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1、系名稱(chēng)：經(jīng)濟(jì)與管理系課題名稱(chēng)商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新問(wèn)題和對(duì)策專(zhuān)業(yè):際經(jīng)濟(jì)與貿(mào)易（金融學(xué)）姓名：周玲艷學(xué)號(hào)：1122139摘要當(dāng)前，隨著我國(guó)綜合國(guó)力的提升，經(jīng)濟(jì)的不斷進(jìn)步，商業(yè)銀行的各個(gè)企業(yè)間競(jìng)爭(zhēng)尤為激烈?，F(xiàn)階段中國(guó)的商業(yè)銀行的發(fā)展正處于不斷探索的階段，在產(chǎn)品創(chuàng)新方面還存在一定的問(wèn)題。個(gè)人理財(cái)業(yè)務(wù)的需求非常旺盛，但是商業(yè)銀行本身的各項(xiàng)局限性又限制了這一需求的發(fā)展。這樣就形成了市場(chǎng)與商業(yè)的矛盾，如何解決這一矛盾需要商業(yè)銀行的不斷探索。這不僅僅要求商業(yè)銀行本身推岀產(chǎn)品和業(yè)務(wù)的不斷創(chuàng)新，更需要客戶個(gè)人理財(cái)觀念的轉(zhuǎn)
2、變。這篇論文通過(guò)對(duì)商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的發(fā)展歷程以及現(xiàn)有狀況做具體的分析，敘述了商業(yè)銀行個(gè)人理財(cái)產(chǎn)品在創(chuàng)新方面的動(dòng)因及經(jīng)濟(jì)效應(yīng)，分析出商業(yè)銀行個(gè)人理財(cái)產(chǎn)品在創(chuàng)新方面存在的問(wèn)題，以及解決問(wèn)題的對(duì)策。以期商業(yè)銀行在個(gè)人理財(cái)產(chǎn)品的研究與開(kāi)發(fā)過(guò)程中能夠有所啟示。關(guān)鍵詞：商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新對(duì)策AbstractAtpresent,withChina'scomprehensivenationalstrengthhasincreasedandeconomicprogress,especiallyfiercecompe
3、titionbetweenbusinessesofcommercialBanks.ThedevelopmentofChina'scommercialBanksareinconstantexplorationstage.Therearesomeproblemsinproductinnovation.Personalfinancebusinessdemandisverystrong,butthecommercialbankitselflimitedthedevelopmentofthisrequirement.
4、Thusformedthecontradictionbetweenmarketandbusiness.HowtosolvethiscontradictionofcommercialBanksneedtocontinuetoexplore.Thisnotonlyrequiresthatthebusinessofthecommercialbankitselftolaunchproductsandinnovation,buealsoaconceptualchangeinpersonalfinaneemoreinn
5、eedofcustomers.Thispaperthroughtothecommercialbankdevelopmentcourseandcurrentstatusofpersonalfinanceproductsdospecificanalysis.Describe!ngthecommercialbankingindividualwealthmanagementproductsininnovationmotivationandeconomiceffect.Analysingthecommercialba
6、nkpersonalfinanceproductsininnovationproblems.Aswellasthecountermeasurestosolvetheproblem.InordertocommercialBanksintheprocessofresearchanddevelopmentofpersonalfinanceproductscanprovideenlightenment.Keywords:CommercialbankPersonalfinanceproductInnovationCo
7、untermeasures目錄摘要2關(guān)鍵詞:3Abstract3Keywords:4目錄5一、緒論6（一）研究背景6（二）研究?jī)械募耙饬x7（三）研究方法7二、文獻(xiàn)綜述7（一）國(guó)內(nèi)文獻(xiàn)綜述7（二）國(guó)外文獻(xiàn)綜述8三、商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的發(fā)展歷程和現(xiàn)狀分析9（一）個(gè)人理財(cái)產(chǎn)品的現(xiàn)狀分析9（二）近年來(lái)理財(cái)產(chǎn)品的現(xiàn)狀與發(fā)展趨勢(shì)9四、商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新的動(dòng)因及經(jīng)濟(jì)效應(yīng)10（一）商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的動(dòng)因10（二）商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的經(jīng)濟(jì)效應(yīng)10五、商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新存在的問(wèn)題11（一）商業(yè)銀行個(gè)人理產(chǎn)品
8、缺乏創(chuàng)新，“同質(zhì)化”問(wèn)題較為嚴(yán)重11（二）商業(yè)銀行個(gè)人理財(cái)產(chǎn)品忽略了不同客戶需求的層次性12（三）商業(yè)銀行缺乏高索質(zhì)高能力的人才12六、解決商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新問(wèn)題的對(duì)策13（-）完善產(chǎn)品創(chuàng)新管理機(jī)制13（二）注璽市場(chǎng)細(xì)分，加強(qiáng)品牌建設(shè)13（三）培養(yǎng)并引進(jìn)高素質(zhì)人才14七、研究結(jié)論及啟示15（一）研究結(jié)論15（二）對(duì)我國(guó)商業(yè)銀行個(gè)人理財(cái)產(chǎn)品創(chuàng)新發(fā)展的啟示15參考文獻(xiàn)18致謝19一、緒論（一）研究背景個(gè)人理財(cái)在
