光大银行个人理财业务分析

发布时间：2018-12-11 18:23

【摘要】：本文以光大银行个人理财业务为主线，阐述了光大银行理财、理财服务、理财产品的概念，明确了光大银行个人理财业务的概念。根据各企事业单位特点和个人客户的需求，光大银行经过专业团队和营销系统向客户提供各种财务分析、投资顾问、理财方案规划、资产营运等专业化服务，并设计相应的金融产品或者理财产品计划以满足客户需求为宗旨的综合服务性活动。如今，最发达的个人理财业务是在美国，美国商业银行理财业务中呈现出许多值得我们去研究和学习开展理财业务的经验，为此本文梳理了美国商业银行理财业务的现状、组织架构、营销服务体系，表明美国商业银行理财的各种模式、结构、流程等都已经非常成熟。关于理财人员构成、理财人员素质、理财流程、理财服务组合，本文都依次做了归纳，美国商业银行将向客户提供的各种标准化金融服务（如存贷、投资、中间业务、保险等）集中于一身，商业银行理财模式有两种：一种是封闭式结构，另一种是开放式结构。商业银行在理财业务处理过程中，还有一些非常重要的工作需处理：了解客户基础信息；分析客户；注重风险揭示和事后的跟踪服务工作。在简述美国商业银行的先进理财业务的基础上，进行了国外与国内商业银行个人理财业务发展现状的比较分析。国内商业银行个人理财业务经历了起步期和快速发展期，，近几年发展迅速，目前正处在快速发展期。同时陈述了光大银行理财业务的现状、产品类型等，以及目前理财业务的存在的主要问题，根据光大银行理财产品和服务中存在的同质化严重、市场细分不足、产品定位不够准确、缺乏专业理财师队伍、缺少信息技术支持、营销渠道不畅、理财市场监管存在诸多弊端等问题，同时建立模型进行定量分析，实证检验光大银行非利息收入即理财收入占据全部收入的重要性，并对光大银行以及国内整个商业银行开展理财业务提出了相应的对策和建议。一是要发展交叉性金融业务。光大银行要积极与信托、证券、保险等非银行金融机构的紧密合作，努力发展交叉性金融业务，不断促进产品整合和开发能力。二是实行差异化金融服务。在细分客户的前提下，实行差异化金融服务。三是打造理财品牌。强化客户关系管理，建立健全理财业务流程，全力打造理财品牌。（1）建立健全客户信息系统；（2）规范理财业务流程的办理；（3）加强产品整合。通过宣传和优质的服务，加强产品整合，打造具有市场影响力的理财品牌；（4）全面提高客户服务和风险控制能力。加大科技投入，有利于进一步提高客户服务和风险控制能力。借鉴其他国家理财业务的发展经验，提出适用于光大银行个人理财业务在产品结构、品牌建设、风险防范方面的发展建议，以促进光大银行理财业务转变发展方式、实施产品服务创新、提高客户粘合度、提升品牌形象，进而提高竞争力。
[Abstract]:Taking Everbright Bank's personal finance business as the main line, this paper expounds the concept of Everbright Bank's financial management, financial services and financial products, and clarifies the concept of Everbright Bank's personal finance business. According to the characteristics of enterprises and institutions and the needs of individual customers, Everbright Bank provides professional services such as financial analysis, investment consulting, financial planning, asset operation and other professional services to customers through professional teams and marketing systems. And design the corresponding financial products or financial products plan to meet the needs of customers for the purpose of comprehensive service activities. Nowadays, the most developed personal finance business is in the United States, the American commercial bank financial management business presents a lot of experience that we should study and learn to develop the financial management business. Therefore, this paper combs the current situation of the American commercial bank financial management business. The organizational structure and marketing service system indicate that all kinds of models, structures and processes of American commercial banks' financial management have been very mature. As to the composition of financial personnel, the quality of financial personnel, the financial process and the combination of financial services, this paper summarizes in turn the various standardized financial services (such as deposit, loan, investment, intermediate business) that American commercial banks will provide to customers. There are two types of financial management models of commercial banks: one is closed structure, the other is open structure. In the process of financial management, commercial banks also need to deal with some very important tasks: to understand the basic information of customers; to analyze customers; to pay attention to risk disclosure and follow-up services. On the basis of brief introduction of the advanced financial management business of American commercial banks, this paper makes a comparative analysis of the development status of personal finance business of foreign and domestic commercial banks. The domestic commercial bank personal finance business has experienced the initial period and the fast development period, has developed rapidly in recent years, is now in the rapid development period. At the same time, it states the current situation of Everbright Bank's financial management business, the types of products, and the main problems existing in the current financial management business. According to the serious homogeneity of financial products and services in Everbright Bank's financial products and services, the market segmentation is insufficient. Product positioning is not accurate, lack of professional financial planner team, lack of information technology support, marketing channels are not smooth, financial market supervision and other problems, while establishing a model for quantitative analysis. This paper empirically tests the importance of non-interest income in Everbright Bank, that is, the financial revenue occupying the whole income, and puts forward corresponding countermeasures and suggestions for Everbright Bank and the whole commercial bank in China to carry out financial management business. The first is to develop cross-cutting financial business. Everbright Bank should actively cooperate with non-bank financial institutions, such as trust, securities, insurance and so on, strive to develop intersecting financial services and continuously promote product integration and development capabilities. Second, the implementation of differentiated financial services. In the subdivision of customers under the premise of the implementation of differentiated financial services. Third, build financial management brand. Strengthen customer relationship management, establish and perfect financial management business process, build financial management brand. (1) establish and perfect customer information system; (2) standardize financial management business process; (3) strengthen product integration. Through propaganda and quality service, strengthen product integration, create a financial management brand with market influence; (4) improve customer service and risk control ability. Increasing scientific and technological input is conducive to further improving customer service and risk control capabilities. Using the experience of other countries for reference, this paper puts forward some suggestions for the development of Everbright Bank's personal finance business in the aspects of product structure, brand construction and risk prevention, in order to promote the transformation and development of Everbright Bank's financial management business. Implement product service innovation, improve customer adhesion, enhance brand image, and then improve competitiveness.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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