摘要
进入 21 世纪，我国经济飞速发展、人们的收入水平大幅度提高、个人可支配
的收入增加，在此基础上，越来越多的人开始考虑进行相关投资来促进资产的增
值和保值。而商业银行个人理财产品由于具有较高的收益性，受到越来越多的投
资者的青睐。近年来，商业银行理财产品是理财市场上的亮点之一。但是，一方
面，由于我国的特殊国情，我国个人理财产品市场起步较晚，发展还不是很成熟，
与西方发达国家相比还存在很大的差距。另一方面，我国的投资者缺乏专业的金
融、财务方面的知识，在复杂的理财市场上无法做出正确的决策。面对此矛盾，
构建对商业银行个人理财产品的竞争力评价指标体系对于投资者和商业银行而
言，都是具有很重要的参考价值。

本文的研究在对国内外个人理财业务的相关研究进行回顾的基础上，首先介
绍了个人理财产品的种类和经营特点，以及对个人理财产品进行竞争力度量的必
要性，现有的对商业银行个人理财产品进行分析的方法；其次，阐述了个人理财
产品竞争力评价指标选择的标准和程序，并在此基础上构建了个人理财产品的竞
争力评价指标体系，包括理财产品收益性和风险性方面的的指标、产品营销方面
的指标、产品管理方面的指标、以及银行综合实力方面的指标；提出了量化及权
重的方法；最后，基于上述指标体系对江苏银行“月月赢”产品进行评价，并根
据评价结果提出了提高“月月赢”产品竞争力的对策，本文研究成果的有效应用，
为投资者进行理性决策提供指导，为银行发行理财产品提供了依据。

关键词：商业银行；个人理财产品；竞争力评价

Research on the Competitiveness Evaluation Index system of
Commercial Banks Personal Financial Products
Specialty:MBA
Name:lin chen
Instructor: Associate Professor zhen hu
Abstract
Entering the 21st century, China's economic has developed rapidly,and people's
income levels increase, personal disposable income increase.So more and more people
are considering investments to promote asset growth or remain the value of the
money.Because Personal financial products in commercial banks have high
profitability, it is favored by a growing number of investors.In recent years, the
financial products in commercial banks is one of the bright spots in the financial
market.However, on the one hand, due to the country's unique national circumstances,
personal finance products market in China has started relatively late,and the
development is still very immature.when it is compared with the West, there is still a
big gap between us.On the other hand, many people lack professional knowledge in
finance, and many of them are unable to make the right decisions on complicated
financial markets.Faced with this contradiction, building competitiveness evaluation
index system for commercial bank personal banking products for investors and
commercial banks is necessary and significant.
When I review related studies on personal financial services at home and abroad ,I
start to write this paper.First,the author introduces the types and characteristics of
personal finance products, as well as the necessity of competitive metrics for personal
finance products, the existing method for making analysis on commercial bank's
personal banking products;Second, illustrates the personal financing products
competitiveness evaluation criteria and procedures for selection, and personal finance
products are built on the basis of competitiveness evaluation index system.The system
includes five aspects:financing products’ profitability indicators and risk indicators,the
financing products’ marketing products indicators,the financing products’management