招商银行BH支行—理财产品创新与升级研究
发布时间：2018-11-09 18:38
【摘要】：随着我国国民经济水平的提升和理财方式的多样化,居民的可支配收入的增加唤醒了居民的投资理财理念转变,人们改变了原有的理财观念,由原有的储蓄存款转变为理财产品,随着银行理财业务的发展,越来越多的居民转变了原有守旧的观念而转为购买银行理财产品这一新的投资模式来获取收益。商业银行也纷纷适应市场需求,设置不同种类的理财产品。商业银行提升中间业务收入和吸收存款的同时,培养了客户的忠诚度。招商银行作为全国领先的零售银行,在其成立之初便创立了金葵花理财产品----主要面向个人高端客户的综合服务的产品。截止到2015年9月15日,招商银行理财产品存续规模已达到1838亿元人民币,是国内第二大理财银行,其理财业务呈现快速有序增长态势。但伴随2015年6月以来,资本市场的大幅下跌和证券监管的不断收紧,理财投资与产品发行遭遇到了巨大的困难,理财产品市场遭遇了前所未有的考验,理财产品设计和发行中存在的问题也日益显现,包括理财产品创新无力,产品单一,财富管理人才匮乏等问题严重影响了理财产品的业务发展,理财产品急需创新与升级。为了解决理财产品发展过程中存在的上述问题,促进商业银行理财产品在我国健康、有序地发展壮大,论文通过总结近年来招商银行bh支行理财产品的发展状况的相关资料,以产品创新为切入点,对我国商业银行理财产品创新问题和产品未来进行了一次有意义的探究。主要内容包括:首先,介绍了银行理财产品的相关概念,指出了发展的必要性,并结合国内外理财产品的发展历程和现状,对招商银行近年来理财业务的发展状况做了介绍和说明,尤其是重点理财产品“金葵花”做了详细的研究分析;其次,以招商银行bh支行为分析对象,根据其近年来的经营环境和自身特点,利用swot分析法,分析了理财产品发展的优势和劣势,面临机遇和挑战,指出了bh支行现今存在的问题。最后,针对bh支行现有的劣势和不足,从产品、服务和机构三方面进行了研究,指出未来发展策略并提出了如何实现产品升级和创新的实施步骤和保障措施。本文虽然以招商银行BH支行的个人理财产品为案例进行分析,但得出的结论具有一定的普遍性,为商业银行如何增强产品竞争力和产品创新性提供了解决途径。
[Abstract]:With the improvement of national economy level and diversification of financial management methods, the increase of disposable income of residents has awakened the change of investment and financial management concept of residents, and people have changed the original concept of financial management. With the development of banking business, more and more residents have changed their original old-fashioned concept and turned into the new investment mode of purchasing bank financial products to gain income. Commercial banks have also adapted to market demand and set up different types of financial products. Commercial banks improve intermediate business income and deposits, while fostering customer loyalty. China Merchants Bank (CMB), a leading retail bank in the country, created Golden Sunflower Financial products at the beginning of its existence-a comprehensive service for individuals and high-end customers. As of September 15, 2015, China Merchants Bank (CMB) is the second largest financial management bank in China with a rapid and orderly growth in its financial management business, which has reached RMB 183.8 billion yuan. However, with the sharp decline in capital markets and the continuous tightening of securities supervision since June 2015, financial management investment and product issuance have encountered enormous difficulties, and the financial products market has encountered an unprecedented test. The problems in the design and distribution of financial products also appear day by day, including the weak innovation of financial products, single products, lack of wealth management personnel and other problems seriously affect the business development of financial products, financial products urgently need to innovate and upgrade. In order to solve the above problems in the development of financial products and promote the healthy and orderly development of financial products of commercial banks in China, this paper summarizes the relevant information on the development of financial products of bh branch of China Merchants Bank in recent years. Taking product innovation as the starting point, this paper makes a meaningful inquiry into the innovation of financial products and the future of products in commercial banks of our country. The main contents are as follows: first of all, it introduces the related concepts of banking financial products, points out the necessity of development, and combines the development process and current situation of domestic and foreign financial products. This paper introduces and explains the development of China Merchants Bank's financial management business in recent years, especially the key financial products, "Golden Sunflower", and makes a detailed study and analysis. Secondly, taking the bh branch behavior analysis object of China Merchants Bank, according to its operating environment and its own characteristics in recent years, using the swot analysis method, this paper analyzes the advantages and disadvantages of the development of financial products, and faces opportunities and challenges. The existing problems of bh branch are pointed out. Finally, aiming at the disadvantages and shortcomings of the bh branch, this paper studies the product, service and organization, points out the future development strategy, and puts forward the implementation steps and guarantee measures of how to realize the product upgrade and innovation. This paper takes the personal financial products of BH branch of China Merchants Bank as a case study, but the conclusion is universal, which provides a solution for commercial banks how to enhance product competitiveness and product innovation.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2
本文编号：2321241
[Abstract]:With the improvement of national economy level and diversification of financial management methods, the increase of disposable income of residents has awakened the change of investment and financial management concept of residents, and people have changed the original concept of financial management. With the development of banking business, more and more residents have changed their original old-fashioned concept and turned into the new investment mode of purchasing bank financial products to gain income. Commercial banks have also adapted to market demand and set up different types of financial products. Commercial banks improve intermediate business income and deposits, while fostering customer loyalty. China Merchants Bank (CMB), a leading retail bank in the country, created Golden Sunflower Financial products at the beginning of its existence-a comprehensive service for individuals and high-end customers. As of September 15, 2015, China Merchants Bank (CMB) is the second largest financial management bank in China with a rapid and orderly growth in its financial management business, which has reached RMB 183.8 billion yuan. However, with the sharp decline in capital markets and the continuous tightening of securities supervision since June 2015, financial management investment and product issuance have encountered enormous difficulties, and the financial products market has encountered an unprecedented test. The problems in the design and distribution of financial products also appear day by day, including the weak innovation of financial products, single products, lack of wealth management personnel and other problems seriously affect the business development of financial products, financial products urgently need to innovate and upgrade. In order to solve the above problems in the development of financial products and promote the healthy and orderly development of financial products of commercial banks in China, this paper summarizes the relevant information on the development of financial products of bh branch of China Merchants Bank in recent years. Taking product innovation as the starting point, this paper makes a meaningful inquiry into the innovation of financial products and the future of products in commercial banks of our country. The main contents are as follows: first of all, it introduces the related concepts of banking financial products, points out the necessity of development, and combines the development process and current situation of domestic and foreign financial products. This paper introduces and explains the development of China Merchants Bank's financial management business in recent years, especially the key financial products, "Golden Sunflower", and makes a detailed study and analysis. Secondly, taking the bh branch behavior analysis object of China Merchants Bank, according to its operating environment and its own characteristics in recent years, using the swot analysis method, this paper analyzes the advantages and disadvantages of the development of financial products, and faces opportunities and challenges. The existing problems of bh branch are pointed out. Finally, aiming at the disadvantages and shortcomings of the bh branch, this paper studies the product, service and organization, points out the future development strategy, and puts forward the implementation steps and guarantee measures of how to realize the product upgrade and innovation. This paper takes the personal financial products of BH branch of China Merchants Bank as a case study, but the conclusion is universal, which provides a solution for commercial banks how to enhance product competitiveness and product innovation.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2
【参考文献】
相关期刊论文 前2条
1 赵永乐;王均坦;;商业银行效率、影响因素及其能力模型的解释结果[J];金融研究;2008年03期
2 尹龙;金融创新理论的发展与金融监管体制演进[J];金融研究;2005年03期
，本文编号：2321241
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