1、1 外文翻译 译文 中国商业银行个人金融产品创新研究 资料来源 : 亚洲社会科学 作者： 丁孟春 萧敬 1.中国商业银行金融产品概述 中国银行业监督管理委员会定义 “ 金融事业 “是 商业银行为客户提供财务分析 ,财务规划、投资顾问、资产管理等专业服务。在中国的商业银行金融业务分为财务咨询服务和综合金融服务根据不同风格的管理和运营。我们通常指银行金融产品人工合成的金融服务的实践中去。银行理财产品有资本投资和管理计划设计和卖给了一些具体的目标客户在进一步分析了潜在的客户。设计并发布的 商业银行所提供的资金投资到有关金融市场买相关金融商品 ,根据合同将收益分配给投资者根据合同规定的检验证书。在本质
2、上 ,金融产品是一种金融投资。银行客户授权采取统筹基金管理。投资收益与风险由顾客或客户进行模式按照协议的存在 ,表明金融产品的风险投资 固定收入资本保值 :它属于金融产品有保障 ,校长 ,具有固定收入和适合投资者有低风险的偏好。固定 基本收入 保护金融产品类似于银行存款 ,但都有稍微更高的回报比存款利率。它适合习惯和保守的投资与订金想法。 浮动收入资本保值 :具有同等保证主要 ,但回报率取决于银行都投资在正确的方向上 ,实际利润或者它是成正比的实际损益的比例。更适合于强劲的投资者。 非浮动 收入资本保值 :这些产品既不采用主 ,也没有担保保证利润。主要投资于股票 ,新发行的股票 ,和结构化产品
3、。投资收入不断获得高产或下去降低产品价格类似股票基金。适用于风险偏好和较强的宽容的投资者。获益可能高达15% - 20%至以上 ,但也可能是一种损失。 肾素的财富管理产品 :随着我国大力创新在银行金融市场丰富的创新。从基于创新方面 ,银行延长他们的投资产品 ,政府债券、金融债券和央行票据 ,证书 ,短期融资贷款信任计划 ,以及购买新股 ;从差异创新方面 ,金融产 品不同长度的分类流动性 ,而且是如此的完成那个范围从产量保护的情况下 ,向委托方可利用的保存 ,然后保存。最常见的形式包括债券、信任、新股申购、境内机构投资者。 双币管理的金融产品 :根据人民币升值预期 ,人民币和外币金融产品创新相结
4、合新金融产品 ,包括 :第一 ,资本投资的两种货币和有组织的操作模式 ,人民币2 理财产品分别由外汇理财产品。校长和收入的工资将原币说到失效。第二 ,它使用了人民币作为投资本金和主办单位外币财务管理模式。校长和产量 ,以及兴趣都归还在形式的外币。第三 ,也还有一些其他的 交叉投资 模型 。 2.分析中国商业银行 金融产品创新 个人理财产品主要是投资于货币市场债券、票据、短期融资券、固定收益产品之前 ,2006 年 ,但金融产品的现行结构进一步创新。收入结构可以与货币市场病例 ,美元利率互换产率 ,以及股票指数 ,结果在扩大投资领域。尤其是当股票市场继续繁荣发展 ,这个钩子在股票市场指数和投资中
5、国金融产品创新有很大的影响。 银行金融产品是一种封闭的投资 ,然后它能不能逃脱风险的流动资产。因为更严重的市场竞争 ,是容易找到的部分产品可以赎回提前。因此 ,这些金融产品的流动性越来越强大。 刺激了市场环境下日益繁荣 ,每一个商业银行更加注重 生产创新。生命期限这些金融产品已短如有一天 ,如金融产品命名为 “ 得益于上海银行提供的利益 ” 。它提供了方便投资者。考虑到认购金额 ,银行设计出不同的订阅准入水平 ,以满足不同的类型的投资者。这种行为吸引更多的顾客对银行。 尽管金融产品创新我国商业银行有很大的近年来 ,他们仍然在第一的建设过程中同发达国家相比。 商业银行很流行 ,但在中国 ,产品很
6、好 ,但是服务很差。银行通常不能使用有效的营销策略和体系 ,以促进新金融产品 ,它限制新的亲人的市场推广和影响银行的利益的负面影响。甚至在某些情况下 ,银行误导消费者的投资回报 ,自夸保持 风险 ,从而导致客户的部分的理解。最后 ,的投诉者客户的投诉 ,银行的信用变低或低。 一些著名的银行在全世界确实强调品牌建设和管理的金融服务建立了自己的品牌和口号。这里使用的名字和口号迫切的需要是建立品牌形象 ,将其专业及特点的声望 ,显示他们的顾客。一个好的品牌吸引更多的顾客对银行。在全国范围内 ,商业银行往往忽视了品牌建设。虽然他们学过一些策略从世界和建立一些品牌 ,他们通常不会管理和维护公司的品牌。例
7、如 ,他们经常使用个人的名字而不是一个牌子 ,导致部分的理解客户的产品和进一步导致糟糕的财务产品的促销。 金融业务是一种 综合服务。医生应该综合能力 ,以及系统和专业知识。长期以来 ,公司的东西在银行通常在一个领域和短缺的存款的合成理解、债券、股票、保险、房地产和资金。尽管银行已经组织了一系列的训练来 ,东西质量急需改进。 3 中国商业银行金融产品创新的建议 3.1 加强产品设计创新 3 设计和服务的理财产品商业银行必须以客户为中心。商业银行应当注重市场在产品创新设计的流程为适应不断变化的客户的需求。此外 ,代表投资是核心产品的结构。主要的程序包括 : 第一 ,结合目前的投资服务既可以保证客户
8、要求和维护现有的市场占有率 ,并且挖掘新的潜在的客户。 第二 ,商业银行应提高爱挑剔的消费贷款条件程序 ,开发个人抵押贷款、证券 ,典当贷款大力等等。当融资 ,银行可以开发新产品及时吸引顾客的按照变更消费的食欲。 第三 ,商业银行应当收集综合财务信息 ,宏观信息等 ,打造企业的财务信息文件和推广各种信息的咨询与课堂通过一些方法 ,如配合专业信息公司。 第四 ,商业银行应扩大范围 ,提高训练水平的代理的业务。广泛的发展后 ,代理业务的大银行应进一步的研究 ,以满足客户的欲望的欣赏 ,除了那些代理服务发展广泛。 第五 ,商业银行应当提供全面的产品。根据客户的优秀的沉积物和大量的银行业务时 ,确定
9、客户的利益程度 ,旨在吸引顾客 ,集中他们的存款进银行。 3.2 价值的分割金融市场 金融产品在我国应坚持品牌营销、个性化和创新的路线。只做了他们的商业银行金融产品的良好的品牌形象 ,才能区别于其他金融服务 ,避免低级别的比赛中为产品的处理和维护他们的地位在竞争中。因此 ,商业银行应细分市场 ,设计金融产品观念的不同客户的表格。作为一个 成果 ,银行可以更有效地满足客户的需求 ,保证留住客户 3.3 强调销售渠道的建设 银行应该提高金融产品的科学技术服务水平不断以建立完善的网络信息服务体系 ,先进的网络平台和个人信用体系建设。目前 ,国内银行还以出口为主要渠道的金融服务 ,而重要客户服务的电话
10、银行和在线银行在发展 ,慢慢地 ,这是一个大的盲点的建设。然而 ,全球金融发展的重要趋势开发就是银行改变从最初的独家频道服务向个营业网点网络服务。从长远分析、物理信道上的个人金融服务将转而三级系统 :金融中心、财务室、中的特殊财务计数器从 “ 富强的家庭的房间。前进的方向就会转向电子通道积极从物理信道 ,随着信息技术的进步和网际网路科技。自助银行、网上银行、电话银行和手机银行的方法将更重要贵宾服务 ,尽管数据传统的分支结点将减少 ,一年一年。与此同时 ,商业银行应整合品牌的交流和传播全面 ;十分注重统一和连续性。此外 ,他们应该确定共同的目标 ,以确保各品牌行为的积累对品牌资产通过市场细分。
11、3.4 提高消费者的金融意识 最大的问题是当前所面临的不成熟状态融资市场金融市场的需求。很明显 ,4 个人客户相当保守的在金融的想法 ,他们的投资单一和传统。事实上 ,融资是为了实现人生理想的每一个阶段期间人的生命通过管理个人理财资源正确。因此 ,当商业银行进行融资的创新产品 ,它必须帮助客户获得正确的融资意识。同时 ,银行应利用各种融资工具完全、设计个人财务控制计划 ,并帮助客户实现多种目标在不同的阶段的 生活收入来定 ,开销和风险偏好在不同的时期。从长远来看 ,银行应该提高建立强大的品牌忠诚度与稳定的客户关系 ,并最终实现双赢的融资通过指导产品。 3.5 引进和培养高素质的人才 我们商业银
