外文文献翻译(我国商业银行个人理财业务的战略研究与发展现状)
我国商业银行个人理财业务的发展状况及策略研究
我国商业银行个人理财业务的发展状况及策略研究摘要：本文简要地概述了个人理财业务的内涵，阐述了我国商业银行个人理财业务的现状，列举了我国商业银行个人理财业务在发展过程中所取得的成绩。
但由于个人理财业务在我国还处于初级阶段，商业银行分业经营的金融体制、理财人员、品牌营销的宣传、产品的个性化服务、监管的力度等方面对理财业务的发展产生明显的障碍。
针对这些问题，提出了相应的发展策略。
关键词：商业银行；个人理财业务；分业经营；品牌营销近年来，随着我国经济持续快速发展，国内居民财富不断积累，理财需求越来越高，我国商业银行出于改善客户结构、提高盈利和综合竞争力的需要。
不断推出众多的个人理财业务，理财市场逐步进入高速发展阶段。
纵观金融市场的发展潮流，我国商业银行个人理财业务已逐步成为国内银行产品创新和服务创新的主要领域。
凭借银行服务网络和先进的科技手段。
个人理财业务呈现组合化、品牌化、个性化的发展趋势。
为此，研究和完善我国商业银行的个人理财业务具有十分重要的意义。
一、我国商业银行个人理财业务的发展现状我国商业银行的个人理财业务最早开始于1996年中信实业银行广州分行推出的“私人理财中心”。
近年来我国经济强劲发展，我国居民的个人可支配资产快速增长，居民金融意识也在不断增强。
个人金融需求多样化和个人金融资产多元化的格局逐步形成，这使得广大居民对个人理财的需求日渐强烈，个人理财市场前景广阔。
个人理财业务已经成为银行新的利润增长点。
现阶段我国商业银行的理财业务的发展有如下特点：(一)个人理财业务从单一产品向综合理财平台转变个人理财业务从单一产品发展到组合套餐，出现了个人理财中心、个人理财工作室、金融超市等形式。
在我国当前分业经营体制下，银行除向客户提供传统的银行业务外，还通过与证券公司、基金管理公司、保险公司、信托投资公司等非银行金融机构合作。
向为客户提供证券、基金、保险、信托，甚至黄金买卖等金融服务、各类支付结算业务以及理财规划服务等金融产品综合服务。
个人理财外文翻译文献翻译
原文：Personal Finance: Past, Present and FutureIntroductionIn recent years, the need for financial education has gained the attention of a wide range of entities including banking companies, government agencies, grass‐roots consumer and community interest groups, universities, schools, and other organizations. Numerous factors have led to a complex, specialized financial services marketplace that requires consumers to be actively engaged if they are to manage their finances effectively. The forces of technology and market innovation, driven by increased competition, have resulted in a sophisticated industry in which consumers are offered a broad spectrum of services by a wide array of providers. Other important demographic and market trends contributing to concerns include increased diversity of the population, resulting in households that may face language, cultural, or other barriers to establishing a banking relationship; expanded access to credit for younger populations; and increased employee responsibility for directing their own investments in employer‐sponsored retirement and pension plans.The prevailing concern is that consumers lack a working knowledge of financial concepts and do not have the tools they need to make decisions most advantageous to their economic wellbeing. Financial decisions made by consumers affect an individual’s or family’s current financial wellbeing and ability to save for long‐term goals such as buying a home, seeking higher education, or financing retirement. In addition, the consumer decisions also play an important role in the overall economic health of the nation, as was experienced through the recent economic crisis.Most recent economic issues such as credit card debt, home foreclosures, reduced savings, declining values of investments, the collapse of the subprime lending market, and escalating numbers of personal bankruptcy have focused the nation’s attention on the importance of financial education.Technological advances have transformed nearly every aspect of the marketing, delivery, and processing of financial products and service. The forces of technology and market innovation, driven by increased competition, have resulted in a sophisticated industry in which a wide array of providers offers consumers a broad spectrum of financial products and services. These developments have given consumers more options and greater flexibility in creating financial arrangements that best suit their needs. However, a complex and specialized financial services marketplace requires consumers to be informed and actively engaged if they are to manage their finances effectively.While there are many causes to the economic problems facing the country, it is undeniable that a lack of financial education is a contributing factor. Far too many Americans entered into home and other loan agreements that they did not understand and ultimately could not afford. More broadly, the lack of basic skills such as how to create and maintain a budget, understand credit, or save for the future are preventing millions of Americans from taking advantage of our vibrant economic system. Financial education is not an issue unique to any one population. It affects everyone—men and women, young and old, across all racial and socioeconomic lines (U.S. Department of the Treasury, Office of Financial Education, 2008).Under these circumstances, there is a renewed attention to personal finance education. This subject matter is currently gaining attention from various quarters of society, such as academia, government, corporations and nonprofit organizations. There is an increasing recognition of the importance of this area within several academic quarters, such as economics and finance, that were traditionally not involved in this subject matter. One of the challenges, with increased interest from diverse programs, is the loss of focus on the family and more of a concentration on individual decision making. Financial education programs are now being referred to by a variety of names, the most frequently used name be ing “financial literacy”; however, the term financial literacy means different things to different people. There is no national standard that describes the expectations of a course labeled “financial literacy” regarding the core content, core competencies, assessment of the impact, andprofessional preparation of the teacher.This paper briefly reviews the history of personal finance and then looks at the current status of the personal financial discipline and education before identifying challenges and opportunities for the future. In the final section, steps necessary to strengthen the future of this discipline are also presented.Personal Finance: An Interdisciplinary Approach Personal finance has its roots in economics, finance and management and incorporates general principles of decision making and the management of financial resources of the individual and family. It involves application of principles from a variety of disciplines such as economics, sociology, psychology, adult learning, and counseling to the study of ways that individuals, families, and households acquire, develop, and allocate monetary resources to meet their current and future financial needs. In the dynamic system of personal finance, decision makers are central. They influence and are influenced by various factors both in external and internal environments. This includes financial markets and institutions; government agencies; economic, demographic, and social trends; and personal and family factors. Personal finance encompasses tools such as financial statements, checking and savings accounts, debt instruments, mortgages and investment vehicles. It also includes techniques related to cash flow management; risk assessment and management; and planning of taxes, retirement, and estates (Schuchardt et al. 2007).Financial Education in the Current Economic Environment Currently a great deal of attention is being drawn to this area from public, private, profit and nonprofit entities. As concerns about consumers’ financial capability have increased, so too have the number and variety of financial education programs and program providers. However, some programs offer comprehensive information on a variety of topics for a broad audience, including savings, credit, risk management, investments, retirement planning and similar topics. Others are focused on a single topic such as credit management, retirement planning, and investing; and they are tailored to a specific group, such as youth, women, or minorities (Braunstein and Welch, 2002). Many are providing financial education to students, employees,customers, the general public and more; and most of these educational efforts are being presented under the name of “financial literacy.”However, multiple names are being used to identify teaching and research work that is being done in personal finance. Some of the names that have been used for a long time include Consumer Economics, Consumer Affairs, Family and Consumer Sciences, Family Economics, Family Economics and Resource Management, Family Finance, Family Financial Management, Household Economics, and Personal Finance. More recent names include Household Finance, Household Behavioral Finance and Financial Literacy.Since the 1990s, the use of the term financial literacy has gained momentum; however, popularization of the term has created confusion. A web search on financial literacy returns nearly two million results. There are financial literacy programs, tests, statistics, and training. Most are general, but some target audiences such as teens or pre‐retirees. Most of these programs have different goals and different outcome expectations. There is no common agreement on the core content, overall and specific objectives, the qualifications of the deliverers of these courses, and for the assessment of the outcomes (Hira and Schuchardt, 2008).Most disciplines such as math, economics, history, sociology, and psychology are usually identified by one name only. There are specialties or concentrations for each of these disciplines, but only one name. To reduce the confusion, there must be one name for financial education; and more importantly, there must be a common understanding of what can be expected from such courses. Before this can be accomplished, some basic questions must be answered: what is the overall objective, what is the core content, what competencies and skills must the learner gain, what preparation or qualifications must the teachers of financial education have, and what standards must be used to assess the outcomes of such programs?Overall Goal for Financial EducationThe overall goal for financial education is to ensure that everyone is equipped with appropriate information, knowledge, and skills to make good financial decisions. The challenge to educators is to determine what specific skills people need in order tounderstand the long‐term costs and benefits of their financial decisions (Hira, 1995). Financially educated consumers are an important first line of defense in well‐functioning markets. At the same time, it is important to recognize that financial education is not a panacea and that there remains a need for effective regulation that is responsive to market evolutions to ensure that consumers are protected against abusive and fraudulent practices by unscrupulous players.Future Opportunities and ChallengesIn the past, professionals in the family economics and management field of personal finance made use of the interdisciplinary approach to study financial behavior. Today, professionals from those disciplines (economics, sociology, psychology, and many others) are studying financial behavior, expanding opportunities and potential for a stronger and richer discipline. Opportunities for transdisciplinary work offer a great promise for the future. The discipline must meet the challenges of creating an environment where professionals from various disciplines create strong connections, collaborate, and generate truly interdisciplinary studies.A report prepared by the U.S. Government Accountability Office in 2004 clearly identifies the challenges and opportunities that lie ahead. It suggests that establishing standards for core content and outcome objectives is critical for the development of evaluation and assessment instruments so that there can be matched areas consistent with the goals and appropriate for the target audience. Furthermore, it is important to differentiate between measuring outcomes of a course and the outcome of an intervention such as advising and counseling, designed to bring about a predetermined behavior change. Asking different questions, using different measures, and comparing courses with different objectives and taught by instructors of various professional qualifications is likely to yield different results. This report also identified the need for setting standardized benchmarks and developing a federal evaluation infrastructure to help nonprofits and other organizations build evaluation capacity.Braunstein and Welch (2002) have a few unique ideas for delivering financial education. They suggest something similar to the use of a credit‐scoring model inloan underwriting, which has enabled lenders to quickly and effectively construct an individual risk profile. A similar approach might be taken in determining a consumer’s financial literacy profile, with a database on an individual’s or group’s financial status, behavior, and learning preferences used to identify an individual’s information and educational needs. Knowledge of those needs, coupled with an assessment of the individual’s motivation and confid ence, could assist in providing relevantThey also argue that development of consistent standards for measuring results could increase the success of financial literacy programs. Practitioners who can demonstrate the effectiveness of their programs can contribute significantly to the identification of “best practices” and the setting of policies that may lead to consumers who are better equipped to survive and, more important, thrive in our vibrant, diverse, complex financial marketplace.In conclusion, strengthening the profession requires defining or redefining the mission; agreeing upon one name for the field; determining the content of a basic personal finance curriculum that stretches from K‐12 to college; identifying core competencies; determining qualifications of those who teach or advise individuals of all ages; setting standards to evaluate quality of programs; setting standards to measure the effectiveness of financial education; conducting much‐needed research; and developing practical implications of research for the benefit of individuals, educators, and policy makers.The most important challenge facing the profession today is the use of multiple names and confusion about what could be expected from programs that are labeled as financial literacy. Clarifying the vision and mission, identifying the outcome goals to determine the core content of a financial education program and expectations from the educators—outcome goals, setting standards for qualification of the educator/advisor to prepare financial educators with knowledge and skills, and measuring effectiveness of educational efforts—are steps which will undoubtedly result in improved outcomes.There is a critical need for a national forum to bring about an agreement on theone name, core content and competencies, and professional qualifications for the personal financial field. This is necessary for future growth and development of the profession.Source: Tahira K. Hira,2009.“Personal Finance: Past, Present and Future” .Networks financial institute. December.pp.1-20.译文：个人理财：过去，现在和未来简介近年来，对理财教育的需求已经得到了广泛的实体公司的注意，包括银行，政府机构，基层消费者和社会的利益团体，大学，学校和其他组织。
