农村信用社肇东分社理财业务调研报告

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摘要

随着我国经济的增长，国民财富急剧增加。人们收入水平的提高和可支配财产不断增加，对理财产品的需求越来越旺盛，使得理财产品业务成为商业银行业务重要的业绩增长点。银行理财产品以其高回报及稳定收益得到了广大客户的欢迎，实现了爆炸式增长。先ⅩⅩ省农村信用社随时代的发展也真在进步，并推出新的储蓄存款模式来解决人们对于商业银行的需求。

通过对ⅩⅩ省农村信用合作社ⅩⅩ分社理财业务营销情况的调研，发现ⅩⅩ分社在理财业务营销工作中还存在着诸多问题，产品不能满足个性化需求、客户理财风险意识弱、业务系统硬件设施差及营销人员业务能力不高等问题依然存在，这对ⅩⅩ分社的业务发展产生了一定的制约，通过对问题成因较深入的分析，建议社ⅩⅩ分社应采取科学研发理财产品、强化对客户理财风险知识的宣传、着力强化硬件平台建设及打造过硬的营销队伍等对策来解决存在的问题，以促进ⅩⅩ分社理财业务的健康发展。

关键词：ⅩⅩ分社；理财产品；理财风险；营销；需求

ABSTRACT

With the economic growth of our country, the national wealth has increased dramatically. The improvement of personal income and the increase of disposable property, the demand for financial products is getting stronger and stronger, making financial products business has become an important growth point of commercial bank business performance. The financial products with its higher returns and stable income have gained the welcome by the mass customers and achieve an explosive growth. With the development of the ages, Rural Credit Cooperatives of Heilongjiang Province is also progressing. And in order to solve people’s demand of commercial banks, Rural Credit Cooperatives launch a new deposit model.

Through the investigation of financial products sales of Rural Credit Cooperatives of Zhaodong branch in Heilongjiang Province, we find that Zhaodong branch exist many problems in the project of financial service. The product can not content the personal demand, the weakness of financial risk awareness, the poor of hardware facility of business system, the lack of capacity of marketing personnel. These problems restrict the development of Zhaodong branch. Through the in-depth analysis of the causes of problem, in order to solve these problems and promote a good development of Zhaodong branch. I suggest that Zhaodong branch should explore new financial products, intensify the campaign of the knowledge of financial risk, exert itself into the instruction of strengthen hardware forum, make an excellent marketing ream.

Keywords：Zhaodong branch；financial products；financial risk；marketing；demand

目录

摘要............................................................................................................. 错误!未定义书签。Abstract........................................................................................................... 错误!未定义书签。

一、调研活动基本情况................................................................................. 错误!未定义书签。

（一）调研对象...................................................................................... 错误!未定义书签。

（二）调研时间...................................................................................... 错误!未定义书签。

（三）调研目的...................................................................................... 错误!未定义书签。

（四）调研方法...................................................................................... 错误!未定义书签。

1. 查阅文献法.................................................................................. 错误!未定义书签。

2. 实地调研法.................................................................................. 错误!未定义书签。

二、调研内容................................................................................................. 错误!未定义书签。

（一）ⅩⅩ分社理财业务营销现状分析.............................................. 错误!未定义书签。

1. 理财业务市场状况...................................................................... 错误!未定义书签。

2. 理财产品主要特点...................................................................... 错误!未定义书签。

（二）ⅩⅩ分社理财业务营销存在的问题.......................................... 错误!未定义书签。

1. 产品不能满足个性化需求.......................................................... 错误!未定义书签。

2. 客户理财风险意识弱.................................................................. 错误!未定义书签。

3. 业务系统硬件设施差.................................................................. 错误!未定义书签。

4. 营销人员业务能力不高.............................................................. 错误!未定义书签。

（三）制约ⅩⅩ分社理财业务营销发展原因分析.............................. 错误!未定义书签。

1. 理财产品缺乏创新力.................................................................. 错误!未定义书签。

2. 传统理财观念束缚...................................................................... 错误!未定义书签。

3. 基础设施升级维护不到位.......................................................... 错误!未定义书签。

4. 缺乏有效的培训.......................................................................... 错误!未定义书签。

（四）解决ⅩⅩ分社理财业务营销问题的对策.................................. 错误!未定义书签。

1. 科学研发理财产品...................................................................... 错误!未定义书签。

2. 强化对客户理财风险知识的宣传.............................................. 错误!未定义书签。

3. 着力强化硬件平台建设.............................................................. 错误!未定义书签。

4. 打造过硬的营销队伍.................................................................. 错误!未定义书签。

三、调研结论................................................................................................. 错误!未定义书签。

（一）做好个人理财业务营销是ⅩⅩ分社发展的根本途径.............. 错误!未定义书签。

（二）创新营销模式是ⅩⅩ分社发展的动力源泉.............................. 错误!未定义书签。致谢............................................................................................................. 错误!未定义书签。参考文献......................................................................................................... 错误!未定义书签。