我国商业银行发展个人理财业务的问题和对策

Problems and Countermeasures of the Commercial Banks to Develop Personal Finance Management

加入WTO后,市场竞争日益激烈,加之市场分割、限制市场准入等保护措施的逐步消失,个人理财的金融服务市场需求正发生着巨大的变化,全方位的理财和多层次的服务是商业银行顺应形势的发展。如何为消费者提供一系列可靠的金融产品,个人理财产品能否满足客户个性化的需求,是目前大多数商业银行所要面对的问题。商业银行想要立于不败之地,就有必要在基于对个人财产投资业务的分析构建未来的竞争优势上,尽快形成"品牌"效应,以增强银行自身的竞争力。本文就上述提出的现象和问题进行全面分析,并提出相应的对策和具体措施。

In respond to the increasingly fierce market competition and market segmentation after joining the WTO, market access restrictions and other protective measures have been gradually disappearing, and the personal finance in financial services market is also undergoing tremendous changes. A full range of financial and multi-level services is the development of commercial banks by following the trend. How to provide consumers with a range of reliable financial products and whether personal financial products can meet individual needs of customers are becoming issues that most commercial banks have to face. If commercial banks want to remain invincible, it is necessary to invest in the business personal property based on the analysis of building future competitive advantages, a ＂brand＂ effect as soon as possible in order to enhance the competitiveness of the banks themselves. This paper comprehensively analyzes the phenomenon and issues above and puts forward appropriate and specific measures.