本篇论文目录导航：
【题目】中国商业银行个人理财产品建设探究
【第一章】商业银行个人理财产品创新发展探析绪论
【第二章】个人理财的相关概念界定及理论分析
【第三章】境外银行个人理财产品革新
【第四章】我国商业银行个人理财产品发展与创新实践
【第五章】我国商业银行个人理财产品发展中存在的问题
【第六章】促进我国商业银行个人理财产品创新的对策建议
【结论/参考文献】商业银行个人理财产品优化研究结论与参考文献
摘 要
随着我国社会经济的高速发展，我国居民的人均收入水平大幅度提升，人们可支配的自由资产不断增加，使得个人理财需求日益旺盛，个人理财市场持续壮大。个人理财业务的发展具有广泛的市场需求，以及巨大的市场利润，它理所当然的吸引了各大商业银行的关注，越来越多的商业银行积极的开展自身的个人理财业务，设计开发满足市场需求的个人理财产品。许多外资银行也积极的加入到我国的个人理财业务中，积极的抢占市场。目前，伴随着个人理财业务的持续性发展，它已成为我国经济发达区域商业银行发展的重要经济利润来源，对商业银行的现实运营与长期发展具有十分重要的影响。
个人理财业务的积极发展与有效提升能够迅速为商业银行提高竞争优势，抢占更大的市场份额，增强商业银行的综合竞争力，推动商业银行的快速发展。
与此同时，伴随着我国商业银行个人理财业务的持续性发展，同业之间的竞争也变得更加激烈，加上大量外资银行的加入，经营压力增大，所面对的机遇与挑战增加。如何设计开发出更多个人理财产品，充分围绕客户需求，使产品的功能实现客户的满意，为银行发展带来稳定的高额利润，都是我国商业银行经营的重点。因此，研究并实现商业银行个人理财产品的发展与创新成为解决商业银行个人理财业务发展的重要选择，具有十分重要的意义。
然而，当前商业银行的发展过程中，我国的个人理财产品与相关业务的发展出现了越来越多的问题，给商业银行的理财业务造成了十分不利的影响，也使商业银行的利润大大缩水。由于国家金融外汇的非稳定因素，个人理财业务也遭遇了短期投机者的狙击，例如近期流行的“中国大妈”购黄金热就暴露出个人投资缺乏有效途径的问题。基于这些原因，我们更加应当重新审视个人理财产品发展中的瓶颈问题。另外由于我国商业银行的理财产品种类有限、收益率低、发展不完善、个人理财市场发展不成熟以及法律和政策的限制等原因，使个人理财产品的发展备受限制，难以真正实现客户资产增值与发展。因此，推进理财产品的不断创新，设计更多功能的产品来满足人们的需求十分关键。
而如何将个人理财业务从低水平的同质化竞争转向创新能力的竞争，成为各家银行在市场竞争中制胜的关键。
本文在查阅国内外相关文献资料及研究成果的基础上，运用文献资料法、比较分析法、案例分析法以及理论与实践相结合法，对我国现阶段个人理财产品的发展情况进行了全面性的研究，系统性的就文章的研究背景、意义、国内外的文献综述等内容进行了详细的阐述；引入个人理财的相关概念与理论，金融创新理论和生命周期理论等先进理论对个人理财进行了相对应的发展分析；并借鉴国外商业银行个人理财产品的创新性发展经验，结合我国现阶段个人理财的创新与发展进行了深入剖析；最后就我国商业银行个人理财业务发展与创新中所存在的问题进行了重点分析，提出具体的解决对策，以积极促进我国商业银行个人理财产品创新的实现。
本文通过研究和探讨，得出以下几点结论：其一，商业银行个人理财业务的发展可以优化商业银行业务种类、增加其营业收入及利润，吸引更多优质客源，从而提升商业银行竞争力。个人理财业务作为商业银行的头牌业务，在商业银行业务发展中占据着重要地位。其二，通过国内外商业银行个人理财产品的发展对比， 从国外商业银行个人理财产品发展与创新的经验来看，其经营理念、加强产品创新、重视客户关系管理、专业理财队伍等是值得我们学习和借鉴的，力求缩小国内外在个人理财产品市场的差距，才能地提高自身水平，使我国商业银行的个人理财业务向更加成熟稳定的方向发展。其三，我国商业银行个人理财产品在对其认识、理财产品设计、营销水平、金融人才、技术手段等方面存在较大的问题，同时，受分业经营的制约、授信制度不完善以及金融市场欠发达等情况也制约了个人理财业务的发展。其四，针对目前我国商业银行个人理财产品发展中存在的问题，应积极采取改进和创新措施，包括：加强市场调研，明确市场定位；根据生命周期理论进行市场细分，实行差别化服务；鼓励创新，开发理财业务新类型；规范产品销售行为，提高理财人员综合素质；加强个人理财产品的风险控制；合理改善理财服务的价格机制，加大理财业务技术性研究的投入。
关键词：商业银行，个人理财，产品创新
ABSTRACT
With the sustained and rapid economic development, people's income level and their disposable assetscontinue to increase and people's demands of personal finance also become increasingly strong. With itshuge market profits, personal financial business attracts the attention of various commercial banks, evenincluding the foreign capital banks. Personal financial business has developed as one of the mainbusinesses of commercial banks in developed regions. It affects bank's development trend and is also along-term management strategy for a bank. The improvement of personal financial business ability cangreatly enhance the competitiveness of commercial banks. The sound development of personal financialbusiness of commercial banks can meet the financial needs of customers more accurately and promote therealization of the customer's financial goals.
