光大銀行個人理財業(yè)務分析
發(fā)布時間：2018-12-11 18:23
【摘要】：本文以光大銀行個人理財業(yè)務為主線，闡述了光大銀行理財、理財服務、理財產(chǎn)品的概念，明確了光大銀行個人理財業(yè)務的概念。根據(jù)各企事業(yè)單位特點和個人客戶的需求，光大銀行經(jīng)過專業(yè)團隊和營銷系統(tǒng)向客戶提供各種財務分析、投資顧問、理財方案規(guī)劃、資產(chǎn)營運等專業(yè)化服務，并設計相應的金融產(chǎn)品或者理財產(chǎn)品計劃以滿足客戶需求為宗旨的綜合服務性活動。 如今，最發(fā)達的個人理財業(yè)務是在美國，美國商業(yè)銀行理財業(yè)務中呈現(xiàn)出許多值得我們去研究和學習開展理財業(yè)務的經(jīng)驗，為此本文梳理了美國商業(yè)銀行理財業(yè)務的現(xiàn)狀、組織架構、營銷服務體系，表明美國商業(yè)銀行理財?shù)母鞣N模式、結構、流程等都已經(jīng)非常成熟。關于理財人員構成、理財人員素質、理財流程、理財服務組合，本文都依次做了歸納，美國商業(yè)銀行將向客戶提供的各種標準化金融服務（如存貸、投資、中間業(yè)務、保險等）集中于一身，商業(yè)銀行理財模式有兩種：一種是封閉式結構，另一種是開放式結構。商業(yè)銀行在理財業(yè)務處理過程中，還有一些非常重要的工作需處理：了解客戶基礎信息；分析客戶；注重風險揭示和事后的跟蹤服務工作。 在簡述美國商業(yè)銀行的先進理財業(yè)務的基礎上，進行了國外與國內商業(yè)銀行個人理財業(yè)務發(fā)展現(xiàn)狀的比較分析。國內商業(yè)銀行個人理財業(yè)務經(jīng)歷了起步期和快速發(fā)展期，，近幾年發(fā)展迅速，目前正處在快速發(fā)展期。同時陳述了光大銀行理財業(yè)務的現(xiàn)狀、產(chǎn)品類型等，以及目前理財業(yè)務的存在的主要問題，根據(jù)光大銀行理財產(chǎn)品和服務中存在的同質化嚴重、市場細分不足、產(chǎn)品定位不夠準確、缺乏專業(yè)理財師隊伍、缺少信息技術支持、營銷渠道不暢、理財市場監(jiān)管存在諸多弊端等問題，同時建立模型進行定量分析，實證檢驗光大銀行非利息收入即理財收入占據(jù)全部收入的重要性，并對光大銀行以及國內整個商業(yè)銀行開展理財業(yè)務提出了相應的對策和建議。一是要發(fā)展交叉性金融業(yè)務。光大銀行要積極與信托、證券、保險等非銀行金融機構的緊密合作，努力發(fā)展交叉性金融業(yè)務，不斷促進產(chǎn)品整合和開發(fā)能力。二是實行差異化金融服務。在細分客戶的前提下，實行差異化金融服務。三是打造理財品牌。強化客戶關系管理，建立健全理財業(yè)務流程，全力打造理財品牌。（1）建立健全客戶信息系統(tǒng)；（2）規(guī)范理財業(yè)務流程的辦理；（3）加強產(chǎn)品整合。通過宣傳和優(yōu)質的服務，加強產(chǎn)品整合，打造具有市場影響力的理財品牌；（4）全面提高客戶服務和風險控制能力。加大科技投入，有利于進一步提高客戶服務和風險控制能力。借鑒其他國家理財業(yè)務的發(fā)展經(jīng)驗，提出適用于光大銀行個人理財業(yè)務在產(chǎn)品結構、品牌建設、風險防范方面的發(fā)展建議，以促進光大銀行理財業(yè)務轉變發(fā)展方式、實施產(chǎn)品服務創(chuàng)新、提高客戶粘合度、提升品牌形象，進而提高競爭力。
[Abstract]:Taking Everbright Bank's personal finance business as the main line, this paper expounds the concept of Everbright Bank's financial management, financial services and financial products, and clarifies the concept of Everbright Bank's personal finance business. According to the characteristics of enterprises and institutions and the needs of individual customers, Everbright Bank provides professional services such as financial analysis, investment consulting, financial planning, asset operation and other professional services to customers through professional teams and marketing systems. And design the corresponding financial products or financial products plan to meet the needs of customers for the purpose of comprehensive service activities. Nowadays, the most developed personal finance business is in the United States, the American commercial bank financial management business presents a lot of experience that we should study and learn to develop the financial management business. Therefore, this paper combs the current situation of the American commercial bank financial management business. The organizational structure and marketing service system indicate that all kinds of models, structures and processes of American commercial banks' financial management have been very mature. As to the composition of financial personnel, the quality of financial personnel, the financial process and the combination of financial services, this paper summarizes in turn the various standardized financial services (such as deposit, loan, investment, intermediate business) that American commercial banks will provide to customers. There are two types of financial management models of commercial banks: one is closed structure, the other is open structure. In the process of financial management, commercial banks also need to deal with some very important tasks: to understand the basic information of customers; to analyze customers; to pay attention to risk disclosure and follow-up services. On the basis of brief introduction of the advanced financial management business of American commercial banks, this paper makes a comparative analysis of the development status of personal finance business of foreign and domestic commercial banks. The domestic commercial bank personal finance business has experienced the initial period and the fast development period, has developed rapidly in recent years, is now in the rapid development period. At the same time, it states the current situation of Everbright Bank's financial management business, the types of products, and the main problems existing in the current financial management business. According to the serious homogeneity of financial products and services in Everbright Bank's financial products and services, the market segmentation is insufficient. Product positioning is not accurate, lack of professional financial planner team, lack of information technology support, marketing channels are not smooth, financial market supervision and other problems, while establishing a model for quantitative analysis. This paper empirically tests the importance of non-interest income in Everbright Bank, that is, the financial revenue occupying the whole income, and puts forward corresponding countermeasures and suggestions for Everbright Bank and the whole commercial bank in China to carry out financial management business. The first is to develop cross-cutting financial business. Everbright Bank should actively cooperate with non-bank financial institutions, such as trust, securities, insurance and so on, strive to develop intersecting financial services and continuously promote product integration and development capabilities. Second, the implementation of differentiated financial services. In the subdivision of customers under the premise of the implementation of differentiated financial services. Third, build financial management brand. Strengthen customer relationship management, establish and perfect financial management business process, build financial management brand. (1) establish and perfect customer information system; (2) standardize financial management business process; (3) strengthen product integration. Through propaganda and quality service, strengthen product integration, create a financial management brand with market influence; (4) improve customer service and risk control ability. Increasing scientific and technological input is conducive to further improving customer service and risk control capabilities. Using the experience of other countries for reference, this paper puts forward some suggestions for the development of Everbright Bank's personal finance business in the aspects of product structure, brand construction and risk prevention, in order to promote the transformation and development of Everbright Bank's financial management business. Implement product service innovation, improve customer adhesion, enhance brand image, and then improve competitiveness.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2
