【作者】 张丽；

【导师】 盖骁敏；

【作者基本信息】 山东大学 ， 项目管理（专业学位）， 2014， 硕士

【摘要】 改革开放以来,中国经济快速发展,人民生活水平不断提高,居民个人收入不断增加,部分收入较高的群体开始寻求更加高效的资产管理方法,商业银行个人理财业务应运而生,通过专业的理财机构或者理财专家进行理财投资越来越成为人们理财的重要方法之一。但是与国外相比,我国的商业银行个人理财业务发展要晚,理财业务的现在所处的发展阶段不能满足市场的需求,商业银行个人理财业务的发展既充满了机遇又有艰难的挑战。在此背景下,积极地推动我国商业银行个人理财业务的发展,既是我国商业银行自身发展的重要任务,也是商业银行研究要解决的重要问题。因此,可以在对国外银行个人理财业务成功经验进行分析的基础上,对我国商业银行个人理财业务的发展历程和发展环境做出研究,提出有针对性的发展策略,对提高我国商业银行在市场上的核心竞争力,加快个人理财业务的发展具有重要的指导作用和现实意义。本文选取个人理财业务发展比较先进的瑞士银行、花旗银行和香港银行进行研究并与我国商业银行个人理财业务发展现状进行比较分析,认为我国商业银行开展个人理财业务应该注重追求服务的个性化、综合化以及主动性和增值性,并且要加强对从业人员的专业素质培养,借助电子信息设备提高服务效率。本文应用PEST分析法从政策、经济、技术和社会四个方面对个人理财业务发展的宏观环境进行分析,探究我国商业银行个人理财发展的现状,找到我国商业银行发展过程中的外部和内部制约因素,并选取建设银行M支行个人理财现状用PEST分析法对相关数据环境进行分析,完善本文的研究思路。最后综合前期研究提出促进我国商业银行个人理财发展的策略,认为我国商业银行应该加强对市场的细分处理,进行准确的产品定位；开发特色业务进行产品的创新和渠道创新；加强客户关系管理；引进先进技术,提升服务质量；提高个人理财业务人员的专业化素质,实现客户资产增值；完善银行个人理财监管机制和风险防控机制。更多还原

【Abstract】 Since China’s reform and opening up, China’s rapid economic development, people’s rising living standards, the residents’ personal income increasing, more and more high earners seek more effective asset management approaches. Commercial Bank personal financial services came into being. Through specialized financial institutions or financial expert to make financial investment has increasingly become one of important means of people’s financial management. But our country Commercial Bank personal financial services development is later than abroad, its development cannot meet the demand of market. For our country, the Commercial Bank personal financial services development is full of opportunities and challenges. In this background, actively promoting the development of our country Commercial Bank personal financial services, is not only an important task of commercial Banks own development, but also an important issue of commercial banks to solve. Therefore, on the basis of analyzing the successful experience of foreign banks personal financial services, we can do research on our country personal financial services development course and development environment, and propose targeted measures. So to improve the core competitiveness of our country commercial bank in the market, speed up the development of personal financial services has an important guiding role and realistic significance.This article selects the Swiss Banks, Citigroup and bank of Hong Kong for study whose personal financial services development are more advanced, then compared with China’s commercial banks with the personal financial status. By analyzing the results that China’s commercial banks to develop personal financial services should focus on the pursuit of personalized service, as well as integration and value-added initiatives, and to enhance the professional quality training, with the help of electronic information equipment to improve service efficiency.In this paper, PEST analysis personal finance business development of the macro environment analysis from the policy, economic, technological and social four aspects to explore the personal financial status and deficiencies of the development of China’s commercial banks. Then select M Construction Bank branch using personal financial situation analysis PEST analysis. Finally, put forward a strategy by integrating the pre-study to promote the development of our country personal financial services. Early last comprehensive study on the promotion of the development of China’s commercial banks personal finance strategies that China’s commercial banks should strengthen market segmentation, and performs accurate product positioning; development of special operations for product innovation and channel innovation; strengthen customer relationship management; the introduction of advanced technology, improve service quality; improve personal finance professional quality business people, to achieve customer asset value; perfect personal finance banking regulatory mechanism and risk control mechanism.更多还原