12、行应该培养方面的金融顾问的财务知识、银行和营销技能强烈。他们应该保证金融顾问的专业知识完美 ,善于营销、管理 ,创新的想法并具有良好的客户服务。在此基础上 ,完成了产品的定位、开发、营销和评价。 5 原文 Title: Research on Personal Financial Product Innovation in Commercial Banks of China Material Source: Asian Social Science Author: Din Meng chun and from the discrepancy innovation aspect, the fin
13、ancial products are different in the length of liquidity, and their categories are so complete that range from the yield preservation to the principal preservation and then to non-capital preservation. The most common forms are bonds, trust, new shares subscription and QDII. Dual-currency managed fi
14、nancial products: according to expected currency appreciation, the Yuan and foreign currency financial products are combined innovatively into some new financial products, which can include: first, the capital is invested by two currencies and organized with operation mode by RMB financial products
15、and by foreign currency financial products respectively. The principal and income will be paid in the original currency when comes to expiration. Second, it uses the RMB Yuan as investment principal and is organized by foreign currency financial management mode. The principal and yields, as well as
16、the interest are all returned in form of foreign currency. Third, there are some other cross-investment models 2. Analysis on Financial Product Innovation in Commercial Banks of China Personal finance products was mainly invested in money market bonds, notes, short-term financing bonds, fixed-income
17、 products before 2006, but the current structure of financial products has been further innovated. Revenue structure can be linked with money market repot rate, the U.S. dollar swap yield rate, as well as stock 7 index, which results in expanded investment fields. Especially when the stock market co
18、ntinues to boom, the hook in the stock market indexes and investment trust-based financial products have been innovated greatly. Banking financial products is a kind of closed investment, and then it can not escape from risks of liquidity. Due to more serious market competition, it is easy to find o
19、ut some products that can be redeemed in advance. Therefore, the liquidity of these financial products be stronger and stronger. Stimulated by the more flourish market circumstance, every commercial bank pays more attention to production innovation. The life term of these financial products have bee
20、n as short as one day, such as a financial product named “benefits from benefits” offered by Shanghai Bank. It offers convenience to investors. Considering subscription amount, the banks design the different subscription admittance level to satisfy the different kind of investors. This behavior attr
21、acts more customers for banks. Although financial products have been innovated greatly in commercial banks in China in recent years, they are still at the first steps of development when compared with the advanced countries. It is popular in commercial banks in China that products are good but servi
22、ce is poor. The banks often fail to use effective marketing strategies and system to promote the new financial products, which limits the new ones market promotion and influences the banks benefit negatively. Even in some situation, the banks mislead the customers by boasting investment return and k
23、eeping in risks, which lead to customers partial understanding. Finally, the customers make complaints, and banks credit become low and low. Some famous banks in the world really emphasize brand construction and management of financial services and set up their own brands and slogans. The name and s