本文編號：2373011
[Abstract]:Taking Everbright Bank's personal finance business as the main line, this paper expounds the concept of Everbright Bank's financial management, financial services and financial products, and clarifies the concept of Everbright Bank's personal finance business. According to the characteristics of enterprises and institutions and the needs of individual customers, Everbright Bank provides professional services such as financial analysis, investment consulting, financial planning, asset operation and other professional services to customers through professional teams and marketing systems. And design the corresponding financial products or financial products plan to meet the needs of customers for the purpose of comprehensive service activities. Nowadays, the most developed personal finance business is in the United States, the American commercial bank financial management business presents a lot of experience that we should study and learn to develop the financial management business. Therefore, this paper combs the current situation of the American commercial bank financial management business. The organizational structure and marketing service system indicate that all kinds of models, structures and processes of American commercial banks' financial management have been very mature. As to the composition of financial personnel, the quality of financial personnel, the financial process and the combination of financial services, this paper summarizes in turn the various standardized financial services (such as deposit, loan, investment, intermediate business) that American commercial banks will provide to customers. There are two types of financial management models of commercial banks: one is closed structure, the other is open structure. In the process of financial management, commercial banks also need to deal with some very important tasks: to understand the basic information of customers; to analyze customers; to pay attention to risk disclosure and follow-up services. On the basis of brief introduction of the advanced financial management business of American commercial banks, this paper makes a comparative analysis of the development status of personal finance business of foreign and domestic commercial banks. The domestic commercial bank personal finance business has experienced the initial period and the fast development period, has developed rapidly in recent years, is now in the rapid development period. At the same time, it states the current situation of Everbright Bank's financial management business, the types of products, and the main problems existing in the current financial management business. According to the serious homogeneity of financial products and services in Everbright Bank's financial products and services, the market segmentation is insufficient. Product positioning is not accurate, lack of professional financial planner team, lack of information technology support, marketing channels are not smooth, financial market supervision and other problems, while establishing a model for quantitative analysis. This paper empirically tests the importance of non-interest income in Everbright Bank, that is, the financial revenue occupying the whole income, and puts forward corresponding countermeasures and suggestions for Everbright Bank and the whole commercial bank in China to carry out financial management business. The first is to develop cross-cutting financial business. Everbright Bank should actively cooperate with non-bank financial institutions, such as trust, securities, insurance and so on, strive to develop intersecting financial services and continuously promote product integration and development capabilities. Second, the implementation of differentiated financial services. In the subdivision of customers under the premise of the implementation of differentiated financial services. Third, build financial management brand. Strengthen customer relationship management, establish and perfect financial management business process, build financial management brand. (1) establish and perfect customer information system; (2) standardize financial management business process; (3) strengthen product integration. Through propaganda and quality service, strengthen product integration, create a financial management brand with market influence; (4) improve customer service and risk control ability. Increasing scientific and technological input is conducive to further improving customer service and risk control capabilities. Using the experience of other countries for reference, this paper puts forward some suggestions for the development of Everbright Bank's personal finance business in the aspects of product structure, brand construction and risk prevention, in order to promote the transformation and development of Everbright Bank's financial management business. Implement product service innovation, improve customer adhesion, enhance brand image, and then improve competitiveness.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2
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