商业银行理财产品营销文献综述及外文文献资料
本份文档包含：关于该选题的外文文献、文献综述一、外文文献文献信息标题: Empirical Evidence of Financial Services Marketing in the Nigerian Banking Industry作者: Ikpefan, Ochei Ailemen期刊名称: Journal of Applied Finance and Banking；第4卷；第1期；页码：103-123. 年份: 2014Empirical Evidence of Financial Services Marketingin the Nigerian Banking IndustryAbstractThe need for marketing in financial institutions cannot be over emphasized because it is a vital arm of any sector. Competition within and outside the shores of the country brought about by globalization and an improvement in customer awareness have made banks to use marketing as an important tool to increase returns, improve on the efficiency of the Nigerian banking system and compete efficiently. This study set out to investigate the impact of marketing of financial services in the Nigerian banking industry with specific focus on deposit money banks. The method used in testing the hypotheses is the T-test method. One hundred and twenty (120) questionnaires were distributed to selected deposit banks and One hundred and one (101) was retrieved. The hypotheses tested found that marketing of bank's products and services has improved the efficiency of deposit money banks banking system and created satisfied bank customer. We recommend that all the units of the bank should be involved in marketing while banks should continue to make their customers feel important and have well equipped and experienced staff personnel in customer services unit to be able to provide solutions to customer's complaints and challenges. Keywords: Deposit money banks, Marketing Financial Services and product1 IntroductionThe Nigerian economy can be termed to be a seller's market because the problem in Nigeria is producing not selling because anything can be sold, so therefore the need for marketing of bank's services. The need for marketing is necessary because of competition, ,the need to mop up the excess liquidity in the economy and to attract customers so as to sell loans to them and buy deposits from them. As the economy develops and expands around the world, Nigeria is not excluded because there are fresh opportunities as well as threats that will give no chance for any arm chair banker or any banker who is not sound in marketing orientation. But on the other hand, it will favor the advanced banker who is dynamic in his skills, frequently evaluating the internal and external environment, assessing his competitors, evaluating the threats and opportunities to his business and identifying new customers in the sector.Looking at a brief history of marketing in Nigerian banking, the origin shows how economic, political and social environment have influenced the marketing offinancial services in Nigeria. Although conventional banking began in Nigeria in 1891 with the establishment of the African Banking Corporation which later became Bank Of British West Africa, little has been done in marketing because the banks were established mainly to serve the foreigners (that is the British) commercial interests that existed then in the Nigerian colony; so they were not interested in developing new banks or clients. In 1899, Bank of Nigeria another foreign bank was established but was absorbed in 1912 by the Bank of British West Africa. In 1925, Barclays Bank got into the Nigerian banking system as a result of the merging of the Colonial Bank, the Anglo-Egyptian Bank and the National Bank of South Africa. These banks started operations in localities where the British commercial interests were dominant and did not bother to satisfy the needs of the indigenous Africans because of their foreign commercial interests. This was possible due to the fact that there were no regulations regarding the marketing of banking services then and coupled with the fact that the foreign banks were also not helpful to the Africans. This culminated in the the establishment of indigenous banks to serve the Africans specifically Nigeria. Unfortunately, due to a lot of unrealistic objectives, fraudulent practices, poor staffing, poor capitalization and the 1952 Banking Ordinance many of these indigenous banks were liquidated and foreign banks continued their dominance of the Nigerian banking system unchallenged.However in the 1950s Barclays Bank brought up a new marketing strategy by building the trust of Africans and establishing more banks and this resulted in an increase of the bank's branches from 8 (in 1950) to 66 in (1960). After Nigeria's political independence, marketing still was still done in secret, but thanks to the competition that set in amongst banks and the Structural Adjustment Programme (SAP) launched in July 1986 by the Babangida administration. The adoption of Structural Adjustment Programme (SAP) resulted to more competition in the banking industry, liberalization of license process and the establishment of Nigerian Deposit Insurance Corporation (NDIC) was established in 1988 to protect depositors from bank liquidation. (Uche & Ehikwe, 2001).Studies have shown that Nigeria has the second largest financial services sector in Sub- Saharan Africa, after South Africa and it is fast growing and expanding internationally (Becker, et al., 2008). Marketing in years past has played a significant role in the banking system of any country and Nigeria is not an exception. Marketing is the most useful and prime tool for the banking sector and it aims at satisfying customers and bankers since the products of banks have to be marketed in order to tap the potential customers. Due to the level globalization which has turned the world into a global village, the Nigerian banking system is facing tough competition from global banks. In this situation it is a must to have good marketing department and good marketing strategy. In the current scenario, marketing is a very useful tool for the banking sector in attracting customers for their various products. Old days are gone for banking wherein the customer had to walk in to his bank and ask for services. Due to increased competition, it has become imperative for banks to use marketing tool to increase their market share by providing awareness of their products to their prospective customers. Banks have to provide knowledge of their products to theircustomers and create enlightenment of their products among the prospective customer and for that marketing has become an important tool which connects the customers and products offered by the bank. Banks need to break their shell and design new avenues for reaching their target group. The emergence of new generation banks and other foreign players have also increased the competition amongst banks thus a clear alignment of the needs and wants of the target group and the marketing strategies of banks is the key to revenue generation and also the solution necessary to attain growth and survival.Marketing is customer oriented and as such we need to identify our customer's needs and satisfy them. The role of marketing in a bank's existence and growth cannot be overemphasized in today's competitive environment. According to Drucker cited in Mohan and Kotler (2008), marketing is so basic that it cannot be considered a separate function, it is the whole business seen from the point of view of its final result, that is, customer's point of view. The survival of any bank depends upon its ability to acquire resources necessary for its sustenance, and one of the modes of survival is "exchange", whereby a bank creates and offers products and services that are able to attract and satisfy the customers in exchange of its value. This option can be gainfully exercised only if the bank develops the capacity to produce the needed goods and services. The general belief is that the objective of marketing is to maximize the market's consumption of banks products and services. However, it would be desirable to set the goal at maximizing consumer satisfaction rather than consumption only. The bank, in the long run, will benefit from a customer oriented approach to marketing. Customer oriented approach ensure strong foundation for the institution's existence because the concept of marketing has its origin on the premise that man is a creature of needs and wants and there is constant effort on his side to satisfy his needs. Further, his needs and wants keep changing with time, circumstances and the immediate environment in which he is operating. This forms the background for this study.With the increase of non-performing accounts in the Nigerian banking industry, the profits of banks are getting thinner. For instance some of the banks such as Afribank, Spring Bank and Bank PHB have been taken over by the Central Bank of Nigeria (CBN) in 2011 because of their poor performance. It therefore means that banks need to spend more funds in marketing its products and services and this is worsened by competition amongst banks. There is need for new marketing strategies to be applied to attract deposit and source for funds, satisfy customers at all times, increase efficiency of overall operation e.g. returns on investment, turnover, reduce costs etc. There is also the challenge of marketing in banks. After the distress in the financial services industry in 2009 and the announcement by the CBN that five banks named Oceanic Bank, Union Bank, Afribank, Finbank and Intercontinental Bank were insolvent frequent regulations were rolled out by CBN. The reform programme brought about by Lamido Sanusi the present Governor of CBN was based on four pillars: enhancing the quality of banks, establishing financial stability, enabling healthy financial sector evolution and ensuring the financial sector contributes to the real economy. Some of the reforms include the changing of bank's accounting years to the calendar year, the limitation of the terms of Chief Executive Officer (CEOs) ofbanks to a maximum of (ten) 10 years which made some sitting CEO's to resign, the disclosure of banks yearly financial statement which must follow a circular (issued by the CBN) detailing the format of financial information to be disclosed etc. (Alford, 2011). Clearly the distress in the financial system and the poor performance of some banks shows there exist the problem of marketing strategies in these banks to foster improvement of their services for improved efficiency. The major objective of this study is to analyze the impact marketing of financial services on the Nigerian deposit money banks and how it is used to attain various stated objectives. The following are the specific objectives:1. To examine the impact of marketing of financial services and products in the Nigerian banking system.2. To determine if indeed marketing of banks products and services boosts the success and efficiency in the Nigerian banking system.3. To examine how marketing of financial services can be used to satisfy their customers at all times.4. To investigate how the problems of marketing in Nigerian banks can be improved upon for efficiency.The following research questions will be answered in the course of this study:1. What is the impact of marketing of financial services in the Nigerian banking system?2. To what extent has marketing of banks products and services helped improve the success and efficiency in Nigerian banking system?3. How can banks make use of marketing to satisfy their customers always?4. How can the problem of marketing in Nigerian banks be curbed?The study shall cover four banks out of the twenty banks we have presently in Nigeria. The selected banks are Guaranty Trust Bank (GTB), United Bank for Africa (UBA), Ecobank Nigeria and Skye Bank. They were selected randomly using probabilistic sampling method. The questionnaires were designed to elicit data from the period between 1960 when Nigeria gained her independence and 2011. Krejcie & Morgan (1970) in Amadi (2005) agrees with the sample as they proposed the population proportion of 0.05 as adequate to provide the maximum sample size required for generalization. To the best of the researcher's judgment, the banks make a good representation of the banking industry in Nigeria. The expert opinion was sought for in order to validate the content and the structure of the questionnaire during the pilot study.The need for marketing of services and products in the banking system to satisfy customers and to improve profit levels cannot be over emphasized since the sustainability of any economic system is predicated on the viability of the financial system of that country. Banks are established to accomplish their set objectives which includes profit making and for these objectives to be attained marketing must play a significant role. It is important to know that due to the present competition amongst banks there is the need for the present day banks to adapt and be involved in marketing to give them an edge over other banks in the aspect of continuously satisfying their stakeholders. The study will interest the following Stakeholders suchas government or the economy, shareholders, employees, creditors, bank management, customers/depositors, investors. For instance, the shareholders would have more dividends due to company's profits, depositors and creditors would gain more interest on their funds, the customers' needs would be satisfied, employees will be able to maximize profits. The remainder of this paper is divided into four sections. Section two and three dwells on literature review and methodology. Section four explains