1、未经本论文作者的书面授权，依法收存和保管本论文书面版本、电子版本的任何单位和个人，均不得对本论文的全部或局部内容进行任何形式的复制、修改、发行、出租、改编等有碍作者著作权的商业性使用（但纯学术性使用不在此限）。否那么，应承担侵权的法律责任。吉林大学硕士学位论文原创性声明 学位论文作者签名：日期： 年 月 日附件：中国优秀博硕士学位论文全文数据库投稿声明中国优秀博硕士学位论文全文数据库投稿声明研究生院：本人同意中国优秀博硕士学位论文全文数据库出版章程的内容，愿意将本人的学位论文委托研究生院向中国学术期刊（光盘版）电子杂志社的中国优秀博硕士学位论文全文数据库投稿，希望中国优秀博硕士学位论文全文数据
2、库给予出版，并同意在中国博硕士学位论文评价数据库和CNKI系列数据库中使用，同意按章程规定享受相关权益。 论文级别：硕士 博士 学科专业： 论文题目：抚顺银行个人理财业务开展策略的优化研究作者签名： 年 月 日 113000摘要抚顺银行个人理财业务开展策略的优化研究在我国，随着经济社会的不断开展，人们对投资的积极渴望性不断提高，相对于银行个人理财业务开展的要求也不断提升。金融市场的快速开展使得商业银行之间的竞争不断加剧，各银行纷纷开始在个人理财业务方面展开剧烈的竞争。抚顺银行近些年来加大在个人理财业务方面的投入，为抢占市场先机以获得高额收益，这也是我国当前大多数商业银行普遍采取的主要开展战略之
3、一。理财业务已经成为各个银行开展的重要局部，从内涵视角讲，个人理财业务就是指向一般国民为了一定的经济利益而开展的一些业务，银行为了自己的业务开展和事业拓展也积极开展个人理财业务。从价值与功能视角分析，商业银行个人理财业务能够极大促进商业银行的开展，能够极大促进国民理财业务的开展与极大提升国民的幸福指数，能够极大推动国家经济社会新常态开展。个人理财业务论根源兴起很早，但我国的商业银行新兴的个人理财业务起步较晚，同质化营销是非常严重的，这种现象的产生是由于个人理财业务刚刚开展起来，这就导致个人理财业务在商业银行中的开展缺乏特色，理财业务内容和渠道单一过于狭隘，相较于国外的理财产品而言由产品导向的理
4、财业务，其内容的丰富程度比西方国家商业银行的理财效劳差得多，目前大多数的国内商业银行的资金缺乏以支撑理财产品的金融品牌优势，其业务的开展壮大还需要很大的进步空间。从国内外商业银行的个人金融效劳的成功经验，从战略到产品创新，效劳战略，品牌战略和不同层次的学习个人理财业务的困难这几个方面研究抚顺银行的个人理财业务情况，通过分析国家和国际环境的理财业务在金融效劳体系中的成功经验和战略性的实践意义，给出适合个人理财业务在抚顺银行开展的策略和建议，我们希望在中国商业银行的个人理财业务的开展中具有一定的参考价值。本文通过文献研究法、定性分析法、调查分析法等，对商业银行个人理财业务相关理论进行分析和研究，并
5、对抚顺银行个人理财业务的开展现状及存在的问题进行多方面的分析，指出其存在的各项缺陷。并结合当前我国金融市场的开展环境，从抚顺银行个人理财业务开展的现状出发，从风险防范、客户管理维护管理、理财产品及效劳、市场营销等多个角度出发，提出相应的改进和优化对策，以期全面促进抚顺银行个人理财业务的开展，使其能够在剧烈的市场竞争中保持竞争优势。最后，本文从文化品牌、组织、制度、资源等方面提出相应的保障性措施，以保证抚顺银行个人理财业务开展策略的顺利实施。关键词：抚顺银行；个人理财业务；创新策略；效劳策略；品牌策略AbstractResearch on the optimization of personal
6、 financial business development strategy of Fushun bankWith the continuous development of Chinas economy and society, peoples investment enthusiasm rising, put forward higher requirements on Commercial Bank financial. With the development of Chinas financial market, competition among commercial bank
7、s has intensified. Banks are starting to compete fiercely in personal financing business. In recent years, the Bank of Fushun has increased its investment in personal financial services to seize the opportunity to gain high income, which is also one of the main development strategies commonly adopte
8、d by most commercial banks in China.Financial business has become an important part of the development of various banks. From the perspective of connotation, personal financial services are directed to some of the business of the general people for a certain economic benefit. In order to develop the
9、ir own business and expand their business, the bank actively carries out personal financial affairs. From the perspective of value and function, the personal financial business of commercial banks can greatly promote the development of commercial banks. It can greatly promote the development of nati
10、onal financial services and greatly improve the happiness index of the people, and can greatly promote the new normal development of the national economy and society.The origin of personal financial business theory is very early, but the new personal financing business in Chinas commercial banks is
11、late, and the homogeneity marketing is very serious. This phenomenon is due to the development of personal financial services, which leads to the lack of characteristics in the development of personal financial services in commercial banking. The content and channel of financial services are too nar
12、row and compared to foreign countries. In terms of financial products, the content of financial products is much less than that of commercial banks in western countries. At present, most of the funds of domestic commercial banks are not sufficient to support the financial brand advantages of financi
13、al products, and the development and expansion of their business needs a lot of room for progress. From the successful experience of personal financial services of commercial banks at home and abroad, from strategy to product innovation, service strategy, brand strategy and the difficulty of learnin
14、g personal financial services at different levels, the personal financial services of Fushun bank are studied, and the successful experience and strategic practical significance in the financial service system of the national and international environment are analyzed by analyzing the financial serv
15、ices of the national and international environment. The strategies and suggestions for the development of personal financial services in the Bank of Fushun are given. We hope to have a certain reference value in the development of the personal financial services of the Chinese commercial banks.Throu
16、gh the literature research, qualitative analysis, investigation and analysis, this paper analyzes and studies the related theories of personal financial management business of commercial banks, and analyses the development status and existing problems of personal financial services in Fushun bank, and points out the defects of the existing pr
