本文關(guān)鍵詞：我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)現(xiàn)狀及對策研究　出處：《西南財(cái)經(jīng)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來我國經(jīng)濟(jì)一直處于飛速發(fā)展的過程中,而經(jīng)濟(jì)的發(fā)展以及國際國內(nèi)形勢的不斷變化也對我國的商業(yè)銀行提出了新的挑戰(zhàn),即個(gè)人理財(cái)業(yè)務(wù)的發(fā)展迫切需要實(shí)現(xiàn)新的跨越。這一方面是由居民生活質(zhì)量提高,財(cái)富不斷增長所造成的。越來越多的我國人民步入了小康階層,恩格爾系數(shù)不斷下降,因此人們對剩余財(cái)富的使用也有了更多的要求,原來有的那些個(gè)人理財(cái)業(yè)務(wù)已經(jīng)不能再滿足現(xiàn)在的需要。另一方面,我國加入WTO以來,對外開放程度越來越高,隨著整體經(jīng)濟(jì)水平的提高,越來越多的外資銀行開始進(jìn)入中國市場,他們的進(jìn)入無疑對國內(nèi)商業(yè)銀行提出了新的挑戰(zhàn)。因此,為了滿足人們對個(gè)人理財(cái)產(chǎn)品的新要求,同時(shí)也為了在與外資銀行的競爭中贏得更多市場份額,鞏固自身的地位,我國商業(yè)銀行不得不努力追求個(gè)人理財(cái)業(yè)務(wù)的新發(fā)展。 個(gè)人理財(cái)業(yè)務(wù)是指商業(yè)銀行為個(gè)人客戶提供的財(cái)務(wù)分析、財(cái)務(wù)規(guī)劃、投資顧問、資產(chǎn)管理等專業(yè)化的服務(wù)。我國商業(yè)銀行在個(gè)人理財(cái)業(yè)務(wù)這一板塊起步較晚,盡管目前多家商業(yè)銀行基本都已經(jīng)擁有了一些個(gè)人理財(cái)產(chǎn)品,也有了一部分專門負(fù)責(zé)個(gè)人理財(cái)規(guī)劃的工作人員,然而由于產(chǎn)生時(shí)間還太短并且整個(gè)經(jīng)濟(jì)環(huán)境以及銀行自身對個(gè)人理財(cái)業(yè)務(wù)都有很多制約因素,僅僅處于探索階段的商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)還存在著相當(dāng)多的問題。 首先,我國經(jīng)濟(jì)政治文化的大背景都不太利于個(gè)人理財(cái)業(yè)務(wù)的發(fā)展。目前我國金融業(yè)還處于分業(yè)經(jīng)營的階段,銀行、證券和保險(xiǎn)三大市場還處于并將長期處于各自割裂的狀態(tài),這就使得我國的客戶資金只能在各自獨(dú)立的體系內(nèi)循環(huán),無論是收益還是風(fēng)險(xiǎn)承擔(dān)都是獨(dú)立運(yùn)作,商業(yè)銀行根本無法利用其他兩個(gè)市場的功能和優(yōu)勢來實(shí)現(xiàn)人民幣個(gè)人理財(cái)產(chǎn)品的增值。商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)在沒有支撐的情況下步履維艱,資產(chǎn)組合方式單一,無法滿足大客戶的需求。另外,中國人民尤其是低端客戶長期受到保守的理財(cái)思想限制,在各種投資方式中仍然鐘情于銀行儲蓄業(yè)務(wù),不愿意接受銀行的各種理財(cái)產(chǎn)品。加上商業(yè)銀行宣傳引導(dǎo)上的缺陷,對小客戶不重視的態(tài)度使得低端客戶群對個(gè)人理財(cái)業(yè)務(wù)知之甚少,在完全不了解的情況下不愿意購買理財(cái)產(chǎn)品也是可以理解了。這樣的背景環(huán)境給商業(yè)銀行帶來的結(jié)果就是個(gè)人理財(cái)業(yè)務(wù)的發(fā)展沒有市場,沒有了市場再好的營銷手段也不能發(fā)揮其優(yōu)勢了。 第二,銀行內(nèi)部軟件環(huán)境對個(gè)人理財(cái)業(yè)務(wù)的發(fā)展也有不小限制。一方面,我國銀行業(yè)從業(yè)人員整體素質(zhì)偏低,由于分業(yè)經(jīng)營的問題,理財(cái)方面的從業(yè)人員還遠(yuǎn)遠(yuǎn)沒有達(dá)到正規(guī)化、規(guī)�；�、專業(yè)化的程度,其他部門臨時(shí)抽調(diào)來兼職的情況非常普遍。但是商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)所需要的不僅僅是貨幣市場專業(yè)人才,而是能將貨幣銀行、金融市場、保險(xiǎn)業(yè)甚至法律、稅務(wù)、財(cái)政等各方面知識融會(huì)貫通的全能性人才。與國外目前已經(jīng)有了專業(yè)的理財(cái)規(guī)劃師這一情況相比,我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的人才缺口仍然很大,具備專業(yè)國際認(rèn)證的理財(cái)工作人員更是少之又少。人員方面的極大限制,導(dǎo)致當(dāng)前商業(yè)銀行的個(gè)人金融理財(cái)業(yè)務(wù)更多的只是停留在幫助客戶管理資產(chǎn),根本談不上大范圍深層次的理財(cái)業(yè)務(wù)的開展；另一方面,我國商業(yè)銀行的營銷能力太低,營銷意識太差,觀念老舊。國內(nèi)商業(yè)銀行老一套的營銷觀念是小客戶不算什么,大客戶才重要,營銷方法是不出門拉生意,坐等客戶上門,營銷手段單一不豐富。營銷過程中太缺乏對客戶的研究和互動(dòng),不關(guān)注客戶的需求,從而向客戶推薦的理財(cái)產(chǎn)品也不能滿足客戶的要求。這樣的營銷循環(huán),結(jié)果就是失去客戶,沒有客戶的需求就沒有銀行服務(wù)的基礎(chǔ),沒有行業(yè)之間的良性競爭,也就無從談起長久的發(fā)展之路。 