【摘要】：隨著經(jīng)濟(jì)的不斷發(fā)展,我國居民家庭財(cái)富在快速增長,人民生活水平在逐漸提高。但是由于現(xiàn)代經(jīng)濟(jì)生活壓力的加大,人們對于未來生活的不確定性問題越來越擔(dān)憂,光靠個(gè)人家庭的工作收入和單一的銀行存款理財(cái)方式遠(yuǎn)遠(yuǎn)不能滿足人們未來的生活畝標(biāo),從而迫使每個(gè)家庭必須關(guān)注自身家庭財(cái)富的保值增值,對家庭理財(cái)?shù)男枨笤絹碓酵�。因�?近年來越來越多的個(gè)人和機(jī)構(gòu)投身于家庭理財(cái)?shù)姆⻊?wù)當(dāng)中,我國理財(cái)市場上的各類家庭理財(cái)服務(wù)公司與家庭理財(cái)產(chǎn)品也越來越多,但是產(chǎn)品同質(zhì)化嚴(yán)重和缺乏創(chuàng)新的問題口趨凸顯,遠(yuǎn)遠(yuǎn)不能夠滿足投資者的需求。在此背景下,家庭理財(cái)產(chǎn)品的優(yōu)化設(shè)計(jì)就成為各家庭理財(cái)服務(wù)機(jī)構(gòu)研究的主要問題。作為家庭理財(cái)服務(wù)公司先行者的AJ家庭理財(cái)公司,自2011年成立到現(xiàn)在一直服務(wù)在家庭理財(cái)行業(yè),是國內(nèi)眾多家庭理財(cái)服務(wù)公司的典型代表。AJ公司在過去6年的發(fā)展過程中不斷總結(jié)與改進(jìn),成功塑造了以產(chǎn)品為主,專業(yè)技術(shù)服務(wù)為輔的品牌價(jià)值,并形成公司強(qiáng)有力的核心競爭武器,間接推動(dòng)了國內(nèi)大部分家庭理財(cái)服務(wù)公司的戰(zhàn)略發(fā)展方向。但是,AJ公司也暴露出自身理財(cái)產(chǎn)品設(shè)計(jì)存在的問題。主要包括:一是產(chǎn)品投資門檻高、期限長;二是產(chǎn)品種類少;三是產(chǎn)品設(shè)計(jì)針對性弱。究其原因,主要有以下幾方面:一是缺乏深入的市場供求研究;二是產(chǎn)品研發(fā)能力不足;三是公司體制保守,不適應(yīng)宏觀環(huán)境變化。歐美發(fā)達(dá)國家金融市場的發(fā)展比較成熟,在家庭投資者理財(cái)觀念的普及和理財(cái)產(chǎn)品設(shè)計(jì)等方面都有著豐富的經(jīng)驗(yàn)。在家庭理財(cái)產(chǎn)品設(shè)計(jì)方面有個(gè)非常成功和可行的方法值得我們學(xué)習(xí),那就是基于個(gè)人及家庭生命周期規(guī)律進(jìn)行產(chǎn)品設(shè)計(jì)與資產(chǎn)配置,這是家庭理財(cái)產(chǎn)品優(yōu)化設(shè)計(jì)的基礎(chǔ)和核心。立足于AJ公司家庭理財(cái)產(chǎn)品設(shè)計(jì)方面存在的問題,在借鑒和學(xué)習(xí)發(fā)達(dá)國家在家庭理財(cái)產(chǎn)品優(yōu)化設(shè)計(jì)經(jīng)驗(yàn)的基礎(chǔ)上,AJ公司基于于生命周期理論可從以下幾個(gè)方面對家庭理財(cái)產(chǎn)品進(jìn)行優(yōu)化設(shè)計(jì):一是在產(chǎn)品優(yōu)化設(shè)計(jì)思路方面要適應(yīng)時(shí)代發(fā)展,降低產(chǎn)品投資門檻與期限和加強(qiáng)研發(fā),豐富產(chǎn)品投資品種;二是基于生命周期理論針對四種不同類型的家庭分別設(shè)計(jì)出四種不同的產(chǎn)品,實(shí)施差異化戰(zhàn)略。比如,針對家庭生命周期處于衰老期的老年型家庭,由于夫妻雙方均已退休家庭收入迅速減少、隨著年齡增長支出逐漸增加、家庭資產(chǎn)逐漸減少等特征。因此該類型家庭的理財(cái)目標(biāo)主要以家庭資產(chǎn)的保全與傳承為主,提前為未來資產(chǎn)的傳承做準(zhǔn)備,風(fēng)險(xiǎn)承受能力很弱,適合于保守型的理財(cái)方式。依據(jù)此類型家庭特征AJ公司應(yīng)該加強(qiáng)研發(fā)與設(shè)計(jì)一些低風(fēng)險(xiǎn)、保本型家庭理財(cái)產(chǎn)品,比如貨幣市場基金、國債、銀行定期存款、保本型理財(cái)產(chǎn)品等滿足該類型家庭投資者需求.我國家庭理財(cái)市場雖然經(jīng)歷了這么多年的不斷發(fā)展,但是相對國外發(fā)達(dá)資本國家來講還是不夠成熟,存在許多有待解決的問題。家庭理財(cái)產(chǎn)品的優(yōu)化設(shè)計(jì)是其中的一部分,但也是最主要的部分。相信有關(guān)家庭理財(cái)產(chǎn)品的設(shè)計(jì)在未來家庭理財(cái)市場的發(fā)展過程中不論是在理論研究或?qū)嵺`活動(dòng)中都將取得重大性突破和進(jìn)展。AJ公司應(yīng)以此為目標(biāo),不斷改善AJ公司家庭理財(cái)產(chǎn)品設(shè)計(jì)存在的問題,整合公司自身資源,提升公司競爭力,為客戶資產(chǎn)創(chuàng)造更多收益,實(shí)現(xiàn)公司長遠(yuǎn)發(fā)展的目標(biāo)。
[Abstract]:With the continuous development of the economy, the wealth of Chinese households is increasing rapidly, and the living standard of the people is gradually improving. However, due to the increasing pressure of modern economic life, people are increasingly worried about the uncertainties of their future life. It is far from satisfying people to rely solely on the work income of individual households and a single way of bank deposit financing. Therefore, in recent years, more and more individuals and institutions have devoted themselves to the service of family financial management, and various kinds of family financial services companies and family financial products in China's financial market have become more and more important. In this