中国银行发展个人理财业务的探讨

发布时间：2018-06-18 20:46

本文选题：个人理财业务 + 财务资源　；参考：《西南财经大学》2005年硕士论文

【摘要】：商业银行个人理财是银行利用客户的各项财务资源,帮助实现其人生目标的过程。具体来说,就是基于客户的收入、支出、资产、负债、保险等财务现状数据和一定的财务假设,综合考虑客户的各种财务目标,进行客户风险偏好的测试和投资组合的调整,基于现金流、资产价值、各项财务指标的分析,帮助客户制定个性化的理财规划,推荐需要的金融产品,并出具理财报告。个人理财业务在我国银行业是一个热门话题。各银行为争夺高端个人客户,纷纷打出各自的理财品牌,从产品设计、品牌建立、个性化服务等各方面进行创新。中国银行亦创立了中银理财品牌。本文通过介绍中国银行发展个人理财业务的情况,对比中外同业的状况分析了目前的现状及问题,并提出解决的对策。全文分为三章,主要内容如下: 本文按照“个人理财业务在中国银行业的发展前景 —— 中国银行个人理财业务的发展现状 —— 中国银行个人理财业务未来发展中必须正视的问题与对策”的逻辑思路展开: 首先,第一章从国外银行业的实践和对我国实际情况的分析两个角度,指明了中国银行顺应潮流,发展个人理财业务的良好前景和前进方向。第一节通过分析发达国家银行业说明个人理财是发达国家银行业务的核心内容之一,并从客户定位、产品营销、分销渠道、业务定价四个方面考察了个人理财业务的香港案例,从中看出我国银行业个人理财业务的发展趋势;第二节从国内经济发展带来的个人金融需求增长、银行业的竞争发展和战略结构调整三个方面说明中国银行业发展个人理财业务将是历史的必然。其次,第二章展示了中国银行个人理财业务发展的现状:外部竞争环境、内部比较优势及相应的战略规划和战术转变。从中国银行面临的外部同业环境和自身具备的外汇理财优势两个方面进行条件分析,其中涉及了国内个人理财市场及同业中较具代表性的几家银行, 2 比如工商银行、招商银行、花旗银行、荷兰银行等的个人理财业务, 从而总结了中国银行在外汇理财产品上的竞争优势,并在此基础上进一步思考中国银行发展个人理财业务的战略规划和综合理财、立体化网络、品牌化、个性化服务四个战术转变。最后,第三章面向中国银行个人理财业务的未来发展。在分析完外部环境和内部优势,将战略规划和战术调整付诸实践时,中国银行必须正视的即将面临的一系列挑战,其中主要集中在产品、技术、客户和人力四个方面,本文最后则思考了相应的对策。中国银行的差距及问题:外汇理财产品领先,人民币理财产品匮乏; 产品同质化严重,缺乏有差异的市场定位,产品创新落后于市场需求;客户细分不够,客户个人的金融基础资料不足理财分析师和顾问严重不足,缺乏调研能力,因而对市场的预期判断力不强; 专业理财人员严重匮乏业务发展的技术系统跟不上;信息系统开发力度不够金融知识、风险等普及教育不足,客户认知度还不够,目前国内对于银行理财的需要并不是很强烈。探讨了发展中国银行理财业务问题的解决对策。首先加强“中银理财”品牌建设,包括战略规划、策略制定、渠道建设、队伍建设、科技需求、管理制度等项工作,着重加强理财产品及产品组合的研发。理财产品的创新,其设计原则为:根据顾客的需求、市场的需要来设计和推广理财产品。根据马斯洛的需要层次论分析顾客需求,用行为金融学 BBK 模式分析五种投资者行为,借用金葵花理财的市场分析调查报告分析客户情况。有适合客户需求的个性化的产品才能创造核心竞争力。准确定位,细分客户。理财产品尤其要加大创新力度,对客户市场的需求变化及时跟踪,区分需求差别的因素,并进行市场细分,针对不同的生命周期、不同的投资性格特征、不同的财务计划状况的客户需求进行多种产品设计。培养个人理财策划师,引进 CFP,CFP 是国际上最权威的一种金融理财职业资格,金融理财师的主要职责是为个人提供全方位的专业理财建议,通过不断调整存款、股票、债券、基金、保险、动产、不 3 动产等各种金融产品组成的投资组合,设计合理的税务规划,满足客户长期的生活目标和财务目标。培养专职的理财客户经理, 客户经理制是商业银行适应市场和客户需求变化的一种营销导向的制度安排和组织架构设计。客户经理通过帮助客户制定理财规划策略,并通过出售相关的金融产品,以达到客户的理财目标。渠道建设和培育客户,主要是通过建立健全信息网络服务系统。客户对银行服务渠道的选择日益向安全、快捷、方便等方面发展,个人理财网络的发展趋势是以物理网络为依托、以电子银行服务为扩展的一个随时、随地可进行个人理财的服务全国乃至全球化的立体网络。对于金融企业网站内容而言,以客户为中心的文明、人性化对于银行服务业的竞争力至关重要,彻底改善原有“重硬件、技术,轻软件(人文)”的服务方向。关健词:个人理财业务; 财务资源; 金融产品; 商业银行
[Abstract]:The personal financial management of commercial banks is the process that banks use the various financial resources of customers to help achieve their life goals. Specifically, it is based on the financial status data and certain financial assumptions of customers' income, expenditure, assets, liabilities, insurance and other financial assumptions, taking into account the various financial goals of the customers, and testing and investing in customer risk preference. The adjustment of the portfolio, based on the analysis of cash flow, asset value, and financial indicators, helps customers formulate personalized financial planning, recommends the required financial products and issues financial reports.
The personal financial business is a hot topic in China's banking industry. In order to compete for high-end personal customers, banks have created their own financial brands, from product design, brand establishment, personalized service and so on. The Bank of China has also created a banking financial brand. This article introduces the development of personal financial services by the Bank of China. The present situation and problems are analyzed, and countermeasures are put forward. The full text is divided into three chapters. The main contents are as follows:
In accordance with the "personal financial business in the future of China's banking industry - the development status of the individual financial business of the Chinese Bank - the problems and Countermeasures to be faced in the future development of the personal financial business of the Bank of China": first, the first chapter is from the practice of the foreign silver industry and the actual situation in China This paper analyzes two angles and points out the good prospects and direction of the development of personal financial services by the Bank of China. The first section, through the analysis of the developed countries' banking industry, shows that personal finance is one of the core contents of the developed country's banking business, and has investigated the four aspects of customer orientation, product marketing, distribution channels and business pricing. The case of human financing business in Hongkong shows the development trend of personal financial services in China's banking industry. In the second section, the growth of personal financial demand from the domestic economic development, the competition and development of the banking industry and the adjustment of the strategic structure in three aspects indicate that the development of personal financial business in the banking industry in China will be a historical necessity.
Secondly, the second chapter shows the current situation of the development of personal financial services of the Bank of China: the external competitive environment, the internal comparative advantage and the corresponding strategic planning and tactical transformation. The article analyzes the external environment of the Bank of China and the advantages of its own foreign exchange financial management, which involves the domestic personal financial market and the domestic personal financial market. Several more representative banks in the trade,