第三,個(gè)人理財(cái)業(yè)務(wù)的限制性因素中還包括銀行內(nèi)部的硬件環(huán)境。國內(nèi)商業(yè)銀行的硬件設(shè)施和操作系統(tǒng)比較落后,網(wǎng)絡(luò)操作系統(tǒng)的普及程度不高,金融產(chǎn)品更多的是簡單復(fù)制,科技含量低。因此我國的大多數(shù)商業(yè)銀行受到硬件條件的制約導(dǎo)致個(gè)人理財(cái)業(yè)務(wù)的創(chuàng)新力度不夠,產(chǎn)品單一,同質(zhì)化程度高,金融衍生品之間的結(jié)合很少,在很多需要專業(yè)技術(shù)的領(lǐng)域都還是一片空白。另外,硬件條件的不足還導(dǎo)致國內(nèi)商業(yè)銀行的宣傳手段比較的落后和單一,無論是在宣傳的途徑上還是在宣傳工具的運(yùn)用上,無論在理念上還是在行動(dòng)上都還有著很大的不足。由于無法改變行業(yè)固有的傳統(tǒng)習(xí)慣,所以導(dǎo)致很多的創(chuàng)新跟不上,從而無法為客戶提供更加便捷和準(zhǔn)確的信息服務(wù),也無從談起對客戶的量身定做的理財(cái)方案。 針對以上這些商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展過程中面臨的問題,本文提出了以下一些對策建議。 首先,針對我國金融市場分業(yè)經(jīng)營阻礙個(gè)人理財(cái)業(yè)務(wù)發(fā)展這一政策性問題,我國商業(yè)銀行應(yīng)該逐漸嘗試改變自身策略以求適應(yīng)政府的各項(xiàng)經(jīng)濟(jì)政策,例如對現(xiàn)有的金融類產(chǎn)品進(jìn)行合理的整合和調(diào)整,把其他各項(xiàng)業(yè)務(wù)進(jìn)行合理綜合利用,把保險(xiǎn)、基金等相關(guān)業(yè)務(wù)在消費(fèi)等環(huán)節(jié)進(jìn)行合理流轉(zhuǎn),不斷深入跨行業(yè)的合作,應(yīng)和其他金融機(jī)構(gòu)多多加強(qiáng)彼此之間的合作關(guān)系,從相互之間的代理關(guān)系轉(zhuǎn)變成更為深入和廣泛的戰(zhàn)略合作關(guān)系,更加注重市場合作伙伴關(guān)系的開拓,采用多種多樣的產(chǎn)品營銷方式,將個(gè)人理財(cái)產(chǎn)品全面推進(jìn)。實(shí)現(xiàn)商業(yè)銀行和其他金融機(jī)構(gòu)的雙贏。 其二,對于銀行內(nèi)部從業(yè)人員總體素質(zhì)不高的缺陷,由于人員隊(duì)伍直接決定了個(gè)人金融服務(wù)發(fā)展的質(zhì)量水平,要進(jìn)一步發(fā)展個(gè)人理財(cái)業(yè)務(wù)無疑要加快提升從業(yè)人員的整體素質(zhì)和專業(yè)技能,從目前的情況看來,一套適合我國國情的個(gè)人理財(cái)師的認(rèn)證考核制度勢在必行。在中國現(xiàn)在的大背景下,認(rèn)證考核是相當(dāng)重要的一環(huán),盡管考核可能存在一定的漏洞和風(fēng)險(xiǎn),但是這無疑是將對個(gè)人理財(cái)師的要求標(biāo)準(zhǔn)化的最佳辦法。其次,要加強(qiáng)現(xiàn)有工作人員的業(yè)務(wù)能力的綜合培訓(xùn)工作,力爭培養(yǎng)出更多的復(fù)合型的金融人才。 其三,全面提升商業(yè)銀行的營銷能力。打破老一套的營銷觀念,不斷創(chuàng)新營銷手段,實(shí)施走出去戰(zhàn)略,而不再一味等客戶上門。主動(dòng)出擊的同時(shí)也要增強(qiáng)對客戶的宣傳和引導(dǎo)力度,與客戶建立穩(wěn)定的互相信賴和互相依存的關(guān)系,把正確的操作方法和理財(cái)理念傳遞給對方,幫助普通的投資者樹立一個(gè)良好的投資習(xí)慣和理財(cái)意識,幫助潛在消費(fèi)者去熟悉去學(xué)習(xí)這方面的綜合基礎(chǔ)知識,引導(dǎo)客戶逐漸接受適合自己的個(gè)人理財(cái)產(chǎn)品。另外,在抓牢中小客戶的同時(shí)也要跟家注重針對不同客戶的個(gè)性化服務(wù),對高端客戶采用一對一的VIP服務(wù),獲得他們的長期支持。 最后,針對我國商業(yè)銀行面臨的硬件設(shè)施和操作系統(tǒng)落后的問題,一方面要加大各項(xiàng)投入,尤其是資金和技術(shù)投入。我國的商業(yè)銀行應(yīng)該更多的對金融網(wǎng)絡(luò)的開發(fā)和鋪建投入關(guān)注,以此來將強(qiáng)各銀行之間的聯(lián)動(dòng),也要豐富并升級自身的網(wǎng)絡(luò)環(huán)境和條件,讓業(yè)務(wù)的監(jiān)管和流動(dòng)更加的順暢和無風(fēng)險(xiǎn),促進(jìn)銀行個(gè)人理財(cái)業(yè)務(wù)走向穩(wěn)定、快速、高效運(yùn)營。另外,要通過完備商業(yè)銀行自身的數(shù)據(jù)庫來達(dá)到對客戶信息的全面管理,更好的為客戶的需求提供支持,為銀行發(fā)展保駕護(hù)航,從外到內(nèi)的把商業(yè)銀行包裝成一個(gè)網(wǎng)絡(luò)信息化的銀行,從而提高經(jīng)營管理質(zhì)量和水平。第二方面,針對銀行個(gè)人理財(cái)產(chǎn)品的同質(zhì)化問題,要加快理財(cái)產(chǎn)品的創(chuàng)新步伐,將個(gè)人理財(cái)產(chǎn)品建立在充分理解客戶需求的基礎(chǔ)上,進(jìn)一步研究和分析客戶的實(shí)際需要,對個(gè)人理財(cái)產(chǎn)品的創(chuàng)新要做到既要滿足中低端客戶的一般要求,又要重視高端客戶的個(gè)性化要求,結(jié)合銀行自身實(shí)際情況,結(jié)合市場需求,設(shè)計(jì)出具有更高技術(shù)含量的個(gè)人理財(cái)產(chǎn)品。 總之,我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)也外國商業(yè)銀行相比還有很大的一段差距,還需要我們繼續(xù)去研究去探索去創(chuàng)新,結(jié)合不同的政策環(huán)境和自身特點(diǎn)來設(shè)計(jì)合理的個(gè)人理財(cái)產(chǎn)品,為我國個(gè)人理財(cái)業(yè)務(wù)的發(fā)展開拓一個(gè)廣闊的空間和遠(yuǎn)大的前景。
