發(fā)布時間：2018-08-02 15:01

【摘要】：改革開放三十年,隨著國民經(jīng)濟的提升,商業(yè)銀行也取得了長足的進步,行業(yè)競爭日益激烈。一是體現(xiàn)在商業(yè)銀行數(shù)量方面,特別是地方性商業(yè)銀行在短時間內(nèi)迅速增加,導(dǎo)致中資銀行之間的競爭加劇,二是隨著我國加入WTO金融管制逐漸放寬,國外先進的金融理念和服務(wù)模式都隨之涌入,極大地刺激了國內(nèi)商業(yè)銀行的全面成長�，F(xiàn)階段商業(yè)銀行傳統(tǒng)盈利模式已經(jīng)受到極大挑戰(zhàn),必須不斷尋求新的利潤增長點,而包括個人理財業(yè)務(wù)的中間業(yè)務(wù)則成了商業(yè)銀行關(guān)注的重點；另一方面,國民經(jīng)濟整體的發(fā)展必然帶來人民生活水平的提高,而最直接的表現(xiàn)就是居民個人儲蓄存款的增加和理財意識的逐漸成長。居民已不滿足傳統(tǒng)的資產(chǎn)保值、增值方式,其個人資產(chǎn)投資行為已經(jīng)從單純的辦理儲蓄存款、購買國債產(chǎn)品等業(yè)務(wù),向更為高端、更為多元化的模式轉(zhuǎn)化,居民整體的風(fēng)險承受能力和金融知識水平也在與日俱增,各種各樣的投資工具如雨后春筍,在中國金融領(lǐng)域?qū)ふ业搅俗约荷娴耐寥?生根發(fā)芽并發(fā)展壯大。所以商業(yè)銀行面臨的競爭也不僅僅是銀行業(yè)內(nèi)的競爭,還要面對來自其他金融機構(gòu)的市場沖擊,譬如保險、信托、證券、基金等經(jīng)營機構(gòu)。這些主觀和客觀上的條件,都為我國商業(yè)銀行的發(fā)展提供了滋潤的土壤以及學(xué)習(xí)的機會,使得我國商業(yè)銀行逐步完善自身,并漸漸走向成熟。但是從總體來看,我國商業(yè)銀行個人理財業(yè)務(wù)起步較晚,在銀行中間業(yè)務(wù)收入中所占比重較小,而其在西方發(fā)達(dá)國家已經(jīng)走過幾十年歷程,不僅在指導(dǎo)理論方面較為成熟和完善,同時在服務(wù)理念、產(chǎn)品設(shè)計、客戶細(xì)分和客戶關(guān)系管理等許多方面具有較為先進的實踐和經(jīng)驗,這些都是值得我國商業(yè)銀行借鑒和學(xué)習(xí)的方面。尤其是基金、保險、信托等非銀行金融機構(gòu)所開展的個人理財業(yè)務(wù),豐富了理財市場,為投資者提供了更多的選擇機會,而這些機構(gòu)的營銷目標(biāo),也就是傳統(tǒng)商業(yè)銀行一直以來的目標(biāo)客戶群體。在這種激烈的競爭環(huán)境下,商業(yè)銀行為了能獲取更多的市場份額,就必須調(diào)整發(fā)展策略,發(fā)揮出傳統(tǒng)的各項優(yōu)勢,找準(zhǔn)自身定位,積極推進該項業(yè)務(wù)的發(fā)展。 本文共分為如下五個部分： 第一部分對個人理財業(yè)務(wù)進行了概述。主要包括了概念的界定、業(yè)務(wù)的分類及特點。說到商業(yè)銀行個人理財業(yè)務(wù)的概念,應(yīng)該是眾說紛紜的,沒有任何一位專家學(xué)者和任何一家機構(gòu)對其的定義是完全被業(yè)內(nèi)承認(rèn)的,主要原因是因為商業(yè)銀行的理財業(yè)務(wù)是一個動態(tài)的、發(fā)展的領(lǐng)域,隨著時代的進步和各類衍生工具的出現(xiàn),以及各種不同的金融機構(gòu)不斷加入到這一領(lǐng)域,機構(gòu)與機構(gòu)之間的合作模式也在不斷地發(fā)生著變化,再加上各類學(xué)者和機構(gòu)所處的立場、角度的不同,導(dǎo)致這一定義至今無法準(zhǔn)確全面地被界定。但這并不影響我們對商業(yè)銀行個人理財業(yè)務(wù)進行研究和操作。因為這是一個日漸完善的市場,我們相信,一定會有更為全面的、認(rèn)可度更高的定義被認(rèn)可。本文在綜合不同的觀點和意見之后,提出了筆者自己對于理財業(yè)務(wù)的定義,并對其業(yè)務(wù)特點及分類做簡要介紹。 第二部分介紹了我國商業(yè)銀行個人理財業(yè)務(wù)發(fā)展的基本情況。商業(yè)銀行個人理財業(yè)務(wù)的發(fā)展,其存在的第一個必要條件是：社會財富日益增長,人民生活水平不斷提高,收入的增加,特別是可自由支配的收入的增加尤為重要。改革開放以來,整體社會財富實現(xiàn)了極大規(guī)模的發(fā)展和擴張,同時也實現(xiàn)了部分財富的集中,國家鼓勵一部分人通過合法勞動先富裕起來的政策,使得一部分人抓住了機遇,拓展了個人財富,同時這一部分人對于資金的運用也產(chǎn)生了更高的要求。正是這一經(jīng)濟發(fā)展模式,帶給了商業(yè)銀行個人理財業(yè)務(wù)發(fā)展的溫床,使得商業(yè)銀行開始認(rèn)真地研究自身的客戶結(jié)構(gòu)以及業(yè)務(wù)的發(fā)展模式,尤為重要的是各種新的產(chǎn)品被不斷的推出,以滿足市場競爭的需求。個人理財業(yè)務(wù)存在的第二個必要的條件是：科技的不斷進步,科技的進步使得商業(yè)銀行能夠在原有的系統(tǒng)基礎(chǔ)上不斷更新和改進自身的不足,并加強了與其他非銀行金融機構(gòu)的密切聯(lián)系,這樣既豐富了自身的產(chǎn)品類別,提高了客戶參與理財業(yè)務(wù)的積極性和便捷性,同時也加劇了金融業(yè)內(nèi)的良性競爭,使得這一領(lǐng)域不斷地健康發(fā)展�；谏鲜鰞蓚�必要條件的存在,我國商業(yè)銀行個人理財業(yè)務(wù)取得了長足的進步,市場競爭也日漸激烈,更有如雨后春筍般不斷涌現(xiàn)的城市商業(yè)銀行、外資銀行不斷加入,使得國內(nèi)原有的商業(yè)銀行面臨著更為嚴(yán)酷的挑戰(zhàn)。 第三部分主要介紹了國內(nèi)其他金融機構(gòu)個人理財業(yè)務(wù)的發(fā)展。隨著市場的不斷進步和完善,商業(yè)銀行個人理財業(yè)務(wù)已經(jīng)無法滿足市場的整體需求,各種各樣的金融機構(gòu)不斷地加入到這一領(lǐng)域,其中包括第三方理財公司、信托公司、證券公司、保險公司等幾大主要行業(yè)。其中尤以信托公司所產(chǎn)生的影響最為明顯,當(dāng)信托業(yè)務(wù)進入這一領(lǐng)域以后,其相對較高的綜合收益水平極大地吸引了投資者的眼球,當(dāng)然,高的收益必然會伴隨著高的風(fēng)險,但這一模式,確實真實地改變了國內(nèi)投資者的觀點和看法,那就是,不僅僅局限于商業(yè)銀行所推出的理財產(chǎn)品,而是在綜合考慮自身條件之后,充分地更好地利用自己的閑散資金,而達(dá)到更高的收益水平。同時各種其他金融機構(gòu)的介入也使得理財市場不斷的完善,投資觀念發(fā)生著不斷的變化。這些發(fā)展和變化,對于商業(yè)銀行個人理財業(yè)務(wù)來說,既是挑戰(zhàn),也不失為一種機遇。 第四部分主要介紹了部分發(fā)達(dá)國家商業(yè)銀行個人理財業(yè)務(wù)的發(fā)展情況。商業(yè)銀行個人理財業(yè)務(wù)本身也是從西方發(fā)達(dá)國家開始產(chǎn)生�，F(xiàn)階段,發(fā)達(dá)國家的商業(yè)銀行早已經(jīng)不再是單一的存貸款業(yè)務(wù),而是向著更為綜合的金融服務(wù)前進,并呈現(xiàn)出一種綜合化、管家式的服務(wù)模式。其主要特征表現(xiàn)在：一是客戶分層科學(xué),市場定位準(zhǔn)確；二是受理渠道多樣,滿足客戶需求；三是從業(yè)人員擁有較高的綜合素質(zhì)；四是客戶關(guān)系管理全面,制度化程度高。這種全方位的個人理財模式已經(jīng)成為所有商業(yè)銀行發(fā)展的主要方向,其不僅僅可以為客戶提供咨詢、理財?shù)确⻊?wù),而且可以向客戶提供涉及金融、稅務(wù)、法律、社會保障等多個領(lǐng)域的綜合服務(wù)。 