Two
For example, the personal financial services of ICBC, China Merchants Bank, Citibank, Holland bank and so on.
It summarizes the competitive advantages of Bank of China on foreign exchange financial products and advances on this basis.
One step is to think about the strategic planning and comprehensive financial management of the Bank of China in developing personal financial services.
Network, brand, personalized service four tactical changes.
Finally, the third chapter focuses on the future development of personal financing business of Bank of China.
When external environment and internal advantages are put into practice when strategic planning and tactical adjustment are put into practice, Bank of China
A series of challenges that must be faced up to now are mainly focused on products, technology and customers.
Household and manpower four aspects, this article finally ponder the corresponding countermeasure.
The gap and problems of Bank of China: foreign exchange financial products are in the lead, and RMB financial products are in short supply.
Lack of product; homogenization of products; lack of differentiated market positioning; product innovation lags behind the market.
Demand, customer segmentation is not enough, and customers' personal financial data are insufficient.
Serious shortage and lack of research ability, the market is not expected to have strong judgement.
Financial personnel are seriously lacking in the technological system of business development, and the development of information systems is not strong.
Insufficient financial literacy, risk and other popular education, and customer recognition is not enough.
The need for bank financing is not very strong.
This paper probes into the solutions to the problems of developing China's banking financial management business.
"Financial management" brand building, including strategic planning, strategy formulation, channel construction, team building,
Science and technology demand, management system and other work focus on strengthening the research and development of financial products and product portfolio.
The innovation of financial products is based on the needs of customers and the needs of the market.
To design and promote financial products. Analyze customer needs according to Maslow's hierarchy of needs.
Behavioral finance BBK mode analyzes five kinds of investor behavior and borrows the market share of golden sunflower financial management.
Analyze the customer's situation by analyzing the investigation report, and create personalized products that fit the needs of customers.
Core competitiveness.
Accurate positioning, segmentation of customers. Financial products, especially to increase the intensity of innovation, to the customer market
The demand changes in the field are tracked in time, the factors of demand differentiation are differentiated, and market segmentation is carried out.
For different life cycles, different investment characteristics, different financial planning conditions
The household needs a variety of product design.
Training personal financial planners, introducing CFP, CFP is the most authoritative gold in the world.
Financial management qualification is the main responsibility of financial planners.
Financial advice is to constantly adjust deposits, stocks, bonds, funds, insurance, and movable property.
Three
A portfolio consisting of chattels and other financial products, designing reasonable tax planning to meet customers.
The long-term life goals and financial goals of the household.
Training full-time financial account manager, customer manager system is a commercial bank to adapt to the market and
A marketing oriented institutional arrangement and organizational structure design for customer demand changes.
By helping customers develop financial planning strategies, and by selling related financial products,
To the customer's financial goals.
Channel construction and cultivation of customers are mainly through the establishment and improvement of information network service system.
Customers' choice of bank service channels is growing toward safety, convenience and convenience.
The development trend of human financial network is based on physical network and extended by electronic banking services.
At any time, we can do personal financial services anytime and anywhere.
For the content of financial enterprise website, customer centered civilization is humanized.
The competitiveness of the banking service industry is crucial, and the original hardware, technology and softness are thoroughly improved.
The service direction of the piece (Humanities).
Guan Jian's words: personal financial services; financial resources; financial products; commercial banks.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F832.2

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