Commercial bank's target audience analysis --Paper代写范文

Paper代写范文:“Commercial bank's target audience analysis”，这篇论文主要描述的是商业银行在设计金融产品的时候，会从目标客户群的角度出来，针对性的思考目标客服需要什么样的产品和服务，银行提供金融产品的出发点是为了能够让客户购买到一个比较安全，且收入会高于存款储蓄利率的服务。

Bank financial products, in accordance with the standard interpretation, the commercial banks should be based on the analysis of the potential target customer groups, which is the capital investment and management plan directed against the specific target customer base for the development of design and sales. In this mode of investment management products, the bank only to manage client funds after accept the authority, investment income and the risk by the customer or customers and banks in accordance with the agreement both sides bear.

Bank financial products originating in China Everbright Bank , its starting point is to stand in the customer point of view, as a investment choice which provides a relatively safe, income higher than interest savings. The idea is to form a relatively competitive advantage, dig the customers from other banks, but the objective results triggered a innovative banking services, all banks followed, bank monopoly profit margins have been squeezed. The original financial products is to let customers, profits from its business in the bank. The basic approach is: banks themselves hold business assets (such as foreign dollar assets, or money market assets, or the credit asset securitization,) to deposit customers in a standard contract, the bank from which only a small number of management fees, these products are banks access business scope (i.e. bank have the right to operate the assets), just passing on the benefits to customers as part of savings. Along with the stock market's bullish in 2006 and 2007, bank deposits are squeezed, watching the securities companies, fund companies got a lot of money, banks do not sit, the original financial products also began to change from proprietary to the stock market. Its essence is the trust products, not the bank products . In legal proceedings, the bank is only the sales channels, all the risks are borne by the customer, at the risk of the bank financial products revealed the book also said very clearly. In the profit allocation of bank financial products, the last remaining investment is the customer's income.

China influenced by Confucianism, coupled with social security system is not perfect, people in the consumption, investment and personal finance generally take the wealth accumulation approach. Since the 90's of the last century, China maintaining continuous economic development fast and robust, with rapid income growth, people's living standards improve, Chinese is becoming more and more rich. In fact, Chinese banking was not well prepared, when the first guests entered the bank door, ready to experience the structured deposit financial business of foreign exchange, the bank teller themselves did not know the meaning of financial management. Similarly, this stage although residents hand holds a lot of money, but for financial they lack the necessary knowledge and cound not accept all of a sudden. For start up stage of financial products, financial institutions at the time as far as possible to take effective action to reduce the transaction costs of investors, reduce the threshold to enter, to increase the force of optimization of financial products, improve the rate of return of financial products, so that more investors to enter this field. Since 2001, financial institutions as Chinese commercial banks, insurance companies, securities companies and trust companies have introduced the personal financial business, especially “established by the commercial banks which built various types of financial management center, offices ”, a wave of financial boom across the country. Quite a few people reconfigure their money, people began to find a balance between risk and return. China residents financial concepts were quietly translate and change. But this stage is still exist many problems, such as the biggest problem is Chinese do not know the true risk of financial products.

Risk appetite refers to in order to achieve the goal, enterprises and individual investors in the basic attitude of type, size and risk. The risk is a kind of uncertainty, investment entities face this uncertainty attitude and tendency is a concrete manifestation of the risk appetite. The banks have introduced the risk assessment system, strengthen the risk to the customer in tips. General requirements: the customer who first time buy financial products comes to the bank, financial personnel makes their risk evaluation face to face, then classifies the customers, recommendation suitable financial products according to the actual situation. In addition to banks, fund companies, futures company and securities companies also strengthen the supervision of the risk of the customer, customer's risk appetite evaluation method is endless. At present, all kinds of risk appetite evaluation system based on questionnaire, generally have 10 questions about numbers, each test has several options, different options to different values, customer requirements according to their own situation to choose, the customers are selected to measure the overall score of a customer's risk attitude. This method has the advantages of simple operation, easy to implement, but it also faces a lot of problems.

Banks absorb the funds to increase the intermediary business income at the same time, but also can retain most of the deposits in the next year, customers also made more substantial gains. Product life cycle assessment is a product life cycle of the system input and output and the potential environmental impact of the compilation and evaluation. Application of life cycle concept more constructive requirement life cycle theory. This theory assumes that the customer (personal, private or public enterprises) have some specific requirements to be satisfied. In the different time will have different products to meet these needs. Technology is in the continuous development, the characteristics of vital statistics evolved over time, Consumer preferences will change too. The bank in order to fight for the specific product, the essence is to ensure they continue to meet customer needs. It is based on this purpose, banks are more emphasis on financial products, it is also a means for the market, but the Bank launched a financial management products to the bank credit as a guarantee, so the banks in the issuance of financial products is also very careful, special and financial experts and risk assessment for the launch team financial products escort, large national construction project involved is state-owned enterprises, unless the state of unrest or major natural disasters, basically will be in accordance with the highest expected returns, so customers in the purchase of time also is actively and safely. To sum up, the bank financial products will be in the next period or longer period of time become the bank's focus on the development of business, at this point, China has lagged behind the foreign banking for many years.

So, the bank financial products that is the activities of interest rates on deposits, but although interest rates is high, essentially because the banks are not committed capital preservation, no commitment rate of return, so the so-called higher interest rates are still at risk by becoming a great return, once again confirms the high returns must be accompanied by financial law high risk. This paper is based on the history and present situation of China banking, present Chinese market financial products, to analyze the risk appetite of Chinese on financial product. Among them, using the questionnaire as research method, the respondents as the research object, try to figure out Chinese investment psychology. Finally, this paper will give the answer and reasons about Chinese risk appetite.

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