第五部分在前述分析及總結(jié)的基礎(chǔ)上提出我國個人理財業(yè)務(wù)的發(fā)展思路：堅持以客戶為中心、以市場為導(dǎo)向,推動對私理財產(chǎn)品研發(fā)、銷售和風(fēng)控的平衡發(fā)展,加強與其他非銀行金融機構(gòu)理財業(yè)務(wù)的合作,進一步完善理財產(chǎn)品序列,穩(wěn)步擴大理財產(chǎn)品規(guī)模,努力提高理財產(chǎn)品管理的集約化和專業(yè)化,同時加強產(chǎn)品準(zhǔn)入評審、銷售統(tǒng)籌和存續(xù)管理,以及理財從業(yè)人員素質(zhì)的提升,強化風(fēng)險管控措施,建立全面的客戶關(guān)系管理,實現(xiàn)個人理財業(yè)務(wù)持續(xù)健康發(fā)展。 面對紛繁復(fù)雜的市場領(lǐng)域,商業(yè)銀行要想穩(wěn)固自身在個人理財業(yè)務(wù)方面的市場地位,首先必須要適應(yīng)市場的變革,明確自身市場定位,注重品牌建設(shè),順“市”而為。二是要注重客戶群體的培養(yǎng),通過優(yōu)化客戶服務(wù)流程,建立信息服務(wù)平臺,提供差異化服務(wù),提高客戶忠誠度。三是要不斷地創(chuàng)新和完善自身的產(chǎn)品,能夠給市場提供更為豐富的產(chǎn)品選擇,提高產(chǎn)品的市場競爭力,真正做到以客戶為中心,以專業(yè)為方向,以科技做支撐。四是要加強專業(yè)化的理財隊伍的建設(shè)和管理,培養(yǎng)高素質(zhì)、專業(yè)化的理財經(jīng)理隊伍。建立健全理財經(jīng)理的考核機制,在提高理財經(jīng)理工作積極性的同時,保證理財業(yè)務(wù)的快速發(fā)展。五是要在產(chǎn)品銷售過程中加強宣傳,提升投資者風(fēng)險認(rèn)知能力,培育成熟投資者。六是要加強與其他金融機構(gòu)的合作,共享客戶資源,共建客戶服務(wù)平臺,實現(xiàn)共贏發(fā)展。 在我國商業(yè)銀行個人理財業(yè)務(wù)方面的研究,基本分為二大類：一是就某一特定的環(huán)節(jié),如營銷策略、消費者權(quán)益保護、某些具體理論(如細(xì)分市場理論)的具體運用加以研究,并提出相應(yīng)建議和對策；二是對目前我國該項業(yè)務(wù)現(xiàn)狀進行分析后,借鑒西方發(fā)達(dá)國家先進經(jīng)驗提出相應(yīng)意見和對策。而本文的創(chuàng)新之處在于增加了對我國其他非銀行金融機構(gòu)個人理財業(yè)務(wù)發(fā)展的介紹和分析。隨著我國個人理財業(yè)務(wù)的發(fā)展,同時受2009年股市回暖行情的影響及養(yǎng)老問題的突出,不少券商、基金公司、保險公司、信托公司等為其凈高值客戶配置理財投資顧問和增值服務(wù),對商業(yè)銀行個人理財業(yè)務(wù)造成了一定沖擊。因此,如何找準(zhǔn)商業(yè)銀行個人理財業(yè)務(wù)的定位,如何看待這些非銀行金融理財機構(gòu)的存在和發(fā)展、加強與其競爭和合作,在共同分享我國個人理財業(yè)務(wù)市場這塊“蛋糕”的同時形成雙贏的局面,也是在我國商業(yè)銀行個人理財業(yè)務(wù)發(fā)展過程中需要關(guān)注和重視的問題。
[Abstract]:In the thirty years of reform and opening up, with the promotion of the national economy, the commercial banks have made great progress, and the competition of the industry is becoming increasingly fierce. First, the number of commercial banks, especially the local commercial banks in a short time, is increasing rapidly, leading to the intensification of competition among Chinese banks, and the two is that the financial control of China's entry into the WTO is gradual. At the present stage, the traditional profit model of commercial banks has been greatly challenged, and the new profit growth point must be constantly sought, and the intermediary business of personal financial affairs has become the focus of commercial banks. On the other hand, the overall development of the national economy will inevitably bring about the improvement of the living standard of the people, and the most direct expression is the increase of individual savings deposits and the gradual growth of financial awareness. The residents have not satisfied the traditional assets preservation and value-added, and the investment behavior of their personal assets has been purchased from the simple management of savings deposits. National debt products and other business, to a more high-end, more diversified mode, the overall risk tolerance and financial knowledge of the population is increasing. All kinds of investment tools have sprung up in China's financial field, and have sprouted and developed. So commercial banks face competition. The competition is not only the competition in the banking industry, but also the market impact from other financial institutions, such as insurance, trust, securities, funds and other operating institutions. These subjective and objective conditions have provided a moist soil and learning opportunity for the development of commercial banks in China, making the commercial banks of our country gradually improve themselves, As a whole, the personal financing business of China's commercial banks has started late and has a small proportion in the middle business income of the bank, and it has been in the developed countries for several decades. It is not only mature and perfect in the direction of guiding theory, but also in service concept, product design, customer segmentation and guest. There