本文選題：現(xiàn)狀 + 原因��； 參考：《西南財經(jīng)大學》2013年碩士論文

【摘要】：我國商業(yè)銀行理財市場現(xiàn)存的一個突出問題是,幾乎所有的銀行理財業(yè)務定位在高端客戶,重點發(fā)展高端理財市場。這是由高端客戶的價值決定的,“二八規(guī)則”指出商業(yè)銀行大約80%的收益是來自銀行20%的高端客戶。正是這一原因,銀行競相搶奪高端客戶群,推出針對高端客戶的高品質、全方位的綜合理財服務,爭奪市場份額。高端理財業(yè)務對商業(yè)銀行來講有其重要意義：擴展了銀行的理財業(yè)務,提升了商業(yè)銀行的盈利能力,有利于提高商業(yè)銀行的核心競爭力。同時對于富裕人群而言,商業(yè)銀行高端理財業(yè)務為其提供了一個財富保值增值的理財方式以及多元化的理財服務。但是高端理財?shù)臏嗜腴T檻較高,使部分有理財需求并且愿意理財?shù)闹械褪杖肴巳和鴧s步。 雖然,商業(yè)銀行重視高端客戶理財業(yè)務是有一定的道理的,但是,我國商業(yè)銀行也不能忽視中低收入階層理財市場。在現(xiàn)今理財市場上,商業(yè)銀行發(fā)售的理財產(chǎn)品大多是高端理財產(chǎn)品,專為高端客戶設計的,如招商銀行的“金葵花”理財套餐。理財市場上針對中低收入階層提供的理財產(chǎn)品和服務非常少,商業(yè)銀行認為中低收入階層理財需求小,收入水平低,理財意識淡薄,在開展該階層理財業(yè)務時操作復雜、成本高、可獲得利潤少。但是這只是以前的情況,現(xiàn)在的中低收入階層理財市場是很有發(fā)展?jié)摿Φ�。首�?隨著經(jīng)濟的發(fā)展,中低收入階層收入水平提高,可支配的資產(chǎn)增加,為了應對現(xiàn)今社會住房、醫(yī)療、教育等壓力,該階層的理財需求明顯增加；其次,收入的增加和受教育程度的提高,使得該階層的理財觀念逐漸發(fā)生了變化,理財觀念新潮,理財意識強,使其理財需求增加；最后高端理財市場競爭非常激烈,外資銀行、信托、基金、第三方理財機構紛紛開展高端理財業(yè)務,爭奪高端客戶,搶奪市場份額。高端理財帶來的利潤被瓜分,商業(yè)銀行所得收益因為競爭的激烈而在逐漸減少。所以,綜上分析可得,我國商業(yè)銀行很有必要發(fā)展中低收入階層理財業(yè)務。 近年來,我國商業(yè)銀行的個人理財業(yè)務發(fā)展迅速,但是尚處于初級發(fā)展階段,為此,我國的學術界和實務界對個人理財業(yè)務進行了很多的研究,從這些研究文獻中看出：1.從理論的角度研究個人理財?shù)膶W者,他們一般的研究思路是分析整個理財產(chǎn)品市場的現(xiàn)狀,主要從發(fā)展現(xiàn)狀、存在問題、發(fā)展?jié)摿�、解決措施等宏觀的角度進行分析,而從理財產(chǎn)品的供給與需求雙方具體的分析較少；2.在進行理財產(chǎn)品具體的分析時,一般選擇所有收入群體或者中高端收入群體進行分析研究,而對中低收入階層的個人理財需求分析較少。實踐表明,缺乏對客戶理財需求的研究,不能在市場細分基礎上為理財客戶提供個性化、差異化的理財產(chǎn)品和服務是銀行發(fā)展理財業(yè)務的主要問題。因此,本文在借鑒和總結前人研究個人理財?shù)幕A上,根據(jù)市場細分理論,針對中低收入階層的理財需求進行研究,并提出商業(yè)銀行發(fā)展該階層個人理財業(yè)務的建議。 從論文的框架來看,主要分為五部分。第一部分是對論文的研究背景和意義做了簡單介紹分析,以及論文內容和研究方法,并指出論文的創(chuàng)新點和不足之處。第二部分是個人理財?shù)南嚓P理論和文獻綜述；個人理財相關理論只介紹了市場細分理論和生命周期理論,這兩個理論在個人理財中的應用非常重要和普遍。其次,從理論和定量兩個方面對學者的個人理財相關研究總結概括,形成文獻綜述。 第三部分是對我國銀行理財?shù)氖袌霈F(xiàn)狀和原因進行了分析。首先,銀行理財產(chǎn)品市場上呈現(xiàn)五個方面的特點：1.理財產(chǎn)品數(shù)量和規(guī)模爆發(fā)式增長；2.理財產(chǎn)品的短期化趨勢明顯,理財產(chǎn)品的期限分為1個月以內、1-3個月、3-6個月、6個月至1年不等；3.理財產(chǎn)品主要定位高端客戶,理財準入門檻較高,商業(yè)銀行設計和推出的理財產(chǎn)品和服務大多數(shù)是為高端客戶提供的；4.理財產(chǎn)品的創(chuàng)新能力弱,理財產(chǎn)品同質化嚴重；5.低收入階層的理財產(chǎn)品匱乏,商業(yè)銀行忽視中低收入階層個人理財,其理財產(chǎn)品和服務供給不足,特別是滿足其家庭理財需求的理財產(chǎn)品和服務明顯匱乏。對導致理財市場現(xiàn)狀產(chǎn)生的原因進行分析。1.高端理財利潤非�？捎^,高端理財市場能給商業(yè)銀行帶來巨大的收益,所以很多商業(yè)銀行把個人理財定位在高端客戶；2.