论文总字数：18214字

摘 要

随着改革开放带来的经济发展改变了我国人民的生活水平和收入。投资和金融管理的概念不再局限于储蓄。收入增长和恩格斯系数的降低使人们重视资金的使用效益。另一方面，由于中国加入了世界贸易组织，不同行业对外开放程度加大，外国银行大量增加进入金融市场，给我国商业银行带来了新的挑战；并在此时，我国商业银行金融体系也在不断寻求突破，不断改良升级，但老牌存贷业务量的下降也使得我国商业银行的经济压力不断增大，银行收益不断降低，在这种情形下商业银行开始将眼光转向发展新的业务领域，商业银行的理财产品也就顺势而生，为银行提供了新的利润增长点，理财产品的存在使得商业银行的资金分配状况得到极大的优化，结构不断优化升级带来的直接结果也直接推动商业银行理财业务的发展。

我国商业银行开始着手发展的时间虽然相对靠后，但凭借着市场的需求，政府的帮助是的其发展速率远远超过其他国家，并在此后几年间达到了新的层次，在此其中以招商银行为首的几家银行做的尤为出色，并推出了一些适应市场的理财产品。得到了广大客户的认可。尽管发展迅速，但由于发展时间短，总体经济条件有限，银行本身也有局限性，对招商银行理财产品业务的发展造成了一些障碍，目前的商业银行还有许多问题。尽管有许多优势，但在风险管理和利用先进技术方面仍然存在缺陷，对他们的竞争力有一定的影响，故而在此基础上招商银行应当做出相对应的针对性调整。

本文首先介绍了理财产品的发展现状，以及招商银行的明星产品“金葵花”。结合目前的商业银行状况和发展情况分析其存在的缺点，机遇和威胁，结合银行本身和整个金融环境提供了答案和建议，以及对未来的商业前景做出展望。

关键词：招商银行，个人理财业务，发展策略

Analysis on the development trend of financial products of China Merchants Bank

Abstract

With the economic development brought about by the reform and opening up, the living standard and income of our people have changed. The concept of investment and financial management is no longer limited to savings. The increase of income and the decrease of Engels coefficient make people pay attention to the use efficiency of funds. On the other hand, due to China"s accession to the world trade organization, the degree of opening to the outside world of different industries has increased, and foreign banks have greatly increased their access to the financial market, which has brought new challenges to China"s commercial banks. At the same time, China"s financial industry is constantly reforming, and the traditional savings and loans are tightening, which makes the commercial banks face greater pressure in the current situation, and their profits are constantly decreasing, forcing them to start to develop New business to make up for the loss of profits, and the personal financial transactions of commercial banks just create a new profit growth point, at the same time, it can improve the bank"s capital distribution to a certain extent. It is helpful to promote and develop the personal financing business of our commercial banks.

Although China"s commercial banks started late, they developed rapidly. In 2014 and 2011, the number and scale of personal financial products reached a new height. China Merchants Bank did a good job in China"s commercial banks and created "golden sunflower" personal financial products. Has been recognized by the majority of customers. Despite the rapid development, due to the short development time, the limited overall economic conditions and the limitations of the bank itself, it has caused some obstacles to the development of personal financial products business of China Merchants Bank. At present, there are still many problems in commercial banks. Although there are many advantages, there are still defects in risk management and the use of advanced technology, which have a certain impact on their competitiveness. Therefore, China Merchants Bank should deal with and change the deficiencies.

This paper first introduces the development status of personal financial products, and the star product "golden sunflower" of China Merchants Bank. Combined with the current situation and development of commercial banks, this paper analyzes their shortcomings, opportunities and threats, provides answers and suggestions combined with the bank itself and the whole financial environment, and makes prospects for the future commercial prospects.

Keywords: China Merchants Bank; Personal financial services; Development strategy

目 录

Abstract 2

第一章 绪 论 4

第二章 文献综述 6

2.1国外关于理财的相关研究 6

2.2国内关于理财的相关研究 6

2.3本章小结 7

第三章 商业银行个人理财业务概述 8

3.1商业银行个人理财业务的内涵 8

3.2 我国商业银行理财产品业务发展概况 8

3.3 招商银行发展现状 8

3.4 “金葵花”理财产品 9

第四章 招商银行理财产品SWOT分析 10

4.1 招商银行理财业务的优势（Strength） 10

4.2 招商银行理财业务的劣势（Weakness） 10

4.3 招商银行理财业务的机会（Opportunity） 11

4.4 招商银行理财业务的威胁（Threat） 11

4.5 总结 12

第五章 招商银行理财产品业务发展的对策 13

5.1 招商银行内部环境改善 13

5.1.1 增强创新意识，推出新的理财业务 13

5.1.2 加大科研投入，把控互联网大数据 13

5.1.3 增强从业者的数量基数和综合能力 13

5.1.4 提高服务质量，增强客户粘度 13

5.2 社会环境政府政策改善 14

5.2.1健全理财法律体系 14

5.2.2 提高监管水平，保护客户合法权益 14

结论 15

致 谢 16

参考文献（References） 17

第一章 绪 论

1.1 研究背景

1990年左右我国才开始发展商业银行理财产品业务，相较于其他发达国家我国商业银行起步较晚，但凭借着市场的需求，政府的帮助使得其发展速度相对较为迅速。其中主要包括以下三个原因：首先是人民日益增长的居民收入，手中的可支配收入增加和精神物质生活的不断满足下直接导致对于理财的需求。随着外资资金的介入，国外资本在中国市场的占比明显上升。除此之外，市场利率改革的推行，使得以往存贷业务的下降导致银行利润率的下降，迫使银行将眼光转向新的领域，开展新的业务，将中间业务作为其利润增长的新模式。由此在2004年中国银行监督委员会批准了商业银行的个人管理和金融活动。从那时起发展迅速，到2014年商业银行发行的理财产品达到180，于是作为中间业务活动的重要组成部分，理财产品的交易和发展已成为商业银行寻求利润的一个新的增长点。

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