互联网金融背景下理财产品的创新研究——以青岛市商业银行为例
Innovation of Financial Products under the Background of Internet Finance—Taking Qingdao Commercial Bank as an Example

在互联网日益发展的时代，随着居民的收入不断提高，银行存款利率降低，居民对资产有了保值增值的需求，居民不被传统的储蓄概念束缚，因此有了投资理财的需求，促进了商业银行个人理财产品的蓬勃发展，由于互联网理财产品的出现和商业银行自身理财业务的短板，给传统商业银行个人理财业务带来了巨大冲击。通过分析青岛市商业银行理财产品的现状发现商业银行个人理财业务的不足，从而提出商业银行个人理财业务的创新发展的解决办法。从政府角度来看，要逐步推行金融业的混业经营，加强政府对银行的监管，实行配套的金融体制；从商业银行角度来看，要改变传统商业银行的运作模式，创新商业银行的理财产品，推行多样化的理财产品，满足不同客户需求，提高银行理财人员的专业素质；从居民角度来看，要学习理财知识，形成正确的理财理念，制定合理的理财目标，规范理财。
In the era of the growing development of the Internet, with the continuous increase of residents’ income and the decrease of bank deposit interest rate, residents have a demand for maintaining and increasing the value of assets. Residents are not bound by the traditional concept of savings. Therefore, they have a demand for investment and financial management, which promotes the vig-orous development of personal financial products of commercial banks. Due to the emergence of Internet financial products and the weakness of commercial banks’ own financial services, it has brought a huge impact on the personal financial services of traditional commercial banks. By ana-lyzing the current situation of financial products of commercial banks in Qingdao, the paper finds out the shortcomings of personal financial services of commercial banks, and puts forward the solu-tions for the innovative development of personal financial services of commercial banks. From the government’s point of view, we should gradually carry out the mixed operation of the financial in-dustry, strengthen the government’s supervision of banks, and implement a supporting financial system; From the perspective of commercial banks, it is necessary to change the operation mode of traditional commercial banks, innovate the financial products of commercial banks, implement di-versified financial products, meet the needs of different customers, and improve the professional quality of bank financial personnel; From the perspective of residents, it is necessary to learn finan-cial management knowledge, form correct financial management concept, formulate reasonable fi-nancial management objectives and standardize financial manage- ment.