摘要：隨著市場經(jīng)濟(jì)建設(shè)的穩(wěn)步推進(jìn)，居民收入水平的不斷提高，為使個(gè)人財(cái)產(chǎn)能夠有效地保值增值，我國個(gè)人理財(cái)產(chǎn)品的市場需求日益增強(qiáng)。商業(yè)銀行作為金融市場的主體，個(gè)人理財(cái)產(chǎn)品的主要供給方，其主導(dǎo)著整個(gè)個(gè)人理財(cái)市場的發(fā)展。本文以我國商業(yè)銀行的個(gè)人理財(cái)產(chǎn)品為研究對(duì)象。首先，通過宏觀數(shù)據(jù)的整理，分析影響其今后發(fā)展的環(huán)境因素。其次，選取近年來零收益、虧損的銀行個(gè)人理財(cái)產(chǎn)品22款，銀行理財(cái)糾紛案件20個(gè)，對(duì)其進(jìn)行比較分析，從微觀角度探討我國商業(yè)銀行個(gè)人理財(cái)產(chǎn)品在設(shè)計(jì)、銷售等環(huán)節(jié)中存在的具體問題，并提出相應(yīng)的改進(jìn)措施，以推進(jìn)我國商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的進(jìn)一步發(fā)展。

關(guān)鍵詞：商業(yè)銀行；個(gè)人理財(cái)產(chǎn)品；問題

ABSTRACT：With the steady development of the market economy and the continuous increase of the residents’ income，the domestic market demand of personal finance products is getting stronger. Commercial banks, as the main subject of finance market and the major supplier of personal finance products, dominate the entire finance market. This essay takes the bank finance products as the study object. By sorting macro data, it firstly shows the environmental factors that would affect the future development of the finance products. Then it summarizes the regular problems of the bank personal finance products after analyzing 22 bad products and 20 dispute cases. At last, corresponding suggestions are offered to boost the personal finance products market.

Keywords: Commercial banks; Personal finance products; Problems

　　　本文通過采用文獻(xiàn)法、例證分析法、比較法對(duì)銀行個(gè)人理財(cái)產(chǎn)品實(shí)例進(jìn)行分析，強(qiáng)調(diào)理論探索與實(shí)證分析有機(jī)結(jié)合，定性研究和定量研究有機(jī)結(jié)合，保證研究的真實(shí)性、生動(dòng)性。對(duì)近年來22款零收益、虧損銀行個(gè)人理財(cái)產(chǎn)品進(jìn)行分析，從微觀角度，發(fā)掘具體產(chǎn)品在設(shè)計(jì)環(huán)節(jié)中存在的缺陷，如收益率計(jì)算公式缺陷、收益分配條款不公、缺乏有效風(fēng)險(xiǎn)抵御措施等；并對(duì)20個(gè)銀行理財(cái)產(chǎn)品糾紛案例進(jìn)行分析，探討其在銷售環(huán)節(jié)存在的問題，如誘導(dǎo)性宣傳、客戶評(píng)估環(huán)節(jié)流于形式等。并針對(duì)問題提出改進(jìn)措施，以為我國商業(yè)銀行個(gè)人理財(cái)產(chǎn)品的發(fā)展提供意見及建議。