我国商业银行个人理财业务发展策略研究

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摘    要
      我国商业银行个人理财还处于起步阶段以传统业务为主，市场潜力巨大，但我国商业银行的个人理财业务存在着诸多问题，如；分业经营、金融市场欠发达、理财观念落后、缺乏市场细分和定位、缺乏后台支持、理财产品梯度不够，都制约着我国个人理财业务的发展。针对上述存在的问题研究相应的解决对策；客户细分改善客户结构、加强合作、建立完善的客户数据库、加快服务队伍建设、优化渠道、产品创新等。

关键词： 商业银行；个人理财；发展策略

Abstract
        China's Commercial Banks Personal Finance also at the initial stage to the main traditional business, the tremendous market potential, but China's commercial banks of Personal Financial Services there are many other issues, such as; points operators, underdeveloped financial markets, financial management concepts behind the lack of detailed market Points and positioning, the lack of background support, financial management products gradient not enough, constraining China's personal financial business. To address the above issues on the corresponding countermeasures; customer segmentation to improve customer structure, strengthen cooperation, and establish and improve the customer databases, to accelerate the building of the contingent services, and optimize the channels, product innovation, and so on.

Key words: commercial banks; personal financial management; development strategy

目    录
摘    要 .....................................................I
Abstract .....................................................II
1  绪    论 ..................................................1
1.1  研究的背景.............................................. 1
1.2  研究的意义 ..............................................1
1.2.1  理论意义.............................................. 1
1.2.2  实际意义.............................................. 2
1.3  国内外研究现状 ..........................................2
1.3.1  国外研究现状 ..........................................2
1.3.2  国内研究现状.......................................... 3
1.4  研究方法及内容.......................................... 4
2  理论基础 ..................................................5
2.1  个人理财业务概念 ........................................5
2.2  相关理论的提出.......................................... 5
2.2.1  生命周期理论 ..........................................5
2.2.2  行为金融学理论 ........................................6
3  国内外个人理财业务比较分析 ................................8
3.1  组织形式................................................ 8
3.2  市场细分和市场营销 ......................................8
3.3  产品与品牌 ..............................................8
3.4  业务处理与产品开发 ......................................9
3.5  考核方法和指标 ..........................................9
3.6  其他 ....................................................9
4  我国商业银行个人理财现状和问题 ............................10
4.1  个人理财业务现状 ........................................10
4.2  个人理财业务存在问题的.................................. 11
4.2.1  分业经营政策的困惑 ....................................11
4.2.2  金融市场欠发达 ........................................12
4.2.3  理财观念有待进一步提高 ................................12
4.2.4  缺乏正确的市场细分和定位.............................. 12
4.2.5  缺乏严谨高效的理财业务管理机制 ........................13
4.2.6  理财产品风险梯度不够完整 ..............................13
4.2.7  缺乏相应的后台支持.................................... 14
5  发展我国个人理财业务对策 ..................................16
5.1  客户细分和改善客户结构 ..................................16
5.1.1  细分客户差异化管理 ....................................16
5.1.2  建立完整的客户数据资料库 ..............................17
5.1.3  以服务引领理财 ........................................18
5.2  加强理财服务队伍建设 ....................................18
5.3  强化理财产品管理........................................ 18
5.4  优化服务渠道建设 ........................................20
5.4.1  人工网点建设 ..........................................21
5.4.2  建设电子渠道服务网络 ..................................21
5.4.3  加强集中管理及优化人员组合 ............................21
5.5  加强保障支持服务系统建设................................ 22
5.6  强化合作共赢 ............................................22
5.7  加快个人理财服务的创新 ..................................23
结    论 .....................................................24
参考文献 .....................................................25
致    谢 .....................................................27
附    录1.................................................... 28
附    录2.................................................... 34

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