I 摘要 近年来，我国社会经济进一步发展，使得国民可支配收入和个人储蓄额不 断提升，并且因为深度开放和不断提升的知识水平，居民对于理财的眼界越来 越宽广，不仅仅局限在传统守旧的银行储蓄，因此居民对理财和投资的需求与 日俱增。这种情况也催生了商业银行投资顾问业务模式的快速发展，其作为一 种新型的服务模式受到越来越多人的关注。根据不同的客户特点，为其提供顾 问模式的投资支持服务，及个人理财服务，已经成为很多商业银行中间业务模 式创新的重要研究领域。 本文将以Z行九江支行为例，通过以下几个方面对其投资顾问业务优化策 略进行研究。 首先，通过对课题相关的研究背景及意义进行分析，结合国内外相关领域 的研究现状，确立了本课题的研究内容，同时也将论文的行文组织进行了系统 的归纳并形成研究的技术路线。定好了以上基调后，梳理了论文研究所采取的 方法和手段，并归纳了论文的创新点。 其次，详细阐述了论文研究的相关概念和理论基础，主要对商业银行投资 顾问业务的概念、特点和模式进行了详细的论述，并对论文涉及的委托代理、 动态管理、风险管理、投资偏好和信息不对称理论基础进行了介绍。 随后，介绍了Z行九江分行投资顾问业务的现状，首先对其行内内部环境 进行分析，接着分析了Z行九江分行与同行业的对比，然后用PEST模型对其宏 观政策环境进行分析，再对Z行九江分行所处投资顾问业务竞争环境进行分析。 最后，通过Z行九江分行实际情况及国内外的实际案例或经验，设计并发放问 卷对Z行九江分行投资顾问业务开展情况进行调查，并用回收反馈的答案数据 为分析基础，进行科学、有效的实证分析。 进而，通过对Z行九江分行投资顾问业务相关状况的实证分析，探寻其投 资顾问业务存在的问题，并对其形成原因进行分析。 随之，对Z行九江分行投资顾问业务优化策略进行规划，并对优化策略的 实施保障措施进行设定，促进Z行九江分行投资顾问业务风险管控体系的健全 和完善。 最后，对Z行九江分行投资顾问业务优化策略研究过程及成果进行总结， 摘要 II 并针对课题研究过程中存在的问题与不足进行分析，对下一步的研究工作进行 展望。 关键词：投资顾问业务；Z行九江分行；商业银行中间业务；个人理财 Abstract III Abstract China's social economy has developed further recently, the national disposable income and personal savings have been continuously improved. Because of the deep opening and constantly improved level of knowledge, residents have a broader vision of financial management, which is not limited to the traditional conservative bank savings. Therefore, residents' demand for financial management and investment is increasing day by day. This situation also brings rapid development of birth for commercial bank investment consulting business model, as service model, it has attracted more attention. According to the characteristics of different customers, it has become an important research area for many commercial banks to provide investment support services of consulting mode and personal financial services. This paper will take Jiujiang Branch of Z bank as an example to study the optimization strategy of investment consulting business from the following aspects. First of all, through the analysis of the research background and significance of the topic, combined with the research status of related fields at home and abroad, the research content of this topic is established. At the same time, the paper organization is systematically summarized and the technical route of the research is formed. After setting the above tone, this paper combs the methods and means adopted in the research, and summarizes the innovation of the paper. Secondly, it elaborates the related concepts and theoretical basis, discusses the concept, characteristics and mode of investment consulting business of commercial banks in detail, and introduces the theoretical basis of principal-agent, dynamic management, risk management, investment preference and information asymmetry involved in the paper. Next, it introduces the current situation of investment consulting business of Jiujiang Branch of Z bank, analyzes its internal environment, then analyzes the difference between Jiujiang Branch of Z bank and the industry, analyzes its macro policy environment with PEST model, and analyzes its industry competitive environment with Porter's five forces model. Finally, through the actual situation of Abstract IV Jiujiang Branch of Z bank and the actual cases or experience globally, the paper designs and issues a questionnaire to investigate the control