浅谈我国银行个人理财业务定稿(1)

浅谈我国银行个人理财业务

摘 要

进入21世纪以后，我国商业银行的个人理财业务开始蓬勃发展。商业

银行开展个人理财业务，一方面有利于满足居民资产保值增值的需求，另一方面还有利于商业银行增加中间业务收入，转变银行的利润增长方式，提高商业银行的竞争力，进而更好地面对外资银行的挑战。然而，个人理财业务在我国还属新生事物，尽管各家银行的理财新品不断推出，但还是存在具有明显的同质性，还远不能满足居民的理财需求，营销模式滞后，理财业务监管缺失等诸多问题。面对这一现实，如何发展我国商业银行的个人理财业务，不断开发设计出真正适应市场需求的个性化产品，为客户提供全方位的优质服务，改变营销模式，加强监管成为我国商业银行个人理财业务发展亟待解决的问题。

个人理财业务是商业银行为个人或家庭量身提供一揽子金融服务，以实

现资产抵抗风险、保值增值为目的，具有个性化、综合性、专业化、网络电子化等特点。自20世纪90年代，我国各家商业银行相继开办个人理财业务，市场规模逐渐扩大。但是，在目标市场定位、产品和服务创新、客户经理的培训等方面仍存在差距。为了促进个人理财业务的健康发展，我国商业银行应切实做到明确个人理财业务的战略目标，树立“以客户为中心”的经营理念，在细分客户的基础上，将重点放在中端客户的开发与维护上，在为其提供全方位差异化服务的过程中，树立商业银行的理财品牌。同时，还应完善商业银行的客户关系管理系统，提高理财客户经理的素质与团队合作，并为客户提供最优质贴心的服务。

【关键词】商业银行 个人理财业务 理财产品 人才匮乏

Abstract

After entering the 21st century,China's commercial banks began to flourish personal financial business development.On the one hand,commercial banks’personal financial services can meet resident’s needs of preserving and increasing the value of assets,on the other hand,the services can increase intermediate business income and the profits of banks.It can change the mode of growth;enhance the competitiveness of commercial banks,so as to better face the foreign capital banks to the challenge.However,personal financing in China is a novelty,although each bank has introduced new financial management. The product has obvious homogeneity,and unable to meet the financial needs of the residents,sales pattern under-developed, financial Services supervise shortcoming and so on so many problems.Faced with this reality,how to develop China's personal finance business,change sales pattern and design personalized products and services is to be solved.

Personal financial services are the business provided by the commercial banks.They provide tailored package of financial services for inpiduals or families,so as to resist risks and preserve and increase the value of assets.It is value-added，personalized，comprehensive，specialized，electronic networks and so on.Since the 1990s,China's commercial banks have offered various personal finance businesses,the size of the market gradually expanding. However,commercial banks personal financial business still have problems in the targeting market position,product and service innovation,training of the client manager.In order to promote personal finance business,China’s commercial banks should learn personal financial business's strategic objectives,namely,establishing the"customer-centric" business philosophy.On the basis of customer segmentation,China’s commercial banks will focus on the mid-range customer development and maintenance its different services provided in the course of banks’financial brand.At the same time，in order to enhance the quality of financial management, improving commercial bank's customer relationship management system and customer service representative are also very important,and provide best service for customers.

【Key words】Commercial Bank；Personal Financial Services；Financing Products； Talent person short

目 录

1、引言 ................................................. 4

2、个人理财业务概述 ..................................... 4

2.1个人理财业务概念............................................. 4

2.2个人理财业务内容及特点....................................... 5

3、个人理财业务国内外现状 ................................ 5

3.1个人理财业务国外现状......................................... 5

3.2个人理财业务国内现状......................................... 6

4、我国银行个人理财业务存在的问题 ........................ 7

4.1营销模式滞后，宣传力度不够................................... 7

4.2理财产品同质性强，差异化和个性化严重不足..................... 8

4.3高素质的综合理财人员匮乏..................................... 8

4.4理财业务监管缺失............................................. 9

5、对我国银行个人理财业务发展的建议 ..................... 10

5.1加大营销宣传力度............................................ 10

5.2注重产品创新................................................ 11

5.3培养高素质复合型专业理财人员................................ 11

5.4推进金融混业经营............................................ 12

5.5为客户提供优质服务.......................................... 13

6、小结 ................................................ 13

参考文献： ............................................. 14

1、引言

随着金融市场的不断发展和金融机构创新能力的不断提高，面向个人的金融产品越来越多样化，例如保险产品有养老险、医疗险、意外险、分红险等；基金分为封闭式基金、开放式基金；开放式基金又包括成长型基金、指数基金、债券基金、伞型基金、平衡型基金、稳健型基金等；商业银行提供大量的定期、活期、零存整取、存本取息、住房贷款、个人消费贷款、信用卡等产品，在这种情况下，客户在面临着更多选择的同时，也面临着更多的困惑。客户迫切需要专业理财机构的帮助，个人理财本身作为一个专业性极强的工作，也迫切需要根据客户的资产情况和发展要求进行金融产品组合。从金融机构自身角度来说，随着金融创新的不断发展，商业银行的盈利模式已经由过去重点依赖企业信贷业务向新型的个人业务、中间业务不断倾斜，尤其是个人业务在银行总业务中的收入占比，近年来呈现出节节上升的趋势。据统计，在西方发达国家，个人业务的收入已经占到银行总收入的50%左右，而其中个人和家庭的理财 …… 此处隐藏：13974字，全部文档内容请下载后查看。喜欢就下载吧 ……