招商银行个人理财业务研究ResearchonPersonalFinanceBusinessofChinaMerchantsBank摘要个人理财是指个体根据自身的经济情况，制定合理的资产计划，并进行合理的投资行为。随着个人理财市场需求的不断增长，商业银行也都在积极拓展个人理财相关业务，并使之成为商业银行的新的利润增长点，有力改善了银行的收支结构。招商银行是中国首家以公司控股为主的股份制商业银行。招商银行的控股子公司招银金融在2020年底，其管理的理财产品余额为2.45万亿元（不包括结构性存款），排在我国商业银行中前列。即便如此，招商银行个人理财业务依然存在一些有待完善的地方，比如特色产品较少，同质化较为严重；理财风险提示不足；宣传渠道也较为单一；客户关系维护也有不到位的地方。因此，建议招商银行加大创新力度，不断挖掘更具个性化的理财需求，开发特色理财产品；进一步加强理财风险提示及防范；不断优化线上线下宣传销售渠道；进一步加强中低端客户关系维护。关键词：招商银行；个人理财业务；理财风险ResearchonPersonalFinanceBusinessofChinaMerchantsBankAbstractPersonalfinancemainlyreferstotheestablishmentofreasonablepropertyplanningandreasonableinvestmentactivitiesbyindividualsaccordingtotheirfinancialsituation.Nowadays,withtheincreasingdemandforpersonalfinance,commercialbanksarevigorouslydevelopingbusinessesrelatedtopersonalfinance，makingitanewprofitgrowthpointofcommercialbanks,andeffectivelyimprovingtherevenueandexpenditurestructureofbanks.China'sfirstwhollyownedcorporatejoint-stockcommercialbank,ChinaMerchantsBank'spersonalfinancialbusinessisalsobooming.Bytheendof2020,thebalanceoffinancialproducts(excludingstructuraldeposits)managedbyChinaMerchantsBank,awholly-ownedsubsidiaryofChinaMerchantsBank,reached2.45trillionyuan,rankingintheforefrontofChina'scommercialbanks.Evenso,ChinaMerchantsBank'spersonalfinanceservicesstillneedtobeimproved,suchasfewerfeaturedproductsandserioushomogenization;Insufficientfinancialrisktips;Thepublicitychannelisalsorelativelysingle;Customerrelationshipmaintenanceisnotinplace.Therefore,itissuggestedthatChinaMerchantsBankshouldstrengtheninnovation,constantlytapmorepersonalizedfinancialneedsanddevelopcharacteristicfinancialproducts;Furtherstrengthenfinancialriskwarningandprevention;Continuouslyoptimizeonlineandofflinepublicityandsaleschannels;Furtherstrengthenthemaintenanceofmiddleandlow-endcustomerrelations.KeyWords：ChinaMerchantsBank;PersonalFinancialServices;Financialrisk目录摘要.....................................................................................................................................IAbstract..................................................................................................................................II一、绪论................................................................................................................................1（一）研究背景............................................................................................................1（二）研究意义............................................................................................................1（三）研究思路与研究内容........................................................................................2（四）研究方法与创新点............................................................................................2二、理论基础与文献综述....................................................................................................3（一）商业银行个人理财业务的内涵及特点....................