中低收入階層理財觀念存在誤區(qū),使得中低收入者階層個人理財需求不明顯,商業(yè)銀行銀行也因此原因忽視該階層個人理財業(yè)務,主要表現(xiàn)在：理財意識的淡薄、投資渠道單一和投資決策保守、認為理財就是投資的錯誤認識；3.監(jiān)管當局對銀行理財產(chǎn)品的限制,表現(xiàn)在對銀行理財產(chǎn)品超短期限的限制、投資者理財準入門檻的規(guī)定。 論文第四部分主要是我國商業(yè)銀行重視中低收入階層理財市場必要性分析。主要從兩個方面來分析說明：首先是從我國中低收入階層理財需求潛力較大；該方面的內容又分為以下：1.中低收入階層生活壓力帶來的理財需求。住房、醫(yī)療、教育、退休、失業(yè)等社會問題是該階層面臨的壓力,為了保障生活提高生活質量,其個人理財需求便產(chǎn)生了。另外,負的實際利率、逐年攀升的CPI和通貨膨脹率都對中低收入階層生活產(chǎn)生直接影響,特別是日常消費支出,該階層需要個人理財活動來抵消其損失；2.經(jīng)濟整體水平變動帶來的個人理財需求增加,主要從總體收入水平變動、收入結構變動、消費變動、金融資產(chǎn)持有量增加四個方面分析；3.中低收入階層理財觀念的改變導致中低收入階層金融理財服務需求在層次上和內容上發(fā)生變化；其次,理財市場激烈競爭要求商業(yè)銀行重視中等收入階層理財市場,從理財產(chǎn)品的發(fā)行主體競爭和高端客戶理財市場競爭兩個角度分析中低收入階層理財產(chǎn)品的供給,間接指出商業(yè)銀行發(fā)展中低收入階層理財市場的必要性。 第五部分是發(fā)展我國中低收入階層理財市場的政策建議。提出了五個方面的政策建議,分別是：1.激發(fā)中低收入階層個人理財需求,使其潛在需求轉化為現(xiàn)實的理財需求：從三個方面,通過廣告宣傳等媒體方法強化個人理財?shù)谋匾�、對中低收入階層傳遞新的價值標準和理財意識、使中低收入階層參與到理財產(chǎn)品的營銷活動中,體驗理財產(chǎn)品營銷過程；2.合理細分市場,提供分層次的理財服務：分為兩個方面,細分市場和細分客戶。商業(yè)銀行應該根據(jù)自己的實際情況和國內的市場現(xiàn)狀,依據(jù)不同的標準,準確的進行理財市場定位；開展個人理財業(yè)務必須要對理財客戶群體進行有效的細分,確定目標客戶,并為其提供個性化、差別化、分層次的服務；3.加大專業(yè)理財人員的培養(yǎng)。首先健全客戶經(jīng)理制度,提高其專業(yè)素質,另外還要謹防理財從業(yè)人員的道德風險。4.中低收入階層個人理財客戶數(shù)量龐大、分布廣泛,想要全面的了解和掌握該階層理財客戶的信息資料,必須要有強大的計算機技術和網(wǎng)絡技術的支持,才能完成“海量”數(shù)據(jù)的搜集、加工、分析和存儲。所以商業(yè)銀行要在現(xiàn)有的技術支持條件上逐漸完善,如完善網(wǎng)絡信息基礎建設、加快金融電子化系統(tǒng)的集成、建立和完善商業(yè)銀行內部數(shù)據(jù)信息管理系統(tǒng)。5.調低理財準入門檻,這個需要監(jiān)管當局和商業(yè)銀行雙方共同調整。 本文最終的目的是通過對中低收入階層理財市場的研究,達到這樣一個效果：使商業(yè)銀行認識到忽視該階層理財市場是不合理的,中低收入階層個人理財需求大,理財市場有很好的發(fā)展?jié)摿?是可以為商業(yè)銀行帶來收益的。商業(yè)銀行應該大力發(fā)展該階層理財市場,為中低收入階層提供適合的理財產(chǎn)品和理財服務規(guī)劃,使中低收入階層個人理財市場蓬勃、健康發(fā)展。對商業(yè)銀行開展個人理財業(yè)務實踐具有一定的指導意義。但是本文也存在不足,沒有很好的理論基礎,對銀行理財現(xiàn)狀和原因的分析方面也存在缺陷。
[Abstract]:One of the outstanding issues in China ' s commercial bank financing market is that almost all bank financing businesses are located in high - end customers , focusing on the development of high - end finance markets . This is due to the value of high - end customers , which points out that about 80 % of the proceeds from commercial banks are high - end customers from banks . It is this reason that the high - end financing business of commercial banks is beneficial to improving the core competitiveness of commercial banks .