[Abstract]:In recent years, China's economy has been in the process of rapid development, and continuous development of economy and the change of domestic and international situation of commercial banks in China has brought new challenges, namely the development of personal financial services needs to achieve a new leap. This is enhanced by the quality of life of residents, growing wealth caused. More and more people in our country entered a well-off level, the Engel coefficient decreased, so people use of surplus wealth but also have more requirements, some of those original personal financial business has been unable to meet the needs of the present. On the other hand, since China's accession to the WTO, opening up more and more, with the improvement of the whole economic level, more and more foreign banks enter the market China, they no doubt enter the domestic commercial banks to put forward new challenges. Therefore, in order to meet people In order to win more market share and consolidate their position in the competition with foreign banks, our commercial banks have to strive for the new development of personal financing business.
Refers to the analysis of personal financial services, commercial banks for individual customers of financial planning, investment consulting, asset management and other professional services. China's commercial banks personal financial services started late in this sector, although a number of commercial banks have already had some personal financial products, but also have a some of the staff responsible for personal financial planning, but because time is too short and the whole economic environment and the bank's own personal financial business has many factors, just at the exploratory stage of the personal financial services of commercial banks still exist many problems.
Firstly, the development background of China's economic and political culture are not conducive to personal financial business. At present, China's financial industry is still in the stage of operation, banking, securities and insurance market is still in the three and will be in their long-term fragmented state, which makes our country the customer funds can only be in their circulation independent of the system, both the benefits and risks are operating independently, commercial banks can not use other features and advantages of the two markets to achieve personal financial products RMB appreciation. The personal financial