USST_Arts_117200875 农行ZZ分行个人理财业务发展对策研究

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摘要

商业银行的个人理财业务是根据客户财务状况，为其提供的财务分析、规划等专

业化服务，帮助客户实现财富的保值和增值并实现理财目标。近年来，受益于中国经

济持续快速发展，居民的财富不断增加，国内的个人理财业务得到了快速发展。个人

理财业务也因具有广资源、低风险和收益稳定等特点在各家商业银行中备受青睐，已

成为银行间业务竞争的重要区域。各家行纷纷推出各种有吸引力的产品和服务，以争

取高端优质客户，获得新的利润增长点。为做好零售业务，各行均需采取措施，制定

行之有效的个人理财业务发展策略。

论文将个人理财相关理论与农行ZZ分行的实际情况相结合，通过查阅企业相关资

料，了解到企业个人理财业务发展历程和经营状况，使用定量和定性分析的方法，发

现企业存在的问题，并提炼出符合农行ZZ分行特色的个人理财业务发展对策。

论文以农行 ZZ 分行个人理财业务作为研究案例，首先简要介绍了本论文研究意

义和背景，较详细的对本论文所借鉴的文献及其观点进行了综述；其次对个人理财

业务的基本概念及结构进行了阐述，介绍个人理财业务的主要理论基础，并对生命

周期理论、投资组合理论和市场营销理论中的市场细分理论、市场定位理论等进行

了重点介绍；接下来，运用上述理论对农行 ZZ 分行个人理财业务现状进行了深入分

析，发现存在网点布局不合理，宣传效果不理想，营销平台缺失和客户维护水平不

高等制约后续发展的问题。最后，结合农行 ZZ 分行个人理财业务发展实际情况，参

照有关理论，作者提出了优化网点布局，提升服务标准，创新宣传与营销模式，搭

建平台加大个人贵宾维护等发展对策和建议，并试图指出个人理财业务未来发展的

方向，以面对日趋激烈的同业市场竞争态势。

关键词：商业银行农业银行个人理财业务发展对策

ABSTRACT

According to customers’ financial situation, personal financial services of commercial

banks provide them with professional services such as financial analysis and planning,

helping customers realize preservation and appreciation of the wealth and achieve financial

goals. In recent years, benefiting from China’s sustained and rapid economic development,

the wealth of residents increases constantly and domestic personal financial services have

developed rapidly. With characteristics like wide resources, low risk and stable income,

personal financing services are favored in commercial banks, having become an important

area for inter-bank business competition. And banks have been offering a variety of

attractive products and services, so as to win high-end and high-quality customers and gain

new profit growth point. To do retail business well, banks need to take measures to

formulate effective personal financial services development strategies.

This thesis combines the personal finance theory with the actual situation of

Agricultural Bank of China ZZ branch, has access to the enterprise personal financial

services development course and state of operation by going through enterprise information,

finds problems in the enterprise by taking quantitative and qualitative analysis method and

extracts the personal financial services development countermeasures that conform to

characteristics of Agricultural Bank of China ZZ Branch.

This paper takes the personal finance service provided by Agricultural Bank of China

ZZ Branch as the research case. Firstly, it briefly introduces the research significance and

background of this paper and then reviews in detail the literature and viewpoint used for

reference; secondly, it introduces the conceptual framework and composition of the

personal finance service as well as its principle theoretical basis, including the life cycle

theory, portfolio theory and the market segmentation theory and market locating theory in

the marketing management finance, etc. As this bank has run this service for a short time,

it is facing more problems and difficulties compared with its peers in the perspectives of

customer maintenance, new product development and so on. Next, this paper undertakes

deep analysis on the status of the personal finance service run by Agricultural Bank of

China ZZ Branch by using the aforementioned theories, discovering that the follow-up

development of this service is restricted by the inappropriate spread of branches,

unsatisfactory advertising result, lack of marketing platform and low-level customer

maintenance, etc. At last, by combining the practical situation of this bank’s personal

finance service with relevant theories, the author proposes to optimize the branch

distribution, improve the service standard, renew the advertising and marketing mode and

build a platform to improve the maintenance of important customers, etc. Furthermore,

this paper also tries to point out the direction for this bank to develop its personal finance

service to face the increasingly intense competition on the banking market.