are more advanced practice and experience in many aspects of household relationship management. These are all aspects worthy of reference and learning by commercial banks of our country. In particular, the personal financial services carried out by non bank financial institutions such as funds, insurance, trust and other financial institutions enrich the financial market and provide more choice opportunities for the investors, and the battalions of these institutions In this fierce competition environment, commercial banks have to adjust the development strategy, give full play to the traditional advantages, find their own orientation and push forward the development of the business.
This article is divided into five parts:
The first part is an overview of personal financial services, including the definition of the concept, the classification and characteristics of the business. The concept of the personal financial business of commercial banks should be divided, and no one expert and any other institution is fully recognized by the industry because of business. The main reason is business. The financial business of the bank is a dynamic, developing field. With the progress of the times and the emergence of various derivatives, and the continuous entry of various financial institutions to this field, the mode of cooperation between institutions and institutions is constantly changing, and the standpoint of various scholars and institutions, the different angles, This definition can not be accurately defined so far. But it does not affect our research and operation on the personal financial business of commercial banks. Because this is an increasingly perfect market, we believe there will be a more comprehensive, more recognised definition. The author gives his own definition of financial services, and gives a brief introduction to its business characteristics and classification.
The second part introduces the basic situation of the development of personal financial services for commercial banks in China. The first necessary condition for the personal financial business of commercial banks is that the increasing social wealth, the continuous improvement of the people's living standards, the increase of the income, especially the increase of the income that can be controlled, is particularly important. Since the whole social wealth has achieved a great scale of development and expansion, at the same time, it has also realized the concentration of part of the wealth. The State encourages some people to get rich first through legal labor, which makes some people seize the opportunity and expand their personal wealth. At the same time, this Division has a higher demand for the use of funds. It is this mode of economic development that brings the hotbed of the development of personal financial services for commercial banks. It makes commercial banks begin to study their own customer structure and business development mode seriously. It is particularly important that various new products be continuously launched to meet the demand of competition in the market. The second must exist in the personal financial business. The conditions are: the continuous progress of science and technology, the progress of science and technology make commercial banks constantly update and improve their own shortcomings on the basis of the original system, and strengthen the close contact with other non bank financial institutions, which not only enriches the product category of its own, but also improves the enthusiasm and convenience of the customers to participate in the financial business. At the same time, it has also intensified the sound competition in the financial industry, making the field develop healthily. Based on the two necessary conditions mentioned above, the personal financial services of commercial banks in China have made great progress, the market competition is increasingly fierce, and the city commercial banks which have sprung up like mushrooms are constantly emerging, and foreign banks continue to join. The domestic commercial banks are facing more severe challenges.
