济南市大部分银行开展个人理财业务的过程中普遍缺乏事先分析居民理财需 求、后期业务服务跟不上客户需求的问题，再加上居民对于个人理财业务的认知 角度，使得当前银行推出的个人理财产品难以被客户接受、理财人员服务素质存 在良莠不齐等一系列问题。因此，本文以QL银行为研究对象，对其个人理财业 务进行优化，在优化过程中，分析个人理财业务的影响因素，帮助银行了解居民 的真正需求，并对其个人理财业务加以提升改善。 论文首先对QL银行个人理财业务的现状及发展中遇到的问题进行分析。接 着，从个人、家庭、银行三方面，对QL银行个人理财业务的具体影响因素进行 识别，然后参考前人关于银行个人理财业务影响因素的研究，设计了“QL银行个 人理财业务影响因素的调查问卷”。最后采用SPSS工具对问卷数据进行统计，分 析个人、家庭、银行对QL银行个人理财业务的影响程度。通过统计分析结果发 现，性别、学历、风险承受能力、对理财产品的了解程度、接受理财产品推荐的 意愿程度、家庭收入中可用于投资的比例这6项因素有显著性影响；而婚姻状况、 家庭有欠款或贷款、亲友推荐、理财产品的历史收益、产品交易成本、银行网点 数量及便利性、银行品牌与实力、工作人员的服务态度对QL银行个人理财业务 的影响并不显著。最后，论文针对QL银行发展个人理财业务的影响因素和实际 问题提出了对策建议，一是优化个人理财产品种类，二是扩大个人理财业务的市 场范围，三是提高银行工作人员的综合素质，四是加强对济南市居民个人理财知 识的培养。 关键词：济南市；银行个人理财业务；影响因素；问卷调查 ResearchontheInfluencingFactorsandOptimizationofPersonal FinanceServiceinJinanQLBank ABSTRACT Intheprocessofdevelopingpersonalfinancialservicesinmostbanks,thereisa generallackofprioranalysisofresidents'financialneeds,andlaterbusinessservices cannotkeepupwiththeneedsofcustomers.Inaddition,theresidents'cognitionof personalfinancialservicesmakesitdifficultforcustomerstoacceptthepersonal propertyandthequalityofserviceprovidedbyfinancialmanagers.Therefore,this thesistakesQLbankastheresearchobjecttooptimizeitspersonalfinancialservice. Intheprocessofoptimization,analyzetheinfluencingfactorsofpersonalfinancial servicesandimprovetheirpersonalfinancialservices. Firstofall,thisthesisanalyzedthecurrentsituationandtheproblems encounteredinthedevelopmentofpersonalfinancialservicesofQLbank.Next,from threeaspectsofindividuals,familiesandbanks,thepaperidentifiesthespecific influencingfactorsofQLBank'spersonalfinancialmanagementbusiness,andthen referstoanddrawslessonsfromthepreviousresearchresultsontheinfluencing factorsofbank'spersonalfinancialmanagementbusiness,designsthequestionnaireof influencingfactorsofJinanBank'spersonalfinancialmanagementbusiness,and adoptsonlinemethod.Atotalof1000questionnairesissuedonsite.Finally,SPSStool isusedtoanalyzetheimpactofindividuals,familiesandbanksonthepersonal financialservicesofQLBank.Statisticalanalysisshowsthatgender,educational background,risktolerance,knowledgeoffinancialproducts,willingnesstoaccept financialproductsrecommendation,andtheproportionofinvestmentavailablein familyincomehavesignificanteffects,whilemaritalstatus,familydebtsorloans, relativesandfriendsrecommendation,andfinancialproductsexperiencehave significanteffects.Historyincome,producttransactioncost,numberandconvenience ofbanknetwork,bankbrandandstrength,andstaff'sserviceattitudehaveno significantimpactonpersonalfinancialmanagementbusinessofJinanBank.Finally, thepaperputsforwardcountermeasuresandsuggestionsforQLbanktodevelop personalfinancialservices.Finally,thepromotioncountermeasuresareputforward forthepracticalproblemsofQLbank'sdevelopmentofpersonalfinancialservices. Thefirstistooptimizethetypesofpersonalfinancialproducts,thesecondisto expandthemarketscopeofpersonalfinancialservices,thethirdistoimprovethe comprehensivequalityofbankstaff,andthefourthistostrengthenthecultivationof personalfinancialknowledgeofJinanresidents. KEYWORDS:JinanCity,personalbankingbusiness,influencingfactors, questionnaireinvestigation 目录 第1章绪论..............................................................................................................................1 1.1研究背景与意义................................................................................................................1 1.1.1研究背景..........................................................................................................................1 1.1.2研究意义..........................................................................................................................2 1.2文献综述.............................................................................................................................2 1.2.1国外研究现状.................................................................................................................2 1.2.2国内研究现状.................................................................................................................5 1.2.3国内外文献述评.............................................................................................................8 1.3研究内容与方法................................................................................................................9 1.3.1研究内容..........................................................................................................................9 1.3.2研究方法..........................................................................................................................9 第2章相关概念及理论基础...............................................................................................12 2.1相关概念...........................................................................................................................12 2.1.1个人理财业务的基本概念...........................................................................................12 2.1.2个人理财业务的分类...................................................................................................13 2.1.3银行个人理财业务的范围...........................................................................................14 2.2理论基础...........................................................................................................................15 2.2.1市场细分理论...............................................................................................................15 2.2.2生命周期理论...............................................................................................................16 第3章济南市QL银行个人理财业务发展现状和问题分析...........................................17 3.1QL银行简介.....................................................................................................................17 3.2QL银行个人理财业务发展现状....................................................................................18 3.2.1QL银行个人理财业务规模.........................................................................................18 3.2.2QL银行个人理财主要产品介绍.................................................................................20 3.2.3QL银行个人理财业务的特点.....................................................................................20 3.3QL银行个人理财业务发展中存在的问题....................................................................22 3.3.1个人理财产品种类不够丰富......................................................................................23 3.3.2个人理财业务市场范围狭窄......................................................................................23 3.3.3理财经理综合素质有待提升......................................................................................24 第4章济南市QL银行个人理财业务影响因素实证分析...............................................26 4.1QL银行个人理财业务影响因素的识别........................................................................26 4.1.1个人因素.......................................................................................................................27 4.1.2家庭因素.......................................................................................................................29 4.1.3银行因素...........................................................................