我国商业银行个人理财产品分析--以深圳市为例.docx

我国商业银行个人理财产品分析

——以深圳市为例

摘要：近年来，中国经济的飞速发展逐渐加深了人们对投资理财的观念和认识。当前金融市场的资产管理产品不断丰富，各商业银行的个人资产管理产品竞争非常激烈。同时，互联网金融的快速增长迅速占领了金融市场份额，并对商业银行的个人理财产品产生了重大影响。广大商业银行在销售个人理财产品方面获得了竞争优势和市场声誉，并且发布的个人理财产品安全且收益相对稳定，受到居民的认可和偏爱。但是，在个人理财产品营销过程中仍然需要解决一些问题。

通过针对商业银行理财产品的影响因素从宏观和微观两个角度进行分析，然后对深圳市商业银行个人理财产品营销现状进行SWOT分析，发现深圳市银行个人理财产品的问题与不足，最后为深圳市商业银行个人理财业务发展带来较为创新而且完善的指导建议。

关键词：个人理财产品，影响因素，SWOT分析，深圳

AnalysisofpersonalwealthmanagementproductsofChinascommercialbanks

——TakingShenzhenasanexample

Abstract:Inrecentyears,withtherapiddevelopmentofChinaseconomy,peoplehavegraduallydeepenedtheirconceptsandawarenessofinvestmentandfinancialmanagement.Atpresent,thetypesofwealthmanagementproductsinthefinancialmarketareconstantlydiversified,andthecompetitionofpersonalwealthmanagementproductsofvariouscommercialbanksisextremelyfierce.Atthesametime,therapidriseofInternetfinancehasquicklyseizedthefinancialmarketshare,whichhasstronglyimpactedpersonalwealthmanagementproductsofcommercialbanks.ShenzhenCommercialBankhascertaincompetitiveadvantagesandgoodmarketreputationinthemarketingofpersonalwealthmanagementproducts.Thelaunchofpersonalwealthmanagementproductshashighersecurityandrelativelystablereturns,andhasbeenrecognizedandfavoredbyresidents.However,someproblemsstillneedtoberesolvedduringthemarketingofpersonalfinancialproducts.

ByconductingaSWOTanalysisofthepersonalfinancialproductsofShenzhenCommercialBank,themacroandmicroperspectivesoftheinfluencingfactorsofthefinancialproductsofcommercialbankswereanalyzed,andasimpleanalysisofthepersonalfinancialneedsofShenzhenBankbasedonthequestionnairewasmade.TheproblemsanddeficienciesofthecityspersonalwealthmanagementproductshavebroughtmoreinnovativeandcomprehensiveguidanceandsuggestionstothedevelopmentofthepersonalwealthmanagementbusinessofShenzhen