data collection, analysis and interpretation while Section five ends the paper with conclusion and recommendations.2 Literature ReviewMarketing is also the prime tool of the banking sector because it satisfies customer benefit and deals with both the banker and the customer. It deals with the customer by providing their deep wants and desires and also the banker because it assists in identifying and targeting potential clients. The aim of marketing is to serve and satisfy human needs and wants making it a strategic factor in the economic structure of any society. This is because it efficiently allocates resources and has a great impact on other aspects of economic and social life (Ogunsanya, 2003). The power of marketing is essentially the same but there may be some qualitative and quantitative differences like fewer products and services moving through the system and various types of services offered (Baker, 1985).A company's first task is to 'create customers' as identified by Drucker (1999), however customers are faced with several choice of products, prices and suppliers of services and products. It can be a challenging task for a company to create its own customers which are the purchasers of its services or products, but they can make it less difficult and maximize their standards by forming value expectations and acting upon them. According to Okuonghae (2009), the only way to thrive in competition is to partake in strategic marketing, identify customers' needs and also scan the environment. There is also the need for bank operators to articulate policies geared towards customer satisfaction. Financial products are those products offered by banks to its customers. There are six categories of products as stated in Aigbiremolen (2004).They are retail banking products, corporate banking products, foreign operations, corporate financing and electronic banking.Marketing function extends across the customer's entire purchase process including research, engagement, purchase and post-purchase (Cohen, 2008). Barile (2007) defines marketing as the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services while Kotler (1996) says marketing as a concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being. These three different definitions are based on satisfying the customer who is the king through identifying what they need and how to give it to them. The name of the game in marketing is attracting and retaining a growing base of satisfied customers, creating and implementing a marketing plan will keep marketing efforts focused and increase marketing success (Ward, 2004).A service is any intangible value which one offers to another but does not lead to the ownership of something. The two main characteristics of services is their nature and the fact that customers consume the service while it is produced and are hereafter involved in the service production process. Other characteristics include intangibility, variability, inseparability, perishability and lack of ownership. The characteristics of marketable services as stated in Worlu, et al. (2007) are intangibility, inseparability, variability, perishability and lack of ownership. According to Zeithhaml (2000), there are generic dimensions that customers use to evaluate service quality. These tangibles and reliability, competence and responsiveness, courtesy and credibility and customer knowledge.Kotler (1996) defined strategy as "the broad principles by which the business units expect to achieve its marketing objectives in a target market. It consists of basic decisions on total marketing expenditure, marketing mix and marketing allocation". Duro (1999) suggested that the most successful companies are those that take strategic marketing seriously and strive very hard to have competitive advantage. Marketing strategy ensures that products and services offered by a company go along with customer needs, it also helps in deciding when and where to sell products, promote products and set prices. According to Sobowale (1997), strategy can be looked into from another angle, which is the deployment of human and financial resources against competitors in the pursuit of goals and objectives determined by the leaders of business enterprises, organizations, and even nations. He argues further that marketing strategy embraces decisions that involve the kind of company the organization wants to be and the sort of competitor the company wants to compete with. Blue (1984) defined marketing strategy as a major plan or method for achieving major objectives or goals; he further said that tactic is the plan or method devised to implement the strategy.To Charles and Gareth (1998) strategy as a specific pattern of decisions and actions that managers take to achieve an organization's goals. It is designed to ensure that the basic objectives of the enterprise are achieved through proper execution by the organization (Lawrence and William 1988). In the absence of strategy, there will be no rules to guide the search by the company for new opportunities, there will be a high risk of making bad decisions and there will be lack of control over the overall pattern of resource allocation (Olujide, et al., 2004). According to Watkins et al. (1995) the two forms of strategies include emergent and deliberate strategy. The concept of emergent strategy is based on the fact that strategy is a pattern meaning it is the activities and behaviors which develop informally but fall into some consistent pattern while deliberate strategy is based on the notion that strategy is a process, it is assumed that strategy exists as a result of consciously planned activities. As cited in Kin (2008) services such as customer loans, cash management and venture capital loans, financial advising and selling retirement plans, equipment leasing, security brokerage investment services have been improved upon by banks to enhance the improvement of the Nigerian banking system.A bank is a financial institution which accepts deposits from customers and invests it, and also borrows it out when required and gains profits in the process.Deryk (1969) defines bank marketing as identifying the most profitable market now and in the future, assessing present and future needs of the customers, setting business development goals and marketing plans to meet them and managing the various services and promoting them to achieve plans. It shows that bank marketing basically involves carrying out research to know customer's financial capacity, creating products and services based on the research findings to meet customer's financial capability, marketing these services to banks customers and satisfying customer's needs. In marketing, a banker attracts customers so that deposits can be sold to them and loans and advances can be bought from them.Allen (2004) posited that the types of bank customers are private customers, commercial customers, industrial customers, government customers and international customers. The consumer marketing and the industrial marketing are the methods that can be used to satisfy the five categories of customers. The bank analyses and interprets data from different sources about a particular market before marketing its products. Under consumer marketing, the bank aims at attracting and serving personal customers. Since each customer in a bank make up the corporate sector, banks give their customer their personal experience which will definitely influence their choice of bank for their corporate body. The bank market function bases its attention on these activities like branch marketing, distribution and location, customer's behavior, attitudes and segmentation, services product introduction and development, advertising, publicity and communication, defining marketing strategy administering and controlling the marketing programme and marketing research that attempts to collect, investigate analysis and interpreting market development. The prospects of marketing in banks should include a well-structured building in a conducive environment suitable for banking which will attract customers, an organized marketing department, the eradication of arm-chair banking, more attention paid to marketing strategies to enhance sale of services due to competition from other banks.According to Onah (2009), the problems of bank marketing are technological advancement, the problem of structuring services and costs, nature and ownership. Some banks can be controlled by political leaders who constitute the major shareholders of the company. Due to their position in the bank they dictate to management what should be done to their own advantage. There is communication gap within and outside the bank. Bank staff may face the problem of not having the ability to market existing and new services to customers effectively because they lack the necessary information they need with regards to the introduction of new services and delayed orders and conversion of prospect customers. According to Okonkwo (2004), the reasons why there is need for marketing of financial services and products in the banking industry include amongst others the nature of the products and competition in the industry has become intense. Unless aggressive marketing techniques are employed the bank will suffer the consequences. The manner at which new products emerge in the financial services industry is alarming and this is due to an effort to keep up with the development in other countries' economy. As more products emerge, the product lives are becoming shorter with time. Marketing is therefore needed to create awareness of a new product and to enable innovativeorganizations reap benefits from their efforts before product eventually dies off or is overtaken. The fiduciary nature of banking services requires that persuasion should be used extensively. Persuasion and marketing go along together and are use in marketing financial services. Marketing of financial services is needed to win more customers and businesses so as not to lose momentum of operations in the highly competitive market, to promote bank's image and sell more services to customers and to make potential and existing customers aware of the existence of the bank, its products and services. According to Ikpefan (2012) and Kin (2008), the prospect of the banking industry is greatly influenced by how the problems facing the industry at large are solved. The industry is changing, it is not as it were before 1980 due to numerous reasons like change in technology, increased competition amongst the new generation banks, globalization etc. The banks need to manage these changes effectively by providing quick, efficient and effective services on a continuous basis. Banks should also engage in training their staff to work together to provide customer satisfaction always and the welfare of all staff should also not be neglected. The hardworking members of staff should be awarded with promotions and remunerations because they are the channel for effective marketing.3 MethodologyThe research design adopted is the case study research design because it involves going out to the research field to gather information for the purpose of study through the use of questionnaire. Data will be generated and results will also be generated by processing data. The questionnaires administered will be 120; 30 for each banks used as case studies and the questionnaires will be given to the staff and customers of Guaranty Trust bank, United Bank for Africa, Ecobank and Skye Bank.3.1 Questionnaire AssumptionsThe following are the assumptions for using questionnaire in the collection of data for this study:1) The respondents will answer the questions honestly.2) The questionnaire will be completed without bias or fear since there is no need for the respondents to reveal their identity.3) The respondents will return the questionnaire they are given.3.2 Sampling TechniqueFor this research study the technique adopted would be the simple random sampling technique. Simple random sampling technique is a sampling technique where samples are selected randomly from a sampling frame. This technique allows every member of the population to be a respondent by selecting the respondents without bias.3.3 Data CollectionThe data used for the research work is classified into primary and secondary sources of data. Secondary data are already analyzed data that supplies the researcher with information and thus the researcher does not have to generate the data himself while the source of primary data includes the administration of questionnaires. The source of secondary data consists of published documents like magazines, journals, textbooks, seminars, conferences, workshop papers and past projects related to thisresearch study while the primary source of data is from the administration of questionnaires.3.4 Validity and Reliability TestValidity test is testing to degree to which the measuring instruments measures what it has been designed to measure and it also assists the researcher asses the questionnaire's contents. Lawrence (2001) defines the reliability of a research instrument as the degree to which a research instrument consistently and efficiently measures what it intends to measure. The test-retest method of reliability was adopted out of all the various types of measures. The Cronbach's alpha co-efficient will be used to test the questionnaires to ensure the consistency of the research instrument.From Table 1 above the Cronbach's alpha is 0.71. If the Cronbach's alpha is 0.7 or above 0.7 then it is said to be reliable statistically and the researcher can rely on the research instrument.3.5 Method of Data Analysis and PresentationThe data collected through the administration of questionnaires will be presented using frequency distribution tables and processed using a statistical method of analysis called T- test. The decision rule with using this test is that if the calculated value of the T-test is greater than the tabulated value the null hypothesis is rejected. T-test has the formula:...Where:x= Mean of the frequencyμ = Mean of the populationS = Standard deviationN = number of questionnaires returnedThe degree of freedom used in this test is N-1Hypotheses: The hypotheses are stated in their Null form as follows:Hypothesis 1: H0: There is no significant relationship between marketing of bank's products and services and the efficiency of banking system since Nigeria's Independence.Hypothesis 2: H0: There is no significant relationship between marketing and the satisfaction of banks customers.Hypothesis 3: H0: There is no significant relationship between the problems of marketing in banks and the Nigerian banking system.4 Data Presentation, Analysis and Interpretation of ResultsThe details and findings of major questionnaires administered and returned are shown in the tables below.Table 2 shows that out of 120 questionnaires that were administered 101 questionnaires which is represented by 84.2% were returned back to the researcher and 19 represented by 15.8% were not returned.Table 3 shows that out of the returned questionnaires male respondents were represented by 56.4% and female respondents were represented by 43.6% of the total population.Table 4 shows that out of 101 responses 30.7% were between the age 18-30,。
