个人理财业务是商业银行的基础业务之一，是一项针对银行个人客户开展的金融服 务，具有服务对象范围较广、风险点分布较为分散、客户议价能力相对较低等特点。同 时，个人理财业务也是商业银行中间业务的一项重要组成部分，对商业银行创新其业务 发展模式、扩大总体利润来源有着重要意义，其在商业银行利润总额中的占比也越来越 高。可以说，个人理财业务的发展情况直接影响着商业银行的整体收益。 但随着互联网技术的进一步发展、利率市场化的进一步推进，目前客户的忠诚度正 在日益下降，跨界竞争则日渐白热化，商业银行的传统个人理财业务市场竞争力逐渐削 弱，而随着互联网科技发展应运而生的新型网络金融理财业务市场占比则越来越高。十 九大报告中也特别提到，要抓紧步伐建设科技优化创新、人力资源、实体经济以及现代 金融协同发展的、完善、合理的产业体系，不断增强我国经济创新力和竞争力。而互联 网金融恰恰是科技创新和现代金融融合创新的业务实践。“互联网+金融”模式的迅速壮 大发展，不可置疑的是其会给商业银行的传统个人理财业务形成巨大冲击，使得商业银 行面临一系列严峻的挑战。这些新形势、新挑战倒逼传统商业银行进行转型，思考新的 战略方向和营销策略。 本文从互联网金融及个人理财业务的基础理论出发，介绍了这两个概念的基本内 涵、发展历程、主要特点等，并对国内外的相关理论研究进行总结分析，重点对生命周 期理论、4Ps营销理论、投资组合理论等理论进行了阐述。同时通过调查P市GS银行 的经营发展情况和个人理财业务的现状，结合实践搜集来的数据，从组织构架、网点分 布、队伍建设、客户结构等方面入手进行分析，得出其在发展中存在的问题主要集中在 网点布局、人员队伍、客户结构、营销方式四个方面。随后阐述SWOT分析法的基本 概念和原理，并加以运用，分析基于互联网金融背景下P市GS银行个人理财业务面临 的优势、劣势、机会和威胁，综合分析提出了“巩固网点阵地优势”；“加强专业队伍建 设”；“提升客户服务体验”；”深化营销策略转型”这四方面建议。 本文基于微观层面以个人理财业务的发展为研究对象，运用文献研究法、实地调查 法、综合分析法进行研究。本人在P市GS银行的基层网点工作，有条件对该银行的个 II 人理财业务发展现状及存在的问题进行数据收集和实地调查。经过对所在地员工的访 谈、客户的走访和业务部门的实际调查，深入了解了本文研究分析所需要的案例资料。 本文虽然以GS银行P市分行为客体进行研究，但研究所得结论具有较强的普适性，对 GS银行的其他分支行及其他商业银行的个人理财业务的发展均有启示性意义。 关键词：互联网金融，商业银行，个人理财业务 III ABSTRACT As one of the basic businesses of commercial banks,personal finance services is a financial service targeted at individual customers of banks. It is characterized by a wide range of service objects,scattered risk points,and relatively low bargaining power of customers.At the same time,personal finance business is an important part of commercial bank's intermediate business income,which is of great significance for commercial banks to innovate their business development model and expand their overall profit sources,and it accounts for an increasingly high proportion in the total profit of commercial banks .It can be said that the development of personal finance services directly affects the overall earnings of commercial banks. However,with the further development of internet technology and the further advance of interest rate liberalization,the loyalty of customer is declining day by day,cross-border competition is becoming increasingly fierce,the traditional commercial bank personal financial business market competition gradually weakened,but with the development of internet technology arises at the historic moment of new network financial services business account for a higher and higher proportion of the market.In particular,the report of the 19th national congress mentioned that efforts should be made to accelerate the development of an industrial system featuring coordinated development of the real economy,scientific and technological innovation,modern finance and human resources,so as to continuously enhance China’s economic innovation and competitiveness.Internet finance is exactly the business practice of technological innovation and modern financial integration innovation.The rapid development and expansion of the “Internet+finance”model has exerted a huge impact on the traditional personal finance services of commercial banks,which makes commercial banks face a series of severe challenges.These new situations and challenges force traditional commercial banks to transform and think about new strategic directions and marketing strategies. Based on the basic theories of internet finance and personal finance services,this paper introdu ces the basic connotation,development process and main characteristics of these two concepts,and s ummarizes and analyzes the relevant theoretical researches at home and abroad,with emphasis on t IV he life cycle theory,4ps marketing theory,portfolio theory and other theories.At the same time,throu gh the investigation of city of P’s GS bank business development and the present situation of the personal financial management business, combined with the practical data collected,from the organiz ational structure,network distribution,structure of team construction,customer analysis,it is concluded that the problems existing in the development of mainly concentrated in network layout,personnel t eam,marketing,customer structure four aspects.Then expounds the basic concept and principle of S WOT,and use that analysis based on the internet under the background of financial the city of P’s GS bank personal finance business of the strengths,weaknesses,opportunities and threats.Based on t he comprehensive analysis ,it is proposed to the “Take advantage of the traditional advantages to grasp the position of branch and dig deeper”,“Improve marketing skills and build a professional te am”,“Market segmentation and focuses on customer service experience”,“Conform to the developme nt trend,focus on marketing strategy transformation”four optimization strategies. This paper tries to explore the development of personal finance services from a micro perspective,using literature research,field investigation and analysis by synthesis method to carry on this research.I work in a grassroots branch of GS bank in P city , and I am qualified to conduct data collection and field investigation on the development status and existing problems of personal finance services of the bank.Through interviews with local employees,customers and actual investigation of business departments,I have gained an in-depth understanding of the case materials needed for the research and analysis of this paper.Although this paper takes the P city branch of GS bank as the research object,the conclusion drawn in this paper is universal and can provide some enlightenment for the development of personal finance services of other branches of GS bank and major commercial banks in China. KEYWORDS: Internet finance,Commercial bank,Personal finance business V 目 录 摘要...................................................................................................................................I ABSTRACT....................................................................................................................III 1 绪论................................................................................................................................1 1.1 研究背景与意义.....................................................................................................1 1.1.1 研究背景..........................................................................................................1 1.1.2 研究意义..........................................................................................................2 1.2 国内外文献综述.....................................................................................................2 1.2.1 国外研究现状..................................................................................................2 1.2.2 国内研究现状..................................................................................................5 1.3 研究内容和方法.....................................................................................................7 1.3.1 研究内容........................