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论文编号：	13225
作者编号：	2320190497
上传时间：	2022/6/7 21:36:45
中文题目：	T银行理财产品投资者教育改进研究
英文题目：	Research on Investor Education of Wealth Management Products of T Bank
指导老师：	齐岳
中文关键字：	商业银行；理财产品；投资者教育
英文关键字：	Commercial Banks; Wealth Management Products; Investor Education
中文摘要：	2018年《资管新规》要求商业银行理财产品打破刚性兑付，进行净值化转型。2020年理财产品存续规模已达25万亿元，拥有超过4000万个人投资者，同时，全年有2164只产品发生过“破净”，收益波动、投资亏损等问题层出不穷，商业银行的理财投资者教育职责越发明晰。商业银行理财投资者群体规模庞大、结构复杂，且深受刚性兑付历史影响，投资者风险意识薄弱。作为最受信赖的金融市场参与者，现阶段商业银行急需通过理财投资者教育的实施改变因刚性兑付导致的投资者对理财产品无风险保收益的错误认识。 本篇论文以区域性农村商业银行T银行作为案例企业，以商业银行理财产品的投资者教育作为研究对象，将商业银行理财业务及投资者教育作为理论基础。以T银行理财业务发展情况及投资者特征为背景，从管理、销售、渠道对理财投资者教育现状进行总结分析，采用向理财投资者发放调查问卷的研究方法收集数据，获得了线下投资者教育形式更受青睐、“保本保收益”观念仍普遍存在、投资者教育主动性有待提升的调查结论，进而对销售环节风险警示不足、内容形式缺乏针对性、线下线上渠道未被有效利用、管理架构分散且专业性不足四类问题进行分析。在综合相关研究、企业实际及调查数据的基础上，从销售环节全程构建强化投资者对净值型理财产品的认识，常态化线下渠道专项活动的实施，搭建线上渠道投资者教育专区及完善投资者教育管理体系等方面制定改进方案。 本文聚焦于中小商业银行在理财产品净值化转型过程中对理财投资者教育的探索及存在的问题，对同类型商业银行及其他金融机构投资者教育的改进优化具有一定的现实意义。通过研究说明了现阶段中小商业银行的理财投资者教育无法有效削减投资者的刚性兑付依赖，必须结合企业情况及投资者特征，从销售源头强化投资风险概念，为投资者提供差异化内容，通过专项活动形式丰富投资者获得的产品运作及市场信息，转变该群体对于理财产品无风险的认知，传导“卖者尽责，买者自负”的投资理念。
英文摘要：	The " New Asset Management Regulations " requires commercial banks' wealth management products to break the rigid payment. In 2020, the surviving scale of wealth management products has reached 25 trillion yuan, and there are more than 40 million individual investors. At the same time, 2,164 products have been "broken" throughout the year, and problems such as fluctuations in returns and investment losses of net-worth wealth management products have emerged one after another, which has prompted commercial banks to educate wealth management investors more clearly. Compared with the securities industry, the wealth management investor group of commercial banks is larger in scale and complex in structure, and is deeply affected by the history of rigid payment, investors have weak risk awareness. As the most trusted financial market participants, commercial banks urgently need to eliminate investors' misunderstanding of risk-free and guaranteed returns on wealth management products caused by rigid redemption through the implementation of wealth management investor education. This paper takes T Bank as a case enterprise, takes the investor education of wealth management as the research object, and takes financial investment, customer relationship management, commercial bank wealth management and investor education as the theoretical basis. Under the background of T Bank's wealth management business and the characteristics of investors, this paper analyzes the current situation of its wealth management investment education from the aspects of organization management, sales and channels, and collects data by using the research method of issuing questionnaires to wealth management investors. The concept of “guaranteeing capital and guaranteeing income” still prevails, the form of offline education investment is more useful, and the implementation of investment education lacks initiative. It is analyzed four problems: the risk warning in the sales is insufficient, the content of investment education is not targeted, the channel resources don’t use sufficient, and lack of organization and management. On the basis of synthesizing relevant research, corporate reality and survey data, the design principles are to break the rigid payment as the core, implement in stages and through multiple channels, run through the investment behavior, and internal multi-party linkage as the design principles, build and strengthen the risk management of wealth management investors from the whole process of sales. Improve awareness, normalize the implementation of offline special investment education activities, build online investment education areas, and improve investment education organization management and other aspects to formulate improvement plans. This paper focuses on the exploration and existing problems of investor education of wealth management products by commercial banks. The research shows that the investor education of small and medium-sized commercial banks cannot effectively eliminate the rigid payment dependence of investors at this stage. It is necessary to combine the situation of enterprises and the characteristics of investors, emphasize financial investment risks from the source of sales, and provide investors with differentiated services. The investor education content enriches the product operation and market information obtained by investors through special activities, changes the investor group's perception of the risk-free financial products, and conveys the investment philosophy of "the seller is responsible, the investor is responsible".
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