我国商业银行个人理财业务发展问题研究【文献综述】
我国商业银行个人理财业务发展问题研究【文献综述】文献综述我国商业银行个人理财业务发展问题研究国内外关于商业银行个人理财业务发展的研究成果丰硕，主要包括以下几个方面：1 国外文献综述西方经济学家F·莫迪利亚尼与R·布伦贝格(1954)共同创建的生命周期理论认为：每个家庭都是根据一生的全部预期收入来安排自己的消费支出的，以实现一生消费效应最大化的目的，各个家庭的消费取决于他们在生命期内所获得的总收入和财产。
由于交易成本和部分消费者时间和信息有限性等问题，动态的资产分配工作应当由金融中介机构实施，商业银行作为现代金融的主要机构，可满足消费者这一要求。
著名学者马科维兹（1952）提出了投资组合理论，指出在任何投资都存在一定风险的基础上，投资者在投资过程中应避免过度集中某个项目，多样化投资，分散风险，从而提高收益率。
基于资产组合理论，夏普等人创立了资产定价理论，提高了组合投资的实用性，从而进一步寻求最佳的投资组合。
此后，威廉·夏普、约翰·林特纳和简·莫辛（1965）提出的资本资产定价模型(CAMP-Capital Asset Pricing Model)，标志着分析金融学走向成熟。
该模型运用到个人理财方面，理财师往往只推荐他们所熟悉的若干种投资工具，因此，投资组合理论和资本资产定价模型为理财业务的进一步拓展和理财产品的多元化组合奠定了理论依据。
霍尔曼和诺森布鲁门(2003)论述的要依据个人实际情况来想客户介绍多种理财工具、制定专门的个人理财计划和选择合适的理财工具。
因此，作为商业银行个人理财业务的巨大推动器的金融创新思想一方面提高了行业间的竞争力，也对金融业的监管提出了更高的要求。
2国内文献综述随着国内关于商业银行个人理财业务的快速发展，大量相关的研究不断涌现，大批学者对发展中出现的问题进行了总结和探索，主要体现在以下方面：2.1 个人理财业务客户关系管理研究王实、张胜（2006）指出客户关系管理的核心是：客户是银行的一项重要资产，客户关怀是中心，客户关怀的目的是与所选客户建立长期和有效的业务关系，在于客户的每一个“接触点”，更加接近客户、了解客户，从而最大限度地增加利润。
外文文献翻译(图片版)
本科毕业论文外文参考文献译文及原文学院经济与贸易学院专业经济学（贸易方向）年级班别2007级 1 班学号3207004154学生姓名欧阳倩指导教师童雪晖2010 年 6 月 3 日目录1 外文文献译文（一）中国银行业的改革和盈利能力（第1、2、4部分） (1)2 外文文献原文（一）CHINA’S BANKING REFORM AND PROFITABILITY（Part 1、2、4） (9)1概述世界银行（1997年）曾声称，中国的金融业是其经济的软肋。
当一国的经济增长的可持续性岌岌可危的时候，金融业的改革一直被认为是提高资金使用效率和消费型经济增长重新走向平衡的必要（Lardy，1998年，Prasad，2007年）。
事实上，不久前，中国的国有银行被视为“技术上破产”，它们的生存需要依靠充裕的国家流动资金。
但是，在银行改革开展以来，最近，强劲的盈利能力已恢复到国有商业银行的水平。
但自从中国的国有银行在不久之前已经走上了改革的道路，它可能过早宣布银行业的改革尚未取得完全的胜利。
此外，其坚实的财务表现虽然强劲，但不可持续增长。
随着经济增长在2008年全球经济衰退得带动下已经开始软化，银行预计将在一个比以前更加困难的经济形势下探索。
本文的目的不是要评价银行业改革对银行业绩的影响，这在一个完整的信贷周期后更好解决。
相反，我们的目标是通过审查改革的进展和银行改革战略，并分析其近期改革后的强劲的财务表现，但是这不能完全从迄今所进行的改革努力分离。
本文有三个部分。
在第二节中，我们回顾了中国的大型国有银行改革的战略，以及其执行情况，这是中国银行业改革的主要目标。
第三节中分析了2007年的财务表现集中在那些在市场上拥有浮动股份的四大国有商业银行：中国工商银行（工商银行），中国建设银行（建行），对中国银行（中银）和交通银行（交通银行）。
引人注目的是中国农业银行，它仍然处于重组上市过程中得适当时候的后期。
第四节总结一个对银行绩效评估。
外文文献翻译(我国商业银行个人理财业务的战略研究与发展现状)讲课教案
The Development Status and Strategy Research of Commercial Banks’Personal Financial ManagementBusiness in ChinaAbstract: The personal financial management business in our country is in the initial stage，compared to the developed one in western，there’s still a long way to go，Therefore，the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in o rder to promote the development of personal financial business in our management country．Keywords：Commercial banks，Personal financial management，Strategy1 IntroductionThe commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to find why that business develop so slowly and then put forward a feasible plan．The personal financial management business is not only an important carrier for commercial banks to advance Comprehensive management strategy but also a major way of improving Intermediary business income．That business in our country is in the initial stage．compared to the developed one in western，there’s still a long way to go．Therefore．the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in order to promote the development of personal financial management business in our country．Meanwhile．the commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to fend why that bus；mess develop so slowly and then put forward a feasible plan．Among all the businesses in commercial banks．personal financial management business has the advantages of huge market capacity，low risk，widerange of business，and stable income．For those advantages the personal financial m anagement business becomes commercial banks’main business and vital profits source．In western developed country，this kind of business almost gets into every family．Its business income has been account for bank’s 30％．Compared to the developed one in western．there’s still a long way to go but it has a bright market expectation．However，our country’s personal financial management business is limited by some factors，for instance，the financial legal system，financial supervision system and the development of financial market．As a result．it brings some problems that need to be done while developing rapidly．2 The Development Situation，Trait and Existing Problem of Individual Manage Matters Operation in Commercial Bank of China2.1 The development situation of individual money matters operation in commercial bank of ChinaManage money matters operation refers to commercial bank uses professional advantages like various kinds of financial knowledge，professional technique and wide fund credibility and according t o clients’financial position and investment requirement，provide clients with professional service activities，such as financial analysis．financial planning，investment counselor and assets management．Recently，as the fast developing economy of china and the accumulating property of citizens，the need of manage money matters operation becomes stronger and stronger．There are several reasons：first of all，when people’s properties accumulate to some degree，they concern more about how to effectively keep and increase the value of their properties．Second，as the pushing on housing，education and medical treatment marketing revolution proceeding，families need the help of financial mechanism service to create a complete risk safeguard mechanism．On the other hand，we have already been in aging stage，thus it has become many people’s real need to accumulate part of their pension through manage money matters．Under the circumstances．individual money matters operation of commercial bank develops quickly．But according to individual money matters operation situation of every commercial bank．there are still many problems that make it hard to develop individual money matters operation．2.2 The trait of individual money matters operation in commercial bank of ChinaAs the individual money matters operation of commercial bank has just started，financial mechanism and laws and regulations systems are special，so compared to western developed countries，we have our own traits．Fiduciary loan product becomes the 1eader of manage money matters market Recently，invest people pay more attention to the risk situation of product when they choose manage money matters product．At the same time，because the CBRC(china banking regulatory commission) adds its strength to manage money matters operation in commercial bank，the breed structure of manage money matters product changed a lot in general．Since 2009，fiduciary loan product increased largely and become the leader in all kinds of banking manage money matters product for its clear investment, simple structure，various deadline，stable income．Public beneficial and creative product is the value of manage money matters product afoot. During the wenchuan earthquake in 2008，some banks give quickly reflect to the calamity and push out public beneficial and creative manage money matters product．This kind of manage money matters product was themed as benevolent and cares，which greatly widen the developing thought of banking manage money matters operation and validly promote brand value and social image of the bank．3 The Reasons Why We Have Problems in Personal Financial Business in Our National Commercial BanksThe reason why we have so many problems in personal financial business in our national commercial banks is not just because of one single element，but because of many aspects．The reason that we still take separate operation in practice .The policies and regulations．idea of supervision and measures in China still not keep pace with the development of era；we still rely on separate operation and separate management to keep watching to the financial risk．But this kind of operation mode increases the cost of processing personal financial business in commercial banks．and it is hard to make good results．The reason why all the products have the same quality.As it is limited by the idea，the analysis of personal finance business from our commercial banks are not totally correct，there still exists some deficiencies to theresearch of clients，as a result．nearly all the financial products are the same．The reason why we have a shortage of high—quality financial manager The capability of training finance managers in our country is still undeveloped and the mentality relatively falls behind with developing countries，so most of excellent managers choose to enter foreign banks, and it will be reasonable that the managers couldn’t reach the requirements in national commercial banks．The reason why we are lack of the consciousness of financial management .As we are developing our economy in recent years, it results in a lack of financial culture and financial consciousness．Firstly, people just have some egg money；they can hardly adjust to the life style which adds the finance management into it．Secondly, the influence of traditional concept and shortage of understanding the personal financial business in banks result in the lack of financial consciousness and the deficiency of sense of identity and safety．The reason why we are lake of cultivation Our national commercial banks are limited by system, thinking, technique and objective environment and some influences so that our national commercial banks’s cultivation stagnates, in some high—profited area，we couldn’t keep the pace．And if we don’t solve the problem of lack of cultivation，it is hard for us to complete with foreign banks．4 The Questions Exit in Individual Managing Financial Services in Commercial Bank of ChinaA good financial planner should know everything about a product and have a good knowledge of security, bank，insurance。
外文文献翻译(我国商业银行个人理财业务的战略研究与发展现状)
The Development Status and Strategy Research of Commercial Banks’Personal Financial ManagementBusiness in ChinaAbstract: The personal financial management business in our country is in the initial stage，compared to the developed one in western，there’s still a long way to go，Therefore，the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in o rder to promote the development of personal financial business in our management country．Keywords：Commercial banks，Personal financial management，Strategy1 IntroductionThe commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to find why that business develop so slowly and then put forward a feasible plan．The personal financial management business is not only an important carrier for commercial banks to advance Comprehensive management strategy but also a major way of improving Intermediary business income．That business in our country is in the initial stage．compared to the developed one in western，there’s still a long way to go．Therefore．the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in order to promote the development of personal financial management business in our country．Meanwhile．the commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to fend why that bus；mess develop so slowly and then put forward a feasible plan．Among all the businesses in commercial banks．personal financial management business has the advantages of huge market capacity，low risk，widerange of business，and stable income．For those advantages the personal financial m anagement business becomes commercial banks’main business and vital profits source．In western developed country，this kind of business almost gets into every family．Its business income has been account for bank’s 30％．Compared to the developed one in western．there’s still a long way to go but it has a bright market expectation．However，our country’s personal financial management business is limited by some factors，for instance，the financial legal system，financial supervision system and the development of financial market．As a result．it brings some problems that need to be done while developing rapidly．2 The Development Situation，Trait and Existing Problem of Individual Manage Matters Operation in Commercial Bank of China2.1 The development situation of individual money matters operation in commercial bank of ChinaManage money matters operation refers to commercial bank uses professional advantages like various kinds of financial knowledge，professional technique and wide fund credibility and according t o clients’financial position and investment requirement，provide clients with professional service activities，such as financial analysis．financial planning，investment counselor and assets management．Recently，as the fast developing economy of china and the accumulating property of citizens，the need of manage money matters operation becomes stronger and stronger．There are several reasons：first of all，when people’s properties accumulate to some degree，they concern more about how to effectively keep and increase the value of their properties．Second，as the pushing on housing，education and medical treatment marketing revolution proceeding，families need the help of financial mechanism service to create a complete risk safeguard mechanism．On the other hand，we have already been in aging stage，thus it has become many people’s real need to accumulate part of their pension through manage money matters．Under the circumstances．individual money matters operation of commercial bank develops quickly．