本文選題：利率市場(chǎng)化　切入點(diǎn)：商業(yè)銀行　出處：《湖南大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)利率市場(chǎng)化步伐加快，商業(yè)銀行依靠利差收入的盈利模式難以為繼。以財(cái)富管理業(yè)務(wù)為主要代表的金融業(yè)務(wù)已開始成為商業(yè)銀行戰(zhàn)略轉(zhuǎn)型的主攻方向。目前我國(guó)高凈值人群超過84萬，持有的可投資資產(chǎn)將突破27萬億人民幣，高凈值人群的龐大規(guī)模促進(jìn)了高端客戶市場(chǎng)的形成。商業(yè)銀行是高凈值人群主要的財(cái)富管理機(jī)構(gòu)，其龐大的客戶基礎(chǔ)、廣泛分布的服務(wù)網(wǎng)絡(luò)、豐富的理財(cái)產(chǎn)品是高凈值人士選用商業(yè)進(jìn)行財(cái)富管理的主要原因。 商業(yè)銀行理財(cái)產(chǎn)品收益與市場(chǎng)利率密切相關(guān)，處于財(cái)富管理“金字塔”頂端的高凈值客戶人群，他們對(duì)市場(chǎng)利率的高度敏感性將極大影響地其投資決策行為。此外，第三方財(cái)富管理機(jī)構(gòu)和互聯(lián)網(wǎng)金融產(chǎn)品的興起搶占商業(yè)銀行客戶資源，給銀行財(cái)富管理業(yè)務(wù)的發(fā)展帶來嚴(yán)峻挑戰(zhàn)。在這種前提下，銀行要想實(shí)現(xiàn)業(yè)務(wù)轉(zhuǎn)型，就必須將財(cái)富管理服務(wù)理念從單一的業(yè)績(jī)導(dǎo)向轉(zhuǎn)變成為以客戶體驗(yàn)為中心的綜合性金融咨詢與服務(wù)。 本文在梳理國(guó)內(nèi)外相關(guān)文獻(xiàn)及實(shí)地?cái)?shù)據(jù)的基礎(chǔ)上，首先清晰描述了目前利率市場(chǎng)化與理財(cái)產(chǎn)品市場(chǎng)發(fā)展的內(nèi)在機(jī)理，分析歸納了利率市場(chǎng)化給商業(yè)銀行財(cái)富管理業(yè)務(wù)帶來的影響，具體包括銀行理財(cái)市場(chǎng)格局變動(dòng)，銀行財(cái)富管理專業(yè)化轉(zhuǎn)型及互聯(lián)網(wǎng)金融企業(yè)“鯰魚”效應(yīng)倒逼利率市場(chǎng)化加速，形成財(cái)富管理市場(chǎng)上的競(jìng)爭(zhēng)力量等。本文接著以Z銀行深圳分行為例，介紹了其財(cái)富管理業(yè)務(wù)的客戶現(xiàn)狀、產(chǎn)品現(xiàn)狀和營(yíng)銷管理現(xiàn)狀，并深入剖析了它的競(jìng)爭(zhēng)態(tài)勢(shì)和面臨的機(jī)遇和挑戰(zhàn)�；谇拔牡姆治觯�，全文最后提出了在利率市場(chǎng)化背景下，銀行財(cái)富管理業(yè)務(wù)應(yīng)以客戶群精細(xì)化的管理為前提，構(gòu)建專業(yè)化的財(cái)富管理營(yíng)銷體系，打造以客戶資產(chǎn)配置為導(dǎo)向的品牌等發(fā)展建議。
[Abstract]:With the accelerating pace of China's market-oriented interest rate, commercial banks rely on interest income profit model. Difficult to continue taking the wealth management business as the main representative of the financial business has become the main direction of the strategic transformation of commercial bank. At present, China's high net worth population of more than 840 thousand, held by the investment assets will exceed 27 trillion yuan, a large scale of high net worth individuals to promote the formation of high-end customer market. The commercial bank is the main population of high net worth wealth management institutions, its huge customer base, widely distributed service network, abundant financial products is the main reason for high net worth individuals with commercial wealth management.
Commercial bank financial products revenue and market interest rates are closely related, in the wealth management "Pyramid" at the top of the high net worth customers, they are highly sensitive to market interest rates will greatly influence the investment decision-making behavior. In addition, the third party wealth management institutions and the rise of the Internet financial products to seize the commercial bank customer resources, has brought serious challenges to the development of bank wealth management business. In this context, the bank wants to achieve business transformation, it must be the wealth management service concept from a single performance oriented customer experience to become a comprehensive financial consulting and service center.
Based on the relevant literature and field data, the first clear description of the inherent mechanism of the development of interest rate marketization and financial products market, analyzes and summarizes the influence of interest rate marketization brings to the wealth management business of commercial banks, including bank financial market structure changes, the bank wealth management professional transformation and the Internet enterprise financial catfish effect forced interest rate market acceleration, the formation of the wealth management market competition strength. This thesis takes the Z bank Shenzhen branch as an example, introduces its wealth management business customer status, current situation and marketing management situation, and in-depth analysis of the competitive situation and its opportunities and challenges. Based on the above analysis, the paper puts forward under the marketization of interest rate, bank wealth management business to manage customers fine as the premise, construction Professional wealth management marketing system, and build a customer asset allocation oriented brand and other development proposals.

【學(xué)位授予單位】：湖南大學(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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