Key Words：Commercial Bank，Agricultural Bank of China，Personal

Finance Finance Management，Development countermeasures

中文摘要

ABSTRACT

第一章绪论 .......................................................... 1

1.1 研究背景及意义 .................................................. 1

1.1.1 研究背景 .................................................. 1

1.1.2 研究目的及意义 ............................................ 2

1.2 国内外研究现状综述 .............................................. 2

1.2.1 国外研究现状综述 .......................................... 2

1.2.2 国内学者的观点综述 ........................................ 3

1.3 论文研究内容及框架 .............................................. 6

第二章个人理财业务相关理论 ........................................... 9

2.1 个人理财业务概念 ................................................ 9

2.1.1 定义 ...................................................... 9

2.1.2 分类 ..................................................... 10

2.1.3 特点 ..................................................... 11

2.1.4 原则 ..................................................... 12

2.2 相关理论研究 ................................................... 12

2.2.1 生命周期理论 ............................................. 12

2.2.2 投资组合理论 ............................................. 14

2.2.3 市场营销理论 ............................................. 15

2.3 个人理财发展现状 ............................................... 18

2.3.1 国外发展历程 ............................................. 18

2.3.2 国内发展历程 ............................................. 19

第三章农行ZZ分行个人理财业务现状分析 ................................ 20

3.1 农行ZZ分行基本情况介绍 ......................................... 20

3.2 个人理财业务现状 ............................................... 21

3.2.1 个人理财品牌情况 .......................................... 21

3.2.2 个人客户情况 .............................................. 21

3.2.3 产品供应及销售情况 ....................................... 22

3.3.4 理财人员配置情况 ......................................... 24

3.2.5 理财系统建设使用情况 ..................................... 25

3.3 农行ZZ分行发展环境分析 ......................................... 25

3.3.1．外部环境 ................................................ 25

3.3.2．同业竞争状况 ............................................ 26

3.4 农行ZZ分行个人理财业务存在的问题分析 ........................... 28

3.4.1 网点综合竞争实力弱 ....................................... 28

3.4.2 宣传与营销效率低下 ....................................... 30

3.4.3 贵宾客户细分程度低 ....................................... 30

3.4.4 营销平台建设不到位 ....................................... 31

3.4.5 绩效激励考核不到位 ....................................... 32

第四章农行ZZ分行个人理财业务发展对策 ................................ 33

4.1 提升网点综合竞争实力 ........................................... 33

4.1.1 优化网点布局 ............................................. 33

4.1.2 提升网点软实力 ........................................... 34

4.1.3 打造网点服务品牌 ......................................... 35

4.2 创新业务宣传与营销模式 ......................................... 37

4.2.1 做好产品多元化的宣传工作 ................................. 37

4.2.2 开展公私联动式营销 ....................................... 38

4.2.3 做好高端客户营销 ......................................... 39

4.2.4 通过理财产品组合促销售 ................................... 40

4.3 加大对个人贵宾客户的维护 ....................................... 43

4.3.1 完善个人客户信息数据库 ................................... 43

4.3.2 落实个人贵宾客户管户责任 ................................. 44

4.3.3 提高个人贵宾客户管理水平 ................................. 44

4.3.4 丰富贵宾客户增值服务体系 ................................. 44

4.4 做实平台搭建和队伍建设 ......................................... 45

4.4.1 加快推进理财体系建设 ..................................... 46

4.4.2 打造优秀的人才队伍 ....................................... 46

第五章农行ZZ分行个人理财业务发展对策实施保障 ........................ 48

5.1 加强制度方面保障 ............................................... 48

5.1.1 加强宣传与沟通 ........................................... 48

5.1.2 健全业务考核激励机制 ..................................... 48

5.1.3 建立健全人才培养与培训制度 ............................... 49

5.2 风险控制方面保障 ............................................... 49

5.3 企业文化建设方面保障 ........................................... 50

第六章总结与展望 .................................................... 52

6.1 总结 ........................................................... 52

6.2 展望 ........................................................... 53

参考文献 .............................................................. 54

在读期间公开发表的论文和承担科研项目及取得成果 ........................ 56

致谢 ................................................................57

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摘要：

摘要商业银行的个人理财业务是根据客户财务状况，为其提供的财务分析、规划等专业化服务，帮助客户实现财富的保值和增值并实现理财目标。近年来，受益于中国经济持续快速发展，居民的财富不断增加，国内的个人理财业务得到了快速发展。个人理财业务也因具有广资源、低风险和收益稳定等特点在各家商业银行中备受青睐，已成为银行间业务竞争的重要区域。各家行纷纷推出各种有吸引力的产品和服务，以争取高端优质客户，获得新的利润增长点。为做好零售业务，各行均需采取措施，制定行之有效的个人理财业务发展策略。论文将个人理财相关理论与农行ZZ分行的实际情况相结合，通过查阅企业相关资料，了解到企业个人理财业务发展历程和经营状况，使用定...

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