摘要
三十多年的改革开放，我国人民拥有的财富不断增加，对于理财的需求也不断增
加。我国商业银行也顺势推出了多种多样的个人理财产品来满足人民的理财需求。在
理财业务的发展过程中，不管是产品的丰富程度，还是竞争的激烈程度，都大大超出
了人们的预期。商业银行如果要继续维持比较高的市场占有率，并保证自身收益的稳
定性，就必须将人民的理财需求进行广泛的收集、分析，用因人而异的理财产品吸引
更多的客户。同时要注意到互联网对于人类社会的影响已经深入到了每一个角落，金
融业态已经有了巨大的改变。不管是互联网支付、众筹融资、P2P 或者非 P2P 的网络
贷款，还是金融机构互联网平台，都已经影响到了人们的日常生活。互联网虽然对当
前传统金融产生了一定的影响或者挑战，但是商业银行应该充分抓住互联网这一历史
机遇，通过构架重组、优化流程、发展理财产品等手段，提升自身市场竞争力。在我
国已经处于经济新常态的大背景下，N 银行应充分意识到进行个人理财产品发展是能
否实现可持续发展的唯一途径

当前环境下，我国商业银行面临着互联网金融的冲击，传统的理财产品模式已经
逐渐无法满足消费者不断高涨的理财需求。此时，必须对消费者的理财需求进行深入
细致的分析，对理财产品进行发展性的研究，让每一个消费者的理财需求都能得到很
好的满足，走上可持续发展的道路

本文以 N 银行个人理财业务发展为主要研究内容，以互联网作为外部环境，结
合 N 银行实际情况，对 N 银行在个人理财业务发展方面的做法进行了分析，认为 N
银行当前存在如下问题：理财产品同质化严重、内部机制不健全、理财工作人员素质
偏低、互联网理财产品冲击等。本文提出了相应的发展策略：第一，准确定位部署差
异化战略；第二，完善理财产品发展机制；第三，打造高素质个人理财产品团队；第
II
四，妥善利用互联网助力个人理财业务发展。同时，本文认为个人理财产品的风险监
控措施也是必不可少的。恰当有效的风险监控能够保障个人理财业务的安全稳定，确
保发展策略的有力实施。本文的研究结果旨在为 N 银行个人理财业务发展提供一些
参考

关键字：N 银行；互联网；理财产品发展；风险控制
作 者：孙苏卉
指导老师：陈作章
III
Research On The Current Situation,Problems And
Countermeasures Of N Financial Products Innovation
Abstract
Thirty years of reform and opening up, the wealth of our people has increased, the
demand for financial management is also increasing. China&39;s commercial banks have also
introduced a variety of personal financial products to meet the needs of the people&39;s
financial needs. In the development of the financial services business, whether it is the
product of the rich, or the intensity of competition, are significantly beyond the
expectations of people. If the commercial banks to continue to maintain a relatively high
market share, and ensure the stability of its profit, it must be the people&39;s financial needs
for extensive collection, analysis, attract more customers with financial products It differs
from man to man. At the same time, we must pay attention to the impact of the Internet on
human society has been deep into every corner of the financial format has been a huge
change. Whether it is Internet payment, public financing, P2P or non P2P network loans, or
financial institutions Internet platform, has affected people&39;s daily lives. Although the
Internet on the traditional financial influence or challenge, but commercial banks should
take full advantage of the Internet this historical opportunity, by means of restructuring and
optimize the process, innovation of financial products, enhance their market
competitiveness. In our country has been in the context of the new economic normal, N
bank should be fully aware of the personal financial product innovation is the only way to
achieve sustainable development.
Under the current environment, China&39;s commercial banks are faced with the impact
of Internet banking, the traditional financial product model has been unable to meet the
growing financial needs of consumers. At this time, must be carried out in-depth analysis
to consumers, conduct the innovation research on financial products, so that every
consumer financial needs can be satisfied, on the road of sustainable development.
In this paper, N bank individual financing business innovation as the main research
content, take the Internet as the external environment, combined with the actual situation
IV
of N bank, N Bank of practice in the personal finance business innovation is analyzed, that
N bank currently has the following problems: financial product homogeneity serious,
internal mechanism improve the quality of staff is low, financial, Internet financial
products such as the impact of. This paper put forward the corresponding innovation
strategy: first, accurate positioning in accordance with the individual life cycle theory
deployment differentiation strategy; second, improve the financial product innovation
mechanism; third, to create a high-quality team of personal financial products; fourth, the
proper use of the Internet to help the development of personal financial services. At the
same time, this paper believes that the risk control measures of personal financial products
are also essential. Appropriate and effective risk monitoring to ensure the safety and
stability of personal financial services, to ensure the effective implementation of innovative
strategies. The purpose of this study is to provide some reference for N bank personal
financial business innovation.
Keywords： N bank；Internet；Financial Product Innovation；Risk Control
Written bySunSuHui
Supervised by ChenZuoZhang
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目录
第一章 引言 ...........1
1.1 选题的背景和意义...1
1.1.1 选题的背景.....1
1.1.2 研究的意义....2
1.2 国内外研究综述......3
1.2.1 国外研究综述3
1.2.2 国内研究综述4
1.2.3 国内外相关研究述评.5
1.3 研究思路与结构安排..........6
1.3.1 本文研究思路6
1.3.2 研究方法........6
1.3.3 本文研究技术路线....6
1.4 研究特点与不足......6
1.4.1 本文研究特点6
1.4.2 本文研究不足7
第二章 基本概念及相关理论 .......8
2.1 基本概念界定..........8
2.1.1 个人理财........8
2.1.2 个人理财产品的概念及分类8
2.1.3 个人理财产品发展........
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