商业银行个人理财现状及策略——中信银行成都分行个人理财策略.doc

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1、SOUTHWESTERN UNIVERSITY Ol* FINANCE AND ECONOMICS硕士学位论文MASTERS DISSERTATION商业银行个人理财现状及策略 一一中信银行成都分行个人理财策略Current situation of personal finance of commercial bank and tactics tactics of personal finance of Chengdu branch of CITIC bank学位申请人 李嬉指导教师 何泽荣教授 学科专业 金融学 学位类别经济学本文分为以下五部分：第一部分,个人理财业务概述。介绍了个人理财业

2、 务的涵义、主要种类、特点、发展的国际国内背景，以及个人理财的理论基础 金融创新以及从商处银行从资产管理到负债管理最后到资产负偾综合管 理这一发展历程。第二部分对成都市个人理财业务市场的需求与供给状况进行了分析。首 先对成都市的商业银行现有理财产品业务情况进行了综述，不仅包括国有四 大银行，还包括交通银行，招商银行等股份制银行，其次，分析了我国商业 银行个人理财业务面临的市场环境,包括宏观环境和微观环境。宏观环境又包 含了：政治环境因素、经济环境因素、社会环境因素和技术环境因素；微观 环境包含了管理体制环境因素,人员环境因素,科技环境因素,市场竞争环境 因素。第三部分，结合中信银行实际，分析了

3、中信银行个人理财业务现状。首先/ 结合中信银行成都清江路支行客户信息,对客户进行了大范围的调研，这些客 户含盖了不同学历、年龄、职业以及不同收入的社会阶层,具有一定的代表性， 从而分析了客户的真实需求情况，同时了解了客户现阶段金融投资理財情况， 包括选择银行方面侧重的内容、客户现有的理财工具、客户希望理財中心提 供的投资服务项目以及对收费的态度；其次,介绍了中信银行个人理财业务现 状,包括现阶段个人理财业务内容、理财业务特色等；紧接着提出了中信银行 个人理财业务存在的八个问题：经营思路上重“批发”轻“零售”，市场营销 观念滞后、品牌优势不明显、理财服务与其他银行趋同、个人理财业务缺乏 正确的市

4、场细分和定位、利润贡献度低、专业理财人员缺乏、客户认可度低、 科技手段落后；然后对其个人理财业务进行了全方位的SWOT分析，分析了优 势、劣势、机会以及挑战。接着着重分析了中信银行个人理财业务面临的外 资中资银行的挑战；最后,明确了中信银行个人理财业务的市场定位中高 端客户定位和已取得的成就。第四部分是全文的核心部分,为中信银行成都分行个人理财提出发展策 略。首先，介绍个人理财业务发展战略的三种类型：零售客户主办银行型、特 定业务集中型、密切联系顾客型；其次,为中信银行个人理财业务提出中长期 发展目标,包括：中信银行个人理财服务的战略内涵服务使命、品牌定位，中信银行个人理财业务中斯目标一在2-

5、3年内在成都市全面推进个人理 财服务，继续扩大市场份额，加快贵宾理财室的基础建设和人员选配，初步 形成层次鲜明、层层跟进的总体发展格局，长期目在中期目标完成的 基础上，全面建成中信银行个人理财服务服务体系，包括在市内形成遍布城 市的、完整的、统一标识的、客户资源共享的个人理财中心网络体系，以物 理网点、电子银行和其它手段为主体的立体式服务渠道体系，适用于全辖、 统一服务标准和品质的产品服务体系，以贴近客户且动态调整为目标、基于 重点地区和重点客户的营销调研和市场反应体系，以完善的客户经理制和理 财中心业绩评价体系为核心的各项基础体系建设；接下来,提出中信银行个人 理财业务发展模式；最后,提出中

6、信银行个人理财业务发展策略。包括：加强 产品创新与开发，即突出中信银行个人理財的差异化特色、加强与证券、保 险等非银行金融机构的合作、整合现有个人理财产品、加快理财产品创新以 及拓展网络理财服务t细分客户；健全理财产品服务体系，即完善服务方式， 满足客户要求便捷、及时、信息方面的需求、强化客户关系管理、发展和完 善各种理财工具和理财分析服务，满足客户的增值性需求、实行差别化服务、 根据客户的贡献提供有差别的价格优惠服务、大力发展消费信贷业务以及以 理财中心和电子银行作为服务的主渠道，完善客户自助化服务体系，提升理 财专柜的服务水平，满足客户对理财服务手段的需求；优化网点结构，大力发 展社区金融

