本文關(guān)鍵詞： 個(gè)人理財(cái)產(chǎn)品 青島銀行 客戶分析 風(fēng)險(xiǎn)分析　出處：《遼寧大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：2012年，央行的兩次降息基本已經(jīng)塵埃落定，這無(wú)疑是對(duì)商業(yè)銀行極具挑戰(zhàn)的不利沖擊。我們都知道銀行大部分利潤(rùn)是根據(jù)存貸利差獲取的，這一利差由于央行的降息，和愈演愈烈的銀行間的競(jìng)爭(zhēng)越來(lái)越小，各商業(yè)銀行不得不尋找新的盈利渠道。加之人們財(cái)富增長(zhǎng)迅速為理財(cái)產(chǎn)品提供了經(jīng)濟(jì)基礎(chǔ)，理財(cái)產(chǎn)品不論流動(dòng)性還是收益性都較為滿足中高端的投資客戶群，而且還有專業(yè)的理財(cái)團(tuán)隊(duì)來(lái)操作，安全性也較自己投資高，因此倍受青睞。也正是由于這些原因，各大小銀行國(guó)內(nèi)外銀行紛紛涉足理財(cái)產(chǎn)品市場(chǎng)，競(jìng)爭(zhēng)也越來(lái)越激烈。各個(gè)大小銀行雖然表面上看起來(lái)理財(cái)產(chǎn)品推陳出新，但是同質(zhì)化現(xiàn)象嚴(yán)重，風(fēng)險(xiǎn)揭示，風(fēng)險(xiǎn)評(píng)估和在客戶對(duì)理財(cái)產(chǎn)品的認(rèn)知上都有欠缺。 青島銀行成立于1996年，作為一個(gè)較為年輕的銀行，理財(cái)產(chǎn)品推出時(shí)間不長(zhǎng)，經(jīng)驗(yàn)不足，僅僅推出一款“月月贏”保本系列產(chǎn)品，在之后又?jǐn)U充相繼推出“創(chuàng)贏”“錢潮”等為高端客戶設(shè)計(jì)的非保本理財(cái)產(chǎn)品。還是可以看出其經(jīng)驗(yàn)還是不足，首推的穩(wěn)贏系列“月月贏”作為保本浮動(dòng)收益理財(cái)產(chǎn)品在2012年初不僅位列榜首，銷路也一直很好，但到了年末由于創(chuàng)新不足等售后一系列問(wèn)題盈利和銷路大打折扣。本文首先對(duì)理財(cái)產(chǎn)品進(jìn)行了詳細(xì)的介紹，，并簡(jiǎn)單敘述了青島銀行的現(xiàn)狀，之后就著手于該行“月月贏”系列個(gè)人理財(cái)產(chǎn)品的研究分析，從原本推出的九月份的產(chǎn)品中存在的問(wèn)題和客戶分析作為切入點(diǎn)，對(duì)其進(jìn)行了改進(jìn)，更具個(gè)人理財(cái)產(chǎn)品設(shè)計(jì)原則，基于在青島銀行實(shí)習(xí)時(shí)對(duì)購(gòu)買的客戶進(jìn)行的分類，設(shè)計(jì)了一套全新的理財(cái)產(chǎn)品，并對(duì)該產(chǎn)品的設(shè)計(jì)依據(jù)進(jìn)行了探討，也對(duì)理財(cái)產(chǎn)品進(jìn)行了SWOT分析。最后一章對(duì)理財(cái)產(chǎn)品的人員配備，包括人才選用和培訓(xùn)，營(yíng)銷方式進(jìn)行了研究。之后又對(duì)可能存在的風(fēng)險(xiǎn)進(jìn)行了詳細(xì)的分析，也盡可能的提出應(yīng)對(duì)意見，和風(fēng)險(xiǎn)管理的措施。
[Abstract]:In 2012, two interest rate cuts by the central bank were basically settled, which is undoubtedly a very challenging adverse impact on commercial banks. We all know that most of the profits of banks are based on deposit and loan spreads, which are due to the interest rate cut by the central bank. And the growing competition between banks is getting smaller and smaller, and commercial banks have to look for new ways of making money. In addition, the rapid growth of people's wealth provides an economic base for wealth management products. Wealth management products, both liquid and profitable, are more satisfied with the middle and high-end investment customer base, and also have a professional financial management team to operate, the security is also higher than their own investment, so they are very popular. For these reasons, Banks, large and small, have been involved in the financial management product market one after another, and the competition is becoming more and more intense. Although the banks of all sizes appear on the surface to bring forth new financial products, the phenomenon of homogeneity is serious, and the risks are revealed. Risk assessment and customer awareness of financial products are deficient. Qingdao Bank was founded in 1996, as a relatively young bank, wealth management products launched for a short time, lack of experience, only launched a "monthly win" capital preservation series of products, After that, we expanded and introduced non-capital preservation financial products designed for high-end customers, such as "creating win" and "Qian Tide". We can still see that their experience is still insufficient. In early 2012, the first series, "monthly win", was not only at the top of the list, but also sold well. But at the end of the year, due to the lack of innovation, a series of after-sales problems, such as profit and sales, were greatly discounted. Firstly, this paper introduced the financial management products in detail, and briefly described the current situation of Qingdao Bank. After that, it began to study and analyze the series of personal finance products of the bank's "monthly win" series. From the problems existing in the original September product and the customer analysis as a starting point, it was improved and the design principle of personal financial products was more. Based on the classification of the customers purchased during the internship in Qingdao Bank, a new set of financial management products is designed, and the design basis of the product is discussed. The last chapter studies the staffing of financial products, including personnel selection and training, marketing methods, and then analyzes the possible risks in detail. As much as possible to put forward the response, and risk management measures.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33

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