本文選題：個(gè)人理財(cái)業(yè)務(wù) + 財(cái)務(wù)資源　； 參考：《西南財(cái)經(jīng)大學(xué)》2005年碩士論文

【摘要】：商業(yè)銀行個(gè)人理財(cái)是銀行利用客戶(hù)的各項(xiàng)財(cái)務(wù)資源,幫助實(shí)現(xiàn)其人生目標(biāo)的過(guò)程。具體來(lái)說(shuō),就是基于客戶(hù)的收入、支出、資產(chǎn)、負(fù)債、保險(xiǎn)等財(cái)務(wù)現(xiàn)狀數(shù)據(jù)和一定的財(cái)務(wù)假設(shè),綜合考慮客戶(hù)的各種財(cái)務(wù)目標(biāo),進(jìn)行客戶(hù)風(fēng)險(xiǎn)偏好的測(cè)試和投資組合的調(diào)整,基于現(xiàn)金流、資產(chǎn)價(jià)值、各項(xiàng)財(cái)務(wù)指標(biāo)的分析,幫助客戶(hù)制定個(gè)性化的理財(cái)規(guī)劃,推薦需要的金融產(chǎn)品,并出具理財(cái)報(bào)告。 個(gè)人理財(cái)業(yè)務(wù)在我國(guó)銀行業(yè)是一個(gè)熱門(mén)話(huà)題。各銀行為爭(zhēng)奪高端個(gè)人客戶(hù),紛紛打出各自的理財(cái)品牌,從產(chǎn)品設(shè)計(jì)、品牌建立、個(gè)性化服務(wù)等各方面進(jìn)行創(chuàng)新。中國(guó)銀行亦創(chuàng)立了中銀理財(cái)品牌。本文通過(guò)介紹中國(guó)銀行發(fā)展個(gè)人理財(cái)業(yè)務(wù)的情況,對(duì)比中外同業(yè)的狀況分析了目前的現(xiàn)狀及問(wèn)題,并提出解決的對(duì)策。全文分為三章,主要內(nèi)容如下: 本文按照“個(gè)人理財(cái)業(yè)務(wù)在中國(guó)銀行業(yè)的發(fā)展前景 —— 中國(guó)銀行個(gè)人理財(cái)業(yè)務(wù)的發(fā)展現(xiàn)狀 —— 中國(guó)銀行個(gè)人理財(cái)業(yè)務(wù)未來(lái)發(fā)展中必須正視的問(wèn)題與對(duì)策”的邏輯思路展開(kāi): 首先,第一章從國(guó)外銀行業(yè)的實(shí)踐和對(duì)我國(guó)實(shí)際情況的分析兩個(gè)角度,指明了中國(guó)銀行順應(yīng)潮流,發(fā)展個(gè)人理財(cái)業(yè)務(wù)的良好前景和前進(jìn)方向。第一節(jié)通過(guò)分析發(fā)達(dá)國(guó)家銀行業(yè)說(shuō)明個(gè)人理財(cái)是發(fā)達(dá)國(guó)家銀行業(yè)務(wù)的核心內(nèi)容之一,并從客戶(hù)定位、產(chǎn)品營(yíng)銷(xiāo)、分銷(xiāo)渠道、業(yè)務(wù)定價(jià)四個(gè)方面考察了個(gè)人理財(cái)業(yè)務(wù)的香港案例,從中看出我國(guó)銀行業(yè)個(gè)人理財(cái)業(yè)務(wù)的發(fā)展趨勢(shì);第二節(jié)從國(guó)內(nèi)經(jīng)濟(jì)發(fā)展帶來(lái)的個(gè)人金融需求增長(zhǎng)、銀行業(yè)的競(jìng)爭(zhēng)發(fā)展和戰(zhàn)略結(jié)構(gòu)調(diào)整三個(gè)方面說(shuō)明中國(guó)銀行業(yè)發(fā)展個(gè)人理財(cái)業(yè)務(wù)將是歷史的必然。 其次,第二章展示了中國(guó)銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展的現(xiàn)狀:外部競(jìng)爭(zhēng)環(huán)境、內(nèi)部比較優(yōu)勢(shì)及相應(yīng)的戰(zhàn)略規(guī)劃和戰(zhàn)術(shù)轉(zhuǎn)變。從中國(guó)銀行面臨的外部同業(yè)環(huán)境和自身具備的外匯理財(cái)優(yōu)勢(shì)兩個(gè)方面進(jìn)行條件分析,其中涉及了國(guó)內(nèi)個(gè)人理財(cái)市場(chǎng)及同業(yè)中較具代表性的幾家銀行, 2 比如工商銀行、招商銀行、花旗銀行、荷蘭銀行等的個(gè)人理財(cái)業(yè)務(wù), 從而總結(jié)了中國(guó)銀行在外匯理財(cái)產(chǎn)品上的競(jìng)爭(zhēng)優(yōu)勢(shì),并在此基礎(chǔ)上進(jìn) 一步思考中國(guó)銀行發(fā)展個(gè)人理財(cái)業(yè)務(wù)的戰(zhàn)略規(guī)劃和綜合理財(cái)、立體化 網(wǎng)絡(luò)、品牌化、個(gè)性化服務(wù)四個(gè)戰(zhàn)術(shù)轉(zhuǎn)變。 最后,第三章面向中國(guó)銀行個(gè)人理財(cái)業(yè)務(wù)的未來(lái)發(fā)展。在分析完 外部環(huán)境和內(nèi)部?jī)?yōu)勢(shì),將戰(zhàn)略規(guī)劃和戰(zhàn)術(shù)調(diào)整付諸實(shí)踐時(shí),中國(guó)銀行 必須正視的即將面臨的一系列挑戰(zhàn),其中主要集中在產(chǎn)品、技術(shù)、客 戶(hù)和人力四個(gè)方面,本文最后則思考了相應(yīng)的對(duì)策。 