services of commercial banks in said of an aged person without the support of the case, the portfolio of single, cannot meet the needs of customers. In addition, Chinese people especially low-end customers have long been conservative financial management ideas in a variety of ways of investment restrictions, still insist on bank deposit business, the bank is not willing to accept Financial products of commercial banks. With the defects of propaganda guide, do not pay attention to the small customer attitude makes low-end customer group about personal financial business knowledge, in full understanding of the situation is not willing to buy financial products is understandable. This background environment brings to commercial banks is the result of the development of the individual financial business there is no market, no market and good marketing can not play its advantages.
Second, the internal environment of Software Development Bank of the personal financial services are not limited. On the one hand, the overall low quality of China's banking industry practitioners, because the separate management problems, financial practitioners are far from standardized, scale, degree of specialization, transferred to other departments temporary part-time the situation is very common. But the personal financial services of commercial banks need more than just money market professionals, but the monetary, financial markets, insurance industry and even the legal, tax, financial and other aspects of knowledge and mastery of the all-round talents. Foreign has been compared to a professional financial planner, personal finance China's commercial banking business talent gap is still large, professional international certified financial staff is less and less. Limited personnel, when lead The commercial bank personal financial services to help customers more just stay in the management of assets, not to mention a wide range of deep financial business development; on the other hand, China's commercial bank's marketing ability is too low, poor awareness of the concept of marketing, the old domestic commercial banks. The old marketing concept is small the customer is not what is important, large customers, marketing method is not out of business, for customers, marketing methods are not abundant. So the lack of research and interactive marketing process for customers, do not focus on customer needs, to recommend to customers of financial products can not meet the requirements of customers. So the marketing cycle. The result is losing customers, no customer needs no bank service, no competition between the industry, there will be no long-term development.
