【摘要】：隨著我國(guó)國(guó)民經(jīng)濟(jì)水平的提升和理財(cái)方式的多樣化,居民的可支配收入的增加喚醒了居民的投資理財(cái)理念轉(zhuǎn)變,人們改變了原有的理財(cái)觀念,由原有的儲(chǔ)蓄存款轉(zhuǎn)變?yōu)槔碡?cái)產(chǎn)品,隨著銀行理財(cái)業(yè)務(wù)的發(fā)展,越來越多的居民轉(zhuǎn)變了原有守舊的觀念而轉(zhuǎn)為購(gòu)買銀行理財(cái)產(chǎn)品這一新的投資模式來獲取收益。商業(yè)銀行也紛紛適應(yīng)市場(chǎng)需求,設(shè)置不同種類的理財(cái)產(chǎn)品。商業(yè)銀行提升中間業(yè)務(wù)收入和吸收存款的同時(shí),培養(yǎng)了客戶的忠誠(chéng)度。招商銀行作為全國(guó)領(lǐng)先的零售銀行,在其成立之初便創(chuàng)立了金葵花理財(cái)產(chǎn)品----主要面向個(gè)人高端客戶的綜合服務(wù)的產(chǎn)品。截止到2015年9月15日,招商銀行理財(cái)產(chǎn)品存續(xù)規(guī)模已達(dá)到1838億元人民幣,是國(guó)內(nèi)第二大理財(cái)銀行,其理財(cái)業(yè)務(wù)呈現(xiàn)快速有序增長(zhǎng)態(tài)勢(shì)。但伴隨2015年6月以來,資本市場(chǎng)的大幅下跌和證券監(jiān)管的不斷收緊,理財(cái)投資與產(chǎn)品發(fā)行遭遇到了巨大的困難,理財(cái)產(chǎn)品市場(chǎng)遭遇了前所未有的考驗(yàn),理財(cái)產(chǎn)品設(shè)計(jì)和發(fā)行中存在的問題也日益顯現(xiàn),包括理財(cái)產(chǎn)品創(chuàng)新無力,產(chǎn)品單一,財(cái)富管理人才匱乏等問題嚴(yán)重影響了理財(cái)產(chǎn)品的業(yè)務(wù)發(fā)展,理財(cái)產(chǎn)品急需創(chuàng)新與升級(jí)。為了解決理財(cái)產(chǎn)品發(fā)展過程中存在的上述問題,促進(jìn)商業(yè)銀行理財(cái)產(chǎn)品在我國(guó)健康、有序地發(fā)展壯大,論文通過總結(jié)近年來招商銀行bh支行理財(cái)產(chǎn)品的發(fā)展?fàn)顩r的相關(guān)資料,以產(chǎn)品創(chuàng)新為切入點(diǎn),對(duì)我國(guó)商業(yè)銀行理財(cái)產(chǎn)品創(chuàng)新問題和產(chǎn)品未來進(jìn)行了一次有意義的探究。主要內(nèi)容包括:首先,介紹了銀行理財(cái)產(chǎn)品的相關(guān)概念,指出了發(fā)展的必要性,并結(jié)合國(guó)內(nèi)外理財(cái)產(chǎn)品的發(fā)展歷程和現(xiàn)狀,對(duì)招商銀行近年來理財(cái)業(yè)務(wù)的發(fā)展?fàn)顩r做了介紹和說明,尤其是重點(diǎn)理財(cái)產(chǎn)品“金葵花”做了詳細(xì)的研究分析;其次,以招商銀行bh支行為分析對(duì)象,根據(jù)其近年來的經(jīng)營(yíng)環(huán)境和自身特點(diǎn),利用swot分析法,分析了理財(cái)產(chǎn)品發(fā)展的優(yōu)勢(shì)和劣勢(shì),面臨機(jī)遇和挑戰(zhàn),指出了bh支行現(xiàn)今存在的問題。最后,針對(duì)bh支行現(xiàn)有的劣勢(shì)和不足,從產(chǎn)品、服務(wù)和機(jī)構(gòu)三方面進(jìn)行了研究,指出未來發(fā)展策略并提出了如何實(shí)現(xiàn)產(chǎn)品升級(jí)和創(chuàng)新的實(shí)施步驟和保障措施。本文雖然以招商銀行BH支行的個(gè)人理財(cái)產(chǎn)品為案例進(jìn)行分析,但得出的結(jié)論具有一定的普遍性,為商業(yè)銀行如何增強(qiáng)產(chǎn)品競(jìng)爭(zhēng)力和產(chǎn)品創(chuàng)新性提供了解決途徑。
[Abstract]:With the improvement of national economy level and diversification of financial management methods, the increase of disposable income of residents has awakened the change of investment and financial management concept of residents, and people have changed the original concept of financial management. With the development of banking business, more and more residents have changed their original old-fashioned concept and turned into the new investment mode of purchasing bank financial products to gain income. Commercial banks have also adapted to market demand and set up different types of financial products. Commercial banks improve intermediate business income and deposits, while fostering customer loyalty. China Merchants Bank (CMB), a leading retail bank in the country, created Golden Sunflower Financial products at the beginning of its existence-a comprehensive service for individuals and high-end customers. As of September 15, 2015, China Merchants Bank (CMB) is the second largest financial management bank in China with a rapid and orderly growth in its financial management business, which has reached RMB 183.8 billion yuan. However, with the sharp decline in capital markets and the continuous tightening of securities supervision since June 2015, financial management investment and product issuance have encountered enormous difficulties, and the financial products market has encountered an unprecedented test. The problems in the design and distribution of financial products also appear day by day, including the weak innovation of financial products, single products, lack of wealth management personnel and other problems seriously affect the business development of financial products, financial products urgently need to innovate and upgrade. In order to solve the above problems in the development of financial products and promote the healthy and orderly development of financial products of commercial banks in China, this paper summarizes the relevant information on the development of financial products of bh branch of China Merchants Bank in recent years. Taking product innovation as the starting point, this paper makes a meaningful inquiry into the innovation of financial products and the future of products in commercial banks of our country. The main contents are as follows: first of all, it introduces the related concepts of banking financial products, points out the necessity of development, and combines the development process and current situation of domestic and foreign financial products. This paper introduces and explains the development of China Merchants Bank's financial management business in recent years, especially the key financial products, "Golden Sunflower", and makes a detailed study and analysis. Secondly, taking the bh branch behavior analysis object of China Merchants Bank, according to its operating environment and its own characteristics in recent years, using the swot analysis method, this paper analyzes the advantages and disadvantages of the development of financial products, and faces opportunities and challenges. The existing problems of bh branch are pointed out. Finally, aiming at the disadvantages and shortcomings of the bh branch, this paper studies the product, service and organization, points out the future development strategy, and puts forward the implementation steps and guarantee measures of how to realize the product upgrade and innovation. This paper takes the personal financial products of BH branch of China Merchants Bank as a case study, but the conclusion is universal, which provides a solution for commercial banks how to enhance product competitiveness and product innovation.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.2

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本文編號(hào)：2321241