Although commercial banks attach importance to high - end customer financing business , China ' s commercial banks cannot ignore the middle - and low - income financial market . In the current financial market , the financial products offered by commercial banks are mostly high - end financial products , which are designed for high - end customers , such as the " Jinsunflower " financial package of China Merchants Bank .
Secondly , the increase of income and the improvement of educational level have made the wealth management idea of the stratum gradually changed , the idea of financial management is new , the financial management consciousness is strong , make its financing demand increase ;
At last , high - end finance market competition is very competitive , foreign banks , trusts , funds and third - party financing institutions have carried out high - end financing business , competing for high - end customers and seizing market share . The profits brought by high - end finance are divided , and the income of commercial banks is gradually reduced because of the fierce competition . Therefore , it is necessary for commercial banks in China to develop middle - and low - income class financing businesses .

In recent years , China ' s commercial bank ' s personal finance business has developed rapidly , but it is still in the stage of primary development .
2 . When carrying out the specific analysis of wealth management products , the analysis and research of all income groups or middle and high - end income groups are generally selected , and the analysis of personal financial needs of middle - and low - income groups is less . The practice shows that the lack of research on the needs of clients can not provide personalized and differentiated financial products and services for financial customers on the basis of market subdivision . Therefore , the paper studies the financial needs of middle - and low - income groups based on market subdivision theory , and puts forward the proposal of commercial banks to develop their personal financial services .

From the framework of the thesis , it is divided into five parts . The first part introduces the research background and significance of the thesis , and points out the innovation points and shortcomings of the thesis . The second part is the related theory and literature review of personal finance .
The theory of personal finance management only introduces market subdivision theory and life cycle theory , the application of these two theories in personal finance is very important and universal . Secondly , from both theory and quantitative aspects to the scholars ' personal finance related research summary , the literature review is formed .

