本文選題：個(gè)人理財(cái)業(yè)務(wù)　切入點(diǎn)：產(chǎn)品創(chuàng)新　出處：《吉林大學(xué)》2013年碩士論文

【摘要】：隨著改革開(kāi)放的不斷深入和經(jīng)濟(jì)全球一體化，國(guó)民收入增加，人民生活水平提高，逐漸富裕起來(lái)的中國(guó)人更加注重財(cái)產(chǎn)的保值和增值，給商業(yè)銀行的個(gè)人理財(cái)業(yè)務(wù)帶來(lái)勃勃的生機(jī)和巨大的市場(chǎng)。而沈陽(yáng)地區(qū)在振興東北老工業(yè)基地政策的扶持下，經(jīng)濟(jì)急速發(fā)展，居民的財(cái)富儲(chǔ)備和個(gè)人可支配收入不斷增長(zhǎng)，個(gè)人理財(cái)業(yè)務(wù)借此機(jī)會(huì)得以迅速的開(kāi)發(fā)和發(fā)展，其業(yè)務(wù)的深度和廣度都有一個(gè)飛速的提升。個(gè)人理財(cái)業(yè)務(wù)因?yàn)樾枨罅看�、覆蓋面寬、獲利穩(wěn)定、風(fēng)險(xiǎn)較低的特點(diǎn)，在浦發(fā)銀行沈陽(yáng)分行業(yè)務(wù)經(jīng)營(yíng)發(fā)展中的地位逐漸上升，漸漸成為分行新的利潤(rùn)增長(zhǎng)點(diǎn)。浦發(fā)銀行沈陽(yáng)分行自身也亟待解決如何滿足戰(zhàn)略化轉(zhuǎn)型，對(duì)金融業(yè)務(wù)和產(chǎn)品進(jìn)行創(chuàng)新以及對(duì)不同層次的客戶提供差異化的金融服務(wù)的問(wèn)題。 本文以浦發(fā)銀行沈陽(yáng)分行為研究對(duì)象，以個(gè)人理財(cái)?shù)幕纠碚撟鳛檠芯炕A(chǔ)，通過(guò)對(duì)浦發(fā)銀行沈陽(yáng)分行發(fā)售的理財(cái)產(chǎn)品和個(gè)人理財(cái)業(yè)務(wù)的基本經(jīng)營(yíng)情況進(jìn)行介紹，分析浦發(fā)銀行沈陽(yáng)分行個(gè)人理財(cái)業(yè)務(wù)存在的不足和問(wèn)題，提出浦發(fā)銀行沈陽(yáng)分行改進(jìn)個(gè)人理財(cái)業(yè)務(wù)的必要性，并且根據(jù)存在的問(wèn)題有針對(duì)性地提出浦發(fā)銀行沈陽(yáng)分行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展措施。 首先，本文介紹了浦發(fā)銀行沈陽(yáng)分行的個(gè)人理財(cái)業(yè)務(wù)，，對(duì)浦發(fā)銀行沈陽(yáng)分行的概況和分行發(fā)售的個(gè)人理財(cái)產(chǎn)品基本經(jīng)營(yíng)情況進(jìn)行了詳細(xì)的介紹，并且基于浦發(fā)銀行沈陽(yáng)分行個(gè)人理財(cái)業(yè)務(wù)的經(jīng)營(yíng)情況，對(duì)浦發(fā)銀行沈陽(yáng)分行在個(gè)人理財(cái)市場(chǎng)的競(jìng)爭(zhēng)態(tài)勢(shì)進(jìn)行了深度的分析，運(yùn)用SWOT矩陣法分析了浦發(fā)銀行沈陽(yáng)分行開(kāi)展個(gè)人理財(cái)業(yè)務(wù)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，引出浦發(fā)銀行沈陽(yáng)分行改進(jìn)個(gè)人理財(cái)業(yè)務(wù)的必要性；然后，介紹了浦發(fā)銀行沈陽(yáng)分行開(kāi)展個(gè)人理財(cái)業(yè)務(wù)存在的四個(gè)方面問(wèn)題，分別是產(chǎn)品的開(kāi)發(fā)和引進(jìn)競(jìng)爭(zhēng)力缺乏，理財(cái)產(chǎn)品定價(jià)體系不完善，理財(cái)人員素質(zhì)欠缺以及理財(cái)產(chǎn)品存在風(fēng)險(xiǎn)，并對(duì)問(wèn)題進(jìn)行了詳細(xì)的闡述和分析。最后，根據(jù)浦發(fā)銀行沈陽(yáng)分行理財(cái)業(yè)務(wù)存在的四個(gè)方面問(wèn)題，本文有針對(duì)性地提出改進(jìn)和發(fā)展的措施。第一，創(chuàng)新金融產(chǎn)品和豐富個(gè)人理財(cái)產(chǎn)品的經(jīng)營(yíng)品種需要浦發(fā)銀行沈陽(yáng)分行提供一個(gè)鼓勵(lì)理財(cái)產(chǎn)品創(chuàng)新的良好氛圍，同時(shí)進(jìn)行更為完善和細(xì)致的市場(chǎng)劃分，滿足不同層次客戶個(gè)性化的需求；第二，完善個(gè)人理財(cái)產(chǎn)品的定價(jià)策略要求沈陽(yáng)分行建立有效的基礎(chǔ)定價(jià)體系，并對(duì)定價(jià)體系保持動(dòng)態(tài)的數(shù)據(jù)測(cè)試和修復(fù)；第三，浦發(fā)銀行沈陽(yáng)分行應(yīng)注重理財(cái)人員的職業(yè)素質(zhì)，吸收多元化人才，加強(qiáng)高新技術(shù)的投入；第四，完善個(gè)人理財(cái)業(yè)務(wù)風(fēng)險(xiǎn)控制體系需要浦發(fā)銀行沈陽(yáng)分行大力加強(qiáng)信息披露機(jī)制，建立銀行內(nèi)部監(jiān)督審核系統(tǒng)，完善風(fēng)險(xiǎn)控制的技術(shù)手段。
[Abstract]:With the deepening of reform and opening up and the globalization of the economy, the national income has increased, and the living standards of the people have been raised. The Chinese, who have gradually become rich, have paid more attention to maintaining and increasing the value of their property. With the support of the policy of revitalizing the old industrial base in Northeast China, the economy is developing rapidly, and the residents' wealth reserves and personal disposable income are constantly growing. The personal finance business takes this opportunity to develop and develop rapidly. The depth and breadth of its business has increased rapidly. Personal finance business is characterized by large demand, wide coverage, stable profit and low risk. The position in the business development of Shanghai Branch of Shanghai Development Bank has gradually risen and gradually become the new profit growth point of the branch. How to meet the strategic transformation needs to be solved