商业银行拓展个人金融服务研究
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摘要
随着经济体制改革的不断深化和个人金融资产数量的急剧膨胀，也随着个人金融品种、工具的纷纷涌现，个人金融服务涵盖了人们社会生活的方方面面，已经成为现代人生活的“好帮手”，在社会经济生活中具有举足轻重的作用。其在商业银行的贡献度日益提高，在各家商业银行中占据越来越重要的地位。由于市场化导致社会金融服务需求向多元化发展，尤其是加入WTO后，外资商业银行凭借其雄厚的实力，灵活的管理机制和先进的科技手段大举进入中国市场。而此时的个人金融服务又是很难依靠行政指令手段来实现。因此，商业银行个人金融服务只有加快转轨步伐，借鉴国外经验，以市场为导向，以客户为中心，依靠科技进步，强化质量管理，整合销售渠道，开拓创新，才能在未来竞争中立于不败之地。本文分四个部分进行阐述：
第一部分阐述了个人金融服务的内容及作用。说明个人金融服务是商业银行业务的重要组成部分，是通过对个人金融资产的重组与再利用而使其得以保值、增值的新业务，是商业银行业务创新的重点与业务竞争的焦点。方便快捷的个人金融服务，简化了结算手续，节约了大量社会资金和流通费用，增强了银行服务功能，提高了社会效益，在社会生活中具有举足轻重的作用。
第二部分介绍了国外商业银行个人金融服务经验。由于国外商业银行个人金融服务起步早，普遍受到重视，已形成规范的运作机制，积累了丰富的经验。其中国外商业银行个人金融服务引以自重的资本实力、国际网络、管理经验、技术水平等具有重要借鉴意义。
第三部分具体分析了我国商业银行个人金融服务发展现状、存在问题及成因。服务功能日趋多元化，创新步伐加快，科技手段不断提高，具有十分广阔的前景。但受资金、技术及人员素质等因素制约，个人金融服务仍存在某些不足，有待进一步完善。
第四部分探索性地提出了现代商业银行个人金融服务的对策建
议，由于我国商业银行个人金融服务起步晚，尚待进一步发展完善，
个人金融服务拓展虽取得一定成效，与国外发达国家和地区相比，仍
有较大差距。因此，我们必须转变观念，进一步突出个人金融观念;
整合销售渠道，加强市场营销，强化售后服务，打造知名品牌;加快
创新步伐，提升核心产品竞争力;加强质量管理，强化内控，促进个
人金融服务不断上档次，上台阶，推动个人金融服务全面发展。
With the sharp inflation constantly in-depth and personal financial asset quantity, with the economic system reform and the emerging one after another of personal financial variety, tool too, the personal financial service has contained every aspect of people's social life, having already become" good assistant" of modern's life, having very important function in the social economic life. Its contribution degree in the business bank improves day by day, occupying the more and more important position in every business bank.
Because marketization causes the social financial service demand to development in pluralism, especially after joining WTO, the business bank of the foreign capitals rely on their rich strength, carrying out on a large scale to enter the Chinese market in the flexible mechanism of management and advanced scientific and technological means. Personal financial services at this moment are very difficult to depend on administration to be realized by order means.
So, the personal financial service of business bank only accelerates transition paces, using external experience for reference, regarding market as the direction, regarding customer as the centre, depending on the scientific and technological progress, strengthening strict quality control, combining the marketing channel, pioneer and invent. Ability is in the invincible position in the competition neutrality of future. This text divides into four parts to explain:
The first part explained the content and function of the personal financial service proving that the personal financial service is the important part of the commercial banking, through reorganization preserving value, value-added new business with utilizing making again to the personal financial asset are the focus that the focal point to the commercial banking
innovates competes with the business. Convenient and swift personal financial service has simplified the formality of closing, having economized a large amount of social fund and circulation costs, and strengthened the service function of the bank, and improved the social benefit which is very important function in social life.