of investment consulting business of Jiujiang Branch of Z bank, and makes a scientific and effective empirical analysis based on the feedback. Afterwards, through the empirical analysis of the investment consulting business of Jiujiang Branch of bank Z, this paper explores the problems existing in its investment consulting business, and analyzes the reasons for its formation. Accordingly, the investment consulting business optimization strategy of Jiujiang Branch of Z bank is planned, and the implementation guarantee measures of the optimization strategy are set. Therefore, the improvement of the risk control system of investment consulting business of Jiujiang Branch of Z bank has been promted. Finally, this paper summarizes the research process and results of investment consulting business optimization strategy of Jiujiang Branch of Z bank, analyzes the problems and deficiencies in the research process, and prospects the next research work. Key words: investment consulting business; Jiujiang Branch of Z bank; intermediary business of commercial banks; personal finance 目录 V 目录 摘要 ............... I Abstract ........ III 目录 .............. V 第1章 绪论 . 1 1.1 研究背景和意义 .............................. 1 1.1.1 研究背景 ........................ 1 1.1.2 研究意义 ........................ 2 1.2 国内外研究现状 .............................. 3 1.2.1 国外研究现状 ................ 3 1.2.2 国内研究现状 ................ 4 1.3 研究方法及内容 .............................. 5 1.3.1 研究方法 ........................ 5 1.3.2 研究内容 ........................ 5 1.4 技术路线与创新点 .......................... 7 1.4.1 技术路线 ........................ 7 1.4.2 创新点 ............................ 8 第2章 相关概念和理论基础 .... 9 2.1 商业银行投资顾问业务概述 .......... 9 2.1.1 商业银行投资顾问业务的概念 ................... 9 2.1.2 商业银行投资顾问业务的类型 ................... 9 2.2 商业银行投资顾问理论基础 ........ 11 2.2.1 委托代理理论 .............. 11 2.2.2 动态管理理论 .............. 11 2.2.3 风险管理理论 .............. 13 2.2.4 投资偏好理论 .............. 13 2.2.5 信息不对称理论 .......... 13 第3章 Z行九江分行投资顾问业务现状分析 ...... 15 目录 VI 3.1 Z行九江分行投资顾问业务内部环境分析 ................. 15 3.1.1 Z行九江分行简介 ....... 15 3.1.2 Z行九江分行投资顾问业务组织架构情况 .............................. 15 3.1.3 Z行九江分行投资顾问业务人员情况 ....... 16 3.1.4 Z行九江分行投资顾问业务开展情况 ....... 17 3.2 Z行九江分行投资顾问业务与同行业对比 ................. 20 3.3 PEST模型政策环境分析 ............... 21 3.3.1 政治环境 ...................... 21 3.3.2 经济环境 ...................... 22 3.3.3 社会环境 ...................... 23 3.3.4 技术环境 ...................... 23 3.4 波特五力行业环境分析 ................ 23 3.4.1 供应商的议价能力 ...... 23 3.4.2 购买者的议价能力 ...... 24 3.4.3 新进入者的威胁 .......... 24 3.4.4 替代品的威胁 .............. 25 3.4.5 同业竞争者的竞争程度 ............................. 25 3.5 基于市场调查的Z行九江分行投资顾问业务分析 ... 26 3.5.1 问卷调查 ...................... 26 3.5.2 问卷分析 ...................... 27 第4章 Z行九江分行投资顾问业务存在的问题及原因分析 ............ 34 4.1 Z行九江分行投资顾问业务存在的问题 ..................... 34 4.1.1 产品同质化 .................. 34 4.1.2 人才管理问题 .............. 35 4.1.3 信息系统落后 .............. 35 4.1.4 组织架构问题 .............. 36 4.1.5 科技创新和应用不足 .. 37 4.2 Z行九江分行投资顾问业务问题成因分析 ................. 38 4.2.1 缺乏产品自主研发能力 ............................. 38 4.2.2 人力资源管理落后 ...... 38 4.2.3 信息建设不健全 .......... 39 4.2.4 组织建设不合理 .......... 39 目录 VII 4.2.5 不重视科技创新和应用 ............................. 40 第5章 Z行九江分行投资顾问业务优化策略和保障措施 ................ 41 5.1 Z行九江分行投资顾问业务优化策略 ......................... 41