抚顺银行个人理财业务发展策略的优化研究(硕士)

抚顺银行个人理财业务发展策略的优化研究(硕士)(论文24500字)
Research on the Optimization of Personal Financial Business Development Strategy of Fushun Bank
摘    要
抚顺银行个人理财业务发展策略的优化研究
在我国，随着经济社会的不断发展，人们对投资的积极渴望性不断提高，相对于银行个人理财业务发展的要求也不断提升。金融市场的快速发展使得商业银行之间的竞争不断加剧，各银行纷纷开始在个人理财业务方面展开激烈的竞争。抚顺银行近些年来加大在个人理财业务方面的投入，为抢占市场先机以获得高额收益，这也是我国当前大多数商业银行普遍采取的主要发展战略之一。
理财业务已经成为各个银行发展的重要部分，从内涵视角讲，个人理财业务就是指向一般国民为了一定的经济利益而开展的一些业务，银行为了自己的业务发展和事业拓展也积极开展个人理财业务。从价值与功能视角分析，商业银行个人理财业务能够极大促进商业银行的发展，能够极大促进国民理财业务的发展与极大提升国民的幸福指数，能够极大推动国家经济社会新常态发展。
个人理财业务论根源兴起很早，但我国的商业银行新兴的个人理财业务起步较晚，同质化营销是非常严重的，这种现象的产生是由于个人理财业务刚刚发展起来，这就导致个人理财业务在商业银行中的发展缺乏特色，理财业务内容和渠道单一过于狭隘，相较于国外的理财产品而言由产品导向的理财业务，其内容的丰富程度比西方国家商业银行的理财服务差得多，目前大多数的国内商业银行的资金不足以支撑理财产品的金融品牌优势，其业务的发展壮大还需要很大的进步空间。从国内外商业银行的个人金融服务的成功经验，从战略到产品创新，服务战略，品牌战略和不同层次的学习个人理财业务的困难这几个方面研究抚顺银行的个人理财业务情况，通过分析国家和国际环境的理财业务在金融服务体系中的成功经验和战略性的实践意义，给出适合个人理财业务在抚顺银行发展的策略和建议，我们希望在中国商业银行的个人理财业务的发展中具有一定的参考价值。
本文通过文献研究法、定性分析法、调查分析法等，对商业银行个人理财业务相关理论进行分析和研究，并对抚顺银行个人理财业务的发展现状及存在的问题进行多方面的分析，指出其存在的各项缺陷。并结合当前我国金融市场的发展环境，从抚顺银行个人理财业务发展的现状出发，从风险防范、客户管理维护管理、理财产品及服务、市场营销等多个角度出发，提出相应的改进和优化对策，以期全面促进抚顺银行个人理财业务的发展，使其能够在激烈的市场竞争中保持竞争优势。最后，本文从文化品牌、组织、制度、资源等方面提出相应的保障性措施，以保证抚顺银行个人理财业务发展策略的顺利实施。
   
关键词：

抚顺银行；个人理财业务；创新策略；服务策略；品牌策略
 
Abstract
Research on the optimization of personal financial business development strategy of Fushun bank
With the continuous development of China's economy and society, people's investment enthusiasm rising, put forward higher requirements on Commercial Bank financial. With the development of China's financial market, competition among commercial banks has intensified. Banks are starting to compete fiercely in personal financing business. In recent years, the Bank of Fushun has increased its investment in personal financial services to seize the opportunity to gain high income, which is also one of the main development strategies commonly adopted by most commercial banks in China.
Financial business has become an important part of the development of various banks. From the perspective of connotation, personal financial services are directed to some of the business of the general people for a certain economic benefit. In order to develop their own business and expand their business, the bank actively carries out personal financial affairs. From the perspective of value and function, the personal financial business of commercial banks can greatly promote the development of commercial banks. It can greatly promote the development of national financial services and greatly improve the happiness index of the people, and can greatly promote the new normal development of the national economy and society.
The origin of personal financial business theory is very early, but the new personal financing business in China's commercial banks is late, and the homogeneity marketing is very serious. This phenomenon is due to the development of personal financial services, which leads to the lack of characteristics in the development of personal financial services in commercial banking. The content and channel of financial services are too narrow and compared to foreign countries. In terms of financial products, the content of financial products is much less than that of commercial banks in western countries. At present, most of the funds of domestic commercial banks are not sufficient to support the financial brand advantages of financial products, and the development and expansion of their business needs a lot of room for progress. From the successful experience of personal financial services of commercial banks at home and abroad, from strategy to product innovation, service strategy, brand strategy and the difficulty of learning personal financial services at different levels, the personal financial services of Fushun bank are studied, and the successful experience and strategic practical significance in the financial service system of the national and international environment are analyzed by analyzing the financial services of the national and international environment. The strategies and suggestions for the development of personal financial services in the Bank of Fushun are given. We hope to have a certain reference value in the development of the personal financial services of the Chinese commercial banks.
Through the literature research, qualitative analysis, investigation and analysis, this paper analyzes and studies the related theories of personal financial management business of commercial banks, and analyses the development status and existing problems of personal financial services in Fushun bank, and points out the defects of the existing problems. Based on the current development environment of the financial market in China, and starting from the current situation of the development of personal financial services in Fushun bank, this paper puts forward the corresponding improvement and optimization countermeasures from the risk prevention, customer management and maintenance management, financial products and services, marketing and so on, in order to promote the development of the personal financial services of Fushun bank in an all-round way so that it can compete in the fierce market. Maintain competitive advantage. Finally, this paper puts forward the corresponding safeguard measures from the aspects of cultural brand, organization, system and resources, so as to ensure the smooth implementation of the development strategy of the personal financial management business of the Bank of Fushun.

Keywords:
Bank of Fushun; The Personal Financial Services; Product Innovation Strategy; Service Strategy; Brand Strategy.

目录
第 1 章 绪论    1
1.1 研究背景与意义    1
1.2 研究内容与方法    2
1.3 理论基础和文献综述    3
第2章抚顺银行个人理财业务发展现状及问题    6
2.1抚顺银行个人理财业务发展的现状    6
2.2 抚顺银行个人业务发展存在的问题    9
2.3 抚顺银行个人理财业务发展存在问题的成因分析    10
第3章抚顺银行个人理财业务发展策略的优化方案    15
3.1 拓宽理财服务渠道    15
3.2 促进理财产品的创新    17
3.3 客户关系维护管理策略    18
3.4理财产品及服务策略    21
第4章优化方案的实施的保障措施    24
4.1文化及品牌保障    24
4.2组织保障    25
4.3制度保障    26
4.4资源保障    27
结 论    29
参考文献    31
致谢    34