaining and increasing the value of their property. With the support of the policy of revitalizing the old industrial base in Northeast China, the economy is developing rapidly, and the residents' wealth reserves and personal disposable income are constantly growing. The personal finance business takes this opportunity to develop and develop rapidly. The depth and breadth of its business has increased rapidly. Personal finance business is characterized by large demand, wide coverage, stable profit and low risk. The position in the business development of Shanghai Branch of Shanghai Development Bank has gradually risen and gradually become the new profit growth point of the branch. How to meet the strategic transformation needs to be solved urgently in Shenyang Branch of Pudong Development Bank. The issue of innovation in financial operations and products and the provision of differentiated financial services to customers at different levels. Taking the Shenyang Branch of Pudong Development Bank as the research object and taking the basic theory of personal finance as the research basis, this paper introduces the basic management of the financial products and personal finance business offered by the Shenyang Branch of the Shanghai Development Bank. This paper analyzes the shortcomings and problems of personal finance business in Shenyang Branch of Pudong Development Bank, and points out the necessity of improving personal finance business in Shenyang Branch of Pudong Development Bank. According to the existing problems, the author puts forward the development measures of personal finance business of Shanghai Development Bank Shenyang Branch. First of all, this paper introduces the personal finance business of Shanghai Branch of Pudong Development Bank, and introduces the general situation of Shenyang Branch of Pudong Development Bank and the basic management of personal financial products sold by the branch in detail. And based on the management of personal finance business in Shenyang Branch of Pudong Development Bank, this paper makes a deep analysis on the competition situation of Shenyang Branch of Shanghai Development Bank in personal finance market. Using SWOT matrix method, the paper analyzes the advantages, disadvantages, opportunities and threats of the development of personal finance business in Shenyang Branch of Pudong Development Bank, and leads to the necessity of improving personal finance business in Shenyang Branch of Pudong Development Bank. This paper introduces four problems existing in the development of personal finance business in Shenyang Branch of Pudong Development Bank. They are the lack of competitiveness of product development and introduction, the imperfect pricing system of financial products, the lack of quality of financial personnel and the risks of financial products. Finally, according to the four problems existing in the financial management business of the Shenyang Branch of Pudong Development Bank, this paper puts forward some measures to improve and develop the business. Innovative financial products and rich personal financial products require the Shanghai Branch of Pudong Development Bank to provide a good atmosphere to encourage financial product innovation, and at the same time to carry out a more complete and detailed market division. To meet the individual needs of different levels of customers; second, to improve the pricing strategy of personal financial products requires Shenyang Branch to establish an effective pricing system, and to maintain dynamic data pricing system testing and repair; third, The Shenyang Branch of Pudong Development Bank should pay attention to the professional quality of financial management personnel, absorb diversified talents, and strengthen the investment of high and new technology. Fourth, to improve the risk control system of personal financial management business, the Shenyang Branch of Pudong Development Bank should vigorously strengthen the information disclosure mechanism. Establish the bank internal supervision and audit system, improve the technical means of risk control.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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