本文關(guān)鍵詞： 商業(yè)銀行 理財(cái)業(yè)務(wù) 個(gè)人客戶　出處：《吉林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著金融市場(chǎng)的發(fā)展及利率市場(chǎng)化的逐步推進(jìn)，中資商業(yè)銀行的傳統(tǒng)凈息差不斷縮減，商業(yè)銀行迫切需要找尋新的利潤(rùn)增長(zhǎng)點(diǎn)；同時(shí)中小銀行的興起及外資銀行的大量涌入，打破了國(guó)有大行的壟斷局勢(shì)，分割了客戶市場(chǎng)，嚴(yán)重同質(zhì)化的存貸業(yè)務(wù)已經(jīng)無法固化客戶在本行體內(nèi)循環(huán)。各行都在尋找更有差異化更能提升客戶忠誠(chéng)度的產(chǎn)品。理財(cái)產(chǎn)品的低風(fēng)險(xiǎn)受到銀行客戶的青睞。 商業(yè)銀行銷售的理財(cái)產(chǎn)品期限多變，起點(diǎn)金額較低，投資方向廣泛，安全性高，收益可觀。基于以上幾點(diǎn)，理財(cái)產(chǎn)品銷量在幾年之內(nèi)形成爆發(fā)式的增長(zhǎng)，以較高的收益率吸引客戶，以靈活的投資期限和投資方向維護(hù)客戶，已經(jīng)成為各行掙攬客戶的首選。如何利用理財(cái)產(chǎn)品吸引高凈值客戶，提升中間業(yè)務(wù)收入，成為商業(yè)銀行理財(cái)業(yè)務(wù)的核心之重。 中行吉林省分行理財(cái)產(chǎn)品銷售迅猛發(fā)展，理財(cái)產(chǎn)品在售數(shù)量、規(guī)模及輻射客戶人群上均呈爆發(fā)式增長(zhǎng)。在發(fā)展過程中，中國(guó)銀行理財(cái)業(yè)務(wù)原有的產(chǎn)品設(shè)計(jì)、銷售策略等方面均需隨著變化的市場(chǎng)形式進(jìn)行調(diào)整。 本文依據(jù)中行吉林省分行個(gè)人理財(cái)業(yè)務(wù)發(fā)展現(xiàn)狀，對(duì)其存在的問題、問題成因進(jìn)行深入分析，并結(jié)合中行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的外部環(huán)境及內(nèi)部環(huán)境，進(jìn)行了SWOT分析，比較優(yōu)勢(shì)、劣勢(shì)，尋找機(jī)會(huì)和威脅，在此基礎(chǔ)上提出了促進(jìn)個(gè)人理財(cái)業(yè)務(wù)發(fā)展的戰(zhàn)略。第一，，明確了中行吉林省分行個(gè)人理財(cái)業(yè)務(wù)的戰(zhàn)略目標(biāo)為完善產(chǎn)品線、打造中銀理財(cái)品牌；第二，明確了戰(zhàn)略選擇應(yīng)采取差異化戰(zhàn)略，克服產(chǎn)品同質(zhì)化和銷售渠道同質(zhì)化的現(xiàn)狀；第三，提出了通過整合產(chǎn)品研發(fā)部門提升產(chǎn)品創(chuàng)新速度，優(yōu)化銷售流程提升銷售效率，完善客戶信息促進(jìn)客戶差異化維護(hù)，開拓營(yíng)銷新渠道促進(jìn)差異化銷售等實(shí)施方案；最后，落實(shí)了設(shè)計(jì)及銷售環(huán)節(jié)需有效控制風(fēng)險(xiǎn)、完善投訴機(jī)制促進(jìn)合規(guī)銷售、提升專業(yè)人員素質(zhì)、完善激勵(lì)機(jī)制及考核體系等保障措施，推動(dòng)個(gè)人理財(cái)業(yè)務(wù)發(fā)展。
[Abstract]:With the development of financial market and the gradual promotion of interest rate marketization, the traditional net interest margin of Chinese commercial banks is shrinking, and commercial banks urgently need to find new profit growth points. At the same time, the rise of small and medium-sized banks and the influx of foreign banks broke the monopoly situation of state-owned banks and divided the customer market. The severely homogenous deposit and loan business has been unable to solidify customers' circulation in the bank. Banks are looking for products that are more differentiated and more likely to enhance customer loyalty. The low risk of wealth management products is favored by bank customers. The financial products sold by commercial banks have changeable term, low starting amount, wide investment direction, high security and considerable income. Based on the above points, the sales volume of financial products forms explosive growth in a few years. To attract customers with a higher rate of return and to maintain customers with flexible investment terms and investment direction has become the first choice for banks to earn customers. How to use wealth management products to attract high net worth customers and improve the income of intermediate business. Commercial banks become the core of financial management business. Bank of China Jilin Branch financial products sales rapid development, financial products in the number of sales, scale and radiation customers are explosive growth. In the process of development, the Bank of China financial management business of the original product design. Sales strategies and other aspects need to be adjusted with changing market patterns. According to the current situation of personal finance business of Bank of China Jilin Province Branch, this paper analyzes its existing problems and causes, and combines with the external and internal environment of Bank of China Jilin Province Branch personal finance business. SWOT analysis, comparative strengths, weaknesses, looking for opportunities and threats, on the basis of this proposed to promote the development of personal finance business strategy. First. The strategic goal of Bank of China Jilin Province Branch is to perfect the product line and build the Bank of China financial management brand. Secondly, it is clear that the strategy should adopt differentiation strategy to overcome the situation of product homogenization and sales channel homogenization. Third, through the integration of product research and development department to improve the speed of product innovation, optimize the sales process to enhance sales efficiency, improve customer information to promote customer differentiation maintenance. Develop new marketing channels to promote differentiated sales and other implementation plans; Finally, the implementation of the design and sales links to effectively control the risk, improve the complaint mechanism to promote compliance sales, improve the quality of professionals, improve incentive mechanisms and assessment system and other safeguards. Promote the development of personal finance business.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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