7、,严格标准,强化管理,造就一支高素质的个人客户经理队伍,加大 IT系统投入，为个人理财业务开展提供强大的技术支持,建立长期联动机制 和联动体系。第五部分,提出中信银行个人理財业务营销策略。首先从产品策略入手， 提出了建立以理财为核心的产品系列、提供综合性产品以及开发面向不同顾 客层的产品等策略；最后从品牌策略方面，提出了品牌创立的原则、个人理 财品牌推广策略以及来取行之有效的促销措施等策略本文虽然主要是以中信银行成都分行的个人理财业务为例证进行论证， 但所得出的结论具有一定的普遍性,适用于与中信银行相似的其他商业银行。 需要指出的是,虽然在目前的市场环境下,国内各家商业银行提供的理财服务 还不

8、能算是真正意义上的个人理财服务,但随着国内金融市场的进一歩开放、 混业经营限制的逐步取消以及社会信用体系的建立,商业银行发展个人理财业务的时机和条件将越来越成熟,同时所面临的竞争和风险也是前所未有的。 中信银行有必要对这一发展趋势给予高度重视并作出必要的准备。论文运用了金融学课程所学的金融创新、商业银行经营管理、市场营销 等相关基础理论，并结合在中信银行实习工作中的观察、调研、思考,对中信 银行个人理財业务发展策略提出了自己的见解。但鉴于自身学识和水平有限， 文中述及问题难免存在疏漏和不足，敬请各位评审老师和答辩老师批评、指正, 学生必将谨记各位老师的淳淳教诲,在今后的工作中坚持不解的学习，对

9、该问 题作进一步的研究。关键词：商业银行个人理财AbstractThe business of personal finance appeared in Switzerland first, later had got fast popularization in economically developed countries and regions such as ILS A，Europe and Japan, Hong Kong of Asia. It has become main business lines of every large bank of the world now,

10、 fa front of enormous market demand and opportunity, various financial institutions including bank excavate ones own potentiality and advantage one after another, increase the input in science and technology, set up the platform of personal finance, seize the market of personal finance actively，make

11、 the market competition of becoming fiercer. In the western countries, business of personal finance has steadily occupied the important position in the business development in commercial banks for the large amount, low risk, wide business scope，and steady operation income. The business of personal f

12、inance nearly gets to every family, and it has become the most important component of the western commercial banking field and point of growth of profit Reviewing Chinas financial industry, the separate operation of bank, insurance, and securities, makes the functions of the bank of our country axe

13、relatively single compared with the foreign bank. The business of commercial bank of our country is still the loans and deposits, the income of these business accounts for more than 80% of the gross income at present，today. It already cant meet the needs of sustainable development while great change

14、 will take place soon in financial industry. It is necessary for banks to obtain the new point of growth of profit through developing other business. With the development of China、 economy and the society, the individual wealth is increasing and demonstrating centralization tendency constantly. Peop

15、les attitude to individual wealth, idea and the way of handling them have changed greatly compared with the past. The management of personal wealth gradually becomes the focus that people pay close attention to. So launch the business of management of personal wealth in a more cost-effective maimer,

16、 create the new point of growth of profit of bank, narrow theCurrent situation of personal Stance of commercial bank and tactics-tactics of personal finance of Chengdu branch of QHC bankdisparity with the western commercial banks of developed country to the greatest extent, have already become the u

17、rgent task that the commercial bank of our country has faced with.The evolution of the business of personal finance has reflected the theory of the financial innovation. The financial innovation becomes the motive force of development of personal finance. It promotes the business of personal finance

18、 from low to high level trough creating and bringing in new means and methods in the field of finance. Meanwhile, the business of personal finance put forward the new demand for the financial innovation, and further development of financial umovation.This thesis mainly directs against the current si

19、tuation of the development of the business of personal finance of commercial bank of our country at presentlt combines the current situation of market of personal finance of Chengdu and CmC bank, then put forward the specific tactics for the development of personal financc of CmC bank.This thesis is

