I 摘要 大额存单属于记账类型的大额存款凭证，是由银行存款金融组织发放给非 金融组织投资者。就当前的国际形势而言，在存款利率市场化的发展过程中， 很多国家都将大额存单的发行作为促进改革的主要方式。就中国的实际情况而 言，近几年以来利率市场化改革速度不断加快，金融组织自主定价的能力大幅 增强，已经建立了多层次、有序、特质化竞争的存款定价格局。行业间存单市 场获得了迅猛的发展，为企业以及个人大额存单的推行做好了铺垫。2015 年中 国人民银行所颁布的相关条例中提出商业银行等金融组织和获得中国人民银行 准许的其他存款金融组织可以对非金融机构和个人投资者发行和办理大额存 单，以标准期限和市场化的方式来确定利率。在此背景下，对 J 银行大额存单发 行的研究，理论上是为了完善我国利率市场化理论以及存款定价机制等问题， 可以从理论层面入手对大额存单的发展情况实施梳理。对商业银行资产负债管 理改革的方向予以明确，推动商业银行重视资产负债定价能力的培养，让商业 银行针对大额存单的发展建立更为清晰的思路。 本文通过阅读相关的国内外文献、学习理论知识、运用经济学、心理学以 及管理学等相关理论知识，结合笔者所在企业，认真分析 J 银行发行大额存单的 现状、通过 SWOT 分析，发现当前 J 银行存在产品种类单一，容易产生替代品； 产品种类同质化，客户吸引力不强；大额存单的余额较低，业务发展迅速；部 分支行重视程度不够，宣传力度不够等问题，其原因在于大额存单收益优势不 明显、起步较高级流动性优势尚未体现。对此类问题提出的相关建议包括理解 客户需求，准确定位目标客户群体；完善大额存单产品，丰富产品种类；推动 创新大额存单产品，吸引更多客户；促进发行流通系统构建，提高银行余额存 款；提高支行重视程度，加大宣传力度。同时发展保障措施要做到，构建合理 定价机制，完善风险防范管理机制。 现阶段，大额存单业务获得了长足的发展，但还没有开通其转让功能，其 二级交易市场也没有得到相应的完善。但随着国民经济的稳定增长，金融市场 的日趋成熟，客户理财需求趋于理性，同业的竞争促进大额存单业务将与利率 市场化并肩同行，相辅相成，形成良好的金融市场环境。摘要 II 关键词：大额存单、同业存单、利率市场化、负债管理、二级市场Abstract III Abstract The certificate of deposit of large amount belongs to the type of bookkeeping, which is issued by bank deposit financial organizations to investors of non-financial organizations. As far as the current international situation is concerned, in the process of marketization of deposit interest rate, many countries take the issuance of certificates of deposit as the main way to promote reform. As far as China's actual situation is concerned, in recent years, the speed of interest rate marketization reform has been accelerating, and the ability of financial organizations to set their own prices has been greatly enhanced, and a multi-level, orderly and characteristic competition deposit pricing pattern has been established. The inter industry deposit receipt market has developed rapidly, which paves the way for enterprises and individuals to implement large amount certificates of deposit. In the relevant regulations issued by the people's Bank of China in 2015, it is proposed that commercial banks and other financial organizations with the permission of the people's Bank of China can issue and handle certificates of deposit for non-financial institutions and individual investors, and determine the interest rate in the standard term and market-oriented way. In this context, the research of J bank's issuance of certificates of deposit is theoretically to improve the interest rate marketization theory and deposit pricing mechanism in China. We can sort out the development of large amount certificates of deposit from the theoretical level. We should make clear the direction of asset liability management reform of commercial banks, promote commercial banks to pay attention to the cultivation of asset and liability pricing ability, and let commercial banks establish clearer ideas for the development of large amount certificates of deposit. Through reading the relevant domestic and foreign literature, learning theoretical knowledge, using economics, psychology and management and other related theoretical knowledge, combined with the author's enterprise, this paper carefully analyzes the current situation of J bank issuing large amount certificates of deposit. Through SWOT analysis, it is found that J bank has a single product type, which is easy to produce substitutes; the product types are homogeneous, and the customer attraction is not strong; and Due to the low balance of the certificate of deposit and the rapid development of business, some sub branches do not pay enough attention to the problems, such as insufficient publicity. The reason is that the income advantageAbstract IV of large deposit certificate is not obvious, and the liquidity advantage of starting a higher level has not been reflected. The relevant suggestions for such problems include understanding customer needs and accurately positioning the target customer group; improving the products of large amount deposit receipt and enriching the product types; promoting the innovation of large amount certificate of deposit products to attract more customers; promoting the construction of issuance and circulation system to improve the balance deposits of banks; improving the attention of sub branches and strengthening publicity. At the same time, it is necessary to build a reasonable pricing mechanism and improve the risk prevention and management mechanism. At present, the business of large deposit receipt has made great progress, but its transfer function has not been opened, and the secondary trading market has not been improved. However, with the maturity of the financial market, the financial market will become more and more stable. Keywords: large deposit certificate， inter-bank deposit certificate， interest rate marketization， liability management， secondary market目录 目 录 摘要...............I ABSTRACT. III 第一章 绪论..1 第一节 研究的背景..........................1 第二节 研究意义..............................3 第三节 研究方法..............................4 一、文献研究法........................... 4 二、案例研究法........................... 4 三、SWOT 分析法.......................4 第四节 国内外文献研究..................5 一、国外对大额存单的研究分析..............................5 二、国内对大额存单的探讨.......7 三、研究评述............................. 10 第五节 研究内容与技术线路........10 一、研究内容............................. 10 二、技术路线..............................11 三、研究创新............................. 12 第二章 理论基础及相关概念...13 第一节 相关理论............................13 一、利率市场化理论.................13 第二节 大额存单的相关概述........14 一、大额存单概念.....................14 二、发行大额存单的意义.........15 第三章 J 银行大额存单发行情况...........................17 第一节 我国大额存单发展情况....17目录 一、大额存单在我国的发展历程............................17 二、我国大额存单存在的问题.18 第二节 J 银行大额存单发行基本状况........................21 第三节 J 银行大额存单业务经营管理实践................25 一、经营管理方面.....................25 二、客户结构方面.....................26 三、大额存单定位与认识方面.27 四、营销策略方面.....................28 第四章 J 银行大额存单发展现状及问题分析.......29 第一节 J 银行大额存单发展现状 SWOT 分析.......... 29 一、优势分析............................. 29 二、劣势分析............................. 30 三、机会分析............................. 31 四、威胁分析............................. 33 五、SWOT 矩阵.........................33 第二节 J 银行大额存单发展问题.34 一、产品种类单一，可替代性强............................35 二、产品同质化严重，客户吸引力不强................35 三、业务发展较快，余额相对偏低........................36 四、重视程度不够，宣传力度不强........................36 第三节 J 银行大额存单发展问题原因分析................36 一、收益优势不明显.................36 二、大额存单起步较高.............37 三、流动性优势未体现.............37 第五章 J 银行大额存单发展建议及保障措施.......38 第一节 J 银行大额存单发展建议.38 一、完善大额存单产品，丰富产品种类................38 二、了解客户需求，精准定位目标客群................38 三、促进大额存单产品创