24、logan used here come from the dire need to set up the brand image, to present their specialty as well as characteristics and to show the prestige of their customers. A good brand attracts more customers for banks. Nationally, commercial banks often ignore brand construction. Although they have learn
25、ed some strategies from the world and set up some brands, they often fail to manage and maintain the brands. Such as, they often use individual name instead of a brand, which leads to customers partial understanding of the product and further results in poor financial business promotion. Financial b
26、usiness is a kind of synthetic service. The practitioner should have 8 synthetic ability, as well as systematic and professional knowledge. For a long time, the stuff in banks often specialize in one fields and are in short of synthetic understanding of deposit, bonds, stock, insurance, real estates
27、 and funds. Although the banks have organized a series of training for them, stuff quality is in urgent need of improvement. 3.Suggestion on Financial Product Innovation in Commercial Banks in China 3.1 Strengthen Products Design Innovation The design and service of the financial product in commerci
28、al bank must take the customer as the center. Commercial banks should pay attention to the market in the process of product design in order to adapt the unceasing change of customers demand. Besides, represent investment is the core of the products structure. The main procedure includes: First, the
29、combination of the present investment service can not only guarantee the customer request and maintain the existing market share, but also excavate the new potential customers. Second, commercial banks should improve the fussy condition of the consumptive loan procedure, and develop individual mortg
30、age loan, the negotiable securities to pawn the loan vigorously and so on. When financing, the bank may develop the new product promptly to attract the customers according to the change of the consumption appetite. Third, commercial banks should collect comprehensive financial information, the macro
31、scopic information and so on, establish the financial information file and disseminate each kind of information in the way of consultancy and lecture through some methods, such as cooperating with specialized information company. Fourth, commercial banks should expand the scope and enhance the level
32、 of the agencys business. After widely development of agency business, those big banks should make a further study to satisfy the customers desire of appreciation, in addition to those agency service developing extensively. Fifth, commercial banks should provide the comprehensive product. According
33、to customers outstanding of deposits and the volume of bank business, they determine the benefit degree to customers, aiming at attracting the customers to concentrates their deposits in a bank. 3.2 Value Segmentation of Financial Market The financial products in our country should insist on the bra
34、nd marketing and the personalized and innovative route. Only do the commercial bank set up their 9 good brand image of financial products, then they can be distinguished from other financial services, avoid low level competition for the products homogenization and maintain their status in the compet
