MBA教育中心知识库

伴随着时代的进步和我国经济的持续发展，我国个人居民的财富总量也在持续增长。因此，我国国民纷纷开始进行投资理财，而理财业务也是商业银行为投资者管理其自身的金融资产业务，用户利用银行提供的平台进行投资，以达到对自己的财产保值，同时带来增值的作用。当前，我国个人理财业务的特征包括了投资相对较广、风险相对较低、经营利润相对较高等特点，所以，理财产品已经变成了大多数商业银行的主要收入来源，同时也是利润增长的重要部分。

本文以浙商银行西安分行为例，从目前的情况来看，商业银行针对高净值客群提供全方位的资产配置，展开了深入的分析和研究，并将高净值客群资产配置率考核指标作为重要考核指标。针对浙商银行西安分行高净值客户资产配置方案存在的问题，调取2018年-2021年西安分行四年间的高净值客户数据做出统计与分析，通过数据的分析，总结分行现行的高净值客户资产配置方案存在的问题，其中包括缺少资产配置方案完成率的考核指标，员工对于资产配置方案认同感较差，一线员工重销售而轻资产配置，资产配置方案缺少解决高净值客户需求的方法，之后，针对所反应的问题进行了研究。在进行了问题分析，以及针对银行客户资产配置方案探讨之后，本文最后总结出了如下的结论：合理的资产配置可以促进商业银行的发展，从而提高其盈利能力，推动高净值客户资产管理。要满足客户优质的资产配置，西安分行必须为客户提供个性化的金融服务，以全面优化高净值客户的资产配置计划，梳理高净值客户资产配置方案的营销流程，并在此基础上进行动态的调整和优化。基于此，本文为实现资产配置方案优化研究提供了一系列的建议，浙商银行要把自己的管理流程体系进行规范和升级，构建以“合规+便捷”的资产配置方案模式，完善CRM系统信息技术，提高工作效率。

With the times progress and the continuous development of China's economy, the total wealth of individual residents in China continues to grow. Therefore, a large number of citizens have started to invest in wealth management products. Commercial banks provide services for investors to manage their financial assets, and users use the platforms provided by banks to invest in order to achieve the preservation and appreciation of assets. At present, in China, personal finance business has the characteristics of relatively wide categories, relatively low risks, relatively high operating profits. So, product management has become the main source of income for most commercial banks, and it is also an important part of profit growth.

This article takes a commercial bank in Xi'an Branch as an example. From the current situation, the commercial bank has provided comprehensive asset allocation for high net worth customers, conducted in-depth analysis and research, and regarded the asset allocation rate indicator for high net worth customers as a problem oriented approach to address the problems in the asset allocation plan for high net worth customers of the commercial bank.Retrieve the high net worth customer data of the bank from 2018 to 2021 for statistical analysis. Based on the analysis results, identify the problems with the bank's asset allocation plan for high net worth customers, including the lack of assessment indicators for the completion rate of the asset allocation plan; Employees have a poor sense of identification with asset allocation plans; Frontline employees value sales while neglecting asset allocation; The asset allocation plan lacks solutions to meet the needs of high net worth customers. Afterwards, research was conducted on the issues that arose.After exploring the asset allocation plan for the bank's customers, this article concludes that high-quality asset allocation can promote the development of commercial banks, improve their profitability, and promote asset management for high net worth customers. To achieve high-quality asset allocation, the commercial bank must provide personalized financial services to customers, streamline the marketing process of high net worth customer fund allocation plans, and dynamically adjust and optimize them based on this. Based on this, this article provides a series of suggestions for achieving high-quality asset allocation plans. The bank needs to optimize and upgrade its management process system, build a "compliant+convenient" asset allocation model, improve CRM system information technology, and improve work efficiency.