The third part analyzes the current situation and causes of the bank financing in our country . First , five aspects are presented in the market of the bank ' s financial products : 1 . The quantity and scale of the financial products increase ;
2 . The short - term trend of wealth management products is obvious , the duration of financial products is within 1 month , 1 - 3 months , 3 - 6 months , 6 months to 1 year , etc . ;
3 . Financial products mainly locate high - end customers , the access threshold of financial management is high , and the financial products and services designed and introduced by commercial banks are mostly provided for high - end customers ;
4 . The innovation ability of wealth management products is weak , and the homogenization of financial products is serious ;
5 . The shortage of wealth management products of low - income stratum , commercial banks neglect the personal finance of middle - and low - income stratum , the shortage of financial products and services , especially the financial products and services that meet the needs of their families .
2 . In the middle and low income stratum financial concept , there is a misunderstanding , so that the personal financing needs of the middle and low income earners are not obvious , and the bank of the commercial bank also ignores the individual financing business of the stratum . The main performance is : the light and thin investment channel and the investment decision are conservative , and it is considered that the financial management is the wrong understanding of investment ;
3 . The restriction of the supervisory authority on the financial products of the bank is manifested in the limitation of the ultra - short term of the bank ' s financial products and the provision of the threshold for the access threshold of the investors .

The fourth part of this paper is mainly about the analysis of the necessity of Chinese commercial banks to pay attention to the financial market of middle - and low - income stratum .
The social problems such as housing , medical care , education , retirement , unemployment and other social problems are the pressures faced by the stratum . In order to guarantee the quality of life and improve the quality of life , the demand for personal financing has been generated . In addition , the negative real interest rate , the CPI and the inflation rate of the year - by - year rise all have a direct impact on the life of middle - and low - income stratum , especially daily consumption expenditure , which needs personal financial activities to offset their losses ;
2 . The demand of personal finance brought by the change of the overall level of economy increased mainly from the general income level fluctuation , the change of income structure , the consumption change and the increase of the holding quantity of the financial assets ;
3 . The change of financial management concept of middle - and low - income stratum has led to the change of financial management service demand of middle - and low - income stratum on the level and content ;
Second , the fierce competition in the financial market demands that the commercial banks pay attention to the middle - income class financing market , analyze the supply of the middle - and low - income stratum financial products from the competition of the issuing subject of the financial products and the market competition of the high - end customers , and indirectly point out the necessity of the commercial banks to develop the middle - and low - income stratum financial markets .

The fifth part is the policy suggestion of developing the financial market of middle and low income stratum in our country . It puts forward five policy suggestions : 1 . To stimulate the personal financial needs of middle and low income stratum , to transform the potential demand into the real financing requirement : from three aspects , through the media method such as advertising propaganda , to strengthen the necessity of personal finance , to transfer the new value standard and financial consciousness to middle and low income stratum , to make middle and low income stratum to participate in the marketing activities of financial products , to experience the marketing process of financial products ;
2 . A reasonable subdivision of the market provides a sub - level of financial services : dividing the market into two aspects , dividing the market and dividing the customer . The commercial banks should accurately conduct the financial market positioning according to the actual situation and the domestic market situation , according to different standards ;
To carry out personal financing business , it is necessary to subdivide the financial client group effectively , determine the target customer , and provide them with personalized , differentiated and hierarchical service ;
3 . We should strengthen the training of professional financial management personnel . First , improve the client manager system , improve the professional quality , and also have the moral hazard of preventing the financial professionals . 4 . It is necessary to have strong computer technology and network technology support in order to complete the collection , processing , analysis and storage of the wealth data . Therefore , the commercial banks must have strong computer technology and network technology support to complete the collection , processing , analysis and storage of the data .

The final aim of this paper is to achieve the result by studying the financing market of middle - and low - income stratum : making commercial bank realize that it is unreasonable to ignore the financial market of middle - and low - income stratum , and has great development potential for the commercial banks . The commercial banks should energetically develop the wealth management market of the middle - and low - income stratum , and provide appropriate financial and financial services for middle - and low - income stratum .
【學位授予單位】：西南財經(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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