I 学位论文原创性声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下， 独立进行研究工作所取得的成果。除文中已经注明引用的内容外， 本论文不含任何其他个人或集体已经发表或撰写过的作品成果。 对本文的研究做出重要贡献的个人和集体，均已在文中以明确方 式标明。本人完全意识到本声明的法律结果由本人承担。 学位论文版权使用授权书 本人完全了解云南财经大学有关收集、保存、使用学位论文 的规定，即：按照有关要求提交学位论文的印刷本和电子版本； 学校有权保存并向国家有关部门或机构送交论文和论文电子版， 允许学位论文被查阅或借阅；学校可以公布学位论文的全部或部 分内容，可以采用影印、缩印或其它复制手段保存、汇编、发表 学位论文；授权学校将学位论文的全文或部分内容编入、提供有 关数据库进行检索。 （保密的学位论文在解密后遵循此规定） 摘要 II 摘要 伴随着我国社会经济飞速发展，居民财富积累逐渐越来越多，投资理财意 识也随之不断提高，为了使财富获得更多的收益，越来越多的人选择通过商业 银行来进行投资理财，使得商业银行投资理财业务获得很大程度的发展，个人 理财业务现已成为主流商业银行的主要核心业务之一。近年来，伴随着理财市 场监管政策的改变，银行理财门槛投资起点从5万元降低为1万元，截止2020 年末，部分银行理财产品起购金额已降至1元，起购门槛的降低会给商业银行 在个人理财业务板块带来更多的新增潜在客户。预计未来银行个人理财业务规 模将会在客流和理财规模上有很大潜在的提升空间，同时商业银行在个人理财 业务的发展也面临着优化行内资源配置、提升同业竞争力等诸多问题和挑战。 中国农业银行作为每个县域都拥有支行的全国性大型商业银行，需要借助政策 改变的有利时机，充分发挥县域市场的线下优势，利用合理的资源分配积极发 展个人客户理财业务。目前县域客户较城市客户来说，普遍存在群体居住分散， 群体成分复杂、城乡经济文化特征差异大等地域特色，县域支行需要结合县域 客户特点和感知痛点，优化资源配置来实现有效地理财市场竞争，促使银行个 人理财业务在新环境下取得新发展。 本文着重以农业银行昆明市东川区支行为研究案例，尝试通过扎根理论研 究方法，以感知价值理论为基础，从感知利益和感知风险两个角度出发来探究 县域个人理财客户的感知价值评测体系，从县域客感知强弱指标出发，为县域 商业银行今后进行个人理财业务有效竞争和发展提供一定的参考和建议，使之 制定出行之有效的发展竞争策略，助力县域银行个人理财业务发展。 以往国内针对个人理财感知价值的研究主要集中于从客户角度或者银行平 台单一视角出发来探究，缺乏对实际市场和客群的整体考量；研究群体主要集 中在互联网客户、银行高净值客户、城镇/农村居民、学生群体等，很少有研究 县域地域范围内个人理财客户的感知价值研究。通过扎根理论来研究具有县域 特点客群的个人理财感知价值衡量因素，结合现有政策环境，这对于立足县域 发展的银行机构和理财市场一线营销人员和管理机构来说，具有很大的现实参 考价值。本文按照惯例，首先经过对文献的梳理和总结，随后以客户感知理论 摘要 III 为基础，利用扎根理论研究方法对访谈目标人员进行访谈记录，形成初步调查 结果，经过扎根理论必要环节归纳总结，形成2大维度，7个范畴的主要评价理 财客户感知价值的衡量因素，构建了县域理财客户感知价值衡量的概念模型。 随后通过问卷调查的方式收集有效问卷574份进行实证分析研究，通过实证研 究验证了扎根理论定性研究的结果。 最后，本文经过对衡量县域理财客感知价值因素的研究，探究了县域理财 客户感知价值的主要衡量因素，新政策条件下，面对广大的潜在客群，对县域 支行获客和提升同业理财市场竞争力提出了相关对策及建议。 关键词：感知价值；扎根理论；个人客户理财； Abstract I Abstract With the rapid development of China's social economy, the accumulation of wealth of residents is gradually increasing, and the awareness of investment and financial management is also constantly improving. In order to get more income from wealth, more and more people choose to invest and finance through commercial banks, which makes the investment and financial management business of commercial banks develop to a great extent. Personal financial management business has become the main business of mainstream commercial banks It's one of the core businesses. In recent years, with the change of financial market supervision policy, the starting point of bank financial threshold investment has been reduced from 50000 yuan to 10000 yuan. By the end of 2020, the initial purchase amount of some bank financial products has been reduced to 1 yuan. The reduction of the initial purchase threshold will bring more new potential customers to commercial banks in the personal financial business sector. It is expected that the scale of personal finance business of commercial banks will have great potential to improve the passenger flow and scale of financial management in the future. At the same time, the development of personal finance business of commercial banks is also facing many problems and challenges, such as optimizing the allocation of resources within the bank and improving the competitiveness of the same industry. As a large national commercial bank with branches in each county, Agricultural Bank of China needs to take advantage of the favorable opportunity of policy change, give full play to the offline advantages of the county market, and actively develop personal customer financing business by using reasonable resource allocation. At present, compared with urban customers, county customers generally have regional characteristics, such as scattered group living, complex group composition, large differences in urban and rural economic and cultural characteristics. County branches need to combine the characteristics of county customers and perceived pain points, optimize resource allocation to achieve effective financial market competition, and promote the bank's personal financial business to achieve new development in the new environment. Abstract II This paper focuses on the case study of Dongchuan branch of Agricultural Bank of China in Kunming city. Based on the theory of perceived value, this paper attempts to explore the evaluation system of perceived value of county personal financial customers from the perspective of perceived benefits and perceived risks. Starting from the indicators of perceived strength of county customers, this paper provides an effective reference for County commercial banks to carry out personal financial business in the future Competition and development to provide some reference and suggestions, so that the development of effective travel competition strategy, help the county bank personal finance business development. n the past, the domestic research on the perceived value of personal finance mainly focused on the perspective of customers or the single perspective of banking platform, lacking the overall consideration of the actual market and customer group; the research group mainly focused on Internet customers, high net worth customers of banks, urban / rural residents, student groups, etc., and there was little research on the perceived value of personal finance customers within the county region Value research. It is of great practical reference value for banking institutions and front-line marketing personnel and management institutions based on the development of the county. According to the Convention, this paper first combs and summarizes the literature, then based on the customer perception theory, uses grounded theory research method to record the interviews with the target personnel, and forms the preliminary survey results. After summarizing the necessary links of grounded theory, it forms two dimensions and seven categories of the main factors that affect the financial customer perceived value, and constructs the county level evaluation model The conceptual model of financial customer perceived value measurement. Then, 574 valid questionnaires were collected by questionnaire survey for empirical analysis. The results of grounded theory qualitative research were verified by empirical research. Finally, through the research on the factors of measuring the perceived value of county financial customers, this paper explores the main influencing factors of the Abstract III perceived value of county financial customers. Under the new policy conditions, facing the vast potential customers, this paper puts forward relevant countermeasures and suggestions for county sub branches to obtain customers and enhance the competitiveness of inter-bank financial