context, the optimization design of family financial products has become a major issue for family financial services institutions. As a pioneer of family financial services companies, AJ Family Finance Company has been established since 2011. AJ has been serving the household finance industry since its inception. It is a typical representative of many domestic household finance service companies. During the past six years'development, AJ has continuously summarized and improved its brand value, which is mainly based on products and supplemented by professional and technical services. It has formed a powerful core competitive weapon and indirectly promoted the country. However, AJ company also exposed the problems of its own financial products design. The main problems include: first, high investment threshold, long term; second, product types are few; third, product design is weak targeted. The main reasons are as follows: First, lack of in-depth market supply. The financial markets of the developed countries in Europe and America are relatively mature. They have rich experience in the popularization of the concept of family investors'financial management and the design of financial products. They are very successful and feasible in the design of family financial products. The method is worth learning, that is, product design and asset allocation based on the law of individual and family life cycle, which is the basis and core of the optimal design of family financial products. Based on the life cycle theory, AJ company can optimize the design of family financial products from the following aspects: first, it should adapt to the development of the times, reduce the product investment threshold and deadline, strengthen research and development, and enrich the product investment varieties; second, it should aim at four different products based on the life cycle theory For example, for the elderly family whose family life cycle is in an aging period, the income of both retired families decreases rapidly, the expenditure increases gradually with age, and the family assets decrease gradually. The standard mainly focuses on the preservation and inheritance of household assets, and prepares for the inheritance of future assets in advance. The risk tolerance is very weak and it is suitable for conservative financial management. Despite years of continuous development, China's household finance market is still immature compared with foreign developed countries, and there are many problems to be solved. The optimal design of household finance products is one of them, but it is also the most important. It is believed that the design of family financial products will make significant breakthroughs and progress in both theoretical research and practical activities in the future development of the family financial market. Company competitiveness, create more revenue for customer assets, and achieve long-term development goals of the company.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.39

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