本文選題：建行長(zhǎng)沙分行　切入點(diǎn)：個(gè)人理財(cái)業(yè)務(wù)　出處：《中南大學(xué)》2012年碩士論文

【摘要】：2011年銀行理財(cái)產(chǎn)品市場(chǎng)的火爆,一方面來(lái)自市場(chǎng)需求的原生動(dòng)力和銀行理財(cái)產(chǎn)品的特有優(yōu)勢(shì)；另一方面則是在存款增長(zhǎng)困難的形勢(shì)下,商業(yè)銀行主動(dòng)規(guī)避監(jiān)管,尋求套利空間的利益驅(qū)動(dòng)所致。隨著經(jīng)濟(jì)的發(fā)展和居民收入水平的提高,居民的理財(cái)意識(shí)顯著增強(qiáng)。通貨膨脹和負(fù)利率的持續(xù)存在成為理財(cái)需求集中釋放的催化劑,而銀行理財(cái)產(chǎn)品為投資者提供了一個(gè)可分享市場(chǎng)利率的渠道。 然而建行長(zhǎng)沙分行還存在諸如理財(cái)產(chǎn)品與客戶需求之間存在差距、為中高端客戶提供的理財(cái)產(chǎn)品仍待健全、部分理財(cái)產(chǎn)品的經(jīng)營(yíng)效益應(yīng)進(jìn)一步提高、理財(cái)產(chǎn)品創(chuàng)新研發(fā)體系及科技系統(tǒng)還不完善等問(wèn)題。本文首先分析了國(guó)內(nèi)外個(gè)人理財(cái)業(yè)務(wù)的研究現(xiàn)狀,以個(gè)人理財(cái)?shù)南嚓P(guān)理論為基礎(chǔ),借鑒了國(guó)外的商業(yè)銀行先進(jìn)個(gè)人理財(cái)業(yè)務(wù)的經(jīng)驗(yàn),學(xué)習(xí)了國(guó)內(nèi)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的特色,在此基礎(chǔ)上進(jìn)一步運(yùn)用SWOT分析法對(duì)建設(shè)銀行長(zhǎng)沙分行的個(gè)人理財(cái)競(jìng)爭(zhēng)態(tài)勢(shì)上的自身的優(yōu)勢(shì)、劣勢(shì)以及外部環(huán)境的可能機(jī)會(huì)與威脅作一個(gè)整體的探析,針對(duì)建設(shè)銀行長(zhǎng)沙分行所面臨的市場(chǎng)進(jìn)行細(xì)分,對(duì)目標(biāo)市場(chǎng)進(jìn)行定位,并調(diào)整個(gè)人理財(cái)業(yè)務(wù)戰(zhàn)略規(guī)劃。最后在產(chǎn)品組合,營(yíng)銷創(chuàng)新、渠道優(yōu)化,人才建設(shè),風(fēng)險(xiǎn)管理等方面對(duì)建行長(zhǎng)沙分行個(gè)人理財(cái)業(yè)務(wù)提出建議。 建行立足于長(zhǎng)沙,面對(duì)利好的金融環(huán)境,競(jìng)爭(zhēng)日益激烈的理財(cái)市場(chǎng),需根據(jù)其自身的資源優(yōu)勢(shì),借助其網(wǎng)點(diǎn)渠道,結(jié)合自身的金融發(fā)展規(guī)劃,設(shè)計(jì)出本土化的個(gè)人理財(cái)產(chǎn)品,以滿足投資者的較高收益需求,從而實(shí)現(xiàn)建行銀行的可持續(xù)性發(fā)展。
[Abstract]:The popularity of the banking financial products market in 2011, on the one hand, comes from the primary driving force of market demand and the unique advantages of banking financial products; on the other hand, under the difficult situation of deposit growth, commercial banks take the initiative to circumvent supervision.Seeking arbitrage space is driven by interest.With the development of economy and the improvement of income level, residents' awareness of financial management has increased significantly.The persistence of inflation and negative interest rates has been the catalyst for the centralized release of wealth management demand, while bank wealth management products provide a channel for investors to share market interest rates.However, the Changsha Branch of CCB still has a gap between financial management products and customer demand, and the financial products provided to middle and high-end customers still need to be improved, and the operating efficiency of some financial products should be further improved.Financial products innovation research and development system and science and technology system is not perfect and so on.This paper first analyzes the current research situation of personal finance business at home and abroad, based on the relevant theories of personal finance, draws lessons from the experience of advanced personal finance business of foreign commercial banks, and learns the characteristics of personal finance business of domestic commercial banks.On the basis of this, the author makes an overall analysis of the advantages, disadvantages and possible opportunities and threats of the external environment of Changsha Branch of China Construction Bank on the competitive situation of personal finance by using SWOT analysis method.The market of Changsha Branch of China Construction Bank is segmented, the target market is positioned, and the strategic planning of personal finance business is adjusted.Finally, some suggestions are put forward in the aspects of product combination, marketing innovation, channel optimization, talent construction, risk management and so on.Based on Changsha, in the face of favorable financial environment and increasingly competitive financial market, CCB needs to design its own personal financial management products according to its own resource advantages, with the help of its network channels and its own financial development plan.In order to meet the higher return demand of investors, so as to achieve the sustainable development of CCB.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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