The second part introduced the foreign personal financial service experience of business bank, because of the foreign personal financial service of business bank starts early, general to pay attention to, it forms normal operation mechanism already accumulate abundant experience. The foreign personal financial service of business bank has important meaning of using in order to capital strength, international network, the experience of management, engineering level of conducting oneself with dignity, etc. for reference to guide among them.
The third part is to make a concrete analysis of the personal financial service of business bank of our country and develop current situation, existing problem and origin cause of formation. The pluralism day by day of service function, innovative paces are accelerated, the scientific and technological means improves constantly, having very wide prospects. But is restrained from by the factors, such as fund, technology and personnel's quality, etc., which are insufficient personal financial service still exists, remain to perfect further.
The fourth part is exploration which has put forward the counter-measure and suggestion of the modem personal financial service of business bank. Because of the business bank of our country the personal financial service starts late, further development is perfected to wait, the personal financial service is expanded and make certain effect, compared with foreign developed countries and regions, there is relatively great disparity. So, we must change the idea and the outstanding personal financial idea further, combining the marketing channel, strengthening the marketing, strengthening the after-sale service, making the well-known brand; accelerating innovative paces, promoting the key products
competitiveness, strengthening strict quality control, accusing while strengthening, promoting the personal financial serv
第一部分阐述了个人金融服务的内容及作用。说明个人金融服务是商业银行业务的重要组成部分，是通过对个人金融资产的重组与再利用而使其得以保值、增值的新业务，是商业银行业务创新的重点与业务竞争的焦点。方便快捷的个人金融服务，简化了结算手续，节约了大量社会资金和流通费用，增强了银行服务功能，提高了社会效益，在社会生活中具有举足轻重的作用。
第二部分介绍了国外商业银行个人金融服务经验。由于国外商业银行个人金融服务起步早，普遍受到重视，已形成规范的运作机制，积累了丰富的经验。其中国外商业银行个人金融服务引以自重的资本实力、国际网络、管理经验、技术水平等具有重要借鉴意义。
第三部分具体分析了我国商业银行个人金融服务发展现状、存在问题及成因。服务功能日趋多元化，创新步伐加快，科技手段不断提高，具有十分广阔的前景。但受资金、技术及人员素质等因素制约，个人金融服务仍存在某些不足，有待进一步完善。
第四部分探索性地提出了现代商业银行个人金融服务的对策建
议，由于我国商业银行个人金融服务起步晚，尚待进一步发展完善，
个人金融服务拓展虽取得一定成效，与国外发达国家和地区相比，仍
有较大差距。因此，我们必须转变观念，进一步突出个人金融观念;
整合销售渠道，加强市场营销，强化售后服务，打造知名品牌;加快
创新步伐，提升核心产品竞争力;加强质量管理，强化内控，促进个
人金融服务不断上档次，上台阶，推动个人金融服务全面发展。
With the sharp inflation constantly in-depth and personal financial asset quantity, with the economic system reform and the emerging one after another of personal financial variety, tool too, the personal financial service has contained every aspect of people's social life, having already become" good assistant" of modern's life, having very important function in the social economic life. Its contribution degree in the business bank improves day by day, occupying the more and more important position in every business bank.
Because marketization causes the social financial service demand to development in pluralism, especially after joining WTO, the business bank of the foreign capitals rely on their rich strength, carrying out on a large scale to enter the Chinese market in the flexible mechanism of management and advanced scientific and technological means. Personal financial services at this moment are very difficult to depend on administration to be realized by order means.
So, the personal financial service of business bank only accelerates transition paces, using external experience for reference, regarding market as the direction, regarding customer as the centre, depending on the scientific and technological progress, strengthening strict quality control, combining the marketing channel, pioneer and invent. Ability is in the invincible position in the competition neutrality of future. This text divides into four parts to explain:
The first part explained the content and function of the personal financial service proving that the personal financial service is the important part of the commercial banking, through reorganization preserving value, value-added new business with utilizing making again to the personal financial asset are the focus that the focal point to the commercial banking
innovates competes with the business. Convenient and swift personal financial service has simplified the formality of closing, having economized a large amount of social fund and circulation costs, and strengthened the service function of the bank, and improved the social benefit which is very important function in social life.
