商业银行基金销售业务发展策略探究

近几年来,伴随着国内基金业的蓬勃发展,商业银行基金销售业务异军突起,推动中国内地银行业的金融服务向客户细分、理财规划等方面深度发展。本文介绍了国内基金业七年多的发展情况、成长路径及基本特征,探讨了在连续三年行业井喷式成长后,在资本市场制度变革、社会保障体系改革和商业银行介入资产管理业务等一系列因素影响下,中国内地基金销售市场所面临的挑战与机遇,并进一步从提高业务管理能力、改善利润结构和培育核心客户等方面讨论了商业银行大力发展基金销售业务的重要意义,以及在新形势下商业银行做好基金销售业务的几点思路。

Strategy of Commercial Banks in Developing Fund Sale Business

Along with vigorous development of domestic fund industry in recent years, commercial banks enjoy an upsurge in fund sale, making Chinese banks to develop their financial service in the direction of customer segmentation and financing planning. The present paper begins with an introduction of the development, growth and basic characteristics of domestic fund industry over the past seven years. After an eruptive expansion for three consecutive years is reviewed, challenges and opportunities faced by fund sale market are discussed in the context of system reform in capital market and social security and involvement of commercial banks in assets management. Finally the attention is paid to the significant role of fund sale in enhancing management competence, improving profit structure and fostering core customers and suggestions are furnished for better fund sale under the new circumstances.