在我国经济快速发展的背景下，投资理财活动需求日益增加，银行理财产品以其稳 定性强、受经济周期影响小、风险相对分散的优点脱颖而出。随着国家对金融理财机构 的准入条件逐渐降低，外资银行、私人银行、第三方理财机构等纷纷涌入市场，给银行 金融理财业务造成较大的冲击。 本文以浙商银行为研究对象，浙商银行金融理财业务有相对较好的业务支撑基础， 但从金融理财收入占全银行营业收入比重来看，没有达到行业平均水平，从金融理财产 品发行数量和市场占有率来看，虽然浙商银行自 2018 年开始金融理财业务效益略有提 升，但依然面临市场占有率的压力。 第三章分析浙商银行金融理财业务发展问题的原因。基于市场营销学 STP 理论，发 现浙商银行金融理财业务在网点布局缺乏连贯性、已进入市场的业务深度拓展不足。并 且，浙商银行金融理财产品细分不足，在运作模式、收益类型、产品期限、基础资产的 分布严重不均，理财产品运作模式主要集中在封闭式非净值型，产品收益类型为非保本 类型，产品期限在一年以内，一个月超短期和一年以上产品严重缺失，基于股票、汇率、 票据等基础资产类型的金融产品还没开发，难以满足客户多样化需求。 第四章探讨浙商银行金融理财业务核心竞争力的改进方向。通过对比国内优秀银行 发行模式以及国内第三方理财机构的发展经验，选择同类型银行的民生银行和招商银行 作为浙商银行金融理财产品升级的方向标杆，在运作模式、收益类型、产品期限设置和 定价方面给出相应建议。利用长尾理论设计客户等级划分表和产品销售等级划分表，助 力精准营销。 最后，对浙商银行金融理财业务的产品设计改进做基础预测。在不扩大产品发行规 模的情况下，调整浙商银行金融产品在期限设置、收益类型、运作模式和基础资产的布 局，市场占有率预计分别提升 0.154%、0.382%、不太明显和 0.129%。若四个方面一同 改善，浙商银行金融理财业务市场占有率提升 0.31%，从第 13 名上升至第 10 名。若扩 大产品发行数量，则市场占有率还有望进一步提高空间。 关键词：银行业；浙商银行；金融理财业务；产品改进II Abstract In the context of rapid economic development in China, the demand for investment and financial management activities is increasing day by day. Bank financial management products stand out for their advantages of strong stability, small impact by the economic cycle and relatively dispersed risks. As countries access to financial services institutions gradually reduce, foreign Banks, private Banks and third-party financial institutions poured into the market, caused a bigger impact to the banking financial services business, it is necessary to examine from the Angle of the Banks themselves, found in the current business model, product competitiveness, service and other aspects of the insufficiency, enhance core competitiveness of the bank financial services business. This paper takes CZ bank as the object of study. First, it analyzes the main situation of CZ bank's financial services. CZ bank's financial services have relatively good business support foundation, but they do not reach the average level of the industry in terms of the proportion of financial services income in the whole bank's operating income. Zhesang Bank's market share in financial services has increased slightly since 2018 and 2019, but it faces fierce market competition from the rapid development of urban commercial Banks. In order to further analyze the causes of problems in the development of CZ bank's financial services. In the third chapter, Based on STP theory of marketing，it is found that CZ bank's financial management business lacks consistency in the domestic layout and the depth of the business that has entered the market is insufficient. CZ bank financial products issued by a single product design, product in operation mode, the types of income, time limit, the distribution of the underlying asset imbalance, the function mode of the products is mainly concentrated in the enclosed non net, product revenue type is a type of capital preservation, the product deadline within a year, a month super short-term and deficiency products more than one year, based on the underlying assets such as stock, exchange rate, note type of financial products haven't development, difficult to meet the diverse needs of the customers on the market. Then, in order to enhance the core competitiveness of CZ bank's financial services, according to the marketing STP theory, Minsheng Bank and China Merchants Bank of the same type were selected as benchmarks for the innovation and upgrading of CZ bank's financial products, and corresponding Suggestions were given in terms of operation mode, income type, product term setting and pricing. Through the introduction of the long tail theory to explain the importance of market segmentation to the development of bank products,III innovative design of customer grade division table and product sales grade division table, to help Banks to match suitable products for customers. Finally, it makes a basic forecast for the product design improvement direction of CZ bank's financial management service. Without expanding the scale of product issuance, the market share of Financial products of CZ bank is expected to increase by 0.154%, 0.382%, less obvious and 0.129% respectively by adjusting the product term setting, income type, operation mode and the layout of underlying assets. If the four aspects are improved together, the market share of CZ bank's financial services will increase by 0.31%, from 13th to 10th. If the number of financial products is expanded, the market share of CZ bank is expected to further improve the space. This paper adopts the progressive evolution method of layer by layer analysis to carry out the research, in order to analyze CZ bank and provide experience reference for the future development of financial services of similar Banks in China. Keywords：banking industry; CZ bank; financial business; product improvementIV 目 录 摘要...........................................................................................................................................I Abstract......