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2019年1月

摘要

进入21世纪以来，我国商业银行的理财业务迅速发展，商业银行也开始越来越重视理财业务，把理财业务作为维持银行客户和银行利润的重要来源。随着中国加入WTO，外资银行开始逐步进入中国市场，在理财市场与国内商业银行形成强烈的竞争。近年来随着中国经济的发展，人民收入不断增加，人们的财富不断增长，同时人民收入格局逐步呈现多元化。财富集中逐步加深，相当一部分高收入人群对金融产品、金融服务的需求逐步凸显，对如何进行资产保值、增值，如何规划自身的资产，如何理财展现出极大的兴趣。然而多数居民对理财知识和理财产品了解有限，这时迫切需要理财专家、理财机构给予一定的建议与指导，协助居民进行合理理财。商业银行个人理财是大多数居民的选择。然而我国商业银行尚处于发展初期，有很多地方还不完善，还存在很多问题，特别是理财产品同质性严重，理财产品创新不足严重影响了银行理财业务的发展，同时也远远不能满足居民多样化的理财需求。如此背景下如何推动我国个人理财产品的发展，促进理财产品创新，设计出更加合理个性的理财产品，满足居民多样化的市场需求变得尤为重要。本文对我国商业银行理财产品存在的问题进行分析，探究问题的成因，提出解决策略，选取了招商银行进行案例分析，对中国商业银行个人理财业务发展有一定的推动作用，也正体现了本次研究的理论和实践意义。 关键词：招商银行 理财产品 理财创新

ABSTRACT

In the 21st century, as the wealth management of commercial banks in China develops rapidly, commercial banks are getting increasingly serious about financial services, which is an important source to maintain bank customers and gain profits. With China's accession to WTO, foreign banks began to gradually enter the Chinese market, and form a strong competition with domestic commercial banks in the financial markets. In recent years, with the increased economic growth are the rapid increases in people’s income and wealth. In the meantime, the income structure gradually diversified as well. When the concentration of wealth gradually deepened, a considerable part of the high -income groups gradually have a demand for financial products and financial services, and show a great interest on how to preserve or appreciate assets, how to plan their own assets, and how to manage money. However, most residents’ understanding of financial products and services is fairly limited, so they have an urgent need of financial experts and financial institutions to give some advice and guidance to help them make reasonable financial management. Personal wealth management of commercial bank is most residents’ choice. However, China’s commercial banks are still in the early stages of development and have many disadvantages and problems, especially the homogeneity nature of financial products. Lack of financial product innovation not only seriously affected the development of the bank's wealth management business, but also cannot meet the residents’ diverse financial needs. Under such background, it turns out to be more important to promote the development and innovation of personal financial products, and to design more rational

personal financial products to satisfy the requirement of market diversifications. In this paper, the problem of China's commercial banks financial products is mainly analyzed to explore the causes and propose solutions. China Merchants Bank is selected to have a case analysis. It has a certain role in promoting development of personal financial services of China’s commercial Bank and also reflects important significance in theory and practice.

Key word：China Merchants Bank; Personal Financing; Product Innovation

第一章 绪论

研究背景和意义

研究背景

近年来，我国经济持续稳定发展，居民财富不断增长，个人收入不断增加，2010年城镇居民个人平均年收入为21033.42元，2011年城镇居民个人平均年收入为23979.20元，2012年城镇居民个人平均年收入为26958.99元。同时人民收入格局逐步呈现多元化，财富集中逐步加深，相当一部分高收入人群对金融产品、金融服务的需求逐步凸显，对如何进行资产保值、增值，如何规划自身的资产，如何理财展现出极大的兴趣。《2013年中国私人财富报告》预测，2013年中国高净值人群（个人可投资资产超过1000万人民币）达84万人，可投资资产规模达27万亿元，年均复合增长率达18%。然而多数居民对理财知识和理财产品了解有限，这时迫切需要理财专家、理财机构给予一定的建议与指导，协助居民进行合理理财。但是我国商业银行处于发展初期，很多地方都还不成熟，由于法律等各方面限制我国理财产品仍处于弱势，理财产品创新严重不足。

研究意义

随着中国经济的发展，中国银行个人理财业务迎来了更大的发展前景，商业银行也开始越来越重视理财业务，把理财业务作为维持银行客户和银行利润的重要来源。然而竞争也更加激烈，外资银行由于其品种丰富、收益稳定、风险低等特点在我过市场占有很大优势。恒生银行、东亚银行、汇丰银行、荷兰银行在个人理财业务领域都具有很大优势。很多外资银行的个人理财收入都将占到银行总业务收入的30%以上，称为银行利润的主要来源和银行收入的主要组成部分。

我国银行的理财业务近年来虽说也取得了巨大进步，然而与外资银行相比还是存在很大差距，但我国个人理财业务人具有较大发展空间。目前我国商业银行争相推出创新产品，但大多时候只是模仿和引进国外产品，缺乏与本土情况的结合。因此，发现问题，发现我国理财产品创新存在的问题，进而提升商业银行的竞争力是一个亟待解决的问题。