The second part introduced the foreign personal financial service experience of business bank, because of the foreign personal financial service of business bank starts early, general to pay attention to, it forms normal operation mechanism already accumulate abundant experience. The foreign personal financial service of business bank has important meaning of using in order to capital strength, international network, the experience of management, engineering level of conducting oneself with dignity, etc. for reference to guide among them.
The third part is to make a concrete analysis of the personal financial service of business bank of our country and develop current situation, existing problem and origin cause of formation. The pluralism day by day of service function, innovative paces are accelerated, the scientific and technological means improves constantly, having very wide prospects. But is restrained from by the factors, such as fund, technology and personnel's quality, etc., which are insufficient personal financial service still exists, remain to perfect further.
The fourth part is exploration which has put forward the counter-measure and suggestion of the modem personal financial service of business bank. Because of the business bank of our country the personal financial service starts late, further development is perfected to wait, the personal financial service is expanded and make certain effect, compared with foreign developed countries and regions, there is relatively great disparity. So, we must change the idea and the outstanding personal financial idea further, combining the marketing channel, strengthening the marketing, strengthening the after-sale service, making the well-known brand; accelerating innovative paces, promoting the key products
competitiveness, strengthening strict quality control, accusing while strengthening, promoting the personal financial serv
引文
1．金维虹等著，《个人银行业务》，中国金融出版社2001年6月。
2．华伟等编，《金融中国》，湖南人民出版社2003年1月。
3．杨明生等编，《商业银行金融产品手册》，中国金融出版社2001年1月。
4．焦瑾璞，《WTO与中国金融业未来》中国金融出版社2001年12月。
5．柴效武等编著，《家庭金融理论与实务》经济管理出版社2003年4月。
6．杨天健主编，《商业银行个人金融理财业务的理论与实践金融论坛》，2001年第3期。
7．陈淮，《关于商业银行开拓个人金融服务领域的若干问题》，金融与保险2001年第2期。
8．何嗣江，《国有商业银行个人金融业务营销策略研究》，金融与保险2000年第7期。
9．顾伟，《关于沟建我国个人信用体系的建议》，财经研究2000年第7期。
10．陈淮，《开拓个人信用资源：误区与辨析》，经济导刊2000年第6期。
11．任丁秋，《西方私人银行业及其启示》，金融参考2000年第5期。
12．何金胜，《日本商业银行的私人金融服务》，现代商业银行2000年第4期。
13．吴祥江，《银行开展个人理财业务条件基本成熟》，中国城市金融1999年第9期。
14．周湘仕等，《试论商业银行的个人金融服务》，城市金融论坛1999年第6期。
15．傅明，《个人金融业务的未来发展趋势》，现代商业银行导刊1999年第6期。
16．李波，《商业银行开展私人理财业务探讨》，城市金融论坛1999年第8期。
17．李霞，《家庭理财》，经济管理出版社 1997年10月。
18．柴效武，《家庭金融研究的构想》，当代经济研究2001年第5期。
19．洋尹霞，《拓展个人金融服务的建议》 上海金融报2003年第8期。
20．王宇，《对商业银行新型金融服务手段的思考》，中国金融电脑2000年第10期。
21．陈建军，《中国金融策划师将登场发力，突破个人理财瓶颈》，上海证券报2003年第1期。
22．武红卫，《全面导入个人金融服务CS战略》，金融时报2001年第2期。
23．冯戈，《中国个人金融领域商机巨大》，国际金融报2003年第6期。
24．王凡，《个人金融产品下社区》，金融时报2003年第8期。
25．傅毅，《商业银行经营管理》，兰州大学出版社1999年11月。
26．陆新之，《个人金融投资服务的困窘》金融时报2002年第10期。
27．袁明主编，《个人金融业务管理与操作》吉林人民出版社 2000年5月。
28．刘永章，《银行营销》，上海财经大学出版社2001年9月。
29．戴相龙主编，《商业银行经营管理》，中国金融出版社1998年6月。
30．赵晓青，《商业银行个人金融业务营销策略及其应用》金融与保险 2003年第5期。
31. Peter S. Rose: "Commercial Bank Management: producing and selling financial services", Richard D. Lrwin, Lnc, 1993.
32. Shapiro A.C.: "Multinational Financial management", Prentice Hall, Lnc, 1996.
33. John Tarsh: "Financial Services Marketing", 1984.
34. (US.)Bank Marketing Association: "Building a Financial Services Marketing Plan", 1989.
