招商银行江门分行个人理财业务调研报告

发布时间：2018-05-11 11:53

本文选题：个人理财 + 招商银行江门市分行　；参考：《广东财经大学》2013年硕士论文

【摘要】：近年来我国的经济发展迅速，居民收入不断增加，居民的金融资产规模扩大，人们对于个人投资理财的需求也在不断增长。随着利率市场化的推进，存贷款利差越来越少，商业银行传统信贷业务利润减少，，竞争越来越激烈，目前国内各家商业银行经过战略转型由传统批发业务向零售业务及中间业务发展，促进银行自身第三方业务的发展,摆脱我国商业银行单纯依靠存贷款利差的盈利模式。作为商业银行第三方业务的个人理财业务，必将成为今后商业银行发展过程中的重点业务。同时，自我国金融市场开放以来，外资银行通过发展个人理财业务抢占我国中高端客户市场，外资银行较早发展个人理财业务，在产品和服务的创新、产品营销、特色化的服务等各方面积累丰富的经验，其投资手段也多种多样。而我国金融体系处于分业经营，理财业务起步比较晚，在与外资银行的竞争中处于劣势，因此进一步发展我国的个人理财业务成为提高我国商业银行竞争力的关键。本报告以商业银行个人理财及相关理论为基础，通过深入招商银行江门分行进行为期三个月的实地调查，以招商银行江门分行为研究对象，对江门市个人理财业务市场环境状况、招商银行江门分行个人理财业务的产品体系、营销体系、服务体系等进行全面分析，总结招商银行江门分行在个人理财业务的产品生产，营销及服务中存在的问题，并结合当地个人理财业务面临的市场环境，对其个人理财业务的进一步发展提出相应的建议。本文共包括六部分内容。第一部分为绪论，介绍此次调研所针对的问题，目的及意义，相关调研背景及时间地点等内容。第二部分个人理财相关概念的叙述和招商银行个人理财业务发展历程及现状。第三部分以招商银行江门分行为研究对象，对江门市个人理财业务市场环境状况、招商银行江门市分行个人理财业务的产品状况、营销状况、服务状况等进行全面分析。第四部分以第三部分为基础，分析招商银行江门市分行在个人理财业务的产品生产体系、营销体系及服务体系中存在的问题。第五部分结合当地个人理财业务面临的市场环境，对招商银行江门分行个人理财业务的进一步发展提出相应的建议。第六部分为结束语。根据本次调查及分析的结果，发现招商银行江门分行在产品生产体系、营销体系、理财服务体系中存在着很多问题，要与江门市原有的金融机构进行竞争，就必须解决诸如网点过少、产品同质化、缺乏理财专业人才、客户目标定位、市场定位不准、营销机制不完善、营销渠道单一、缺乏有效促销手段等问题，提高产品设计能力，加大对理财品牌的宣传力度，加强内部交叉联动，形成相互配合高效的个人理财服务体系。加快产品体系、营销体系、服务体系的建设，通过产品设计能力的提高和与其他机构的合作，为客户提供多样化的理财产品，通过理财产品的品牌建设使理财服务更具特色。
[Abstract]:In recent years, the economic development of our country is rapid, the income of the residents is increasing, the size of the residents' financial assets is expanding, and the demand for personal investment and financial management is increasing.
With the promotion of interest rate marketization, the profit margin of the deposit and loan is less and less, the profit of the traditional credit business of commercial banks is reduced and the competition is becoming more and more fierce. At present, the commercial banks in China have developed from the traditional wholesale business to the retail business and intermediate business through the strategic transformation, and promote the development of the third party business of the bank and get rid of the commercial banks of our country. The individual financial business of third party business of commercial banks will be the key business in the development of commercial banks in the future.
At the same time, since the opening of China's financial market, foreign banks have taken up the market of high and middle end customers in our country through the development of personal financial services, the foreign banks have developed their personal financial services earlier, and have rich experience in the innovation of products and services, product marketing, and special services, and their investment means are varied. The system is in a separate operation, the financial business started relatively late, and is at a disadvantage in the competition with foreign banks. Therefore, further development of personal financial services in China is the key to improving the competitiveness of our commercial banks.
Based on the personal financial management and related theories of commercial banks, the report has carried out a three month field investigation into the Jiangmen branch of China Merchants Bank, taking the Jiangmen branch of China Merchants Bank as the object of research, the market environment of Jiangmen personal financial management business, the product system and marketing system of the personal financial services of China Merchants Bank Jiangmen branch. A comprehensive analysis of the service system is carried out to summarize the problems existing in the production, marketing and service of the Jiangmen branch of China Merchants Bank in personal financial services, and to put forward some suggestions on the further development of personal financial services in the light of the market environment in which the local personal financial services are facing.
This article consists of six parts. The first part is the introduction, which introduces the problems, purpose and significance, the background and time and place of the research. The second part of the related concepts of personal financial management and the development and status of the personal financial business of China Merchants Bank. The third part is a Study on the Jiangmen branch of China Merchants Bank. In the fourth part, the fourth part, based on the third parts, analyzes the product production system, marketing system and service of the Jiangmen branch of China Merchants Bank in personal financial services. The fifth part, the fifth part of the local personal financial services facing the market environment, the further development of the personal financial business of China Merchants Bank Jiangmen branch of the further development of the corresponding suggestions. The sixth part is the end.
According to the results of this survey and analysis, it is found that there are many problems in the production system, marketing system and financial service system of Jiangmen branch of China Merchants Bank. To compete with the existing financial institutions in Jiangmen, it is necessary to solve such problems as small network, homogeneity of products, lack of financial professionals, customer orientation and market setting. Inaccurate, imperfect marketing mechanism, single marketing channel, lack of effective promotion means, improve product design ability, increase publicity of financial brand, strengthen internal cross linkage, form a mutually effective and efficient personal financial service system. Accelerate product system, marketing system, service system construction, through product design can Efforts to improve and cooperate with other institutions, to provide customers with a variety of financial products, through the brand building of financial products to make financial services more distinctive.

【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】