The third part mainly introduces the development of personal financial services of other financial institutions in China. With the continuous improvement and improvement of the market, the personal financial services of commercial banks have been unable to meet the overall demand of the market. All kinds of financial institutions continue to join this field, including third party financial companies, trust companies, securities. Some of the major industries such as companies, insurance companies, and other major industries, especially trust companies have the most obvious impact. When trust business enters this field, its relatively high level of comprehensive income has greatly attracted investors' eyeballs. Of course, high returns are bound to be accompanied by high risks, but this model has really changed. The view and view of domestic investors is that it is not only limited to the financial products that commercial banks have introduced, but to make full use of their own idle funds to achieve a higher level of income after a comprehensive consideration of their own conditions. At the same time, the intervention of various other financial institutions also makes the financial market constantly improving and investing. These developments and changes are both challenges and opportunities for commercial banks'personal financial management.
The fourth part mainly introduces the development of personal financial services of commercial banks in some developed countries. The personal financing business of commercial banks is also starting from the developed countries in the West. At this stage, the commercial banks in the developed countries are no longer a single deposit and loan business, but are moving forward to a more comprehensive financial service. A comprehensive, housekeeping service mode. Its main features are: first, the customer stratified science, the market positioning is accurate; two is the variety of channels to meet the customer needs; three is the higher comprehensive quality of the employees; four is the comprehensive management of customer relations, high degree of institutionalization. It has become the main direction of the development of all commercial banks. It can not only provide customers with consulting, financial and other services, but also can provide customers with comprehensive services in many fields, such as finance, tax, law, social security and so on.
On the basis of the analysis and summary, the fifth part puts forward the development ideas of personal financial management business in China: adhere to the customer centered, market oriented, promote the balanced development of private financial products R & D, sales and wind control, strengthen the cooperation with other non bank financial institutions, and further improve the sequence of financial products. Step by step to expand the scale of financial products, strive to improve the management of the management of financial products and specialization, at the same time, strengthen the evaluation of the product access, the marketing co-ordination and the survival management, as well as the improvement of the quality of the financial practitioners, the strengthening of the risk management and control measures, the establishment of a comprehensive customer relationship management, and the sustainable and healthy development of the personal financial business.