But according to individual money matters operation situation of every commercial bank．there are still many problems that make it hard to develop individual money matters operation．2.2 The trait of individual money matters operation in commercial bank of ChinaAs the individual money matters operation of commercial bank has just started，financial mechanism and laws and regulations systems are special，so compared to western developed countries，we have our own traits．Fiduciary loan product becomes the 1eader of manage money matters market Recently，invest people pay more attention to the risk situation of product when they choose manage money matters product．At the same time，because the CBRC(china banking regulatory commission) adds its strength to manage money matters operation in commercial bank，the breed structure of manage money matters product changed a lot in general．Since 2009，fiduciary loan product increased largely and become the leader in all kinds of banking manage money matters product for its clear investment, simple structure，various deadline，stable income．Public beneficial and creative product is the value of manage money matters product afoot. During the wenchuan earthquake in 2008，some banks give quickly reflect to the calamity and push out public beneficial and creative manage money matters product．This kind of manage money matters product was themed as benevolent and cares，which greatly widen the developing thought of banking manage money matters operation and validly promote brand value and social image of the bank．3 The Reasons Why We Have Problems in Personal Financial Business in Our National Commercial BanksThe reason why we have so many problems in personal financial business in our national commercial banks is not just because of one single element，but because of many aspects．The reason that we still take separate operation in practice .The policies and regulations．idea of supervision and measures in China still not keep pace with the development of era；we still rely on separate operation and separate management to keep watching to the financial risk．But this kind of operation mode increases the cost of processing personal financial business in commercial banks．and it is hard to make good results．The reason why all the products have the same quality.As it is limited by the idea，the analysis of personal finance business from our commercial banks are not totally correct，there still exists some deficiencies to theresearch of clients，as a result．nearly all the financial products are the same．The reason why we have a shortage of high—quality financial manager The capability of training finance managers in our country is still undeveloped and the mentality relatively falls behind with developing countries，so most of excellent managers choose to enter foreign banks, and it will be reasonable that the managers couldn’t reach the requirements in national commercial banks．The reason why we are lack of the consciousness of financial management .As we are developing our economy in recent years, it results in a lack of financial culture and financial consciousness．Firstly, people just have some egg money；they can hardly adjust to the life style which adds the finance management into it．Secondly, the influence of traditional concept and shortage of understanding the personal financial business in banks result in the lack of financial consciousness and the deficiency of sense of identity and safety．The reason why we are lake of cultivation Our national commercial banks are limited by system, thinking, technique and objective environment and some influences so that our national commercial banks’s cultivation stagnates, in some high—profited area，we couldn’t keep the pace．And if we don’t solve the problem of lack of cultivation，it is hard for us to complete with foreign banks．4 The Questions Exit in Individual Managing Financial Services in Commercial Bank of ChinaA good financial planner should know everything about a product and have a good knowledge of security, bank，insurance。
我国商业银行个人理财业务发展现状研究
我国商业银行个人理财业务发展现状研究【摘要】我国商业银行个人理财业务在金融市场中扮演着重要角色，为个人投资者提供多样化的理财产品，满足其财务需求。
本文通过对我国商业银行个人理财业务的种类与特点、发展现状、存在的问题与挑战、发展趋势以及对策与建议进行深入研究。
发现目前我国商业银行个人理财业务发展尚处在初级阶段，面临着信任度不高、产品创新不足、风险管理不完善等问题与挑战。
未来发展方向应当注重产品创新、风险管理以及提升服务质量，以提升个人理财业务的竞争力。
这将有助于我国商业银行个人理财业务在未来取得更加稳健的发展态势。
【关键词】关键词：我国商业银行、个人理财业务、发展现状、问题与挑战、趋势、对策与建议、发展态势、未来发展方向、结论总结1. 引言1.1 我国商业银行个人理财业务的重要性个人理财业务是商业银行的重要业务之一，对于提高银行的盈利能力和服务实体经济发展具有重要意义。
个人理财业务是商业银行的非利息业务之一，可以增加银行的收入来源，降低银行对于利息收入的依赖性，提高了银行的经营效益。
随着金融市场的不断发展和金融产品的日益丰富，个人理财业务的推出可以满足不同客户对于资产配置、风险管理等方面的需求，提高了金融市场的有效性和流动性，促进了经济的发展。
个人理财业务还可以帮助个人提升财务素养，增强风险意识，提高财富管理能力，从而更好地参与到社会经济活动中来，推动社会经济的发展和稳定。
我国商业银行个人理财业务具有重要的战略意义和实践意义。
1.2 研究背景在过去几年里，我国商业银行个人理财业务得到了迅猛的发展，不断满足着人们日益增长的理财需求。
随着我国经济的快速发展和金融市场的不断完善，个人理财业务已成为商业银行中最重要的一个业务板块。
研究背景是指对当前问题的深入探讨和解决的必要性和紧迫性。
在我国商业银行个人理财业务发展的背景下，研究其现状和问题，并提出相应的应对对策和建议，对于推动我国商业银行个人理财业务的健康发展具有重要意义。
《商业银行个人理财业务发展问题研究的文献综述2100字》
商业银行个人理财业务发展问题研究的国内外文献综述目录（一）国内外研究现状 (1)1.国内研究现状 (1)2.国外文献综述 (2)参考文献 (3)（一）国内外研究现状1.国内研究现状关于互联网成为商业银行个人理财业务发展决定因素的研究，曲凯[1]（2018）认为，随着互联网的出现和发展，传统商行的个人金融业务受到较大冲击，网络金融广泛被接受的原因是借助网络自身的优势,能够为客户专属定制金融产品。
何大勇[2]（2016）认为，但是，现阶段的商行不仅在技术层有问题，经营者的理念和经营制度等方面还存在各种各样的障碍，也有经营者认为管理数据的方法和建设平台是银行收益性的背后因素。
而我们最需要看到的其实是传统商行相比互联网平台具备的独特优势是客户优势，这是其他平台在短期内无法快速具备的。
商行应抓住这一优势，快速完善自身提高自身各方面的能力尽快完成电子及网络平台的建设，与互联网金融公司相对抗。
关于商行个人理财业务及个人理财产品存在的问题研究，冯俏彬[3]（2017）认为，专业人才短缺和系统更新慢不完善以及市场目标不够清楚是目前我国商行进行金融产品推广遇到的最大问题。
陈刚欲[4]（2012）认为，商行扩大个人金融业务遇到的最大困难是个人金融产品的同质化。
商品的属性特征相似的同时商品的定位也比较高，顾客对理财的理解也不充分，这些都使得管理个人财产变得困难。
因此，为了个人理财业务的更好发展，提高创新意识成为重中之重，创造具有差异化的理财产品，加强产品创新，并通过各种各样的宣传,提高客户对理财产品的知名度。
冯廷宇、李维刚[5]（2020）认为，产品的规模比较大、数量比较多以及大部分为短期的理财产品这些特征在我国大多数商行中是普遍存在的，而且许多产品的投资期限是固定的，集中在1-3月，与互联网金融产品相比较，流动性偏低。
关于互联网金融对商行的个人理财业务的影响有哪些解决方案的研究，付蔚[6]（2017）认为，第三方结算平台的迅速发展,使得商行的收益和贷款结构发生了变化,金融结算和中介功能逐渐减弱,银行的一部分顾客被网络金融平台吸引。
商业银行理财产品营销文献综述及外文文献资料
本份文档包含：关于该选题的外文文献、文献综述一、外文文献文献信息标题: Empirical Evidence of Financial Services Marketing in the Nigerian Banking Industry作者: Ikpefan, Ochei Ailemen期刊名称: Journal of Applied Finance and Banking；第4卷；第1期；页码：103-123. 年份: 2014Empirical Evidence of Financial Services Marketingin the Nigerian Banking IndustryAbstractThe need for marketing in financial institutions cannot be over emphasized because it is a vital arm of any sector. Competition within and outside the shores of the country brought about by globalization and an improvement in customer awareness have made banks to use marketing as an important tool to increase returns, improve on the efficiency of the Nigerian banking system and compete efficiently. This study set out to investigate the impact of marketing of financial services in the Nigerian banking industry with specific focus on deposit money banks. The method used in testing the hypotheses is the T-test method. One hundred and twenty (120) questionnaires were distributed to selected deposit banks and One hundred and one (101) was retrieved. The hypotheses tested found that marketing of bank's products and services has improved the efficiency of deposit money banks banking system and created satisfied bank customer. We recommend that all the units of the bank should be involved in marketing while banks should continue to make their customers feel important and have well equipped and experienced staff personnel in customer services unit to be able to provide solutions to customer's complaints and challenges. Keywords: Deposit money banks, Marketing Financial Services and product1 IntroductionThe Nigerian economy can be termed to be a seller's market because the problem in Nigeria is producing not selling because anything can be sold, so therefore the need for marketing of bank's services. The need for marketing is necessary because of competition, ,the need to mop up the excess liquidity in the economy and to attract customers so as to sell loans to them and buy deposits from them. As the economy develops and expands around the world, Nigeria is not excluded because there are fresh opportunities as well as threats that will give no chance for any arm chair banker or any banker who is not sound in marketing orientation. But on the other hand, it will favor the advanced banker who is dynamic in his skills, frequently evaluating the internal and external environment, assessing his competitors, evaluating the threats and opportunities to his business and identifying new customers in the sector.Looking at a brief history of marketing in Nigerian banking, the origin shows how economic, political and social environment have influenced the marketing offinancial services in Nigeria. Although conventional banking began in Nigeria in 1891 with the establishment of the African Banking Corporation which later became Bank Of British West Africa, little has been done in marketing because the banks were established mainly to serve the foreigners (that is the British) commercial interests that existed then in the Nigerian colony; so they were not interested in developing new banks or clients. In 1899, Bank of Nigeria another foreign bank was established but was absorbed in 1912 by the Bank of British West Africa. In 1925, Barclays Bank got into the Nigerian banking system as a result of the merging of the Colonial Bank, the Anglo-Egyptian Bank and the National Bank of South Africa. These banks started operations in localities where the British commercial interests were dominant and did not bother to satisfy the needs of the indigenous Africans because of their foreign commercial interests. This was possible due to the fact that there were no regulations regarding the marketing of banking services then and coupled with the fact that the foreign banks were also not helpful to the Africans. This culminated in the the establishment of indigenous banks to serve the Africans specifically Nigeria. Unfortunately, due to a lot of unrealistic objectives, fraudulent practices, poor staffing, poor capitalization and the 1952 Banking Ordinance many of these indigenous banks were liquidated and foreign banks continued their dominance of the Nigerian banking system unchallenged.However in the 1950s Barclays Bank brought up a new marketing strategy by building the trust of Africans and establishing more banks and this resulted in an increase of the bank's branches from 8 (in 1950) to 66 in (1960). After Nigeria's political independence, marketing still was still done in secret, but thanks to the competition that set in amongst banks and the Structural Adjustment Programme (SAP) launched in July 1986 by the Babangida administration. The adoption of Structural Adjustment Programme (SAP) resulted to more competition in the banking industry, liberalization of license process and the establishment of Nigerian Deposit Insurance Corporation (NDIC) was established in 1988 to protect depositors from bank liquidation. (Uche & Ehikwe, 2001).Studies have shown that Nigeria has the second largest financial services sector in Sub- Saharan Africa, after South Africa and it is fast growing and expanding internationally (Becker, et al., 2008). Marketing in years past has played a significant role in the banking system of any country and Nigeria is not an exception. Marketing is the most useful and prime tool for the banking sector and it aims at satisfying customers and bankers since the products of banks have to be marketed in order to tap the potential customers. Due to the level globalization which has turned the world into a global village, the Nigerian banking system is facing tough competition from global banks. In this situation it is a must to have good marketing department and good marketing strategy. In the current scenario, marketing is a very useful tool for the banking sector in attracting customers for their various products. Old days are gone for banking wherein the customer had to walk in to his bank and ask for services. Due to increased competition, it has become imperative for banks to use marketing tool to increase their market share by providing awareness of their products to their prospective customers. Banks have to provide knowledge of their products to theircustomers and create enlightenment of their products among the prospective customer and for that marketing has become an important tool which connects the customers and products offered by the bank. Banks need to break their shell and design new avenues for reaching their target group. The emergence of new generation banks and other foreign players have also increased the competition amongst banks thus a clear alignment of the needs and wants of the target group and the marketing strategies of banks is the key to revenue generation and also the solution necessary to attain growth and survival.Marketing is customer oriented and as such we need to identify our customer's needs and satisfy them. The role of marketing in a bank's existence and growth cannot be overemphasized in today's competitive environment. According to Drucker cited in Mohan and Kotler (2008), marketing is so basic that it cannot be considered a separate function, it is the whole business seen from the point of view of its final result, that is, customer's point of view. The survival of any bank depends upon its ability to acquire resources necessary for its sustenance, and one of the modes of survival is "exchange", whereby a bank creates and offers products and services that are able to attract and satisfy the customers in exchange of its value. This option can be gainfully exercised only if the bank develops the capacity to produce the needed goods and services. The general belief is that the objective of marketing is to maximize the market's consumption of banks products and services. However, it would be desirable to set the goal at maximizing consumer satisfaction rather than consumption only. The bank, in the long run, will benefit from a customer oriented approach to marketing. Customer oriented approach ensure strong foundation for the institution's existence because the concept of marketing has its origin on the premise that man is a creature of needs and wants and there is constant effort on his side to satisfy his needs. Further, his