中國(guó)銀行的差距及問(wèn)題:外匯理財(cái)產(chǎn)品領(lǐng)先,人民幣理財(cái)產(chǎn)品匱 乏; 產(chǎn)品同質(zhì)化嚴(yán)重,缺乏有差異的市場(chǎng)定位,產(chǎn)品創(chuàng)新落后于市場(chǎng) 需求;客戶(hù)細(xì)分不夠,客戶(hù)個(gè)人的金融基礎(chǔ)資料不足理財(cái)分析師和顧 問(wèn)嚴(yán)重不足,缺乏調(diào)研能力,因而對(duì)市場(chǎng)的預(yù)期判斷力不強(qiáng); 專(zhuān)業(yè) 理財(cái)人員嚴(yán)重匱乏業(yè)務(wù)發(fā)展的技術(shù)系統(tǒng)跟不上;信息系統(tǒng)開(kāi)發(fā)力度不 夠金融知識(shí)、風(fēng)險(xiǎn)等普及教育不足,客戶(hù)認(rèn)知度還不夠,目前國(guó)內(nèi)對(duì) 于銀行理財(cái)?shù)男枰⒉皇呛軓?qiáng)烈。 探討了發(fā)展中國(guó)銀行理財(cái)業(yè)務(wù)問(wèn)題的解決對(duì)策。首先加強(qiáng)“中銀 理財(cái)”品牌建設(shè),包括戰(zhàn)略規(guī)劃、策略制定、渠道建設(shè)、隊(duì)伍建設(shè)、 科技需求、管理制度等項(xiàng)工作,著重加強(qiáng)理財(cái)產(chǎn)品及產(chǎn)品組合的研發(fā) 。 理財(cái)產(chǎn)品的創(chuàng)新,其設(shè)計(jì)原則為:根據(jù)顧客的需求、市場(chǎng)的需要 來(lái)設(shè)計(jì)和推廣理財(cái)產(chǎn)品。根據(jù)馬斯洛的需要層次論分析顧客需求,用 行為金融學(xué) BBK 模式分析五種投資者行為,借用金葵花理財(cái)?shù)氖袌?chǎng)分 析調(diào)查報(bào)告分析客戶(hù)情況。有適合客戶(hù)需求的個(gè)性化的產(chǎn)品才能創(chuàng)造 核心競(jìng)爭(zhēng)力。 準(zhǔn)確定位,細(xì)分客戶(hù)。理財(cái)產(chǎn)品尤其要加大創(chuàng)新力度,對(duì)客戶(hù)市 場(chǎng)的需求變化及時(shí)跟蹤,區(qū)分需求差別的因素,并進(jìn)行市場(chǎng)細(xì)分,針 對(duì)不同的生命周期、不同的投資性格特征、不同的財(cái)務(wù)計(jì)劃狀況的客 戶(hù)需求進(jìn)行多種產(chǎn)品設(shè)計(jì)。 培養(yǎng)個(gè)人理財(cái)策劃師,引進(jìn) CFP,CFP 是國(guó)際上最權(quán)威的一種金 融理財(cái)職業(yè)資格,金融理財(cái)師的主要職責(zé)是為個(gè)人提供全方位的專(zhuān)業(yè) 理財(cái)建議,通過(guò)不斷調(diào)整存款、股票、債券、基金、保險(xiǎn)、動(dòng)產(chǎn)、不 3 動(dòng)產(chǎn)等各種金融產(chǎn)品組成的投資組合,設(shè)計(jì)合理的稅務(wù)規(guī)劃,滿(mǎn)足客 戶(hù)長(zhǎng)期的生活目標(biāo)和財(cái)務(wù)目標(biāo)。 培養(yǎng)專(zhuān)職的理財(cái)客戶(hù)經(jīng)理, 客戶(hù)經(jīng)理制是商業(yè)銀行適應(yīng)市場(chǎng)和 客戶(hù)需求變化的一種營(yíng)銷(xiāo)導(dǎo)向的制度安排和組織架構(gòu)設(shè)計(jì)�？蛻�(hù)經(jīng)理 通過(guò)幫助客戶(hù)制定理財(cái)規(guī)劃策略,并通過(guò)出售相關(guān)的金融產(chǎn)品,以達(dá) 到客戶(hù)的理財(cái)目標(biāo)。 渠道建設(shè)和培育客戶(hù),主要是通過(guò)建立健全信息網(wǎng)絡(luò)服務(wù)系統(tǒng)。 客戶(hù)對(duì)銀行服務(wù)渠道的選擇日益向安全、快捷、方便等方面發(fā)展,個(gè) 人理財(cái)網(wǎng)絡(luò)的發(fā)展趨勢(shì)是以物理網(wǎng)絡(luò)為依托、以電子銀行服務(wù)為擴(kuò)展 的一個(gè)隨時(shí)、隨地可進(jìn)行個(gè)人理財(cái)?shù)姆⻊?wù)全國(guó)乃至全球化的立體網(wǎng) 絡(luò)。對(duì)于金融企業(yè)網(wǎng)站內(nèi)容而言,以客戶(hù)為中心的文明、人性化對(duì)于 銀行服務(wù)業(yè)的競(jìng)爭(zhēng)力至關(guān)重要,徹底改善原有“重硬件、技術(shù),輕軟 件(人文)”的服務(wù)方向。 關(guān)健詞:個(gè)人理財(cái)業(yè)務(wù); 財(cái)務(wù)資源; 金融產(chǎn)品; 商業(yè)銀行