20、 divided into five following parts: Part one, it is a business summary of the business of personal finance. It introduced the meaning of the business of personal finance, main kinds, the characteristic, the international and domestic backgrounds of development, and the theoretical foundation of the

21、personal finance - financial innovation and from the assets management to management in debt to the development course of comprehensive management of the asset-liabilities.Part two has analyzed the demand and supply of the market of business of personal finance of Chengdu. Firstly, it has summarized

22、 the current product of personal finance of commercial banks in Chengdu, including not only the State-own, but also shareholding commercial banks; Secondly, then has analyzed the cutrent situation of the business of personal finance. First of all, it has analyzed the market environment that the busi

23、ness of personal finance of commercial banks face with, including macro and micro environment. The macro environment includes: political environmental factor, economic environmental factor, social environmental factor and technological environmental factor, he micro environiQeiit includes: the envir

24、onmental factor of management system, personnel environmental factor, scientific and technological environmental factor, the marketcompetition enviromueittal factor.Part three, it Combines the reality of CmC bank, analyzed the situation of the business of personal finance of CITIC bank; Firstly, cus

25、tomers information of Qingjianglu sub branchs of Chengdu of CITIC bank, it has carried on investigation broadly to the customers，who cover the social strata of different education, age, occupation and different incomes. They have certain representativeness, thus it analyzed the customers true demand

26、 situation, understood customers situation of financial investment at prraent stage at the same time. Secondly, it has introduced the current situation of personal finance of CITIC bank, including business content, characteristic etc; then it has proposed eight problems existing in business of perso

27、nal finance of CITIC bank; then carried on SWOT analysis in ali-direction to its business of personal finance. Then it has analyzed the challenge of foreign capital banks and other domestic banks that the business of personal finance of CITIC bank faces. Finally, it defined the market orientation of

28、 personal finance of CITIC bank and achievement already made.Part four is a key part of the full text, put forward the development tactics for the management of personal money of branch of Chengdu of CmC bank. First of all, introduce three types of the business development strategy of management of

29、personal money: Retail customers lead bank type, the centralized type of particular business, the customer maintaining close ties type; Secondly, propose the medium and long-term development goal for the business of management of personal money of CITIC bank, including: The strategic intension of th

30、e service of management of personal money of OTIC baok, the medium and long-term goal of the business of management of personal money of CmC bank; And then, propose the business development model of management of personal money of CITIC bank; Finally, propose the business development tactics of the

31、management of personal money of CITIC bank Including: Strengthen products innovation and development, subdivide the customer, pay attention to the product service system of the property sound, optimize the structure of site, develop communitys finance in a more cost-effective maimer, rigorously enfo

32、rce the standard, strengthen management, bring up a high-quality personal customers managers team, increase the input in IT system, offer strong technical support for the fact that the business of management of personal money is launched, set up and link the mechanism andCurrent situation of peisona

33、l finance of commercial bank and tactics tactics of personal finance of Chengdu branch of CTTIC banklink the system for a long time.Part five, it propose the marketing tactics of the business of personal finance of CmC bank. By mainly from the aspects of products and brand tactics, it has put forwar

34、d the specific marketing tactics for the business of personal finance.Though this thesis mainly illustrates the business of personal finance of the CmC bank Chengdu branch, but conclusions drawn have certain universality which is suitable for other commercial banks similar to CmC bank. It is needed

35、to point out that though under the present market environment, the personal finance service which domestic commercial bank offers still cannot be regarded as the service of real petsonal finance，but with the further opening of the domestic financial market, gradual cancellation of mixed operation li

36、mit and the establishment of social credit system, the opportunity and condition of business of personal finance will be riper and riper. Meanwhile, the competition and risk that the commercial bank faces at the same time are unprecedented. It is necessary for CmC bank to pay great attention and mak

37、e essential preparation to this development trend.This thesis applied relevant basic theories such as financial innovation, management and administration of commercial bank, marketing etc, and have combined the observation in the internship of CITIC bank, survey and study to put forward my own opini

38、on on the business development tactics of the personal finance of CITIC bank. But seeing that my knowledge level are limited, statement of the questions arc unavoidably imperfect and insufficient in the article, it is appreciated that teachers offer criticize, make a comment. I will remember every t

