MBA教育中心知识库

随着经济快速发展，居民可支配收入越来越高，投资理财已逐渐成为一种主要的居民财富管理手段。然而，当前各家银行的个人理财产品大多呈现出较为单一的现象，不仅影响了投资人的选择，也影响其自身竞争力。在这种情况下，对我国个人理财产品竞争力进行评价，从中找到提高竞争力的方法，赢得更多竞争优势，已是各家银行亟待解决的问题。

本文以浦发银行兰州分行为研究对象，综合运用文献资料法和问卷调查等方法，运用熵权-TOPSIS法建立评价浦发银行兰州分行个人理财产品竞争力的评价模型。通过本文可以得出以下几点结论：第一，我国个人理财产品符合当前市场需要。在我国经济环境逐步趋于平稳，投资者理财知识逐步增长情况下，居民的理财观念也在某种程度上发生变化，对个人理财产品的需求逐渐多样化。第二，浦发银行兰州分行的产品收益不高，风险较大，产品销售渠道单一，缺乏专业人才，银行综合实力还不够强。使用熵权-TOPSIS法对浦发银行个人理财产品进行了竞争力评价，并且通过评价得出浦发银行兰州分行个人理财产品竞争力一般。因此，浦发银行兰州分行可以通过改善个人理财产品的收益，强化产品风险管理，扩大产品销售渠道，加强人才队伍建设，强化银行综合能力建设，以增强其自身的竞争力。希望通过本课题的研究，能够为浦发银行兰州分行准确把握自身市场位置，提高竞争力提供助力，并为相应研究提供一定的借鉴作用。

With the rapid development of the economy and the increasing disposable income of residents, investment and wealth management have gradually become a major form of wealth for residents. The personal wealth management products of various banks mostly exhibit a relatively single phenomenon, which not only affects the choices of investors, capacity building of the bank to enhance its own competitiveness but also affects their own competitiveness. In this situation, evaluating the competitiveness of personal financial products in China is an urgent issue that needs to be addressed.

TIn this paper, the evaluation model of the evaluation of personal financial products of Shanghai Pudong Development Bank is established by using the method of Lanzhou Branch of Shanghai Pudong Development Bank and the method of questionnaire survey. Through this paper, the following conclusions can be drawn: First, China's personal finance products meet the current market needs. Under the condition that China's economic environment is gradually stabilizing and investors' knowledge of financial management is gradually increasing, residents' concept of financial management is also changed to some extent, and the demand for personal financial products is gradually diversified. Second, the product income of Lanzhou Branch of SPD Bank is not high, the risk is large, the product sales channel is single, the lack of professional talents, and the comprehensive strength of the bank is not strong enough. The competitiveness of personal finance products of SPD Bank was evaluated by the right-TOPSIS method, and the competitiveness of personal finance products of SPD Bank Lanzhou Branch was mediocre. Therefore, the Lanzhou Branch of SPD Bank can enhance its own competitiveness by improving the income of personal finance products, strengthening product risk management, expanding product sales channels, strengthening the construction of talent team, and strengthening the comprehensive capacity building of banks. It is hoped that through the research of this topic, it can provide help for SPD Bank Lanzhou Branch to accurately grasp its own market position, improve its competitiveness, and provide a certain reference for the corresponding research.