中国建设银行长沙分行个人理财业务发展策略研究

发布时间：2018-04-04 17:42

本文选题：建行长沙分行　切入点：个人理财业务　出处：《中南大学》2012年硕士论文

【摘要】：2011年银行理财产品市场的火爆,一方面来自市场需求的原生动力和银行理财产品的特有优势；另一方面则是在存款增长困难的形势下,商业银行主动规避监管,寻求套利空间的利益驱动所致。随着经济的发展和居民收入水平的提高,居民的理财意识显著增强。通货膨胀和负利率的持续存在成为理财需求集中释放的催化剂,而银行理财产品为投资者提供了一个可分享市场利率的渠道。然而建行长沙分行还存在诸如理财产品与客户需求之间存在差距、为中高端客户提供的理财产品仍待健全、部分理财产品的经营效益应进一步提高、理财产品创新研发体系及科技系统还不完善等问题。本文首先分析了国内外个人理财业务的研究现状,以个人理财的相关理论为基础,借鉴了国外的商业银行先进个人理财业务的经验,学习了国内商业银行个人理财业务的特色,在此基础上进一步运用SWOT分析法对建设银行长沙分行的个人理财竞争态势上的自身的优势、劣势以及外部环境的可能机会与威胁作一个整体的探析,针对建设银行长沙分行所面临的市场进行细分,对目标市场进行定位,并调整个人理财业务战略规划。最后在产品组合,营销创新、渠道优化,人才建设,风险管理等方面对建行长沙分行个人理财业务提出建议。建行立足于长沙,面对利好的金融环境,竞争日益激烈的理财市场,需根据其自身的资源优势,借助其网点渠道,结合自身的金融发展规划,设计出本土化的个人理财产品,以满足投资者的较高收益需求,从而实现建行银行的可持续性发展。
[Abstract]:The popularity of the banking financial products market in 2011, on the one hand, comes from the primary driving force of market demand and the unique advantages of banking financial products; on the other hand, under the difficult situation of deposit growth, commercial banks take the initiative to circumvent supervision.Seeking arbitrage space is driven by interest.With the development of economy and the improvement of income level, residents' awareness of financial management has increased significantly.The persistence of inflation and negative interest rates has been the catalyst for the centralized release of wealth management demand, while bank wealth management products provide a channel for investors to share market interest rates.However, the Changsha Branch of CCB still has a gap between financial management products and customer demand, and the financial products provided to middle and high-end customers still need to be improved, and the operating efficiency of some financial products should be further improved.Financial products innovation research and development system and science and technology system is not perfect and so on.This paper first analyzes the current research situation of personal finance business at home and abroad, based on the relevant theories of personal finance, draws lessons from the experience of advanced personal finance business of foreign commercial banks, and learns the characteristics of personal finance business of domestic commercial banks.On the basis of this, the author makes an overall analysis of the advantages, disadvantages and possible opportunities and threats of the external environment of Changsha Branch of China Construction Bank on the competitive situation of personal finance by using SWOT analysis method.The market of Changsha Branch of China Construction Bank is segmented, the target market is positioned, and the strategic planning of personal finance business is adjusted.Finally, some suggestions are put forward in the aspects of product combination, marketing innovation, channel optimization, talent construction, risk management and so on.Based on Changsha, in the face of favorable financial environment and increasingly competitive financial market, CCB needs to design its own personal financial management products according to its own resource advantages, with the help of its network channels and its own financial development plan.In order to meet the higher return demand of investors, so as to achieve the sustainable development of CCB.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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