随着国民生活水平的提高，国民更加注重资产的投资，而我国商业银行在最近几年 为了满足投资者的需求，纷纷推出了各类理财产品，银行理财产品数量也在逐年增加， 投资者数量也越来越多，银行理财产品既能满足投资者的需求，还能提高商业银行的业 绩，银行收入得到增加，对我国经济的发展有着重要的意义。但在互联网经济时代，随 着在线金融运营模式的兴起，传统的商业银行的理财产品受到了极大的冲击，传统商业 银行的理财产品销售收入也在不断下滑。为了寻找新的盈利增长点，传统的商业银行开 始积极转变思维模式，寻求新的盈利增长点。其中，理财产品作为传统商业银行最大的 盈利业务之一，理财产品的运作模式无法满足现代市场需求的现状为传统商业银行工作 人员所诟病，也遭到了消费者的质疑。 本文以XY银行为例，对其理财产品的运营管理进行深入分析与探讨。从XY银行理 财产品的运营现状出发，对其运作现状及运作中存在的问题进行分析，得出结论认为XY 银行理财产品缺乏一定的创新性，也缺乏一定的专业理财人才。针对此，本文提出了创 新理财产品设计，培养、引进专业理财人才等对策。针对XY银行理财产品运营管理中 存在的问题，结合XY银行发展目标，从产品、营销及品牌建设等3个主要方面对银行 理财产品运营管理提出了一些改进对策并进行了应用分析。结合一定的工作经验与专业 知识，XY银行理财产品应创新理财产品设计，避免产品设计同质化，同时应加强银行自 身的品牌建设，创新营销体系。通过专家评估及实际模拟运用的方式对改进方案进行应 用评估，证实该改进方案具备一定的可行性，且能够达到一定的应用效果与目的，但仍 有产品创新不足的问题，在后续改进方案中需予以重视。 关键词：XY银行；理财产品；运营管理 西安建筑科技大学硕士学位论文 III Research on the Operation and Management of XY Bank's Financial Products Specialty: Business Administration Name: Yu Mingjie Instructor: Associate Professor Li Rongjin ABSTRACT With the improvement of national living standards, the people pay more attention to the investment of assets. In recent years, in order to meet the needs of investors, commercial banks in China have launched all kinds of financial products, the number of bank wealth management products is also increasing year by year, and the number of investors is also increasing. Bank wealth management products can not only meet the needs of investors, but also improve the performance of commercial banks, and bank income has been increased. It is of great significance to the development of China's economy. However, in the era of Internet economy, with the rise of online financial operation model, the financial products of traditional commercial banks have been greatly impacted, and the sales income of financial products of traditional commercial banks has been greatly impacted. It is also declining. In order to find a new profit growth point, the traditional commercial banks began to actively change their thinking mode and seek new profit growth point. Among them, as one of the largest profit businesses of traditional commercial banks, the operation mode of wealth management products can not meet the needs of the modern market, which has been criticized by the staff of traditional commercial banks, and has also been questioned by consumers. Taking XY Bank as an example, this paper makes a deep analysis and discussion on the operation and management of its wealth management products. Based on the operation status of XY bank financial products, this paper analyzes the present situation of its operation and the problems existing in its operation, and draws the conclusion that XY bank financial products lack of certain innovation and professional financial personnel. In view of this, this paper puts forward some countermeasures, such as innovating the design of financial management products, cultivating and introducing professional financial personnel and so on. In view of the problems existing in the operation mode of XY bank financial management 西安建筑科技大学硕士学位论文 IV products, combined with the development goal of XY bank, this paper analyzes the operation mode of bank wealth management products from three main aspects: product, marketing and brand building. The improvement and application evaluation are put forward. Combined with certain working experience and professional knowledge, XY bank financial products should innovate the design of financial products, avoid homogenization of product design, and strengthen the brand construction of banks and innovate the marketing system. The application evaluation of the improved scheme is carried out by means of expert evaluation and practical simulation. It is proved that the improved scheme has certain feasibility and can achieve certain application effect and purpose, but there are still some problems of insufficient product innovation, which need to be paid attention to in the follow-up improvement scheme. Key Words: XY Bank; Financial Products; operation and management 西安建筑科技大学硕士学位论文 I 目 录 1绪论..................................................................................................................... 1 1.1研究背景.................................................................................................. 1 1.2研究意义和目的...................................................................................... 2 1.2.1研究意义....................................................................................... 2 1.2.2研究目的....................................................................................... 3 1.3国内外研究现状...................................................................................... 3 1.3.1国外研究现状............................................................................... 3 1.3.2国内研究现状............................................................................... 4 1.4研究方法.................................................................................................. 6 2 商业银行及理财产品概述................................................................................ 9 2.1商业银行理财产品的分类...................................................................... 9 2.1.1 按管理运作方式分类.................................................................. 9 2.1.2 按标价货币分类.......................................................................... 9 2.1.3 按收益类型分类........................................................................ 10 2.2商业银行理财产品发展状况................................................................ 11 2.3商业银行理财产品运营相关理论........................................................ 12 2.3.1竞争优势理论............................................................................. 12 2.3.2 4P营销理论 ............................................................................... 12 2.3.3消费者决策理论......................................................................... 13 3 X Y银行理财产品运营现状及存在的问题 ................................................... 15 3.1 X Y银行理财产品运营现状 ................................................................ 15 3.1.1 X Y银行理财产品结构现状 ..................................................... 15 3.1.2 X Y银行理财产品运营方式现状 ............................................. 16 3.1.3 XY银行理财产品运营环境现状 .............................................. 17 3.2 XY银行理财产品运营管理中存在的问题 ......................................... 20 3.2.1 理财产品品牌定位不准确........................................................ 20 3.2.2 理财产品营销策略不完善........................................................ 20 3.2.3 理财产品收益与风险不配套.................................................... 21 3.2.4 理财产品运营存在唯“业绩”论倾向.................................... 22 3.2.5 缺乏专业的理财服务人员........................................................ 23 西安建筑科技大学硕士学位论文 II 4 基于消费者需求的XY银行理财产品运营分析 .......................................... 25 4.1理财产品消费者需求分析.................................................................... 25 4.1.1消费者需求相关影响因素......................................................... 25 4.1.2变量及样本数据选取..............................................