Third, also includes the bank's internal hardware limitations of personal financial services. Hardware and operating system of domestic commercial banks is relatively backward, the popularity of the network operating system is not high, the financial product is more simple copy, low content of science and technology. Therefore restrict most commercial banks in China have led to the hardware conditions personal financial business innovation is not enough, a single product, a high degree of homogeneity, combined with the financial derivatives between the few, in many technical fields are still blank. In addition, a lack of hardware also led to domestic commercial banks propaganda means backward and single, whether in the way of publicity or in the use of propaganda tools, both in concept and in action are still a lot of problems. Due to the inherent change the industry's traditional habit, so Lead to a lot of innovation can not keep up with, so that it can not provide customers with more convenient and accurate information service, also can not speak of customized financial management plan for customers.
In view of the problems faced by these commercial banks in the development of personal financial services, the following suggestions are put forward in this paper.
First of all, based on China's financial market operation hinders the development of personal financial business of this policy, China's commercial banks should gradually change their strategies in order to adapt to the attempt of the government's economic policies, such as reasonable integration and adjustment of the existing financial products, the comprehensive utilization, reasonable business to other insurance the fund, and other related businesses are in reasonable transfer of consumption, the deepening of cross industry cooperation, should strengthen mutual cooperation relationship with other financial institutions a lot from the agent relationship into a more in-depth and extensive strategic cooperation partnership, pay more attention to the market development, the use of a variety of the way of marketing products, will comprehensively promote the personal financial products. To achieve a win-win situation of commercial banks and other financial institutions.
Second, for the defects of the overall quality of bank employees is not high, because the quality level of personnel directly determines the development of personal financial services, to further the development of personal financial services is to accelerate the upgrading of the overall quality of employees and professional skills, it seems from the current situation, it is imperative to set suitable for China's personal financial planner the certification examination system. In the background of Chinese now under the certification examination is a very important part of the assessment, although there may be some loopholes and risks, but this is undoubtedly the best way to personal financial management division of the standardization requirements. Secondly, comprehensive training to strengthen the existing operational capacity of the staff. Strive to cultivate more complex financial talents.
Third, to enhance the commercial bank's marketing ability. To break the old marketing concept, innovative marketing tools, implement the strategy of going out, rather than waiting for the customers. At the same time, the initiative to enhance customer awareness and guidance efforts, to establish stable relations of mutual trust and mutual dependence with customers, transfer the correct method of operation and management to help ordinary investors to establish a good investment habits and financial awareness, help the potential consumers to be familiar with the basic knowledge to synthesize4, guide customers gradually accepted for their personal financial products. In addition, in the grip of small and medium-sized customers also want to pay attention to personalized services for different customers, with one of the VIP services for high-end customers, for their long-term support.
Finally, aiming at the problem of backward hardware and operating system of China's commercial banks, on the one hand to increase the investment, especially investment in capital and technology. China's commercial banks should develop the financial network and build more attention, to the strong linkage between banks, should be rich and upgrade its network environment and conditions, make supervision and flow of business more smoothly and without risk, promote the personal financial services of banks to stable, fast, efficient operation. In addition, to complete the commercial bank's data base to achieve the comprehensive management of customer information, better customer demand to provide support. For the bank to escort the development, from the outside to the inside of the commercial bank is packaged into a network of information bank, so as to improve the quality and level of management. Second, according to the Bank of personal property The homogeneity of products, to accelerate the pace of innovation in financial products, personal financial products based on the full understanding of customer needs, further research and analysis of the actual needs of customers, so as to meet the general requirements of low-end customers on the innovation of personal financial products, but also attach importance to high-end customers with personalized requirements. The bank's actual situation, combined with the market demand, design of personal financial products with high technological content.
In short, personal financial business of commercial banks in China are compared with foreign commercial banks there is a long distance, we also need to continue to study to explore innovation, combined with different policy environment and their own characteristics to design personal financial products reasonable, for the development of personal financial business in China to open up a broader space and lofty in the future.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

【引證文獻(xiàn)】

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1 趙媛媛;;淺析我國商業(yè)銀行大學(xué)生理財(cái)產(chǎn)品存在的問題及對策[J];時(shí)代金融;2013年24期

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