needs and wants keep changing with time, circumstances and the immediate environment in which he is operating. This forms the background for this study.With the increase of non-performing accounts in the Nigerian banking industry, the profits of banks are getting thinner. For instance some of the banks such as Afribank, Spring Bank and Bank PHB have been taken over by the Central Bank of Nigeria (CBN) in 2011 because of their poor performance. It therefore means that banks need to spend more funds in marketing its products and services and this is worsened by competition amongst banks. There is need for new marketing strategies to be applied to attract deposit and source for funds, satisfy customers at all times, increase efficiency of overall operation e.g. returns on investment, turnover, reduce costs etc. There is also the challenge of marketing in banks. After the distress in the financial services industry in 2009 and the announcement by the CBN that five banks named Oceanic Bank, Union Bank, Afribank, Finbank and Intercontinental Bank were insolvent frequent regulations were rolled out by CBN. The reform programme brought about by Lamido Sanusi the present Governor of CBN was based on four pillars: enhancing the quality of banks, establishing financial stability, enabling healthy financial sector evolution and ensuring the financial sector contributes to the real economy. Some of the reforms include the changing of bank's accounting years to the calendar year, the limitation of the terms of Chief Executive Officer (CEOs) ofbanks to a maximum of (ten) 10 years which made some sitting CEO's to resign, the disclosure of banks yearly financial statement which must follow a circular (issued by the CBN) detailing the format of financial information to be disclosed etc. (Alford, 2011). Clearly the distress in the financial system and the poor performance of some banks shows there exist the problem of marketing strategies in these banks to foster improvement of their services for improved efficiency. The major objective of this study is to analyze the impact marketing of financial services on the Nigerian deposit money banks and how it is used to attain various stated objectives. The following are the specific objectives:1. To examine the impact of marketing of financial services and products in the Nigerian banking system.2. To determine if indeed marketing of banks products and services boosts the success and efficiency in the Nigerian banking system.3. To examine how marketing of financial services can be used to satisfy their customers at all times.4. To investigate how the problems of marketing in Nigerian banks can be improved upon for efficiency.The following research questions will be answered in the course of this study:1. What is the impact of marketing of financial services in the Nigerian banking system?2. To what extent has marketing of banks products and services helped improve the success and efficiency in Nigerian banking system?3. How can banks make use of marketing to satisfy their customers always?4. How can the problem of marketing in Nigerian banks be curbed?The study shall cover four banks out of the twenty banks we have presently in Nigeria. The selected banks are Guaranty Trust Bank (GTB), United Bank for Africa (UBA), Ecobank Nigeria and Skye Bank. They were selected randomly using probabilistic sampling method. The questionnaires were designed to elicit data from the period between 1960 when Nigeria gained her independence and 2011. Krejcie & Morgan (1970) in Amadi (2005) agrees with the sample as they proposed the population proportion of 0.05 as adequate to provide the maximum sample size required for generalization. To the best of the researcher's judgment, the banks make a good representation of the banking industry in Nigeria. The expert opinion was sought for in order to validate the content and the structure of the questionnaire during the pilot study.The need for marketing of services and products in the banking system to satisfy customers and to improve profit levels cannot be over emphasized since the sustainability of any economic system is predicated on the viability of the financial system of that country. Banks are established to accomplish their set objectives which includes profit making and for these objectives to be attained marketing must play a significant role. It is important to know that due to the present competition amongst banks there is the need for the present day banks to adapt and be involved in marketing to give them an edge over other banks in the aspect of continuously satisfying their stakeholders. The study will interest the following Stakeholders suchas government or the economy, shareholders, employees, creditors, bank management, customers/depositors, investors. For instance, the shareholders would have more dividends due to company's profits, depositors and creditors would gain more interest on their funds, the customers' needs would be satisfied, employees will be able to maximize profits. The remainder of this paper is divided into four sections. Section two and three dwells on literature review and methodology. Section four explains data collection, analysis and interpretation while Section five ends the paper with conclusion and recommendations.2 Literature ReviewMarketing is also the prime tool of the banking sector because it satisfies customer benefit and deals with both the banker and the customer. It deals with the customer by providing their deep wants and desires and also the banker because it assists in identifying and targeting potential clients. The aim of marketing is to serve and satisfy human needs and wants making it a strategic factor in the economic structure of any society. This is because it efficiently allocates resources and has a great impact on other aspects of economic and social life (Ogunsanya, 2003). The power of marketing is essentially the same but there may be some qualitative and quantitative differences like fewer products and services moving through the system and various types of services offered (Baker, 1985).A company's first task is to 'create customers' as identified by Drucker (1999), however customers are faced with several choice of products, prices and suppliers of services and products. It can be a challenging task for a company to create its own customers which are the purchasers of its services or products, but they can make it less difficult and maximize their standards by forming value expectations and acting upon them. According to Okuonghae (2009), the only way to thrive in competition is to partake in strategic marketing, identify customers' needs and also scan the environment. There is also the need for bank operators to articulate policies geared towards customer satisfaction. Financial products are those products offered by banks to its customers. There are six categories of products as stated in Aigbiremolen (2004).They are retail banking products, corporate banking products, foreign operations, corporate financing and electronic banking.Marketing function extends across the customer's entire purchase process including research, engagement, purchase and post-purchase (Cohen, 2008). Barile (2007) defines marketing as the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services while Kotler (1996) says marketing as a concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being. These three different definitions are based on satisfying the customer who is the king through identifying what they need and how to give it to them. The name of the game in marketing is attracting and retaining a growing base of satisfied customers, creating and implementing a marketing plan will keep marketing efforts focused and increase marketing success (Ward, 2004).A service is any intangible value which one offers to another but does not lead to the ownership of something. The two main characteristics of services is their nature and the fact that customers consume the service while it is produced and are hereafter involved in the service production process. Other characteristics include intangibility, variability, inseparability, perishability and lack of ownership. The characteristics of marketable services as stated in Worlu, et al. (2007) are intangibility, inseparability, variability, perishability and lack of ownership. According to Zeithhaml (2000), there are generic dimensions that customers use to evaluate service quality. These tangibles and reliability, competence and responsiveness, courtesy and credibility and customer knowledge.Kotler (1996) defined strategy as "the broad principles by which the business units expect to achieve its marketing objectives in a target market. It consists of basic decisions on total marketing expenditure, marketing mix and marketing allocation". Duro (1999) suggested that the most successful companies are those that take strategic marketing seriously and strive very hard to have competitive advantage. Marketing strategy ensures that products and services offered by a company go along with customer needs, it also helps in deciding when and where to sell products, promote products and set prices. According to Sobowale (1997), strategy can be looked into from another angle, which is the deployment of human and financial resources against competitors in the pursuit of goals and objectives determined by the leaders of business enterprises, organizations, and even nations. He argues further that marketing strategy embraces decisions that involve the kind of company the organization wants to be and the sort of competitor the company wants to compete with. Blue (1984) defined marketing strategy as a major plan or method for achieving major objectives or goals; he further said that tactic is the plan or method devised to implement the strategy.To Charles and Gareth (1998) strategy as a specific pattern of decisions and actions that managers take to achieve an organization's goals. It is designed to ensure that the basic objectives of the enterprise are achieved through proper execution by the organization (Lawrence and William 1988). In the absence of strategy, there will be no rules to guide the search by the company for new opportunities, there will be a high risk of making bad decisions and there will be lack of control over the overall pattern of resource allocation (Olujide, et al., 2004). According to Watkins et al. (1995) the two forms of strategies include emergent and deliberate strategy. The concept of emergent strategy is based on the fact that strategy is a pattern meaning it is the activities and behaviors which develop informally but fall into some consistent pattern while deliberate strategy is based on the notion that strategy is a process, it is assumed that strategy exists as a result of consciously planned activities. As cited in Kin (2008) services such as customer loans, cash management and venture capital loans, financial advising and selling retirement plans, equipment leasing, security brokerage investment services have been improved upon by banks to enhance the improvement of the Nigerian banking system.A bank is a financial institution which accepts deposits from customers and invests it, and also borrows it out when required and gains profits in the process.Deryk (1969) defines bank marketing as identifying the most profitable market now and in the future, assessing present and future needs of the customers, setting business development goals and marketing plans to meet them and managing the various services and promoting them to achieve plans. It shows that bank marketing basically involves carrying out research to know customer's financial capacity, creating products and services based on the research findings to meet customer's financial capability, marketing these services to banks customers and satisfying customer's needs. In marketing, a banker attracts customers so that deposits can be sold to them and loans and advances can be bought from them.Allen (2004) posited that the types of bank customers are private customers, commercial customers, industrial customers, government customers and international customers. The consumer marketing and the industrial marketing are the methods that can be used to satisfy the five categories of customers. The bank analyses and interprets data from different sources about a particular market before marketing its products. Under consumer marketing, the bank aims at attracting and serving personal customers. Since each customer in a bank make up the corporate sector, banks give their customer their personal experience which will definitely influence their choice of bank for their corporate body. The bank market function bases its attention on these activities like branch marketing, distribution and location, customer's behavior, attitudes and segmentation, services product introduction and development, advertising, publicity and communication, defining marketing strategy administering and controlling the marketing programme and marketing research that attempts to collect, investigate analysis and interpreting market development. The prospects of marketing in banks should include a well-structured building in a conducive environment suitable for banking which will attract customers, an organized marketing department, the eradication of arm-chair banking, more attention paid to marketing strategies to enhance sale of services due to competition from other banks.According to Onah (2009), the problems of bank marketing are technological advancement, the problem of structuring services and costs, nature and ownership. Some banks can be controlled by political leaders who constitute the major shareholders of the company. Due to their position in the bank they dictate to management what should be done to their own advantage. There is communication gap within and outside the bank. Bank staff may face the problem of not having the ability to market existing and new services to customers effectively because they lack the necessary information they need with regards to the introduction of new services