【作者】 陈晨；

【导师】 尹威；

【作者基本信息】 东南大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 2004年,全国首只人民币理财产品正式面世,中国银行业理财业务由此进入黄金发展期。但商业银行在追求理财业务模式创新的过程中逐步背离“受人之托、代人理财”的本源,诸多规避监管的行为给金融系统及实体经济带来了巨大的安全隐患,资管新规及配套政策应运而生。资管新规的实施,在规范了理财市场的同时,也给理财业务转型带来了一定的冲击。在此背景下,HZ银行如何立足客户实际需求,在机遇与挑战并存的市场环境中,推动其个人理财业务可持续、稳定且规范地发展,是亟需解决的问题。本文以HZ银行为研究对象,以7Ps营销理论、投资组合理论为理论基础,通过文献研究法、案例研究法、问卷调查法,研究HZ银行在资管新规背景下个人理财业务的优化对策。首先,分析资管新规对HZ银行个人理财业务发展的规范与制约,以及HZ银行在资管新规背景下个人业务转型的过程和效果。其次,通过发放调查问卷洞悉客户需求,在此基础上结合相关数据分析HZ银行个人理财业务产品端、资产端、营销端及运营端现存问题。最后,结合SWOT分析及自身工作实际,立足现存问题有针对性地提出HZ银行个人理财业务优化对策。即产品端要加强产品及服务创新、积极布局主题理财、搭建产品质量筛选体系;投资端要重塑具备杭银特色的投研体系、积极布局权益市场以提升资产配置的全面性和专业性;营销端要完善线上营销渠道建设、加强理财营销团队建设,提升客户满意度和归属感;运营端要加强金融科技赋能、持续提升风险管控能力,推动HZ银行个人理财业务可持续发展。本文的研究结论不仅可以为HZ银行个人理财业务相关工作开展提供有力参考,助其获得新的利润增长点,提升市场竞争力;同时对其他商业银行在强监管背景下寻求个人理财业务发展突破口存在一定的借鉴意义。更多还原

【Abstract】 In 2004,China’s first RMB wealth management product was officially launched,and the financial management business of China’s banking industry entered a period of gold.However,in the process of pursuing innovation in the wealth management business model,commercial banks have gradually deviated from the origin of"entrusted and entrusted wealth management".Many regulatory avoidance behaviors have brought huge security risks to the financial system and the real economy,and new asset management regulations and supporting policies have emerged.The implementation of the new asset management regulations has not only standardized the wealth management market,but also brought certain impacts to the transformation of wealth management business.In this context,it is an urgent issue for HZ Bank to focus on the actual needs of its customers and promote the sustainable,stable,and standardized development of its personal wealth management business in a market environment where opportunities and challenges coexist.This article uses Hz Bank as the research object,with 7PS marketing theory and investment portfolio theory as the theoretical basis.Through the literature research law,case research method,and questionnaire survey method,the HZ bank has studied the optimization countermeasures of HZ Bank in the background of the new asset management regulations.First of all,analyzes the regulations and restrictions of the new rules of asset management on the development of Hz banks’personal wealth management business,and the process and effect of Hz banks in the background of the new rules of asset management.Secondly,through the issuance of investigating questions,the customer’s needs are issued,and based on this,the relevant data analyzes the existing problems of HZ Bank’s personal wealth business product side,asset side,marketing side,and operating side.Finally,combined with SWOT analysis and its own work,based on the problem,the HZ Bank’s personal wealth management business optimization countermeasures are proposed.The product side should strengthen the product and service innovation,actively deploy the theme financial management,and build the product quality screening system;the investment side should reshape the investment and research system with Hangyin and silver,and actively deploy the equity market to improve the comprehensiveness and professionalism of asset allocation;marketing It is necessary to improve the construction of online marketing channels and strengthen the construction of wealth management marketing teams to enhance customer satisfaction and belonging;the operation side should strengthen financial technology empowerment,continue to improve risk management and control capabilities,and promote the development of personal wealth management business in HZ Bank.The research conclusion of this article can not only provide strong reference for the development of personal wealth management business of HZ Bank,but also help it obtain new profit growth points and enhance market competitiveness;At the same time,it has certain reference significance for other commercial banks to seek breakthroughs in personal wealth management business under the background of strong supervision.更多还原