39、eachers earnest teachings, unremitting study in future work, and do further research on this problem.Keyword: Commercial bank, Personal finance, Tactics一、研究目的与意义.改革幵放20多年来，我国经济进入了一个前所未有的持续高增长期，人 们的生活发生了翻天覆地的变化，货币收入成倍增加，个体经济、私营经济 以及股份制经济的快速发展，个人收入分配的多元化格局逐步形成，对金融 产品的需求也日益多样化，而我国居民的金融知识、投资观念、理财技能普 遍缺乏

40、，因此，客观上需要专门的理财机构和理财专家为他们投资理財。随着竞争的加剧和利率的逐步市场化，商业银行传统的公司类批发业务 获利空间逐步降低，信贷风险不断聚集，而我国金融业全面开放后，外资银 行又将以其雄厚的资金实力、灵活的经营机制、丰富的管理经验，重点争夺 优质客户。日益加剧的市场竞争迫使国内商业银行幵拓新的业务领域，寻求 新的利润增长空间。个人理财业务以其领域广、批量多、风险小、个性化、 收入稳定、附加值高等特点，成为商业银行生存与发展的必然趋势。在这样的背景下，如何抓住优质客户，占领客户市场，获取更大利润， 迎接挑战，如何发展我国的个人理财业务，深化理财内涵，为客户提供更具 个性化的服务，

41、形成企业独特的文化，提高商业银行核心竞争力，成为我国 银行业必须尽快予以研究的问题。 本文具有以下的理论意义-通过对个人理财业务如何发展提出的方法、建议，对我国商业银行发展 个人理财业务提出了一定的思考。同时，本文还具有以下的现实意义r我国个人理财业务还处于初级阶段，研究个人理财业务的发展，有助 于指导将来的实际工作，并尽快占领这一新兴市场。言那商处银行个人理财业务概述个人理财也是投资渠道多元化的需要，目前居民储蓄存款己经出现了 大量增长的担忧，研究个人理财业务，有助于发挥金融机构动员储蓄转向投资的中介功能，实现投资渠道多元化，促进金融体系资源优化和社会资金的 运用效率。二、理论工具和研究方法

42、本文的理论基础是金融创新以及商业银行资产负债管理发展过程，主要 研究方法为：在分析个人理财业务的发展现状时运用了比较分析法，在为中 信银行个人理财业务的发展提出策略时，运用了举例论证法的研究方法。在 分析中信银行客户需求时作了实际的市场调研工作。三、论文的基本思路和逻辑结构本文主要是针对目前我国商业银行个人理财业务的发展现状,分析了国 内外商业银行个人理财业务的差距,结合成都市个人理财市场现状以及中信 银行成都分行个人理财业务开展状况,进而为中信银行发展个人理财业务提 出具体的策略。本文分为以下五部分：第一部分，为个人理财业务概述。介绍了个人理财 业务的涵义,主要种类，特点,发展的国际国内背景

43、，以及个人理财的理论基础 一金融创新。第二部分对成都市个人理财业务市场的需求与供给状况进行了分析,第三部分，结合中信银行实际，分析了中信银行个人理财业务现状。第四部分是全文的核心部分，为中信银行成都分行个人理財提出发展策略。第五部分,提出中信银行个人理财业务营销策略。主要从产品策略和品牌 策略入手,为个人理财业务提出了具体的营销策略。四、需要同读者交待的与论文有关的其它问题本文虽然主要是以中信银行成都分行的个人理财业务为例证进行论证， 但所得出的结论具有一定的普遍性,适用于与中信银行相似的其他商业银行。 需要指出的是，虽然在目前的市场环境下,国内各家商业银行提供的理财服务 还不能算是真正意义上

44、的个人理财服务，但随着国内金融市场的进步开放、 混业经营限制的逐步取消以及社会信用体系的建立，商业银行发展个人理财 业务的时机和条件将越来越成熟,同时所面临的竞争和风险也是前所未有的。 中信银行有必要对这一发展趋势给予高度重视并作出必要的准备。1.商业银行个人舰业务概述1.1商业银行个人理财的涵义.商並银行个人理财业务是指商业银行根据客户的资产结构、收入状况及 自身投资需求，利用其网点、技术、人力、信息、资金等方面的优势，以自 然人(或称个人客户）为服务对象，为其提供包括储蓄存款、国债、基金、外 汇、代理收付、代理保管、转账和汇兑结算、资金融通、代理投资理财、信 息咨询等在内的较为合理的私人理