Personal finance is a gradually mature business with rampant demand in our country. Commercialbanks in our country not only face the trade competition in their own fields and other financial institutions,but even more urgent, they need to accept the challenges from foreign financial institutions. Especially withthe increase of residents' financial needs and the massive invasion of foreign capital banks, such threeaspects as how to develop personal financial products to bring customers steady and high profits, how toprovide customers with better and more advanced comprehensive services according to the needs ofcustomers, how to firmly own the personal customer group with huge market potential have become theimportant factors by which our commercial banks transform their management strategies and seek newprofit points and the new perspective and new standard of sustainable development. Under thiscircumstance, we must vigorously promote the development and innovation of personal financial productsof our commercial banks.
However, in recent years, under the background of the related policies, economic development, a lot ofproblems occur in personal financial products of commercial banks in our country and the business itself isfraught with problems and bank financial business suffers from some shrinkage problems. Due to theunsteady factors of national financial foreign exchange, personal finance business also suffers from theattack of short-term speculators. For example, the popular event of “China Boyle” buying gold feverexposed the fact that the personal investment lacks the effective way. For these reasons, we should reviewbottleneck problems in the development of personal financial products. What's more, because of the limitedkinds of financial products, low yields, deficient development, immature development of personal financemarket of our commercial banks and also partly due to the limitation of law and policy, the personalfinancial products of our commercial banks have been in a relatively weak position and cannot effectivelyprovide customers with the real value-added services and should meet people's needs through constantinnovation. The key to success for the banks in market competition is how the banks can transform thepersonal finance business from the low-level homogenized competition to the competition of innovativeability.
On the basis of related documentation and research results in China and abroad, using the methods ofdocumentation, comparative analysis, case study and combination of theory and practice, I will start fromthe developmental stages of personal financial products in China, define the conceptions such as financialinnovation, and have a deep understanding of the theory of financial innovation and life cycle theory. First Iwill analyze the problems existing in personal financial products in our commercial banks. And then, withsuch examples as som e foreign banks' development of fina ncial products in China and the goldensunflower finance of China Merchants Bank, I will thoroughly analyze the successful cases of differentcommercial banks and draw lessons from them. Based on this and combined with the specific conditions offinancial product market in China, as well as the related theory and experience of the foreign banks, I willpropose the specific suggestions of improving personal financial product innovation of commercial banksin our country and provide reference for t he practice of personal financial product innovation ofcommercial banks.
