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摘 要
改革开放以来，随着国民经济的快速发展和居民生活水平的不断提高，
居民个人和家庭的资产配置多元化趋势日益明显，理财需求不断增加，个人
理财业务开始进入人们的视线。近几年，随着社会经济结构的调整，商业银
行经营转型的步伐加快，大力发展零售银行业务成为商业银行拓宽经营渠道、
提升利润水平的重要选择。在这一背景下，商业银行个人理财业务的战略地
位越来越突出。作为基层银行业机构，如何在这种经济金融大环境下，通过
大力发展个人理财业务，有效拓展经营空间，正是本文研究的立意所在。

本文以中国银行齐齐哈尔分行开展个人理财业务的实际情况为基础，在
借鉴国内外商业银行个人理财业务的先进理论和成熟经验的基础上，分析了
中国银行齐齐哈尔分行个人理财业务现状和存在的问题，提出了发展对策。

首先，要明确个人理财业务的战略地位，制定相应的发展战略和发展目标。

在此基础上，通过完善组织架构，整合业务流程，拓宽销售渠道，形成有利
于业务开展的运行模式。通过树立正确的营销理念，准确细分目标市场，采
取多元化的营销策略，发挥出市场营销的重要作用。在风险管理方面，要建
立健全内控制度，严格风险管控，积极开展从业人员职业道德教育和投资者
教育。在人才培养方面，通过建立分层次、多渠道的培训制度，强化激励约
束机制，积极引进稀缺人才，不断充实理财专业队伍。与此同时，加大信息
科技保障力度，加强系统研发设计，对个人理财业务的深入开展提供有力的
支持。

关键词：商业银行；个人理财；目标市场；发展对策
Abstract
It has been a trend that the allocations of individual and family assets are
diversified accompanied by the demands for wealth management increased and
personal finance businesses deliberated on with the rapid economic development
and continuous improvement of peoples’ living standards since China reformed
and opened up. Commercial banks have accelerated management transformation
due to social economic restructuring in recent years. It has been an indispensible
alternative for commercial banks to expand their businesses and improve
profitability through developing retail businesses greatly. Consequently, the
strategy of personal financial services at commercial banks has become
increasingly prominent with previous background discussed. This study’s main
purpose lies in that how banks at basic levels can focus on the specific facts of
local areas responding to the general economy and finance and meanwhile can
expand their management spaces through developing largely the Personal
Financial Services.
In this paper, the author analyzes the current situation and problems of
personal financial businesses at Qiqihar Branch of Bank of China and
furthermore proposes the solution on the basis of the truth of p ersonal financial
services at Qiqihar Branch as well as the references to the advanced theories
concerned at home and abroad and mature business experiences in addition. First
of all, definite the strategic position of Personal Financial Services, hence
develop appropriate strategies and goals. Secondly, develop a working pattern
that is favorable to businesses through perfecting organizational structures,
integrating business processes and expanding sales. Meanwhile, adopt a
diversified marketing strategy therein the important role of marketing is played
by way of accurate business idea and subdivision of the target market segments.
In terms of risk management, a sound internal control system should be
established, and risks should be supervised. Apart from that, the education of the
investors and staff’s professional ethics should be made actively. Meanwhile in
the perspective of personnel training, incentive and restraining mechanisms
should be strengthened and talents should be introduced actively so that the