45、财方案、投资组合建议和全方位综合性金 融服务，银行通过发掘客户需求，帮助客户分析自身财务状况，制定个人财 务管理计划，使客户的资产达到安全性、流动性和收益性的统一，以实现客 户资产的保值增值，从而满足客户对投资回报与风险的不同要求。从资金运用的目的来着，个人理财服务可分为生活理财和投资理财两大 类。生活理财是指人们在衣、食、住、行、教育、养老等生活必须消费的方 面所进行的财务规划和管理，属于一般层次的理财服务。投资理财主要是为 客户提供确保其资产保值和增值的服务，更能体现理财银行在信息量上的丰 富性和完整性，在金融政策法规方面的姻熟性和透彻性，以及在理财技巧和 资金运用能力等方面的优势所在，属

46、于高层次的理财服务。1.2个人理财业务的主要种类目前，商亚银行向客户提供的个人理财业务主要有； (1)储蓄存款商业银行向客户提供活期储蓄、整存整取定期储蓄、零存整取定期储蓄、 存本取息定期储蓄、定活两便储蓄、教育储蓄等类型的储蓄存款，并且代客 户计算存款牧益和设计本、外币的存款组合，代客户管理本、外币存款账户，；1.商业银行个人理财业务概述办理存款的约定转存，活期与定期账户的相互划转等。(2)贷款类1) 个人消费贷款。个人消费贷款是个人理财业务的重要组成部分，占据 了银行个人资产的很大比例，它是银行为个人客户大宗消费提供的一种贷款 服务，主要是把个人今后的支付能力转化为当前的支付，帮助客户解决

47、当前 的支付问题。按照消费贷款的用途，个人消费贷款分为：用于购买固定资产的个人消费贷款：比如用于购买住房的个人住房按 揭贷款该项业务大致占个人消费贷款的70%,也是目前发展最快的一项个人 消费贷款业务：另外还有用于购买汽车的个人汽车按揭贷款业务。用于个人日常生活的个人消费贷款：比如购买家电、电脑等大宗消费 品的消费贷款；住房装修贷款；旅游消费贷款：个人助学贷款等。个人授信业务：它不同于人民银行明令禁止办理的不指定用途的消费 贷款，也不同于前面提及的指定用途的消费贷款，它是由银行事先对个人客 户进行调查，然后要求客卢提供相应的担保抵押手续或根据客户个人的信用， 授予客户一个信用额度。客户在信用额

48、度内可以自由使用贷款，并能循环使 用。如购买第二套住房时用第一套住房抵押，或购买工程机械时用该产品作 抵押等。个人质押贷款：用于个人在有流动资金需求时，用自己的存单或亲朋 好友的存单做质押以获得贷款的方式。2) 个人委托投资贷款。个人委托投资贷款是指客户将资金存入银行，委 托银行用该笔资金向需要用款的单位或个人提供贷款，由客户收取贷款利息 以实现资金收益的业务。银行在业务过程中，只为借贷资金的双方充当中介 的角色，收取手续费或佣金，不承担信贷业务的任何风险。该项贷款又分为 指定用途和不指定用途的委托投资贷款两种。指定用途的委托投资贷款。该类贷款的用途事先由借款人和贷款人约 定借款人必须按照指定

49、的用途使用所借款项。不指定用途的委托投资贷款。该类贷款的用途事先并未由借款人和贷 款人约定，借款人无需按照指定用途使用款项。这类贷款的风险较大，客户 在对借款人的资信情况没有充分把握时，一般不会选择该类型的贷款。3) 代理贷款服务类。该种类型的贷款服务主要包括代客户设计贷款组合、 代客户办理贷款手续、代客户进行项目介绍与评估、代客户计算贷款成本与 管理贷款风险等。(3) 银行卡业务1) 储蓄卡(借记卡)业务：目前我国国有商业银行发行的银行卡90%以上都 是储蓄卡(借记卡)。它主要用于个人存取现金、个人电子汇兑、通存通兌、 在特约商户刷卡消费等业务，但不提供透支服务。2) 信用卡(贷记卡)业务-信用卡允许客户在一定的额度内透支，具有融 资功能。现各商业银行正陆续推出双币种的贷记卡，允许客户在境外用外汇进行 消费，回国后用人民币进行还款，为客户提供了更加便利的