中国建设银行Z分行个人理财业务发展研究

发布时间：2018-10-19 08:54

【摘要】：在我国经济进入新常态的大背景下,社会财富不断增加,居民个人财富实现了一定程度的积累。面对消费水平的日益增加,个人投资理财的需求不断强化,银行理财产品从只为高端客户服务转为面向普通大众。广大投资者希望通过理财产品的认购达到对自生资产的保值增值的目标。此外,居民在财富积累的同时,对于金融市场的认知不断提高,更加愿意优化自己的资产配置。面对居民理财意识的增加,传统商业银行以长期积累的良好信誉及广泛分布的营业网点,推出个人理财产品来占领市场,并且成为理财产品的销售主题,这在“泛资管”时代将是长期的面临的局面。中国建设银行是国有五大行之一,企业基础雄厚,客户资源稳定,这些优势在个人理财业务方面得到了延续,理财产品的开发设计较商业股份制银行及农商行等有较强的竞争优势。在互联网金融浪潮兴起的当下,建设银行也积极开展网上银行的个人理财业务。与余额宝、微信理财等现行的互联网理财产品竞争市场份额。本文基于中国建设银行Z分行的实际经营状况,结合在售个人理财产品的特点,从宏观环境和竞争环境的角度客观综合地分析中国建设银行个人理财产品的外部营销环境。分析发现,国家整体经济环境、监管政策及居民消费观念的改变带来新的发展机遇,同时也充分认识到来自其他商业银行的强势冲击,具体表现在产品的风险等级、收益率和投资期限等方面。此外,联网金融产品和其他金融机构发行的理财产品也具有较强的竞争。另一方面,本文通过问卷调查的形式收集Z分行个人理财业务开展过程中的数据资料,进一步了解投资者的需求及业务开展过程中的劣势。通过深度挖掘调研数据,充分分析中国建设银行Z分行的核心竞争优势。在对个人理财业务进行外部和内部的分析后,通过SWOT分析方法对其进行综合分析。在本文最后,借助对中国建设银行个人理财业务的一系列分析做出对Z分行进一步开展个人理财业务的建议。从理财产品风险监管、营销模式创新、客户管理创新以及专业理财团队的培养等方面提出相应的对策。希望对建设银行的个人理财产品开发设计及实际中的营销策略制定起到一定的借鉴意义。
[Abstract]:Under the background of our country's economy entering the new normal, the social wealth is increasing and the residents' personal wealth has been accumulated to a certain extent. In the face of the increasing consumption level, the demand for personal investment and financial management has been strengthened, and bank financial management products have changed from serving only high-end customers to facing the general public. The majority of investors hope to achieve the goal of maintaining and increasing the value of their own assets through the subscription of wealth management products. In addition, residents are more willing to optimize their asset allocation as they accumulate wealth and have a better understanding of financial markets. In the face of the increasing awareness of residents' financial management, traditional commercial banks, with their long accumulated good reputation and widely distributed business outlets, have launched personal financial products to occupy the market and become the sales theme of financial products. This in the "pan-capital management" era will be a long-term situation. China Construction Bank is one of the top five state-owned banks, with a strong enterprise base and stable customer resources. These advantages have been extended in terms of personal finance business. The development and design of financial products have a strong competitive advantage over commercial joint-stock banks and agribusiness firms. With the rise of internet finance, China Construction Bank is also actively developing personal finance business. With Yu'e Bao, WeChat financing and other current Internet financial products to compete for market share. Based on the actual operating situation of Z Branch of China Construction Bank and the characteristics of personal financial products on sale, this paper analyzes objectively and comprehensively the external marketing environment of personal financial products of China Construction Bank from the angle of macro environment and competition environment. It is found that the change of the country's overall economic environment, regulatory policy and residents' consumption concept brings new opportunities for development. At the same time, it also fully recognizes the strong impact from other commercial banks, which is manifested in the risk level of the products. Yield and investment duration and so on. In addition, network financial products and other financial institutions issued financial products also have strong competition. On the other hand, this paper collects the data of Z branch in the process of development of personal finance business through the form of questionnaire, and further understand the needs of investors and the disadvantages in the process of business development. The core competitive advantage of Z Branch of China Construction Bank is fully analyzed through deep mining research data. After the external and internal analysis of personal finance business, the comprehensive analysis of personal finance business is carried out by means of SWOT analysis method. At the end of this paper, with the help of a series of analysis of personal finance business of China Construction Bank, the author makes suggestions to Z Branch to further develop personal finance business. The corresponding countermeasures are put forward from the aspects of risk supervision of financial management products, innovation of marketing mode, innovation of customer management and training of professional financial management team. It is hoped that it can be used for reference in the development and design of personal finance products and the formulation of marketing strategies in practice.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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