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摘 要：随着我国经济的快速发展和人们收入水平的迅速增长,在我国个人理财业务有着越来越广阔的发展空间。虽然个人理财业务得到了社会广泛的关注和学者系统的探究，但对于具体个人理财产品系统性的分析和其市场需求分析较少,。在此我想分析风险较为低的理财产品进行市场分析，本论文首先提出个人理财产品的几个重要概念再根据其特点进行市场需求分析，紧接着将围绕国内的宏观和微观环境展开，对国内的理财产品的营销环境和营销现状进行探究。然后阐述个人理财产品的营销现状，分析现阶段国内商业银行和证券公司的理财产品营销的优点及不足，借鉴其它商业银行个人理财产品的营销策略，依据市场细分的结果，对于现阶段“零”风险理财产品进行市场需求分析总结。6199
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关键词：个人理财产品；风险；收益
The market demand of low risk financing product
ABSTRACT: With the rapid development of our economy and people income level grows rapidly, the personal financial management business in China has more and more broad space for development. Although the personal finance business has been widespread concern in the community and academic system to explore, but for a specific banks even under the branch of the targeted personal finance product marketing strategy research is too little. In this paper, Minsheng Bank to Hohhot Branch as an example, the intention to develop the personal financial management business strategy.
In this paper, personal finance product marketing strategy research background and significance, and points out that the domestic and foreign bank personal financial products of related literature and research review. Then will be around at home and abroad, the macro and micro environment, to the domestic and foreign financial product marketing environment and marketing situation of inquiry, and the Minsheng Bank financial products marketing agent and trend analysis. Then the personal finance product marketing present situation, analyses the current domestic and foreign commercial bank financial products marketing advantages and disadvantages, draw lessons from other commercial banks personal finance product marketing strategy, on the basis of market segmentation results, the Minsheng Bank branch in Hohhot personal finance product market selection and market positioning, the branch of financial product marketing strategy selection. Finally, the conclusion and prospect.
Keywords：income; personal financial products; risk
目 录
前言…1
（一）选题目的1
（二）研究意义1
（三）文献综述…2
一、金融理财产品的市场概况4
（一）金融理财产品的市场发展现状…4
（二）金融理财产品的种类…6
二、金融理财产品的市场需求及风险分析…8
（一）金融理财产品的市场需求…8
（二）金融理财产品的风险分析10
三、“零”风险投资金融产品的市场需求分析…12
（一）“零”风险投资金融产品概述…12
1、投资金融产品有何风险8
2、风险与收益的关系8
3、零风险的含义9
4、面对风险的正确态度…9
（二）信托理财金融产品的市场需求分析15
1、信托理财金融产品概述15
2、信托理财金融产品的优缺点和收益…16
3、信托理财金融产品的市场需求受众群分析16
（三） 债券的市场需求分析17
1、债券的概述…17
2、债券回购18
3、债券优缺点和收益分析19
4、债券的市场需求受众群分析… 20
（四）货币式基金的市场需求分析…21