本文選題：個人理財 + 招商銀行江門市分行�。� 參考：《廣東財經(jīng)大學》2013年碩士論文

【摘要】：近年來我國的經(jīng)濟發(fā)展迅速，居民收入不斷增加，居民的金融資產(chǎn)規(guī)模擴大，人們對于個人投資理財?shù)男枨笠苍诓粩嘣鲩L。 隨著利率市場化的推進，存貸款利差越來越少，商業(yè)銀行傳統(tǒng)信貸業(yè)務利潤減少，，競爭越來越激烈，目前國內各家商業(yè)銀行經(jīng)過戰(zhàn)略轉型由傳統(tǒng)批發(fā)業(yè)務向零售業(yè)務及中間業(yè)務發(fā)展，促進銀行自身第三方業(yè)務的發(fā)展,擺脫我國商業(yè)銀行單純依靠存貸款利差的盈利模式。作為商業(yè)銀行第三方業(yè)務的個人理財業(yè)務，必將成為今后商業(yè)銀行發(fā)展過程中的重點業(yè)務。 同時，自我國金融市場開放以來，外資銀行通過發(fā)展個人理財業(yè)務搶占我國中高端客戶市場，外資銀行較早發(fā)展個人理財業(yè)務，在產(chǎn)品和服務的創(chuàng)新、產(chǎn)品營銷、特色化的服務等各方面積累豐富的經(jīng)驗，其投資手段也多種多樣。而我國金融體系處于分業(yè)經(jīng)營，理財業(yè)務起步比較晚，在與外資銀行的競爭中處于劣勢，因此進一步發(fā)展我國的個人理財業(yè)務成為提高我國商業(yè)銀行競爭力的關鍵。 本報告以商業(yè)銀行個人理財及相關理論為基礎，通過深入招商銀行江門分行進行為期三個月的實地調查，以招商銀行江門分行為研究對象，對江門市個人理財業(yè)務市場環(huán)境狀況、招商銀行江門分行個人理財業(yè)務的產(chǎn)品體系、營銷體系、服務體系等進行全面分析，總結招商銀行江門分行在個人理財業(yè)務的產(chǎn)品生產(chǎn)，營銷及服務中存在的問題，并結合當?shù)貍�人理財業(yè)務面臨的市場環(huán)境，對其個人理財業(yè)務的進一步發(fā)展提出相應的建議。 本文共包括六部分內容。第一部分為緒論，介紹此次調研所針對的問題，目的及意義，相關調研背景及時間地點等內容。第二部分個人理財相關概念的敘述和招商銀行個人理財業(yè)務發(fā)展歷程及現(xiàn)狀。第三部分以招商銀行江門分行為研究對象，對江門市個人理財業(yè)務市場環(huán)境狀況、招商銀行江門市分行個人理財業(yè)務的產(chǎn)品狀況、營銷狀況、服務狀況等進行全面分析。第四部分以第三部分為基礎，分析招商銀行江門市分行在個人理財業(yè)務的產(chǎn)品生產(chǎn)體系、營銷體系及服務體系中存在的問題。第五部分結合當?shù)貍�人理財業(yè)務面臨的市場環(huán)境，對招商銀行江門分行個人理財業(yè)務的進一步發(fā)展提出相應的建議。第六部分為結束語。 根據(jù)本次調查及分析的結果，發(fā)現(xiàn)招商銀行江門分行在產(chǎn)品生產(chǎn)體系、營銷體系、理財服務體系中存在著很多問題，要與江門市原有的金融機構進行競爭，就必須解決諸如網(wǎng)點過少、產(chǎn)品同質化、缺乏理財專業(yè)人才、客戶目標定位、市場定位不準、營銷機制不完善、營銷渠道單一、缺乏有效促銷手段等問題，提高產(chǎn)品設計能力，加大對理財品牌的宣傳力度，加強內部交叉聯(lián)動，形成相互配合高效的個人理財服務體系。加快產(chǎn)品體系、營銷體系、服務體系的建設，通過產(chǎn)品設計能力的提高和與其他機構的合作，為客戶提供多樣化的理財產(chǎn)品，通過理財產(chǎn)品的品牌建設使理財服務更具特色。
[Abstract]:In recent years, the economic development of our country is rapid, the income of the residents is increasing, the size of the residents' financial assets is expanding, and the demand for personal investment and financial management is increasing.
With the promotion of interest rate marketization, the profit margin of the deposit and loan is less and less, the profit of the traditional credit business of commercial banks is reduced and the competition is becoming more and more fierce. At present, the commercial banks in China have developed from the traditional wholesale business to the retail business and intermediate business through the strategic transformation, and promote the development of the third party business of the bank and get rid of the commercial banks of our country. The individual financial business of third party business of commercial banks will be the key business in the development of commercial banks in the future.
At the same time, since the opening of China's financial market, foreign banks have taken up the market of high and middle end customers in our country through the development of personal financial services, the foreign banks have developed their personal financial services earlier, and have rich experience in the innovation of products and services, product marketing, and special services, and their investment means are varied. The system is in a separate operation, the financial business started relatively late, and is at a disadvantage in the competition with foreign banks. Therefore, further development of personal financial services in China is the key to improving the competitiveness of our commercial banks.
Based on the personal financial management and related theories of commercial banks, the report has carried out a three month field investigation into the Jiangmen branch of China Merchants Bank, taking the Jiangmen branch of China Merchants Bank as the object of research, the market environment of Jiangmen personal financial management business, the product system and marketing system of the personal financial services of China Merchants Bank Jiangmen branch. A comprehensive analysis of the service system is carried out to summarize the problems existing in the production, marketing and service of the Jiangmen branch of China Merchants Bank in personal financial services, and to put forward some suggestions on the further development of personal financial services in the light of the market environment in which the local personal financial services are facing.
This article consists of six parts. The first part is the introduction, which introduces the problems, purpose and significance, the background and time and place of the research. The second part of the related concepts of personal financial management and the development and status of the personal financial business of China Merchants Bank. The third part is a Study on the Jiangmen branch of China Merchants Bank. In the fourth part, the fourth part, based on the third parts, analyzes the product production system, marketing system and service of the Jiangmen branch of China Merchants Bank in personal financial services. The fifth part, the fifth part of the local personal financial services facing the market environment, the further development of the personal financial business of China Merchants Bank Jiangmen branch of the further development of the corresponding suggestions. The sixth part is the end.
According to the results of this survey and analysis, it is found that there are many problems in the production system, marketing system and financial service system of Jiangmen branch of China Merchants Bank. To compete with the existing financial institutions in Jiangmen, it is necessary to solve such problems as small network, homogeneity of products, lack of financial professionals, customer orientation and market setting. Inaccurate, imperfect marketing mechanism, single marketing channel, lack of effective promotion means, improve product design ability, increase publicity of financial brand, strengthen internal cross linkage, form a mutually effective and efficient personal financial service system. Accelerate product system, marketing system, service system construction, through product design can Efforts to improve and cooperate with other institutions, to provide customers with a variety of financial products, through the brand building of financial products to make financial services more distinctive.

【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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