Through the studies and discussions in this paper, I come to the following conclusions: First, thedevelopment of perso nal financial business of c ommercial banks can optimize business types ofcommercial banks, increase operating income of co mmercial banks, increase the profit of commercialbanks and attract more customers with high quality so as to promote the competitiveness of commercialbanks. As the leading business of commercial banks, personal financial business occupies an importantposition in the business development of com mercial banks. Second, through the comparison of thedevelopment of personal financial products in commercial banks in China and abroad, studying thedevelopment and innovation experience of personal financial products in the foreign commercial banks, wecan learn such aspects as management ideas, enhancing product innovation, attaching great importance tocustomer relationship management and professional financial management team. We should do our best toreduce the gap in the personal financial product market in China and abroad. Only by doing this, can weimprove the level of our own and develop personal financial business of our commercial banks in a moremature and stable direction. Third, for personal financial products of commercial banks in our country,problems exist in the understanding of personal financial products, financial product design, marketinglevel, financial talents, and technological means. At the same time, such factors as the restriction of thedecentralized management, deficient credit system and underdeveloped financial market also restrict thedevelopment of personal financial business. Fourth, to the current problems existing in the development ofpersonal financial products of com mercial banks in our c ountry, we should take improvement andinnovation measures, including: strengthen market research and ascertain their position in the market; carryout market segmentation and implement differentiated services based on l ife cycle theory; encourageinnovation and develop new types of financial business; regularize product sales behavior and improve thecomprehensive qualities of financial personnel; improve the risk control of personal financial products;reasonably improve price mechanism of financial services and increase the investment in technical researchof financing business.
KEY WORDS: commercial banks, personal finance, product innovation
目 录
摘 要
ABSTRACT
第一章 绪论
一、研究背景与意义
（一）研究背景
（二）研究目的与意义
二、国内外文献综述
（一）国外相关研究综述
（二）国内相关研究综述
三、研究内容及方法
四、本文创新点与不足之处
第二章 个人理财的相关概念界定及理论分析
一、个人理财内涵界定
二、商业银行个人理财产品的种类及作用
（一）商业银行个人理财产品的分类
（二）商业银行个人理财产品的作用
三、商业银行个人理财产品的理论基础
（一）金融创新理论
（二）生命周期理论
（三）投资组合理论
第三章 境外商业银行个人理财产品创新
一、外资银行个人理财产品发展与创新
（一）花旗银行个人理财产品的发展与创新
（二）汇丰银行个人理财产品的发展与创新
二、外资银行个人理财产品发展与创新的经验借鉴
（一）重视客户关系
（二）建立多样化的综合理财产品体系
（三）注重专业人才队伍的建设
第四章 我国商业银行个人理财产品发展与创新实践
一、我国商业银行个人理财产品的发展
（一）我国商业银行个人理财产品的发展阶段
（二）我国商业银行个人理财产品特点及发展趋势
（三）我国商业银行个人理财产品的发展现状
二、我国个人理财产品创新实践：以招商银行金葵花理财为例
（一）国内商业银行个人理财排名
（二）招商银行理财能力综合分析
（三）招商银行金葵花理财分析
（四）招商银行金葵花理财的特色
第五章 我国商业银行个人理财产品发展中存在的问题
一、产品品种同质化严重，创新能力不高
二、信息披露不够完善，风险提示不充分
三、个人理财业务服务门槛过高，科技理财手段落后
四、理财人员专业水平及素质偏低
五、理财产品成为银行揽储的工具，创新落后于市场需求
第六章 促进我国商业银行个人理财产品创新的对策建议
一、加强市场调研，明确市场定位
二、根据生命周期理论进行市场细分，实行差别化服务
三、鼓励创新，开发理财业务新类型
四、规范产品销售行为，提高理财人员综合素质
五、加强个人理财产品的风险控制
六、合理改善理财服务的价格机制，加大理财业务技术性研究的投入
第七章 结论与展望
参考文献
致 谢
