【作者】 莒娜；

【导师】 孙森；

【作者基本信息】 天津财经大学 ， 金融学， 2008， 硕士

【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,与国外银行相比,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,但产品具有明显的同质性,还远不能满足居民的理财需求。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,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,进而实现资产抵抗风险、保值增值的目的,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,与发达国家和地区商业银行个人理财业务相比,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,我国商业银行应借鉴发达国家和地区的发展经验,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,还应建立多渠道的网络化服务平台,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。更多还原

【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,compared with foreign banks, 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. Faced with this reality,how to develop China’s personal finance business,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 individuals 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,compared with the developed countries and region,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 from developed countries through the development of 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,establishing network service platform,improving commercial bank’s customer relationship management system and customer service representative are also very important.更多还原