华夏银行个人理财产品研究
华夏银行个人理财产品研究(论文11000字)
摘 要
2012年12月华夏银行的“飞单”事件，将该行的个人理财产品推到了舆论的风口浪尖。事件源起于华夏银行上海嘉定支行的一款个人理财产品。华夏银行的高级客户经理向客户介绍一款收益率“丰厚”的投资产品，门槛50万元，存续期一年，预期收益率11％～13％[19]。受高额的收益诱惑，当时很多投资者自筹甚至借钱投资购买了这款高收益产品，但到期之后，这款产品却无法兑付。这起事件将华夏银行个人理财产品推到了聚光灯下。本文通过介绍华夏银行个人理财产品的特点、市场前景、发展方向和优缺点等来分析华夏银行个人理财产品的现状，并提出具有建设性的意见来促进商业银行个人理财产品的发展。以时间为线索，利用数据列表的方法，分析华夏银行2005年至今资产总额、利润总额以及个人理财产品所带来收入的比例，分析个人理财产品发展的影响因素和发展前景。本文所用到的数据均来自华夏银行历年年度报告中披露的信息。
关键词： 收益，理财产品，发展
Huaxia bank personal finance product research
ABSTRACT
December 2012 Huaxia Bank fly single event, the bank's personal financial products pushed to the cusp of public opinion. Event originated in Huaxia Bank Shanghai branch of a personal financial products in Jiading. Huaxia Bank's senior account manager to customers to introduce a yield generous investment products, the threshold of 500 thousand yuan, the duration of one year, the expected rate of return of 11% ~ 13%[19]. Lured by the high yield, when a lot of investors or even borrow money to buy their own investment to buy this high-yield products, but after the expiration of this product is unable to honor. This event will be pushed into the Chinese banking personal financial products under the spotlight. Analysis of the current situation of personal financial products of Huaxia Bank, through introduces the characteristics, personal financial products of Huaxia Bank, market prospect, development direction and the advantages and disadvantages, and puts forward some constructive suggestions to promote the development of personal financial products of commercial banks. Take the time as a clue, using the method of data list, analysis of Huaxia Bank since 2005, total assets, total profit and personal financial products revenue ratio, impact analysis of personal financial product development factors and development prospects. The data used in this paper are from the annual report of Huaxia bank. [版权所有：http://DOC163.com]
KEYWORDS：income and wealth management products, development
目 录
1 商业银行个人理财产品概述 1
1.1 商业银行个人理财产品的概念 1
1.2 商业银行个人理财产品的分类 1
1.3 我国商业银行个人理财产品的发展 2
1.4 规范我国商业银行个人理财产品的相关法规的变迁 2
2 华夏银行个人理财产品的发展历程 4
2.1 华夏银行个人理财产品的起步阶段 4
2.2 华夏银行个人理财产品的成长阶段 4
2.3 华夏银行个人理财产品的稳定发展阶段 4
3 华夏银行个人理财产品的现状 6
3.1 华夏银行个人理财产品的种类 6
3.1.1 种类 6
3.1.2 举例分析 7
3.2 华夏银行个人理财产品的品牌及销售渠道 8
3.3 华夏银行个人理财产品对利润的贡献 9
4 华夏银行个人理财产品分析 11 [资料来源：www.doc163.com]
4.1 华夏银行个人理财产品的优势 11
4.1.1 华夏银行“龙盈理财”是大众品牌 11
4.1.2 委托起始金额较低 11
4.1.3 成长优势 11
4.2 华夏银行个人理财产品的劣势 12
4.2.1 整体实力品牌效应不及大银行、积累的客户资源并不多 12
4.2.2 网点渠道不够便利 12
4.2.3 经营管理还不完善、需要增加人才激励机制 13
4.2.4 现有的个人理财产品种类匮乏、同质化问题明显 13
5 华夏银行个人理财产品发展的建议 14
5.1 充分发挥自身优势 14
5.2 克服弱点 14
5.2.1 提高创新能力 14
5.2.2 提高员工整体素质 提高服务质量 14
5.2.3 客户和银行、监管部门共同作用来控制个人理财产品的风险 15
5.2.4 提升综合实力，加强管理机制 15
参考文献 16
后 记 17 [资料来源：http://doc163.com]