urgently in Shenyang Branch of Pudong Development Bank. The issue of innovation in financial operations and products and the provision of differentiated financial services to customers at different levels. Taking the Shenyang Branch of Pudong Development Bank as the research object and taking the basic theory of personal finance as the research basis, this paper introduces the basic management of the financial products and personal finance business offered by the Shenyang Branch of the Shanghai Development Bank. This paper analyzes the shortcomings and problems of personal finance business in Shenyang Branch of Pudong Development Bank, and points out the necessity of improving personal finance business in Shenyang Branch of Pudong Development Bank. According to the existing problems, the author puts forward the development measures of personal finance business of Shanghai Development Bank Shenyang Branch. First of all, this paper introduces the personal finance business of Shanghai Branch of Pudong Development Bank, and introduces the general situation of Shenyang Branch of Pudong Development Bank and the basic management of personal financial products sold by the branch in detail. And based on the management of personal finance business in Shenyang Branch of Pudong Development Bank, this paper makes a deep analysis on the competition situation of Shenyang Branch of Shanghai Development Bank in personal finance market. Using SWOT matrix method, the paper analyzes the advantages, disadvantages, opportunities and threats of the development of personal finance business in Shenyang Branch of Pudong Development Bank, and leads to the necessity of improving personal finance business in Shenyang Branch of Pudong Development Bank. This paper introduces four problems existing in the development of personal finance business in Shenyang Branch of Pudong Development Bank. They are the lack of competitiveness of product development and introduction, the imperfect pricing system of financial products, the lack of quality of financial personnel and the risks of financial products. Finally, according to the four problems existing in the financial management business of the Shenyang Branch of Pudong Development Bank, this paper puts forward some measures to improve and develop the business. Innovative financial products and rich personal financial products require the Shanghai Branch of Pudong Development Bank to provide a good atmosphere to encourage financial product innovation, and at the same time to carry out a more complete and detailed market division. To meet the individual needs of different levels of customers; second, to improve the pricing strategy of personal financial products requires Shenyang Branch to establish an effective pricing system, and to maintain dynamic data pricing system testing and repair; third, The Shenyang Branch of Pudong Development Bank should pay attention to the professional quality of financial management personnel, absorb diversified talents, and strengthen the investment of high and new technology. Fourth, to improve the risk control system of personal financial management business, the Shenyang Branch of Pudong Development Bank should vigorously strengthen the information disclosure mechanism. Establish the bank internal supervision and audit system, improve the technical means of risk control.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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