浅谈我国银行个人理财业务摘要进入21世纪以后，我国商业银行的个人理财业务开始蓬勃发展。商业银行开展个人理财业务，一方面有利于满足居民资产保值增值的需求，另一方面还有利于商业银行增加中间业务收入，转变银行的利润增长方式，提高商业银行的竞争力，进而更好地面对外资银行的挑战。然而，个人理财业务在我国还属新生事物，尽管各家银行的理财新品不断推出，但还是存在具有明显的同质性，还远不能满足居民的理财需求，营销模式滞后，理财业务监管缺失等诸多问题。面对这一现实，如何发展我国商业银行的个人理财业务，不断开发设计出真正适应市场需求的个性化产品，为客户提供全方位的优质服务，改变营销模式，加强监管成为我国商业银行个人理财业务发展亟待解决的问题。个人理财业务是商业银行为个人或家庭量身提供一揽子金融服务，以实现资产抵抗风险、保值增值为目的，具有个性化、综合性、专业化、网络电子化等特点。自20世纪90年代，我国各家商业银行相继开办个人理财业务，市场规模逐渐扩大。但是，在目标市场定位、产品和服务创新、客户经理的培训等方面仍存在差距。为了促进个人理财业务的健康发展，我国商业银行应切实做到明确个人理财业务的战略目标，树立“以客户为中心”的经营理念，在细分客户的基础上，将重点放在中端客户的开发与维护上，在为其提供全方位差异化服务的过程中，树立商业银行的理财品牌。同时，还应完善商业银行的客户关系管理系统，提高理财客户经理的素质与团队合作，并为客户提供最优质贴心的服务。【关键词】商业银行个人理财业务理财产品人才匮乏AbstractAfterenteringthe21stcentury,China'scommercialbanksbegantoflourishpersonalfinancialbusinessdevelopment.Ontheonehand,commercialbanks’personalfinancialservicescanmeetresident’sneedsofpreservingandincreasingthevalueofassets,ontheotherhand,theservicescanincreaseintermediatebusinessincomeandtheprofitsofbanks.Itcanchangethemodeofgrowth;enhancethecompetitivenessofcommercialbanks,soastobetterfacetheforeigncapitalbankstothechallenge.However,personalfinancinginChinaisanovelty,althougheachbankhasintroducednewfinancialmanagement.Theproducthasobvioushomogeneity,andunabletomeetthefinancialneedsoftheresidents,salespatternunder-developed,financialServicessuperviseshortcomingandsoonsomanyproblems.Facedwiththisreality,howtodevelopChina'spersonalfinancebusiness,changesalespatternanddesignpersonalizedproductsandservicesistobesolved.Personalfinancialservicesarethebusinessprovidedbythecommercialbanks.Theyprovidetailoredpackageoffinancialservicesforindividualsorfamilies,soastoresistrisksandpreserveandincreasethevalueofassets.Itisvalue-added，personalized，comprehensive，specialized，electronicnetworksandsoon.Sincethe1990s,China'scommercialbankshaveofferedvariouspersonalfinancebusinesses,thesizeofthemarketgraduallyexpanding.However,commercialbankspersonalfinancialbusinessstillhaveproblemsinthetargetingmarketposition,productandserviceinnovation,trainingoftheclientmanager.Inordertopromotepersonalfinancebusiness,China’scommercialbanksshouldlearnpersonalfinancialbusiness'sstrategicobjectives,namely,establishingthe"customer-centric"businessphilosophy.Onthebasisofcustomersegmentation,China’scommercialbankswillfocusonthemid-rangecustomerdevelopmentandmaintenanceitsdifferentservicesprovidedinthecourseofbanks’financialbrand.Atthesametime，inordertoenhancethequalityoffinancialmanagement,improvingcommercialbank'scustomerrelationshipmanagementsystemandcustomerservicerepresentativearealsoveryimportant,andprovidebestserviceforcustomers.【Keywords】CommercialBank；PersonalFinancialServices；FinancingProducts；Talentpersonshort目录1...