[Abstract]:The personal financial management of commercial banks is the process that banks use the various financial resources of customers to help achieve their life goals. Specifically, it is based on the financial status data and certain financial assumptions of customers' income, expenditure, assets, liabilities, insurance and other financial assumptions, taking into account the various financial goals of the customers, and testing and investing in customer risk preference. The adjustment of the portfolio, based on the analysis of cash flow, asset value, and financial indicators, helps customers formulate personalized financial planning, recommends the required financial products and issues financial reports.
The personal financial business is a hot topic in China's banking industry. In order to compete for high-end personal customers, banks have created their own financial brands, from product design, brand establishment, personalized service and so on. The Bank of China has also created a banking financial brand. This article introduces the development of personal financial services by the Bank of China. The present situation and problems are analyzed, and countermeasures are put forward. The full text is divided into three chapters. The main contents are as follows:
In accordance with the "personal financial business in the future of China's banking industry - the development status of the individual financial business of the Chinese Bank - the problems and Countermeasures to be faced in the future development of the personal financial business of the Bank of China": first, the first chapter is from the practice of the foreign silver industry and the actual situation in China This paper analyzes two angles and points out the good prospects and direction of the development of personal financial services by the Bank of China. The first section, through the analysis of the developed countries' banking industry, shows that personal finance is one of the core contents of the developed country's banking business, and has investigated the four aspects of customer orientation, product marketing, distribution channels and business pricing. The case of human financing business in Hongkong shows the development trend of personal financial services in China's banking industry. In the second section, the growth of personal financial demand from the domestic economic development, the competition and development of the banking industry and the adjustment of the strategic structure in three aspects indicate that the development of personal financial business in the banking industry in China will be a historical necessity.