35、ition. Therefore, the commercial banks should subdivide the market, design financial products from the view of the different customers. As a resulty, banks can satisfy customers more effectively and guarantee to retain customer 3.3 Emphasize Marketing Channels Construction The banks should raise the
36、 financial products science and technology service level unceasingly by the Establishment of the perfect information network service system, the advanced network platform and the construction of individual credit system. At present, the domestic bank still takes the outlet as the main channel of the
37、 financial services, while the VIP services of telephone banking and on-line banking develop slowly, which is a big blind spot of the construction . However, the important trend of global financial development is that banks change from the original sole channel of business outlets service into the n
38、etwork service. From the long-term analysis, the physical channel of individual financial service will turn to a third-level system: the financial center, the financial room, the special financial counter from “the wealthy and powerful family room. The future direction will turn to the electronic ch
39、annel positively from the physical channel along with the development and the progress of information technology and internet technology. Self-help banking, on-line banking, telephone banking and mobile banking will be more important method of VIP service, while the data of traditional branch node w
40、ill decrease year by year. At the same time, commercial banks should integrate the brands communication and dissemination comprehensively; pay great attention to the unity and the continuity. In addition, they are supposed to determine a common goal in order to make sure that each brand behavior con
41、tributes to the accumulation of brand property through the market segmentation. 3.4 Raise Consumers Financial Consciousness One of the biggest problems faced by current financing market is the immaturity of financial market demand. It is obvious that the individual customers are quite conservative i
42、n the financial idea, and their investment is unitary and traditional. In fact, financing is to fulfill ones ambitions during every phase of ones life through managing individual financial resources correctly. Therefore, when commercial banks carry on the innovation of financing product, it must hel
43、p 10 customers acquire the correct financing consciousness. Simultaneously, banks should use each kind of financing tool fully, design personal financial controlling plan, and help the customer to achieve various goals during the different stage of the life according to their income, expenditure and
44、 risk preference during different periods. In the long run, the bank should enhance the establishment of strong brand loyalty and the stable customers relations, and finally realize the win-win situation through the guidance of financing product. 3.5 Introduce and Train High-quality Talents Our comm
45、ercial bank should train the financial advisors in the aspects of financial knowledge, banking and the marketing skills intensively. They should guarantee that the financial advisors own specialized knowledge perfectly, is good at the marketing, the management and the innovation and have the good idea about customers services. In this foundation, they complete product localization, development, marketing, and appraisal.
