【摘要】：在我國經(jīng)濟(jì)進(jìn)入新常態(tài)的大背景下,社會財富不斷增加,居民個人財富實現(xiàn)了一定程度的積累。面對消費水平的日益增加,個人投資理財?shù)男枨蟛粩鄰?qiáng)化,銀行理財產(chǎn)品從只為高端客戶服務(wù)轉(zhuǎn)為面向普通大眾。廣大投資者希望通過理財產(chǎn)品的認(rèn)購達(dá)到對自生資產(chǎn)的保值增值的目標(biāo)。此外,居民在財富積累的同時,對于金融市場的認(rèn)知不斷提高,更加愿意優(yōu)化自己的資產(chǎn)配置。面對居民理財意識的增加,傳統(tǒng)商業(yè)銀行以長期積累的良好信譽及廣泛分布的營業(yè)網(wǎng)點,推出個人理財產(chǎn)品來占領(lǐng)市場,并且成為理財產(chǎn)品的銷售主題,這在“泛資管”時代將是長期的面臨的局面。中國建設(shè)銀行是國有五大行之一,企業(yè)基礎(chǔ)雄厚,客戶資源穩(wěn)定,這些優(yōu)勢在個人理財業(yè)務(wù)方面得到了延續(xù),理財產(chǎn)品的開發(fā)設(shè)計較商業(yè)股份制銀行及農(nóng)商行等有較強(qiáng)的競爭優(yōu)勢。在互聯(lián)網(wǎng)金融浪潮興起的當(dāng)下,建設(shè)銀行也積極開展網(wǎng)上銀行的個人理財業(yè)務(wù)。與余額寶、微信理財?shù)痊F(xiàn)行的互聯(lián)網(wǎng)理財產(chǎn)品競爭市場份額。本文基于中國建設(shè)銀行Z分行的實際經(jīng)營狀況,結(jié)合在售個人理財產(chǎn)品的特點,從宏觀環(huán)境和競爭環(huán)境的角度客觀綜合地分析中國建設(shè)銀行個人理財產(chǎn)品的外部營銷環(huán)境。分析發(fā)現(xiàn),國家整體經(jīng)濟(jì)環(huán)境、監(jiān)管政策及居民消費觀念的改變帶來新的發(fā)展機(jī)遇,同時也充分認(rèn)識到來自其他商業(yè)銀行的強(qiáng)勢沖擊,具體表現(xiàn)在產(chǎn)品的風(fēng)險等級、收益率和投資期限等方面。此外,聯(lián)網(wǎng)金融產(chǎn)品和其他金融機(jī)構(gòu)發(fā)行的理財產(chǎn)品也具有較強(qiáng)的競爭。另一方面,本文通過問卷調(diào)查的形式收集Z分行個人理財業(yè)務(wù)開展過程中的數(shù)據(jù)資料,進(jìn)一步了解投資者的需求及業(yè)務(wù)開展過程中的劣勢。通過深度挖掘調(diào)研數(shù)據(jù),充分分析中國建設(shè)銀行Z分行的核心競爭優(yōu)勢。在對個人理財業(yè)務(wù)進(jìn)行外部和內(nèi)部的分析后,通過SWOT分析方法對其進(jìn)行綜合分析。在本文最后,借助對中國建設(shè)銀行個人理財業(yè)務(wù)的一系列分析做出對Z分行進(jìn)一步開展個人理財業(yè)務(wù)的建議。從理財產(chǎn)品風(fēng)險監(jiān)管、營銷模式創(chuàng)新、客戶管理創(chuàng)新以及專業(yè)理財團(tuán)隊的培養(yǎng)等方面提出相應(yīng)的對策。希望對建設(shè)銀行的個人理財產(chǎn)品開發(fā)設(shè)計及實際中的營銷策略制定起到一定的借鑒意義。
[Abstract]:Under the background of our country's economy entering the new normal, the social wealth is increasing and the residents' personal wealth has been accumulated to a certain extent. In the face of the increasing consumption level, the demand for personal investment and financial management has been strengthened, and bank financial management products have changed from serving only high-end customers to facing the general public. The majority of investors hope to achieve the goal of maintaining and increasing the value of their own assets through the subscription of wealth management products. In addition, residents are more willing to optimize their asset allocation as they accumulate wealth and have a better understanding of financial markets. In the face of the increasing awareness of residents' financial management, traditional commercial banks, with their long accumulated good reputation and widely distributed business outlets, have launched personal financial products to occupy the market and become the sales theme of financial products. This in the "pan-capital management" era will be a long-term situation. China Construction Bank is one of the top five state-owned banks, with a strong enterprise base and stable customer resources. These advantages have been extended in terms of personal finance business. The development and design of financial products have a strong competitive advantage over commercial joint-stock banks and agribusiness firms. With the rise of internet finance, China Construction Bank is also actively developing personal finance business. With Yu'e Bao, WeChat financing and other current Internet financial products to compete for market share. Based on the actual operating situation of Z Branch of China Construction Bank and the characteristics of personal financial products on sale, this paper analyzes objectively and comprehensively the external marketing environment of personal financial products of China Construction Bank from the angle of macro environment and competition environment. It is found that the change of the country's overall economic environment, regulatory policy and residents' consumption concept brings new opportunities for development. At the same time, it also fully recognizes the strong impact from other commercial banks, which is manifested in the risk level of the products. Yield and investment duration and so on. In addition, network financial products and other financial institutions issued financial products also have strong competition. On the other hand, this paper collects the data of Z branch in the process of development of personal finance business through the form of questionnaire, and further understand the needs of investors and the disadvantages in the process of business development. The core competitive advantage of Z Branch of China Construction Bank is fully analyzed through deep mining research data. After the external and internal analysis of personal finance business, the comprehensive analysis of personal finance business is carried out by means of SWOT analysis method. At the end of this paper, with the help of a series of analysis of personal finance business of China Construction Bank, the author makes suggestions to Z Branch to further develop personal finance business. The corresponding countermeasures are put forward from the aspects of risk supervision of financial management products, innovation of marketing mode, innovation of customer management and training of professional financial management team. It is hoped that it can be used for reference in the development and design of personal finance products and the formulation of marketing strategies in practice.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 徐瑜澤;;利率市場化下商業(yè)銀行面臨的機(jī)遇與挑戰(zhàn)[J];商場現(xiàn)代化;2016年18期

