摘要 我国受改革开放政策和政府实施经济增长措施的有效促进的影响，经济的发展一 直没有间断而且处于持续上升状态，居民的收入也一直在稳步提高，居民的可支配资 产不断增加，居民的生活水平迈出了温饱水平逐步奔向小康，手中的余钱逐渐增多。 因此居民需求个人理财产品与服务的要求越来越强烈，正是基于此大环境，国内各大 银行先后推出财富管理业务（即个人理财业务），并且此类业务发展空间日益增大。 本文以广发银行作为研究对象，以财富管理业务转型作为研究内容，通过介绍广 发银行财富管理业务（即个人理财业务）自身的特点以及存在的问题，分析转型发展 面临的当前的内外部形式和挑战，阐述转型发展得必要性，明确转型发展的整体原则， 主要方向和路径选择，最后提出了推进转型过程中面临的问题和具体的解决方法。通 过分析得出结论，广发银行必须综合区域经济发展状况和本行的实际情况，在巩固现 有业务的基础上，着重从机构设置、资源配置、营销渠道和策略、产品创新、政策研 究等方面入手进行业务转型。 通过前述的研究流程我们不难发现，在对广发银行财富管理业务发展所处的内外 部环境进行ＳＷＯＴ分析时广发银行财富管理业务具有相对的比较优势，如产品种类 丰富、客户认可度高、风险防控能力较强等，但是也存在一些劣势。正因如此广发银 行如何能够在满足企业服务需求以及自身对盈利的要求，通过一系列转型措施，保持 业务竞争优势，形成自己的核心竞争力，是值得研究的命题。 关键词: 广发银行 财富管理业务 金融脱媒 转型 Abstract Abstract Affected by the reform and opening up policy and the effective promotion of economic growth measures implemented by the government, China's economic development has been uninterrupted and in a continuous rising state. The income of residents has been steadily increasing, the disposable assets of residents have been increasing, the living standard of residents has stepped forward, the level of food and clothing has been gradually running towards a well-off society, and the surplus money has gradually increased. Therefore, the demand of residents for personal financial products and services is more and more intense. It is based on this environment that the major domestic banks have launched wealth management business (i.e. personal financial business), and the development space of this kind of business is increasing. This paper takes Guangfa bank as the research object, takes the transformation of wealth management business as the research content, introduces the characteristics and existing problems of Guangfa bank's wealth management business, analyzes the current internal and external forms and challenges faced by the transformation development, expounds the necessity of transformation development, and clarifies the overall principles of transformation development, Finally, the paper puts forward the problems and specific solutions in the process of promoting the transformation. Based on the analysis, it is concluded that Guangdong Development Bank must integrate the regional economic development and the actual situation of the bank, consolidate the existing business, and focus on the institutional setting, resource allocation, marketing channels and strategies, product innovation, policy research and other aspects to carry out business transformation. Through the above-mentioned research process, it is not difficult to find that, in the SWOT analysis of the internal and external environment of the wealth management business development of Guangfa bank, the wealth management business of Guangfa bank has relative comparative advantages, such as rich product types, high customer recognition, strong risk prevention and control ability, but there are also some disadvantages. For this reason, it is worth studying how Guangfa bank can maintain its business competitive advantage and form its own core competitiveness through a series of transformation measures to meet the service needs of enterprises and its own profit requirements. Key words: Guangfa Bank Wealth management business Financial disintermediation transform 目录 目 录 摘要 ................................................................ I Abstract ............................................................. II 第一章 绪 论 ........................................................ 1 1.1选题背景与研究意义 .............................................. 1 1.1.1选题背景 ................................................... 1 1.1.2研究意义 ................................................... 1 1.2文献综述 ........................................................ 2 1.2.1国内研究现状 ............................................... 2 1.2.2国外研究现状 ............................................... 6 1.3本文研究思路与方法 .............................................. 9 1.3.1研究目的及主要内容 ......................................... 9 1.3.2研究方法 ................................................... 9 1.4本文的创新与不足 ............................................... 10 第二章 基础理论 ..................................................... 12 2.1财富管理基本概述 ............................................... 12 2.1.1 财富管理内涵 ............................................. 12 2.1.2 财富管理业务定义 ......................................... 12 2.2商业银行业务转型的理论基础 ..................................... 13 2.2.1“金融脱媒” .............................................. 13 2.2.2生命周期理论 .............................................. 14 2.2.3价值链理论 ................................................ 15 2.2.4 客户关系管理理论 ......................................... 16 第三章 广发银行财富管理业务发展历程和现状 ............................ 18 3.1广发银行财富管理业务发展过程 ................................... 18 3.1.1初创阶段 .................................................. 18 3.1.2规模扩张阶段 .............................................. 18 3.1.3业务转型阶段 .............................................. 19 3.2广发银行财富管理业务发展现状 ................................... 20 3.2.1业务规模 .................................................. 20 3.2.2业务种类 .................................................. 21 3.2.3业务风险 .................................................. 21 目录 3.3广发银行财富管理业务发展中存在的问题 ........................... 22 3.3.1 产品方面 ................................................. 22 3.3.2 价格方面 ................................................. 22 3.4.3 渠道方面 ................................................. 23 3.4.4 促销方面 ................................................. 23 3.4广发银行财富管理业务转型驱动因素 ............................... 24 3.4.1受金融脱媒的影响 .......................................... 24 3.4.2 受零售业务转型需求的影响 ................................. 24 3.4.3受同行业竞争压力的影响 .................................... 25 第四章 广发银行财富管理业务ＳＷＯＴ分析 .............................. 26 4.1优势分析 ....................................................... 26 4.1.1经营模式合理 .............................................. 26 4.1.2产品营销积极 .............................................. 26 4.1.3客户认可度高 .............................................. 26 4.1.4风险防控能力较强 .......................................... 27 4.2劣势分析 ....................................................... 28 4.2.1网点人员问题突出 .......................................... 28 4.2.2业务发展不均衡 ............................................ 29 4.2.3产品覆盖度不高 ............................................ 29 4.2.4财富管理业务专业人员储备不足 .............................. 31 4.3机会分析 ....................................................... 31 4.3.1经济定位明晰 .............................................. 31 4.3.2 代客理财新引擎 ........................................... 32 4.4威胁分析 ....................................................... 32 4.4.1金融监管制度越来越严格 .................................... 32 4.4.2金融脱媒加剧的冲击 ........................................ 32 4.4.3来自同业竞争者的挑战 ...................................... 33 第五章 广发银行实施财富管理业务转型的对策 ............................ 34 5.1业务流程优化再造，提升客户金融服务满意度 ..............