【作者】 项慈恩；

【导师】 邹小芃；

【作者基本信息】 浙江大学 ， 金融学， 2003， 硕士

【摘要】 我国金融业在面对市场开放、外资金融机构加入竞争的强大压力下，如何提高自身的竞争优势已成为重要课题。金融新产品的开发对于增强金融企业竞争优势有重要作用，而新产品开发的流程是影响金融新产品开发成败的关键因素之一。本文研究主要目的是探索改善和规范我国金融新产品开发流程的方法，并提出用门径管理系统改进我国金融新产品开发流程的设想。 作者分别从我国金融产品创新的历史和中外金融产品创新的比较这一纵一横两个角度考察了我国金融新产品开发流程的现状和存在的问题，以中国农业银行的新产品开发流程为例进一步详细地说明我国金融新产品开发大致的流程，用宁波交行“乐安康”家装新产品开发案例揭示我国金融新产品开发流程的不规范。作为对比，作者介绍了加拿大皇家银行和花旗银行在新产品开发流程及与流程相关的市场营销活动方面成熟的经验。加拿大皇家银行凭借门径管理系统取得了不错的业绩，而花旗银行则依靠品牌战略、直复营销和差异化营销在全球形成了自己的竞争优势。国外与国内的金融新产品开发两相一对照，不由让人对金融新产品开发流程这一实务性主题产生兴趣。因此，紧接着本文回顾了国际上在服务业新产品开发流程这一领域的研究，探讨门径管理系统脱颖而出的原因，之后详细地介绍了门径管理系统。我们看到，门径管理系统所具有的优点正是我国金融新产品开发流程的软肋：有效的风险控制、新产品开发流程与市场营销等关键因素的融合。由此，作者将门径管理系统作为改进我国金融新产品开发流程参照的对象。本文还从实物期权角度出发考察了门径管理系统，并从理论上论证了门径管理系统控制风险的机理。最后作者针对我国的金融企业如何建立一个相适应的门径管理系统提出了一些设想，可以分为三个步骤进行：定义流程的要求、设计门径管理系统和实施门径管理系统。更多还原

【Abstract】 Faced by opening market, foreign fresh entrants, How to gain an edge has been a question for discussion. As everyone known that new financial product development is powerful arm to financial industry. The new financial product development process, however, is one of the key successful factors to the new financial product. The purpose of this research is to explore the future process of our financial product development and to suggest a three-step method to improve the new financial product development process in our country.This article discusses the history, status quo and problem of new financial product development in China. To specify the current state and the problem of new financial product development process in China, the author take the process of ABC and the new financial product-"Leankang" -for example. As comparison, The author introduces the advanced experience of RBC and Citibank in the process. RBC develops the new financial product by Stage-Gate and succeeded. All kinds of the Citibank shape her edge around globe. The contrast between China and these successful banks induce the desires to understand the reason. Therefore, the article reviews the studies in the area of service development to discuss what the reasons to the showing of Stage-Gate, and then specifies the details of Stage-Gate. And we can find the superiorities of Stage-Gate are the disadvantages of the processes in our country, such as effective control of risk, the combination of process and the key successful factors. Furthermore, the author studies Stage-Gate from the aspect of real option, and testifies the mechanism of risk control. At last, the author gives Suggestions about building a Stage-Gate process in our financial industry, which can be concluded three steps, namely, to define the demand of process, to design a Stage-Gate and to put in practice.更多还原