中国商业银行个人理财市场分析和对策探究.docVIP

中国商业银行个人理财市场分析和对策探究 　　Analysis of the Individual Wealth Management Market of China Commercial Bank and Strategies to Improve the Bank’s Performance 　　University of Pittsburgh Qiushi Hu 　　Summary：This thesis is a case study analyzing the current situation of the Individual Wealth Management Market of China Commercial Bank. The thesis uses data to analyze the scale of the investors interested in either guaranteed financial product or non-guaranteed financial product and graphically displays the change in population of five different types of investors in five years.The thesis examines several aspects of the Individual Wealth Management Market， such as the development and formation of the market， the change in preferred ways of allocating personal assets， the development of the financial management department， the extrusion of foreign financial institutions and the objective requirements of the majority of investors. The thesis focuses on multiple issues including the marketing strategies， brand effect， customer recognition level， risk control， and the impact of the Internet Finance.Moreover， the thesis points out several strategies that could potentially improve the service of China Commercial Bank： establish and maintain the reputation of financial products， segment and manage the targeted markets， standardize financial products selling process， strengthen the customer-bank relationship， and upgrade the service to resist the pressure from Internet Financial Company and foreign banks. 　　Key words：Wealth management products； Asset allocation； Sales strategy； Structure of the group of investors 　　商?I银行个人理财业务可定义为：商业银行依据个人客户的基本信息，收入及资源状况，投资需求等因素，综合利用银行多方位的平台和资源优势，和综合运用各种金融工具，并形成不同金融产品组合，以切实满足不同客户的不同风险偏好，使客户的资产达到流动性、收益性及安全性的统一，从而实现客户的资产保值增值，满足客户需求的一项综合业务。 　　一、商业银行理财的发展现状 　　中国商业银行个人理财业务从出现到蓬勃发展，历经十二载。根据普益财富数据显示，2015年，我国共有商业银行个人理财产品数量达28239款，而发行规模更是达到24.71万亿元人民币。远远超过了保险、信托、基金等其他市场。 　　广发银行汉口分行日均理财金额变化数据，可基本窥见中国商业银行个人理财业务发展趋势。 以下数据均采自我实习的这家商业银行。 　　五年来广发银行汉口分行的日均理财金额变