商业银行个人理财业务的发展现状及对策建议一以招商银行为例摘要：21世纪以来，我国因改革开放及加入WTO的冲击下，各个行业对外开放程度大大加强，特别是随着银行业得到前所未有的快速发展。居民可支配的资金日益增加，开始为自身资产的增值保值寻找出路，个人理财业务也越发得到人们的青睐。另一方面，外国银行的不断涌入，刺激了国内银行的积极性，加剧了竞争由此冲击金融市场，促进个人理财业务的崛起。在个人理财业务高速发展的过程中，因为不成熟伴随而来的各种问题也对我国商业银行提出了新的挑战。本文将以招商银行为例，运用WOT分析方法以及参考国内外商业银行个人理财业务发展现状的相关理论和文献，分析在当代金融背景下个人理财业务发展面临的问题并提出对策建议。关键词：商业银行个人理财业务SWOT分析法招商银行The development status and countermeasures of commercialBanks'personal finance services --Taking China MerchantsBank as an exampleAbstract:Since the 21st century,under the impact of China's reform and opening up and accession tothe WTO,the degree of opening up of various industries has been greatly strengthened,especially withthe unprecedented rapid development of the banking sector.With the increasing amount of disposablefunds,residents began to find a way for their own assets to increase their value and preserve their value.Personal finance services are also increasingly favored by people.On the other hand,the continuousinflux of foreign banks has stimulated the enthusiasm of domestic banks,intensified the competition,thus impacted the financial market,and promoted the rise of personal financial services.In the processof rapid development of personal financial services,various problems accompanied by immaturity alsopose new challenges to China's commercial banks.This paper will take China Merchants Bank as anexample,using SWOT analysis method and referring to the relevant theories and literature of thedevelopment of personal financial services of domestic and foreign commercial banks,analyze theproblems faced by the development of personal financial services in the context of contemporaryfinance,and put forward countermeasures and suggestions.Keywords:Commercial bank,Personal financial services,SWOT analysis,China merchants bank目录第1章绪论，11.2相关文献综述..1.3研究内容与方法31.3.1研究内容.31.3.2研究方法.3第2章商业银行个人理财业务的发展现状分析42.1商业银行个人理财产品的类型.·2.2商业银行个人理财业务的SW0T分析...5562.2.1机遇分析…2.2.1威胁分析.6第3章商业银行个人理财业务存在的问题一以招商银行为例.83.1产品丰富性较差3.2客户定位偏高83.3营销方式不足103.4专业人才匮乏10第4章商业银行个人理财业务存在问题的原因分析.….124.1从政策方面看1242从银行方面看…134.3从客户方面看。1213第5章解决商业银行个人理财业务问题的对策建议...145.1加大金融理财产品创新......................................145.2加强客户市场细分.。145.4提高专业理财人员综合素质.…第6章结论.参考文献：