Secondly, the second chapter shows the current situation of the development of personal financial services of the Bank of China: the external competitive environment, the internal comparative advantage and the corresponding strategic planning and tactical transformation. The article analyzes the external environment of the Bank of China and the advantages of its own foreign exchange financial management, which involves the domestic personal financial market and the domestic personal financial market. Several more representative banks in the trade,
Two
For example, the personal financial services of ICBC, China Merchants Bank, Citibank, Holland bank and so on.
It summarizes the competitive advantages of Bank of China on foreign exchange financial products and advances on this basis.
One step is to think about the strategic planning and comprehensive financial management of the Bank of China in developing personal financial services.
Network, brand, personalized service four tactical changes.
Finally, the third chapter focuses on the future development of personal financing business of Bank of China.
When external environment and internal advantages are put into practice when strategic planning and tactical adjustment are put into practice, Bank of China
A series of challenges that must be faced up to now are mainly focused on products, technology and customers.
Household and manpower four aspects, this article finally ponder the corresponding countermeasure.
The gap and problems of Bank of China: foreign exchange financial products are in the lead, and RMB financial products are in short supply.
Lack of product; homogenization of products; lack of differentiated market positioning; product innovation lags behind the market.
Demand, customer segmentation is not enough, and customers' personal financial data are insufficient.
Serious shortage and lack of research ability, the market is not expected to have strong judgement.
Financial personnel are seriously lacking in the technological system of business development, and the development of information systems is not strong.
Insufficient financial literacy, risk and other popular education, and customer recognition is not enough.
The need for bank financing is not very strong.
This paper probes into the solutions to the problems of developing China's banking financial management business.
"Financial management" brand building, including strategic planning, strategy formulation, channel construction, team building,
Science and technology demand, management system and other work focus on strengthening the research and development of financial products and product portfolio.
The innovation of financial products is based on the needs of customers and the needs of the market.
To design and promote financial products. Analyze customer needs according to Maslow's hierarchy of needs.
Behavioral finance BBK mode analyzes five kinds of investor behavior and borrows the market share of golden sunflower financial management.
Analyze the customer's situation by analyzing the investigation report, and create personalized products that fit the needs of customers.
Core competitiveness.
Accurate positioning, segmentation of customers. Financial products, especially to increase the intensity of innovation, to the customer market
The demand changes in the field are tracked in time, the factors of demand differentiation are differentiated, and market segmentation is carried out.
For different life cycles, different investment characteristics, different financial planning conditions
The household needs a variety of product design.
Training personal financial planners, introducing CFP, CFP is the most authoritative gold in the world.
Financial management qualification is the main responsibility of financial planners.
Financial advice is to constantly adjust deposits, stocks, bonds, funds, insurance, and movable property.
Three
A portfolio consisting of chattels and other financial products, designing reasonable tax planning to meet customers.
The long-term life goals and financial goals of the household.
Training full-time financial account manager, customer manager system is a commercial bank to adapt to the market and
A marketing oriented institutional arrangement and organizational structure design for customer demand changes.
By helping customers develop financial planning strategies, and by selling related financial products,
To the customer's financial goals.
Channel construction and cultivation of customers are mainly through the establishment and improvement of information network service system.
Customers' choice of bank service channels is growing toward safety, convenience and convenience.
The development trend of human financial network is based on physical network and extended by electronic banking services.
At any time, we can do personal financial services anytime and anywhere.
For the content of financial enterprise website, customer centered civilization is humanized.
The competitiveness of the banking service industry is crucial, and the original hardware, technology and softness are thoroughly improved.
The service direction of the piece (Humanities).
Guan Jian's words: personal financial services; financial resources; financial products; commercial banks.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類(lèi)號(hào)】：F832.2

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7 郭曉q，

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