商业银行净值型理财产品营销策略研究

Research on the Marketing Strategies of Net Value-Based Wealth Management Products of Commercial Banks

摘要: 随着时代的发展，人们逐渐意识到理财的重要性，由于经济发展，居民手中也有一些闲钱进行投资。我国商业银行经过十几年的发展，银行理财产品的种类和数量也越来越多，居民的参与程度也越来越高。但在银行理财产品飞速发展的过程中，刚性兑付、多层嵌套、信息披露不充分等不良现象频繁发生。基于此，2018年4月27日，中国银监会发布《资管新规》。资管新规要求银行理财产品进行净值化管理，净值化管理既在存贷利差缩小的情况下增强了商业银行的盈利能力，也对商业银行理财产品营销带来了不小的挑战。本文运用文献研究法、理论分析法对商业银行理财产品营销策略进行研究。本文首先对国内和国外的文献作品进行了分类，进行文献综述。其次介绍资管新规的出台背景和理财产品的特征以及理财产品收益率影响因素。最后本文提出商业银行净值型理财产品的营销策略建议，例如加强对投资者关于理财产品知识的宣传、设计更多样的理财产品、加强风险管控等，以实现商业银行净值型理财产品的可持续发展和保有更多的市场份额。

Abstract: With the development of the times, people have gradually realized the importance of financial management. Due to economic growth, residents have some spare money for investment. After more than a decade of development, commercial banks in China have seen an increasing variety and quantity of wealth management products, and the participation of residents has also been on the rise. However, during the rapid development of bank wealth management products, adverse phenomena such as rigid redemption, multi-layer nesting, and insufficient information disclosure have occurred frequently. Against this backdrop, on April 27, 2018, the China Banking Regulatory Commission issued the “New Regulations on Asset Management”. The new regulations require that bank wealth management products be managed on a net value basis. Net value management not only enhances the profitability of commercial banks in the context of narrowing deposit and loan spreads but also poses significant challenges to the marketing of commercial bank wealth management products. This paper uses the methods of literature research, theoretical analysis, and empirical research to study the marketing strategies of bank wealth management products. Firstly, it classifies domestic and foreign literature works, including research on wealth management business, research on the income analysis of wealth management business, and research on the marketing strategies of wealth management products. Secondly, it introduces the background, requirements, and impact of the new regulations on asset management and the characteristics of wealth management products. This paper proposes marketing strategy suggestions for net value-based wealth management products of commercial banks, such as strengthening the publicity of wealth management product knowledge to investors, designing more diverse wealth management products, and strengthening risk control, in order to achieve the sustainable development of net value-based wealth management products of commercial banks and retain a larger market share.