互联网背景下商业银行理财产品创新研究——以邮政银行抚顺盛城街支行为例

互联网背景下商业银行理财产品创新研究一以邮政储蓄银行抚顺盛城街支行为例摘要邮政储蓄银行经过十几年的个人理财业务发展，在该领域获得了骄人的成绩。然而，最近几年间个人理财产品在市场的发展中出现了多种多样的类型。但是随着互联网理财的发展以及销售模式的转变，邮储银行正处于机遇和挑战同时存在的局面，如何保证该行的个人理财产品在金融市场中的产品中具有良好的竞争优势，是该银行需要解决的迫切问题。本文对邮政银行抚顺盛城街支行为研究对象，对其个人理财业务以及创新进行了分析，然后分析了目前邮政银行抚顺盛城街支行理财产品存在的问题，主要体现在产品创新和市场需求不符、市场缺乏细分管理、产品定价问题以及产品同质化问题严重等四个方面，最后针对邮政银行抚顺盛城街支行理财产品存在的问题，提出了相应的改进策略，应该利用大数据对理财产品进行设计满足更多客户需求，对个人理财产品市场进行细化，对理财产品的定价制度进行创新，不断促进理财产品的转型发展，希望通过这些策略对于促进邮政银行抚顺盛城街支行的个人理财业务发展有所帮助。关键词：互联网；商业银行；理财产品；创新-I-Research on Financial Product Innovation of CommercialBanks Under the Background of Internet--Taking FushunShengcheng Street sub Branch of Postal Bank as an ExampleAbstractAfter more than ten years of personal financial business development,the postalsavings bank has made remarkable achievements in this field.However,in recent years,there have been a variety of types of personal financial products in the development of themarket.However,with the development of Internet financial management and thetransformation of sales mode,the postal savings bank is in a situation of both opportunitiesand challenges.How to ensure that the bank's personal financial products have a goodcompetitive advantage in the products in the financial market is an urgent problem that thebank needs to solve.This paper studies the behavior of Fushun Shengcheng Street Branchof postal bank,analyzes its personal financial business and innovation,and then analyzesthe problems existing in the financial products of Fushun Shengcheng Street Branch ofpostal bank,which are mainly reflected in four aspects:product innovation is inconsistentwith market demand,lack of market segmentation management,product pricing andserious product homogenization,Finally,aiming at the problems existing in the financialproducts of Fushun Shengcheng Street sub branch of postal bank,this paper puts forwardcorresponding improvement strategies.We should use big data to design financial productsto meet the needs of more customers,refine the market of personal financial products,innovate the pricing system of financial products,and constantly promote thetransformation and development of financial products,It is hoped that these strategies willbe helpful to promote the development of personal financial business of FushunShengcheng Street sub branch of postal bank.Key Words:Internet;Commercial banks;Financial products;InnovateII-目录摘要..IAbstr阳ct.l引言0一、邮政储蓄银行抚顺分行实习情况说明3(一）邮政银行概况.3(二)实习期间的工作内容及其流程.3二、邮政储蓄银行抚顺盛城街支行理财产品发展现状5(一)理财产品经营现状分析.5(二)理财产品介绍.6三、邮政储蓄银行抚顺盛城街分行理财产品存在的问题..8(一)产品创新和市场需求不符8(二)市场缺乏细分管理…8(三)产品定价能力不足….9(四)产品同质化严重.9四、邮政储蓄银行抚顺盛城街分行理财产品创新对策…11(一)利用大数据设计理财产品…。.11(二)深化细分个人理财产品市场.12(三)创新产品定价机制..12(四)提高理财产品的转型….13结论…15参考文献…15-II1-引言当前，随着国内经济的不断增长，我国居民可用于支配的资产逐渐增多，通货膨胀问题日益严峻。过高的通货膨胀率下，导致金融机构的利率转变为负利率，银行推出的传统金融产品目前已不能适用大众的需要，民众迫切希望寻找一种方式实现财富增值和保值。十八大召开以后，国内宏观经济增速逐渐变缓，但是依然保持着不断增长的态势，因此目前的经济增长情况即使维持在我国要求的7.5个百分点左右，2020年国内也会发展为全球中等收入或上等的收入国家之列。如果国内居民收入可以达到我国十八大会议提出的增长几倍的愿景，那么金融市场中的个人理财业务量将会增长更为迅速，导致个人理财业务的规模迈上新的台阶。另外在接下来的几年中，国内商业银行等金融机构将迎来资产管理业务的发展热潮，在金