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 引言...............................................................................................................................1 1.1 选题背景及意义..............................................................................................................1 1.1.1 选题背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................2 1.2 国内外研究现状..............................................................................................................2 1.2.1 关于银行金融理财业务发展的研究.......................................................................3 1.2.2 关于银行金融理财业务问题的研究.......................................................................3 1.2.3 关于银行金融理财业务风险的研究.......................................................................4 1.3 研究的主要内容..............................................................................................................4 第二章 浙商银行金融理财业务状况和问题...........................................................................7 2.1 浙商银行金融理财业务状况..........................................................................................8 2.1.1 浙商银行金融理财业务的范围界定.......................................................................8 2.1.2 浙商银行金融理财业务的支撑基础.......................................................................8 2.1.3 金融理财收入在营业收入中占比较低...................................................................9 2.2 金融理财业务市场占有率低........................................................................................11 2.2.1 金融理财产品数量情况.........................................................................................11 2.2.3 金融理财产品市场占有率低.................................................................................11 2.3 本章小结........................................................................................................................13 第三章 浙商银行金融理财业务问题的原因分析.................................................................15 3.1 浙商银行金融业务战略布局问题分析........................................................................15 3.1.1 金融理财业务开拓受网点分布制约.....................................................................15 3.1.2 金融理财市场业务深度挖掘不足.........................................................................16 3.2 浙商银行金融理财产品细分问题分析........................................................................18 3.2.1 产品运作模式问题分析.........................................................................................19 3.2.2 产品收益类型问题分析.........................................................................................21V 3.2.3 产品期限设置问题分析.........................................................................................23 3.2.4 产品基础资产情况分析.........................................................................................25 3.3 浙商银行金融理财产品定价问题分析........................................................................29 3.4 本章小结........................................................................................................................31 第四章 浙商银行金融理财业务改进方向.............................................................................33 4.1 加快业务战略布局........................................................................................................33 4.1.1 已进入市场的深度挖掘.........................................................................................33 4.1.2 未进入市场加快开拓.............................................................................................33 4.2 加快金融理财产品创新升级........................................................................................34 4.2.1 产品运作模式改善方向.........................................................................................34 4.2.2 收益类型改善方向.................................................................................................36 4.2.3 产品期限设置改善方向.........................................................................................40 4.2.4 基础资产情况改善方向.........................................................................................41 4.2.5 产品定价改善方向.................................................................................................43 4.3 产品实行精准销售........................................................................................................44 4.3.1 划分理财产品的销售等级.....................................................................................44 4.3.2 划分客户群体投资等级.........................................................................................45 4.3.4 设置跨等级理财的门槛.........................................................................................46 4.4 本章小结........................................................................................................................47 第五章 浙商银行金融理财业务改进效果预测.....................................................................48 5.1 市场占有率与产品期限设置的关系............................................................................48 5.2 市场占有率与收益类型设置的关系............................................................................50 5.3 市场占有率与运作模式设置的关系............................................................................51 5.4 市场占有率与基础资产设置的关系............................................................................52 5.5 市场占有率与以上设置的综合关系............................................................................53 5.6 本章小结........................................................................................................................54 总 结.........................................................................................................................................56