本文選題：個人金融 + 客戶服務(wù)　； 參考：《吉林大學(xué)》2015年碩士論文

【摘要】：個人金融業(yè)務(wù)是相對于法人金融業(yè)務(wù)而言，指的是金融機(jī)構(gòu)對于自然個人客戶的業(yè)務(wù)。個人金融業(yè)務(wù)的服務(wù)范圍主要是利用網(wǎng)點、技術(shù)、人才、信息、資金為個人提供各種理財工具，并為個人客戶財務(wù)分析、財務(wù)規(guī)劃、投資顧問、資產(chǎn)管理等專業(yè)化服務(wù)。 傳統(tǒng)上，為了保障資金的安全，金融機(jī)構(gòu)會盡量將把貸款投放到實力較強(qiáng)、風(fēng)險較低的大中小型工商銀行或者國有工商銀行，而個人較難獲得貸款而滿足自己的融資需求。在日趨發(fā)展的利率市場環(huán)境下，銀行具有利率的決定權(quán)，銀行就可以自主定價，提高利率來補(bǔ)充由于底子薄的自然個人帶來的潛在的較高的風(fēng)險，使得銀行的風(fēng)險和收益能夠匹配，減少由于貸款風(fēng)險帶來的損失，增加收益，進(jìn)一步加強(qiáng)金融機(jī)構(gòu)對于個人金融業(yè)務(wù)來往的積極性。自然個人金融業(yè)務(wù)對比法人業(yè)務(wù)屬于小量，不屬于主流金融，但是由于其服務(wù)對象大多數(shù)是占著大部分比例的自然人，因此其客戶來源多。另外，由于客戶是自然個人，但是他們資金存貸的份額少，對于利率的敏感度低，存款余額從長期來看比較穩(wěn)定，再加上其存款來源比較穩(wěn)定，所收取的服務(wù)費較低，因此金融存在的風(fēng)險相對小。隨著經(jīng)濟(jì)的不斷發(fā)展，自然個人個性化的需要也增多，金融業(yè)也應(yīng)該推出多種個性化個人金融產(chǎn)品。為了分析金融機(jī)構(gòu)如何能夠靈活應(yīng)變，取得更高的業(yè)績，以讓自己的業(yè)務(wù)能力在整個金融體系中不斷地得到發(fā)展壯大，本人提出了關(guān)于我國個人金融業(yè)務(wù)發(fā)展存在的問題以及對策這一課題研究。 本文通過個人金融業(yè)務(wù)經(jīng)營對策的研究，以中國工商銀行長春分行為客體分析對象，不難發(fā)現(xiàn)，雖然其個人金融業(yè)務(wù)與個人金融產(chǎn)品具有一定的金融市場的發(fā)展優(yōu)勢，但是隨著個人金融產(chǎn)品和服務(wù)的開展，其缺點已經(jīng)慢慢暴露出來，風(fēng)險對于投資者的影響也開始日益加重。長春分行目前經(jīng)營理念偏頗、戰(zhàn)略定位模糊、營銷模式落后、客戶體驗與客戶服務(wù)較差、人員激勵政策與考核機(jī)制不夠完善，在個人金融業(yè)務(wù)與個人金融產(chǎn)品發(fā)展的同時，需要根據(jù)自然個人客戶發(fā)展的特點和市場風(fēng)險、市場動向等內(nèi)部因素與外部因素相結(jié)合來調(diào)整個人金融產(chǎn)品，吸引和留住客戶，既保證投資者的合法權(quán)益，也保證了工行的收益。所以，，面對中國工商銀行長春分行個人金融業(yè)務(wù)發(fā)展當(dāng)中存在的問題，制訂合理有效的發(fā)展對策是當(dāng)務(wù)之急，也是長久之計，正確的經(jīng)營對策可以使中國工商銀行長春分行個人金融業(yè)務(wù)經(jīng)營狀況得到全面的提升，不斷提高零售業(yè)務(wù)知名度、滿意度和美譽(yù)度，以實現(xiàn)客戶價值、工商銀行價值和社會價值。
[Abstract]:Personal financial business is relative to corporate financial business, which refers to the business of financial institutions for natural individual customers. The service scope of personal financial business is mainly to provide various financial tools for individuals by using network, technology, talents, information and funds, and to provide professional services for personal clients, such as financial analysis, financial planning, investment consultants, asset management, and so on. Traditionally, in order to ensure the safety of funds, financial institutions will try their best to put loans to large, medium, small and medium-sized industrial and commercial banks or state-owned industrial and commercial banks, which are stronger and less risky, while individuals are more difficult to obtain loans to meet their own financing needs. In the increasingly developing interest rate market environment, banks have the right to decide on interest rates, so that banks can set their own prices and raise interest rates to supplement the potential higher risks posed by natural individuals with a thin base. It can make the bank risk and income match, reduce the loss caused by the loan risk, increase the income, and further strengthen the enthusiasm of financial institutions for personal financial business transactions. Compared with legal person business, natural personal financial business belongs to small quantity and does not belong to mainstream finance. However, because most of its clients are natural persons who account for most of them, its customers come from many sources. In addition, because customers are natural individuals, but their shares of funds and loans are small, their sensitivity to interest rates is low, the balance of deposits is relatively stable in the long run, and the source of their deposits is relatively stable, and their service charges are lower. As a result, the risk of financial existence is relatively small. With the development of economy, the need of individual individuation is increasing, and the financial industry should launch many kinds of individualized personal financial products. In order to analyse how financial institutions can adapt flexibly and achieve higher performance so that their business capabilities can continue to grow and grow throughout the financial system, I put forward the research on the problems and countermeasures of personal financial business development in China. Through the research of personal financial business management strategy, taking ICBC Changchun Branch as the object of analysis, it is not difficult to find that although its personal financial business and personal financial products have certain advantages in the development of financial market, However, with the development of personal financial products and services, its shortcomings have been gradually exposed, and the impact of risk on investors is becoming more and more serious. Changchun Branch has a biased management concept, vague strategic positioning, backward marketing model, poor customer experience and customer service, inadequate staff incentive policy and assessment mechanism, and the development of personal financial business and personal financial products. According to the characteristics of natural personal customer development and market risks, market trends and other internal factors combined with external factors to adjust personal financial products, attract and retain customers, both to ensure the legitimate rights and interests of investors. Also guaranteed ICBC's income. Therefore, in the face of the problems existing in the development of individual financial services in Changchun Branch of the Industrial and Commercial Bank of China, it is imperative and a long-term solution to formulate reasonable and effective development countermeasures. The correct management countermeasure can make the individual financial business of ICBC Changchun Branch to get the comprehensive promotion, continuously raise the retail business popularity, the satisfaction degree and the reputation, in order to realize the customer value, ICBC value and social value.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

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