In the face of numerous and complicated market areas, in order to stabilize their market position in personal financial services, commercial banks must first adapt to the changes in the market, define their own market positioning, pay attention to brand construction, and follow the "city". Two, we should pay attention to the cultivation of the customer group, and establish the information service platform by optimizing the customer service flow. To provide different services and improve customer loyalty. Three is to constantly innovate and improve their own products, to provide more rich product selection, improve the market competitiveness of products, and truly take customers as the center, professional orientation, support by science and technology. Four is to strengthen the construction and management of professional financial management team. In order to improve the management of financial managers, to improve the enthusiasm of financial managers and to ensure the rapid development of financial services, five is to strengthen publicity in the process of product sales, improve the cognitive ability of investors, and cultivate mature investors. Six is to strengthen and others. The cooperation of financial institutions, sharing of customer resources, and building a customer service platform to achieve win-win development.
The research on personal financial services of commercial banks in China is divided into two categories: one is to study certain specific links, such as marketing strategy, consumer rights and interests protection, specific application of certain specific theories (such as subdivision market theory), and put forward corresponding suggestions and countermeasures; the two is to divide the current situation of this business in China. After analyzing the advanced experience of western developed countries, some suggestions and countermeasures are put forward. The innovation of this paper is to increase the introduction and analysis of the personal financial business development of other non bank financial institutions in China. With the development of personal financial services in China, it is influenced by the stock market in 2009 and the problem of pension. Many securities firms, fund companies, insurance companies, trust companies, etc. are configuring financial investment advisers and value-added services for their net high value customers, which have caused a certain impact on the personal financial services of commercial banks. Therefore, how to locate the personal financial business of commercial banks and how to look at the existence and development of these non bank financial institutions and strengthen the development of these financial institutions With its competition and cooperation, it is a win-win situation in sharing the "cake" of the individual financial business market in China. It is also a problem that needs to be paid attention and paid attention to in the development of personal financial services of commercial banks in China.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

【參考文獻】

相關(guān)期刊論文 前5條

1 高舒揚;;創(chuàng)新通貨膨脹條件下的個人理財策略[J];開發(fā)研究;2011年05期

2 潘一鳴;;個人理財行業(yè)在中國的發(fā)展前景[J];學(xué)理論;2011年33期

3 蘇春余;;商業(yè)銀行個人理財業(yè)務(wù)的現(xiàn)狀及發(fā)展趨勢[J];經(jīng)濟研究導(dǎo)刊;2011年29期

4 劉梅禹;;淺析我國商業(yè)銀行個人理財產(chǎn)品的現(xiàn)狀及存在的問題[J];現(xiàn)代經(jīng)濟信息;2011年20期

5 劉毓;;商業(yè)銀行理財產(chǎn)品的模式變遷、發(fā)展瓶頸與突破之路[J];中央財經(jīng)大學(xué)學(xué)報;2008年05期

，

本文編號：2159813