and delayed orders and conversion of prospect customers. According to Okonkwo (2004), the reasons why there is need for marketing of financial services and products in the banking industry include amongst others the nature of the products and competition in the industry has become intense. Unless aggressive marketing techniques are employed the bank will suffer the consequences. The manner at which new products emerge in the financial services industry is alarming and this is due to an effort to keep up with the development in other countries' economy. As more products emerge, the product lives are becoming shorter with time. Marketing is therefore needed to create awareness of a new product and to enable innovativeorganizations reap benefits from their efforts before product eventually dies off or is overtaken. The fiduciary nature of banking services requires that persuasion should be used extensively. Persuasion and marketing go along together and are use in marketing financial services. Marketing of financial services is needed to win more customers and businesses so as not to lose momentum of operations in the highly competitive market, to promote bank's image and sell more services to customers and to make potential and existing customers aware of the existence of the bank, its products and services. According to Ikpefan (2012) and Kin (2008), the prospect of the banking industry is greatly influenced by how the problems facing the industry at large are solved. The industry is changing, it is not as it were before 1980 due to numerous reasons like change in technology, increased competition amongst the new generation banks, globalization etc. The banks need to manage these changes effectively by providing quick, efficient and effective services on a continuous basis. Banks should also engage in training their staff to work together to provide customer satisfaction always and the welfare of all staff should also not be neglected. The hardworking members of staff should be awarded with promotions and remunerations because they are the channel for effective marketing.3 MethodologyThe research design adopted is the case study research design because it involves going out to the research field to gather information for the purpose of study through the use of questionnaire. Data will be generated and results will also be generated by processing data. The questionnaires administered will be 120; 30 for each banks used as case studies and the questionnaires will be given to the staff and customers of Guaranty Trust bank, United Bank for Africa, Ecobank and Skye Bank.3.1 Questionnaire AssumptionsThe following are the assumptions for using questionnaire in the collection of data for this study:1) The respondents will answer the questions honestly.2) The questionnaire will be completed without bias or fear since there is no need for the respondents to reveal their identity.3) The respondents will return the questionnaire they are given.3.2 Sampling TechniqueFor this research study the technique adopted would be the simple random sampling technique. Simple random sampling technique is a sampling technique where samples are selected randomly from a sampling frame. This technique allows every member of the population to be a respondent by selecting the respondents without bias.3.3 Data CollectionThe data used for the research work is classified into primary and secondary sources of data. Secondary data are already analyzed data that supplies the researcher with information and thus the researcher does not have to generate the data himself while the source of primary data includes the administration of questionnaires. The source of secondary data consists of published documents like magazines, journals, textbooks, seminars, conferences, workshop papers and past projects related to thisresearch study while the primary source of data is from the administration of questionnaires.3.4 Validity and Reliability TestValidity test is testing to degree to which the measuring instruments measures what it has been designed to measure and it also assists the researcher asses the questionnaire's contents. Lawrence (2001) defines the reliability of a research instrument as the degree to which a research instrument consistently and efficiently measures what it intends to measure. The test-retest method of reliability was adopted out of all the various types of measures. The Cronbach's alpha co-efficient will be used to test the questionnaires to ensure the consistency of the research instrument.From Table 1 above the Cronbach's alpha is 0.71. If the Cronbach's alpha is 0.7 or above 0.7 then it is said to be reliable statistically and the researcher can rely on the research instrument.3.5 Method of Data Analysis and PresentationThe data collected through the administration of questionnaires will be presented using frequency distribution tables and processed using a statistical method of analysis called T- test. The decision rule with using this test is that if the calculated value of the T-test is greater than the tabulated value the null hypothesis is rejected. T-test has the formula:...Where:x= Mean of the frequencyμ = Mean of the populationS = Standard deviationN = number of questionnaires returnedThe degree of freedom used in this test is N-1Hypotheses: The hypotheses are stated in their Null form as follows:Hypothesis 1: H0: There is no significant relationship between marketing of bank's products and services and the efficiency of banking system since Nigeria's Independence.Hypothesis 2: H0: There is no significant relationship between marketing and the satisfaction of banks customers.Hypothesis 3: H0: There is no significant relationship between the problems of marketing in banks and the Nigerian banking system.4 Data Presentation, Analysis and Interpretation of ResultsThe details and findings of major questionnaires administered and returned are shown in the tables below.Table 2 shows that out of 120 questionnaires that were administered 101 questionnaires which is represented by 84.2% were returned back to the researcher and 19 represented by 15.8% were not returned.Table 3 shows that out of the returned questionnaires male respondents were represented by 56.4% and female respondents were represented by 43.6% of the total population.Table 4 shows that out of 101 responses 30.7% were between the age 18-30,。
银行个人理财战略中英文对照外文翻译文献
银行个人理财战略中英文对照外文翻译文献随着全球化的深入推进，个人理财的重要性日益凸显。
在众多金融机构中，银行以其专业的服务和丰富的产品线成为了人们进行个人理财的首选。
本文将对银行个人理财战略的中英文对照外文翻译文献进行探讨。
银行个人理财战略是指银行为个人客户提供的一种全方位的财富管理服务，包括投资、储蓄、保险、信托等。
通过制定和执行个人理财战略，客户可以有效地进行财富的积累、保值和增值。
投资策略：根据客户的财务状况和风险承受能力，制定合适的投资策略，包括股票、债券、基金、房地产等。
储蓄策略：通过定期存款、通知存款、活期存款等方式，实现资金的保值和增值。
保险策略：为客户推荐合适的保险产品，如寿险、意外险、健康险等，实现风险的有效转嫁。
信托策略：为客户提供个性化的信托服务，满足其特定的财富管理需求。
了解客户需求：通过问卷调查、面谈等方式，了解客户的财务状况、风险承受能力、投资目标等。
制定理财方案：根据客户需求，制定个性化的理财方案，包括投资策略、储蓄策略、保险策略、信托策略等。
定期评估与调整：定期对客户的理财方案进行评估，根据市场变化和客户需求进行调整。
银行个人理财战略是现代社会中个人财富管理的重要组成部分。
通过制定和执行合适的个人理财战略，客户可以有效地进行财富的积累、保值和增值。
银行也需要不断地优化其个人理财服务，提高服务质量，满足客户的个性化需求。
在全球化的大背景下，对银行个人理财战略的中英文对照外文翻译文献进行探讨，不仅可以促进国内银行提升个人理财服务的水平，也可以帮助国内银行更好地走向国际市场，服务于全球客户。
随着经济的发展和人民收入水平的提高，个人理财业务逐渐成为银行业务的重要组成部分。
本文以中国建设银行个人理财业务为研究对象，对其战略进行研究，旨在提高该行个人理财业务的竞争力，更好地满足客户需求。
中国建设银行是我国五大国有商业银行之一，拥有丰富的金融资源和良好的品牌形象。
近年来，该行个人理财业务发展迅速，但也暴露出一些问题，如产品同质化严重、客户服务不到位等。
银行个人理财战略中英文对照外文翻译文献
银行个人理财战略中英文对照外文翻译文献(文档含英文原文和中文翻译)原文:The Development Status and Strategy Research of Commercial Banks’Personal Financial ManagementBusiness in ChinaAbstract: The personal financial management business in our country is in the initial stage，compared to the developed one in western，there’s still a long way to go，Therefore，the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in order to promote the development of personal financial business in our management country．Keywords：Commercial banks，Personal financial management，Strategy1 IntroductionThe commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to find why that business develop so slowly and then put forward a feasible plan．The personal financial management business is not only an important carrier for commercial banks to advance Comprehensive management strategy but also a major way of improving Intermediary business income．That business in our country is in the initial stage．compared to the developed one in western，there’s still a long way to go．Therefore．the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in order to promote the development of personal financial management business in our country．Meanwhile．the commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turningincreasingly narrowed and foreign bank’s competition．These banks should think deeply to fend why that bus；mess develop so slowly and then put forward a feasible plan．Among all the businesses in commercial banks．personal financial management business has the advantages of huge market capacity，low risk，wide range of business，and stable income．For those advantages the personal financial management business becomes commercial banks’main business and vital profits source．In western developed country，this kind of business almost gets into every family．Its business income has been account for ba nk’s 30％．Compared to the developed one in western．there’s still a long way to go but it has a bright market expectation．However，our country’s personal financial management business is limited by some factors，for instance，the financial legal system，financial supervision system and the development of financial market．As a result．it brings some problems that need to be done while developing rapidly．2 The Development Situation，Trait and Existing Problem of Individual Manage Matters Operation in Commercial Bank of China2.1 The development situation of individual money matters operation in commercial bank of ChinaManage money matters operation refers to commercial bank uses professional advantages like various kinds of financial knowledge，professional technique and wide fund credibility and according to clients’financial position and investment requirement，provide clients with professional service activities，such as financial analysis．financial planning，investment counselor and assets management．Recently，as the fast developing economy of china and the accumulating property of citizens，the need of manage money matters operation becomes stronger and stronger．There are several reasons：first of all，when people’s properties accumulate to some degree，they concern more about how to effectively keep and increase the value of their properties．Second，as the pushing on housing，education and medical treatment marketing revolution proceeding，families need the help of financial mechanism service to create a complete risk safeguard mechanism．On the other hand，we have already been in aging stage，thus it has become many people’s real need to accumulate part of their pension through manage money matters．Under thecircumstances．individual money matters operation of commercial bank develops quickly．But according to individual money matters operation situation of every commercial bank．there are still many problems that make it hard to develop individual money matters operation．2.2 The trait of individual money matters operation in commercial bank of ChinaAs the individual money matters operation of commercial bank has just started，financial mechanism and laws and regulations systems are special，so compared to western developed countries，we have our own traits．Fiduciary loan product becomes the 1eader of manage money matters market Recently，invest people pay more attention to the risk situation of product when they choose manage money matters product．At the same time，because the CBRC(china banking regulatory commission) adds its strength to manage money matters operation in commercial bank，the breed structure of manage money matters product changed a lot in general．Since 2009，fiduciary loan product increased largely and become the leader in all kinds of banking manage money matters product for its clear investment, simple structure，various deadline，stable income．Public beneficial and creative product is the value of manage money matters product afoot. During the wenchuan earthquake in 2008，some banks give quickly reflect to the calamity and push out public beneficial and creative manage money matters product．This kind of manage money matters product was themed as benevolent and cares，which greatly widen the developing thought of banking manage money matters operation and validly promote brand value and social image of the bank．3 The Reasons Why We Have Problems in Personal Financial Business in Our National Commercial BanksThe reason why we have so many problems in personal financial business in our national commercial banks is not just because of one single element，but because of many aspects．The reason that we still take separate operation in practice .The policies and regulations．idea of supervision and measures in China still not keep pace with the development of era；we still rely on separate operation and separate management to keep watching to the financial risk．But this kind of operation mode increases thecost of processing personal financial business in commercial banks．and it is hard to make good results．The reason why all the products have the same quality.As it is limited by the idea，the analysis of personal finance business from our commercial banks are not totally correct，there still exists some deficiencies to the research of clients，as a result．nearly all the financial products are the same．The reason why we have a shortage of high—quality financial manager The capability of training finance managers in our country is still undeveloped and the mentality relatively falls behind with developing countries，so most of excellent managers choose to enter foreign banks, and it will be reasonable that the managers couldn’t reach the requirements in national commercial banks．The reason why we are lack of the consciousness of financial management .As we are developing our economy in recent years, it results in a lack of financial culture and financial consciousness．Firstly, people just have some egg money；they can hardly adjust to the life style which adds the finance management into it．Secondly, the influence of traditional concept and shortage of understanding the personal financial business in banks result in the lack of financial consciousness and the deficiency of sense of identity and safety．The reason why we are lake of cultivation Our national commercial banks are limited by system, thinking, technique and objective environment and some influences so that our national commercial banks’s cultivation stagnates, in some high—profited area，we couldn’t keep the pace．And if we don’t solve the problem of lack of cultivation，it is hard for us to complete with foreign banks．4 The Questions Exit in Individual Managing Financial Services in Commercial Bank of ChinaA good financial planner should know everything about a product and have a good knowledge of security, bank，insurance。