35. Gilbert A. Churchill Jr &.J. Paul Peter :"Marketing: Creating Value for Customers" (2nd ed.), Mcgraw-Hill Companies, Lnc, 1998.
2．华伟等编，《金融中国》，湖南人民出版社2003年1月。
3．杨明生等编，《商业银行金融产品手册》，中国金融出版社2001年1月。
4．焦瑾璞，《WTO与中国金融业未来》中国金融出版社2001年12月。
5．柴效武等编著，《家庭金融理论与实务》经济管理出版社2003年4月。
6．杨天健主编，《商业银行个人金融理财业务的理论与实践金融论坛》，2001年第3期。
7．陈淮，《关于商业银行开拓个人金融服务领域的若干问题》，金融与保险2001年第2期。
8．何嗣江，《国有商业银行个人金融业务营销策略研究》，金融与保险2000年第7期。
9．顾伟，《关于沟建我国个人信用体系的建议》，财经研究2000年第7期。
10．陈淮，《开拓个人信用资源：误区与辨析》，经济导刊2000年第6期。
11．任丁秋，《西方私人银行业及其启示》，金融参考2000年第5期。
12．何金胜，《日本商业银行的私人金融服务》，现代商业银行2000年第4期。
13．吴祥江，《银行开展个人理财业务条件基本成熟》，中国城市金融1999年第9期。
14．周湘仕等，《试论商业银行的个人金融服务》，城市金融论坛1999年第6期。
15．傅明，《个人金融业务的未来发展趋势》，现代商业银行导刊1999年第6期。
16．李波，《商业银行开展私人理财业务探讨》，城市金融论坛1999年第8期。
17．李霞，《家庭理财》，经济管理出版社 1997年10月。
18．柴效武，《家庭金融研究的构想》，当代经济研究2001年第5期。
19．洋尹霞，《拓展个人金融服务的建议》 上海金融报2003年第8期。
20．王宇，《对商业银行新型金融服务手段的思考》，中国金融电脑2000年第10期。
21．陈建军，《中国金融策划师将登场发力，突破个人理财瓶颈》，上海证券报2003年第1期。
22．武红卫，《全面导入个人金融服务CS战略》，金融时报2001年第2期。
23．冯戈，《中国个人金融领域商机巨大》，国际金融报2003年第6期。
24．王凡，《个人金融产品下社区》，金融时报2003年第8期。
25．傅毅，《商业银行经营管理》，兰州大学出版社1999年11月。
26．陆新之，《个人金融投资服务的困窘》金融时报2002年第10期。
27．袁明主编，《个人金融业务管理与操作》吉林人民出版社 2000年5月。
28．刘永章，《银行营销》，上海财经大学出版社2001年9月。
29．戴相龙主编，《商业银行经营管理》，中国金融出版社1998年6月。
30．赵晓青，《商业银行个人金融业务营销策略及其应用》金融与保险 2003年第5期。
31. Peter S. Rose: "Commercial Bank Management: producing and selling financial services", Richard D. Lrwin, Lnc, 1993.
32. Shapiro A.C.: "Multinational Financial management", Prentice Hall, Lnc, 1996.
33. John Tarsh: "Financial Services Marketing", 1984.
34. (US.)Bank Marketing Association: "Building a Financial Services Marketing Plan", 1989.
35. Gilbert A. Churchill Jr &.J. Paul Peter :"Marketing: Creating Value for Customers" (2nd ed.), Mcgraw-Hill Companies, Lnc, 1998.