摘要：随着中国经济的快速发展，我国居民财富逐渐积累，居民的理财意识逐渐上升，我国的商业银行理财业务经历了一段蓬勃发展的时期。然而，随着人们对理财产品要求的提高，资管新规的推行，互联网金融的发展，使得商业银行个人理财业务收到了一定程度的冲击。本文描述了商业银行个人理财业务发展现状，和所遇到的问题。本文使用SWOT分析方法，对工商银行进行了案例分析，最后从营销策略、产品设计、风险控制以及和互联网金融合作方面总结了可供整个商业银行理财行业借鉴的发展建议。

 

Keyword: 个人理财 ；商业银行； SWOT

 

目 录

摘 要

Abstract

Contents

1.-Introduction-1

1.1 background information-1

1.2 significant and purpose-1

1.3 Literature review-2

2.-Analysis of the development status of personal financial service of commercial banks-5

2.1 The development process of personal financial service in commercial banks-5

2.2 The current status of personal financial service of commercial banks-6

2.3 Problems in the development of personal financial services of commercial banks-10

3.-SWOT analysis of personal financial service of Industrial and Commercial Bank of China-15

3.1 Analysis on the Strength of Industrial and Commercial Bank of Chinese Personal Financial Service-15

3.2  Analysis on the Weakness of Industrial and Commercial Bank of Chinese Personal Financial Service-16

3.3 Analysis on the Opportunities of Industrial and Commercial Bank of Chinese Personal Financial Service-18

3.4 Analysis on the Threats of Industrial and Commercial Bank of Chinese Personal Financial Service-19

3.5 ICBC's personal financial service can learn from experience-20

4.-Suggestions on the Future Development of Personal Financial Services of Commercial Banks in China-23

4.1 Differentiated marketing and optimize service quality-23

4.2 Recommend capital-guaranteed products that meet the requirements of the new asset management regulations-24

4.3 Improve risk management capabilities-25

4.4 Cooperate with Internet financial development platforms to enrich customer acquisition channels.-26

5.-Conclusion-27

References-28

Acknowledgements