商业银行个人理财业务的现状及发展对策研究
创新产品与服务
丰富理财产品
商业银行应结合市场需求，开发具有竞争力的理财产品，满足 不同客户群体的投资需求。
提升服务水平
商业银行应提高个人理财业务的服务水平，提供专业的投资建 议、资产配置和投资组合建议。
创新营销模式
商业银行应积极探索线上与线下相结合的营销模式，提高个人 理财业务的营销效果和客户满意度。
提升客户服务质量
提升服务态度
商业银行应注重服务态度，提高员工服务素质，为客户 提供亲切、热情的服务体验。
提供个性化服务
商业银行应根据客户需求，提供个性化的理财服务，制 定符合客户实际财务状况的理财方案。
定期客户回访
商业银行应定期对客户进行回访，了解客户需求变化， 提供及时的投资建议和服务支持。
加强品牌建设与客户关系管理
商业银行个人理财业务现状及问题
业务规模不断扩大
随着我国经济的快速发展和居民收入的提高，商 业银行个人理财业务规模不断扩大，客户数量和 资产规模均呈现快速增长态势。
市场竞争日益激烈
随着国内金融市场的不断开放和外资银行的加入 ，商业银行个人理财业务的竞争日益激烈，各家 银行纷纷加大创新力度，提升服务质量。
大型商业银行占据主导地位
国内大型商业银行凭借其深厚的客户基础和品牌影响力，在个人理财业务市场占据主导地位。
股份制银行异军突起
股份制银行在个人理财业务领域不断创新，并凭借其灵活的经营机制和高效的客户服务，逐渐在市场 上占据重要地位。
商业银行个人理财业务市场竞争格局变化趋势
互联网金融对传统商业银行的冲击
02
商业银行个人理财业务现状 分析
个人理财业务概述
个人理财业务定义
个人理财业务是指商业银行为个人客户提供财务分析、投资顾问、资产管理、保 险、信托、租赁等专业化服务，帮助客户实现财富保值增值、避险和传承等目的 。
我国商业银行个人理财业务现状及发展研究三篇
我国商业银行个人理财业务现状及发展研究三篇篇一：我国商业银行个人理财业务现状及发展研究第一章绪论1.1研究背景及意义由于我国银行业发展历史较短，在很多业务上还处于初期发展阶段，以个人理财业务为例，现今很多银行都将理财业务作为自己未来重要的发展方向。
但是对于英美这些资本市场发达的国家，他们的银行体系已经经过数百年的发展，整个金融体系和金融制度都处于一个很成熟的状态。
虽然我们国家的商业银行个人理财业务相对于英、美以及欧洲等这些经济经济发展好的国家才发展了那么一小节，但是对于它以后的发展蓝图来说，还是非常令人兴奋的。
我国习近平总书记曾在多个场合就我国当前经济发展发表相应言论，根据我国在经济方面的数据来看，总的来说经济形势和发展趋势都处于比较好的状态。
我国经济发展依然具有良好的基本面，经济呈良性发展的趋势没有变，我国在多个方向还有广阔的发展空间，在这样一种背景之下，居民的收入也会越来越稳定发展，所以对个人理财的需求也将越来越旺盛。
经济增长带给大家手里的闲钱越来越多，然而人的欲望是永无止境的，手里的闲钱越来越多，就会想着怎么去保值、增长它。
所以，就会有越来越多的人去选择购买各大行的个人理财业务的服务。
各大行之间的竞争状况，可想而知。
随着经济的快速发展，个人理财业务是未来银行竞争的主要领域。
因为没有太多空余的空闲、精神与体力，而且也没有多少掌握与了解怎样在合法的情况下去管理自己的资产，看着口袋里满满的搁置着的钱，许多人都不懂怎么弄才能精打细算，物尽其用。
所以，人们更寄希于在专业的运作机构（即金融机构，例如银行）的帮助下，定制出一条适合自己的理财计划，实现管理资产所产生的利润的最大化。
所以，商业银行要基于目前实际情况，使越来越多的人了解自己的理财产品可以帮助他们实现怎样的收益。
思量商业银行现在，出现了哪些问题，然后怎样去解决，这些都是很有必要的。
本论文基于对商业银行个人理财业务的认识，更加深层次地摸索对这个项目的进程，让它实现更好的改进以及更全面的深入诠释，进而揭示对应的解决方法。
我国商业银行个人理财业务的发展现状及对策研究
我国商业银行个人理财业务的发展现状及对策研究摘要：近几十年来，我国经济发展速度加快、人民收入水平稳步提高，我国商业银行面对市场需求的扩大，专设个人理财业务并推出系列理财产品。
但与国外发展较成熟的个人理财市场相比，我国在个人理财业务方面进展得较为缓慢。
本文基于数据分析我国商业银行个人理财业务的发展现状并挖掘症结，以外国理财市场成熟的经验为我国商业银行个人理财业务赋能。
关键词：个人理财商业银行对策研究前言在经济全球化、互联网金融盛行的新时代，个人理财业务成为各国金融市场的“宠儿”，这一业务领域被人们公认是发展前景好、利润空间大的新领域。
个人理财业务不仅能够扩大商业银行的经营规模，提升营业利润，还有利于转变银行的经济增长模式，使得依靠存贷款业务盈利的模式逐步转变为以综合型业务为主的经营模式。
虽然我国商业银行在投资理财领域正不断蓬勃发展，并且拥有巨大的发展潜力和市场空间,但它还存在诸多的不足之处，其发展也受到很多不利因素的制约。
1.我国商业银行个人理财业务经营现状2020年，随着我国社会主义金融改革开放的不断加快和深化，面对突如其来的新冠肺炎疫情，我国银行理财市场严格执行监管制度要求，牢牢坚守风险底线，并致力于服务实体经济，不断推进产品高质量发展，国内金融市场平稳运作。
银行业理财托管登记中心在2021年初公布了去年我国银行业理财市场的年度报告，结果显示截至2020年底，银行理财市场的规模已经达到25.86万亿元，同比增长6.90%，当年累计为投资者创造收益9932.5亿元，同比增长7.13%。
经营状况良好，稳中有进，主要体现在一下几个方面。
首先，净值型产品存续规模及占比持续快速增长。
截至2019年底，净值型理财产品的长期存续资金总体投资规模约为10.13万亿，同比去年大幅度增长68.61%，2020年底净值型投资理财产品的长期存续资金总体投资规模约为17.4万亿元，同比去年增长59.07%。
其次，实现存量资产的化解和有序推进。
商业银行个人理财业务发展现状及趋势研究
商业银行个人理财业务发展现状及趋势研究本科毕业论文论文题目商业银行个人理财业务进展现状及趋势研究商业银行个人理财业务进展现状及趋势研究Commercial bank individual managing finances trade development present situation andTendency research[摘要]个人理财业务又被称为〝私人银行业务〞、〝对私金融服务〞、〝家庭金融〞、〝家庭理财〞等，是80年代兴起的一项新的银行业务，最初显现在美国，之后，在欧洲以及亚洲的日本、香港等经济发达国家和地区获得了迅速的推广，现已成为世界各大银行的一项要紧业务，并开始阻碍商业银行今后的业务进展方向和长期经营战略。
随着我国国民经济连续、快速、健康地进展，居民的投资意愿及现代理财观念增强，金融服务需求也日益多样化。
入世后，外资银行正在加紧进入中国金融市场，个人理财业务已成为外资银行抢占中国金融市场新的竞争焦点和中国商业银行业务拓展之重点。
本文对商业银行进展个人理财业务进行了研究。
本文第一对商业银行的个人理财业务进行简要的概述，然后从我国商业银行个人理财业务的现状入手，分析了其进展中的制约因素，并针对这些制约因素，在借鉴发达国家商业银行进展个人理财业务先进体会的基础上，结合我国的实际情形，提出了国有商业银行个人理财业务的进展策略。
Abstract: The personal financing is a new bank business rising in 1980s,it first appeared in America,then spreaded abroad in some developed counties such as European and Asia countries like Japan、Hong Kong,now it has became a main business in firstclass banks all over the world,and influences the direction of the development incommercial bank and extensive operating stratagem．With the continuous,rapid and sound development of China’s economy,the general public has raised the awareness of modern financing and show strong interest in investment．As a result,the demand of financial services is diversified．After joined WTO,foreign capital bank is entering into China finance market quickly,the personal financial business has become a competitive focus that these banks want to occupy and expand bank business in China．This paper studies the personal financing in commercial banks．The paper carries on the brief summary to the personal financial business of the commercial bank at first,then start with the current situation of the business of management of personal financial services of commercial bank and restrict factors, has analyzed，direct to the existing restrict factors,on the basis of using the external commercial bank for reference and developing business advanced experience of management of personal money,combine the actual conditions of our country，has proposed the expand strategy of the business of management of personal financial business of commercial bank．[关键词]个人理财业务，商业银行，理财进展趋势Key words:Personal Financing Business, Commercial Bank, Financing Development Trend目录引言 (1)〔一〕研究的背景及意义 (1)〔二〕文献综述 (1)一、商业银行个人理财业务相关理论的概述 (3)〔一〕商业银行个人理财业务的概念及要紧内容 (3)〔二〕个人理财的理论基础 (5)二、商业银行个人理财业务进展的现状及不足 (6)〔一〕国外商业银行个人理财业务进展的现状 (6)〔二〕我国商业银行个人理财业务进展的现状 (6)〔三〕我国个人理财业务进展的不足 (8)三、完善我国个人理财业务的相关计策探讨 (10)四、商业银行个人理财业务进展的趋势 (13)〔一〕阐述个人理财业务进展的趋势 (13)〔二〕创新型理财产品的进展 (14)终止语 (15)参考文献 (16)引言〔一〕研究的背景及意义随着中国加入世贸组织后过渡时期的终止，外资银行纷至沓来，中外资银行对个人理财业务的争夺帷幕差不多拉开，中国市场对外资银行的全面开放，国内银行将面临日益严肃的市场考查，个人理财业务差不多成为国内外金融业竞相追逐的新利润增长点。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
The Development Status and Strategy Research of Commercial Banks’Personal Financial ManagementBusiness in ChinaAbstract: The personal financial management business in our country is in the initial stage，compared to the developed one in western，there’s still a long way to go，Therefore，the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation；change the products from single to comprehensive；Establish and perfect financial management business’management system in o rder to promote the development of personal financial business in our management country．Keywords：Commercial banks，Personal financial management，Strategy1 IntroductionThe commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks should think deeply to find why that business develop so slowly and then put forward a feasible plan． The personal financial management business is not only an important carrier for commercial banks to advance Comprehensive management strategy but also a major way of improving Intermediary business income．That business in our country is in the initial stage．compared to the developed one in western，there’s still a long way to go．Therefore．the commercial banks in china need to review and study to estimate market direction；build excellence brand image and special services；Increase of innovation； change the products from single to comprehensive；Establish and perfect financial management business’management system in order to promote the development of personal financial management business in our country．Meanwhile．the commercial banks are facing the new situation：the increasing danger in traditional business．the margin of the interest rate’s turning increasingly narrowed and foreign bank’s competition．These banks shouldthink deeply to fend why that bus；mess develop so slowly and then put forward a feasible plan． Among all the businesses in commercial banks．personal financial management business has the advantages of huge market capacity，low risk，wide range of business，and stable income．For those advantages the personal financial management business becomes commercial banks’main business and vital profits source．In western developed country，this kind of business almost gets into every family．Its business income has been account for bank’s 30％．Compared to the developed one in western．there’s still a long way to go but it has a bright market expectation．However，our country’s personal financial management business is limited by some factors，for instance，the financial legal system，financial supervision system and the development of financial market．As a result．it brings some problems that need to be done while developing rapidly．2 The Development Situation，Trait and Existing Problem of Individual Manage Matters Operation in Commercial Bank of China2.1 The development situation of individual money matters operation in commercial bank of ChinaManage money matters operation refers to commercial bank uses professional advantages like various kinds of financial knowledge，professional technique and wide fund credibility and according to clients’financial position and investment requirement，provide clients with professional service activities，such as financial analysis．financial planning，investment counselor and assets management．Recently，as the fast developing economy of china and the accumulating property of citizens，the need of manage money matters operation becomes stronger and stronger．There are several reasons：first of all， when people’s properties accumulate to some degree，they concern more about how to effectively keep and increase the value of their properties．Second，as the pushing on housing，education and medicaltreatment marketing revolution proceeding，families need the help of financial mechanism service to create a complete risk safeguard mechanism．On the other hand，we have already been in aging stage，thus it has become many people’s real need to accumulate part of their pension through manage money matters．Under the circumstances．individual money matters operation of commercial bank develops quickly．But according to individual money matters operation situation of every commercial bank．there are still many problems that make it hard to develop individual money matters operation．2.2 The trait of individual money matters operation in commercial bank of ChinaAs the individual money matters operation of commercial bank has just started，financial mechanism and laws and regulations systems are special，so compared to western developed countries，we have our own traits．Fiduciary loan product becomes the 1eader of manage money matters market Recently，invest people pay more attention to the risk situation of product when they choose manage money matters product．At the same time，because the CBRC(china banking regulatory commission) adds its strength to manage money matters operation in commercial bank，the breed structure of manage money matters product changed a lot in general．Since 2009，fiduciary loan product increased largely and become the leader in all kinds of banking manage money matters product for its clear investment, simple structure，various deadline，stable income． Public beneficial and creative product is the value of manage money matters product afoot. During the wenchuan earthquake in 2008，some banks give quickly reflect to the calamity and push out public beneficial and creative manage money matters product．This kind of manage money matters product was themed as benevolent and cares，which greatly widen the developing thought of banking manage money matters operation and validly promote brand value and social image of the bank．3 The Reasons Why We Have Problems in Personal FinancialBusiness in Our National Commercial BanksThe reason why we have so many problems in personal financial business in our national commercial banks is not just because of one single element，but because of many aspects．The reason that we still take separate operation in practice .The policies and regulations．idea of supervision and measures in China still not keep pace with the development of era；we still rely on separate operation and separate management to keep watching to the financial risk．But this kind of operation mode increases the cost of processing personal financial business in commercial banks．and it is hard to make good results．The reason why all the products have the same quality.As it is limited by the idea，the analysis of personal finance business from our commercial banks are not totally correct，there still exists some deficiencies to the research of clients，as a result．nearly all the financial products are the same．The reason why we have a shortage of high—quality financial manager The capability of training finance managers in our country is still undeveloped and the mentality relatively falls behind with developing countries，so most of excellent managers choose to enter foreign banks, and it will be reasonable that the managers couldn’t reach the requirements in national commercial banks．The reason why we are lack of the consciousness of financial management .As we are developing our economy in recent years, it results in a lack of financial culture and financial consciousness．Firstly, people just have some egg money；they can hardly adjust to the life style which adds the finance management into it．Secondly, the influence of traditional concept and shortage of understanding the personal financial business in banks result in the lack of financial consciousness and the deficiency of sense of identity and safety．The reason why we are lake of cultivation Our national commercial banks are limited by system, thinking, technique and objective environment and some influences so that our national commercialbanks’s cultivation stagnates, in some high—profited area，wecouldn’t keep the pace．And if we don’t solve the problem of lack ofcultivation，it is hard for us to complete with foreign banks．4 The Questions Exit in Individual Managing FinancialServices in Commercial Bank of ChinaA good financial planner should know everything about a product andhave a good knowledge of security, bank，insurance。