中国银行吉林省分行个人理财产品发展策略研究

发布时间：2018-01-25 11:50

本文关键词： 商业银行理财业务个人客户　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着金融市场的发展及利率市场化的逐步推进，中资商业银行的传统净息差不断缩减，商业银行迫切需要找寻新的利润增长点；同时中小银行的兴起及外资银行的大量涌入，打破了国有大行的垄断局势，分割了客户市场，严重同质化的存贷业务已经无法固化客户在本行体内循环。各行都在寻找更有差异化更能提升客户忠诚度的产品。理财产品的低风险受到银行客户的青睐。商业银行销售的理财产品期限多变，起点金额较低，投资方向广泛，安全性高，收益可观。基于以上几点，理财产品销量在几年之内形成爆发式的增长，以较高的收益率吸引客户，以灵活的投资期限和投资方向维护客户，已经成为各行挣揽客户的首选。如何利用理财产品吸引高净值客户，提升中间业务收入，成为商业银行理财业务的核心之重。中行吉林省分行理财产品销售迅猛发展，理财产品在售数量、规模及辐射客户人群上均呈爆发式增长。在发展过程中，中国银行理财业务原有的产品设计、销售策略等方面均需随着变化的市场形式进行调整。本文依据中行吉林省分行个人理财业务发展现状，对其存在的问题、问题成因进行深入分析，并结合中行吉林省分行个人理财业务的外部环境及内部环境，进行了SWOT分析，比较优势、劣势，寻找机会和威胁，在此基础上提出了促进个人理财业务发展的战略。第一，，明确了中行吉林省分行个人理财业务的战略目标为完善产品线、打造中银理财品牌；第二，明确了战略选择应采取差异化战略，克服产品同质化和销售渠道同质化的现状；第三，提出了通过整合产品研发部门提升产品创新速度，优化销售流程提升销售效率，完善客户信息促进客户差异化维护，开拓营销新渠道促进差异化销售等实施方案；最后，落实了设计及销售环节需有效控制风险、完善投诉机制促进合规销售、提升专业人员素质、完善激励机制及考核体系等保障措施，推动个人理财业务发展。
[Abstract]:With the development of financial market and the gradual promotion of interest rate marketization, the traditional net interest margin of Chinese commercial banks is shrinking, and commercial banks urgently need to find new profit growth points. At the same time, the rise of small and medium-sized banks and the influx of foreign banks broke the monopoly situation of state-owned banks and divided the customer market. The severely homogenous deposit and loan business has been unable to solidify customers' circulation in the bank. Banks are looking for products that are more differentiated and more likely to enhance customer loyalty. The low risk of wealth management products is favored by bank customers. The financial products sold by commercial banks have changeable term, low starting amount, wide investment direction, high security and considerable income. Based on the above points, the sales volume of financial products forms explosive growth in a few years. To attract customers with a higher rate of return and to maintain customers with flexible investment terms and investment direction has become the first choice for banks to earn customers. How to use wealth management products to attract high net worth customers and improve the income of intermediate business. Commercial banks become the core of financial management business. Bank of China Jilin Branch financial products sales rapid development, financial products in the number of sales, scale and radiation customers are explosive growth. In the process of development, the Bank of China financial management business of the original product design. Sales strategies and other aspects need to be adjusted with changing market patterns. According to the current situation of personal finance business of Bank of China Jilin Province Branch, this paper analyzes its existing problems and causes, and combines with the external and internal environment of Bank of China Jilin Province Branch personal finance business. SWOT analysis, comparative strengths, weaknesses, looking for opportunities and threats, on the basis of this proposed to promote the development of personal finance business strategy. First. The strategic goal of Bank of China Jilin Province Branch is to perfect the product line and build the Bank of China financial management brand. Secondly, it is clear that the strategy should adopt differentiation strategy to overcome the situation of product homogenization and sales channel homogenization. Third, through the integration of product research and development department to improve the speed of product innovation, optimize the sales process to enhance sales efficiency, improve customer information to promote customer differentiation maintenance. Develop new marketing channels to promote differentiated sales and other implementation plans; Finally, the implementation of the design and sales links to effectively control the risk, improve the complaint mechanism to promote compliance sales, improve the quality of professionals, improve incentive mechanisms and assessment system and other safeguards. Promote the development of personal finance business.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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