摘 要

近年来，借助互联网和移动通信技术实现资金融通、支付和信息中介功能的互联网金融得到快速成长。与此同时各类互联网理财产品也层出不穷，如余额宝、平安盈等，开创了互联网理财新时代，在大幅度降低客户理财门槛的同时也推进了利率市场化改革。互联网理财产品具备的收益丰厚、门槛较低和流动性强的特点切合投资者理财的需要，吸引了众多投资者。这对传统的商业银行个人理财业务产生了较大的影响，使其增速降低，收益增长压力加大，客户规模和业务规模都受到了显著影响。是否能够提供令客户满意的个人理财服务，将是未来商业银行之间竞争的焦点。本文运用文献研究法和规范研究法，首先依据数据和资料对互联网金融背景下商业银行个人理财业务发展的现状进行总结，再对商业银行个人理财业务中存在的问题进行分析，最后在借鉴国内与国际先进经验的基础上，提出商业银行在个人理财业务上的发展对策。

关键词：互联网金融；商业银行；个人理财业务

Abstract

In recent years, Internet finance,which realizes the functions of capital financing, payment and information intermediary with the help of Internet and mobile communication technology, has been growing rapidly. At the same time, various kinds of Internet financial products have emerged one after another, such as Yu 'ebao, Ping An Ying, etc., which has created a new era of Internet financial management and promoted the reform of interest rate liberalization while substantially lowering the threshold of customer financial management. Internet financial products have rich returns,low threshold and strong liquidity characteristics to meet the needs of investors financial management, attracting a large number of investors. This has a great influence on the traditional commercial bank personal financial business, which reduces its growth rate,increases the pressure of income growth, and significantly affects both the customer scale and the business scale. Whether they can provide satisfactory personal finance services will be the central issue of competition among commercial banks in the future. This paper uses literature research and normative research method, first,on the basis of data and information on the Internet under the backgroundof financial summarize the current situation of the development of personal financial management business of commercial banks and the problems that exist in the commercial bank personal financing business is analyzed, Finally, on the basis of domestic and international advanced experience, this paper puts forward the development countermeasures of commercial banks in personal finance business.

Key words:Internet finance,Commercial bank,Personal financial service

 

目 录

1引 言 1

1.1研究的背景和意义 1

1.2文献综述 1

1.3论文的框架和方法 2

2互联网金融背景下商业银行个人理财业务发展现状 3

2.1产品数量增长，种类丰富，存续余额稳中有升 3

2.2竞争日益激烈 4

2.3品牌效应开始凸显 5

2.4市场主体日益丰富，中介机构服务专业 5

2.5投资者数量快速增长，投资收益持续增加 5

2.6业务体系全面转型提升 6

3互联网金融背景下商业银行个人理财业务存在的问题 6

3.1缺乏创新，同质化严重 6

3.2营销意识淡薄，宣传力度不够，没有细分市场 6

3.3缺乏专业的从业人员 7

3.4对风险的提示和管理不到位 7

3.5技术支持能力相对较弱 8

4互联网金融背景下商业银行个人理财业务的发展策略 8

4.1加强产品创新，满足客户的多样化需求 8

4.2完善信息披露机制，加强风险管理 9

4.3提高从业人员素质，培养专业人才，优化考核机制 9

4.4强化技术支持，提高运营能力 10

4.5拓宽营销渠道，加大宣传力度 10

4.6创新客户管理 10

参考文献 12

致 谢 13