2 邱詩雯;;我國商業(yè)銀行個人理財業(yè)務(wù)可持續(xù)發(fā)展面臨的挑戰(zhàn)及對策[J];科技經(jīng)濟(jì)導(dǎo)刊;2016年18期

3 薄尊國;;建設(shè)銀行個人理財業(yè)務(wù)的發(fā)展現(xiàn)狀分析[J];財會學(xué)習(xí);2016年07期

4 李少龍;;京津冀協(xié)同發(fā)展背景下商業(yè)銀行面臨的機(jī)遇與挑戰(zhàn)——以農(nóng)業(yè)銀行唐山分行為例[J];河北金融;2016年01期

5 蘆靚赤;;試析我國商業(yè)銀行個人理財業(yè)務(wù)現(xiàn)狀及發(fā)展策略[J];時代金融;2015年15期

6 林業(yè)新;;我國商業(yè)銀行理財產(chǎn)品發(fā)展存在的問題及對策分析[J];財經(jīng)界(學(xué)術(shù)版);2015年10期

7 陶敏;;商業(yè)銀行理財產(chǎn)品的發(fā)展現(xiàn)狀及對策研究[J];時代金融;2014年33期

8 吳玉梅;;商業(yè)銀行個人理財業(yè)務(wù)發(fā)展的現(xiàn)狀、挑戰(zhàn)與對策[J];金融經(jīng)濟(jì);2014年06期

9 孟令秀;劉澤宇;;利率市場化下我國商業(yè)銀行面臨的機(jī)遇與挑戰(zhàn)[J];知識經(jīng)濟(jì);2014年04期

10 陳曦;;我國商業(yè)銀行個人理財業(yè)務(wù)研究[J];現(xiàn)代營銷(學(xué)苑版);2011年08期

相關(guān)博士學(xué)位論文 前1條

1 佟翠玲;我國商業(yè)銀行個人理財業(yè)務(wù)營銷策略研究[D];西南財經(jīng)大學(xué);2010年

相關(guān)碩士學(xué)位論文 前10條

1 劉光海;我國商業(yè)銀行個人理財產(chǎn)品的發(fā)展現(xiàn)狀研究[D];山東大學(xué);2015年

2 王與英;建行S支行個人理財業(yè)務(wù)的風(fēng)險管理現(xiàn)狀及對策[D];太原理工大學(xué);2015年

3 李雅慶;中國建設(shè)銀行蚌埠分行個人理財產(chǎn)品調(diào)研報告[D];安徽財經(jīng)大學(xué);2015年

4 吳祥嬌;渤海銀行個人理財產(chǎn)品營銷策略研究[D];天津師范大學(xué);2015年

5 楊潔;利率市場化下我國商業(yè)銀行理財產(chǎn)品的發(fā)展研究[D];湖南大學(xué);2015年

6 杜羽冬;中國銀行吉林省分行個人理財產(chǎn)品營銷策略研究[D];吉林大學(xué);2015年

7 羅佳;建設(shè)銀行吉林省分行個人理財產(chǎn)品營銷策略研究[D];吉林大學(xué);2015年

8 何佩云;建設(shè)銀行湖南省分行理財產(chǎn)品的營銷策略研究[D];中南林業(yè)科技大學(xué);2015年

9 魏小慧;我國商業(yè)銀行個人理財產(chǎn)品創(chuàng)新研究[D];西北農(nóng)林科技大學(xué);2015年

10 陳雪春;銀監(jiān)會對建設(shè)銀行個人理財業(yè)務(wù)監(jiān)管的案例研究[D];電子科技大學(xué);2015年

，

本文編號：2280679