基于家庭生命周期的AJ公司家庭理财产品优化设计研究

发布时间：2018-09-01 05:23

【摘要】：随着经济的不断发展,我国居民家庭财富在快速增长,人民生活水平在逐渐提高。但是由于现代经济生活压力的加大,人们对于未来生活的不确定性问题越来越担忧,光靠个人家庭的工作收入和单一的银行存款理财方式远远不能满足人们未来的生活亩标,从而迫使每个家庭必须关注自身家庭财富的保值增值,对家庭理财的需求越来越旺盛。因此,近年来越来越多的个人和机构投身于家庭理财的服务当中,我国理财市场上的各类家庭理财服务公司与家庭理财产品也越来越多,但是产品同质化严重和缺乏创新的问题口趋凸显,远远不能够满足投资者的需求。在此背景下,家庭理财产品的优化设计就成为各家庭理财服务机构研究的主要问题。作为家庭理财服务公司先行者的AJ家庭理财公司,自2011年成立到现在一直服务在家庭理财行业,是国内众多家庭理财服务公司的典型代表。AJ公司在过去6年的发展过程中不断总结与改进,成功塑造了以产品为主,专业技术服务为辅的品牌价值,并形成公司强有力的核心竞争武器,间接推动了国内大部分家庭理财服务公司的战略发展方向。但是,AJ公司也暴露出自身理财产品设计存在的问题。主要包括:一是产品投资门槛高、期限长;二是产品种类少;三是产品设计针对性弱。究其原因,主要有以下几方面:一是缺乏深入的市场供求研究;二是产品研发能力不足;三是公司体制保守,不适应宏观环境变化。欧美发达国家金融市场的发展比较成熟,在家庭投资者理财观念的普及和理财产品设计等方面都有着丰富的经验。在家庭理财产品设计方面有个非常成功和可行的方法值得我们学习,那就是基于个人及家庭生命周期规律进行产品设计与资产配置,这是家庭理财产品优化设计的基础和核心。立足于AJ公司家庭理财产品设计方面存在的问题,在借鉴和学习发达国家在家庭理财产品优化设计经验的基础上,AJ公司基于于生命周期理论可从以下几个方面对家庭理财产品进行优化设计:一是在产品优化设计思路方面要适应时代发展,降低产品投资门槛与期限和加强研发,丰富产品投资品种;二是基于生命周期理论针对四种不同类型的家庭分别设计出四种不同的产品,实施差异化战略。比如,针对家庭生命周期处于衰老期的老年型家庭,由于夫妻双方均已退休家庭收入迅速减少、随着年龄增长支出逐渐增加、家庭资产逐渐减少等特征。因此该类型家庭的理财目标主要以家庭资产的保全与传承为主,提前为未来资产的传承做准备,风险承受能力很弱,适合于保守型的理财方式。依据此类型家庭特征AJ公司应该加强研发与设计一些低风险、保本型家庭理财产品,比如货币市场基金、国债、银行定期存款、保本型理财产品等满足该类型家庭投资者需求.我国家庭理财市场虽然经历了这么多年的不断发展,但是相对国外发达资本国家来讲还是不够成熟,存在许多有待解决的问题。家庭理财产品的优化设计是其中的一部分,但也是最主要的部分。相信有关家庭理财产品的设计在未来家庭理财市场的发展过程中不论是在理论研究或实践活动中都将取得重大性突破和进展。AJ公司应以此为目标,不断改善AJ公司家庭理财产品设计存在的问题,整合公司自身资源,提升公司竞争力,为客户资产创造更多收益,实现公司长远发展的目标。
[Abstract]:With the continuous development of the economy, the wealth of Chinese households is increasing rapidly, and the living standard of the people is gradually improving. However, due to the increasing pressure of modern economic life, people are increasingly worried about the uncertainties of their future life. It is far from satisfying people to rely solely on the work income of individual households and a single way of bank deposit financing. Therefore, in recent years, more and more individuals and institutions have devoted themselves to the service of family financial management, and various kinds of family financial services companies and family financial products in China's financial market have become more and more important. In this context, the optimization design of family financial products has become a major issue for family financial services institutions. As a pioneer of family financial services companies, AJ Family Finance Company has been established since 2011. AJ has been serving the household finance industry since its inception. It is a typical representative of many domestic household finance service companies. During the past six years'development, AJ has continuously summarized and improved its brand value, which is mainly based on products and supplemented by professional and technical services. It has formed a powerful core competitive weapon and indirectly promoted the country. However, AJ company also exposed the problems of its own financial products design. The main problems include: first, high investment threshold, long term; second, product types are few; third, product design is weak targeted. The main reasons are as follows: First, lack of in-depth market supply. The financial markets of the developed countries in Europe and America are relatively mature. They have rich experience in the popularization of the concept of family investors'financial management and the design of financial products. They are very successful and feasible in the design of family financial products. The method is worth learning, that is, product design and asset allocation based on the law of individual and family life cycle, which is the basis and core of the optimal design of family financial products. Based on the life cycle theory, AJ company can optimize the design of family financial products from the following aspects: first, it should adapt to the development of the times, reduce the product investment threshold and deadline, strengthen research and development, and enrich the product investment varieties; second, it should aim at four different products based on the life cycle theory For example, for the elderly family whose family life cycle is in an aging period, the income of both retired families decreases rapidly, the expenditure increases gradually with age, and the family assets decrease gradually. The standard mainly focuses on the preservation and inheritance of household assets, and prepares for the inheritance of future assets in advance. The risk tolerance is very weak and it is suitable for conservative financial management. Despite years of continuous development, China's household finance market is still immature compared with foreign developed countries, and there are many problems to be solved. The optimal design of household finance products is one of them, but it is also the most important. It is believed that the design of family financial products will make significant breakthroughs and progress in both theoretical research and practical activities in the future development of the family financial market. Company competitiveness, create more revenue for customer assets, and achieve long-term development goals of the company.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39

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