商业银行个人理财业务问题与对策  

Problems and Countermeasures of Personal Financing Business of Commercial Banks

作　　者：陶静娴[1] TAO Jingxian(Fuzhou University of International Studies and Trade, Fuzhou 35000)

机构地区：[1]福州外语外贸学院,福州350002

出　　处：《吉林农业科技学院学报》2016年第3期57-59,63,共4页Journal of Jilin Agricultural Science and Technology University

摘　　要：随着我国市场经济高速发展,城乡居民可支配收入日渐增加,人们对个人理财日益青睐。商业银行凭借市场主体优势成为理财产品的主要发行和销售渠道,呈现产品规模不断扩大、产品种类日渐丰富、产品期限多样化的趋势。但是也存在专业理财人员匮乏、服务意识差、营销宣传水平较弱、市场格局不健全和产品雷同等问题。此外信托产品还容易引发潜在风险。对此,商业银行应当进一步深化市场细分、加强员工素质培训,加强市场监管、规范理财市场,通过合理的营销增强产品透明度,并通过售后服务的完善提供服务质量。With the rapid development of China＇ s economy and increment of people＇s disposable income, more and more people are interested in personal financial services. Commercial banks undoubtedly have became the main issue and sale channel of financial products due to their advantages of market theme.Ahhough the personal financial service＇ s scale is expanding, type is increasing and term is diversifying,there are still some problems, such as lacking of professional financial staff, poor service awareness, weak marketing promotion,imperfect market structure,similar products and so on.In addition, the trust products easily lead to potential risks. Therefore,commercial banks should further deepen market segments, strengthen the training of staff quality,enhance market supervision and standardize financial market.Besides,commercial banks should enhance the transparency of products through the rational marketing and to provide high quality of service through the improvement of after-sales service.

关 键 词：商业银行 个人理财 理财产品 

分 类 号：F832.2[经济管理—金融学]