近年来随着我国经济社会的稳步发展，城市居民财富中的闲置资金以年均 7%以上的速度递增，城市居民对财富配置的需求呈现优质化、个性化、多样化 的特征，在此环境下，银行如何提升个人理财业务质量就显得尤为重要。从国外 个人理财业务发展过程来看，个人理财业务未来在我国还有较大发展空间，而且 将会在资产管理业务中，占有非常重要的地位，与此同时，对于个人理财业务来 说，它在商业银欧亿·体育（中国）有限公司务中的比重也会不断提高。而西北经济欠发达地区由于信息 闭塞、金融服务能力与渠道不足，大规模的非法集资与金融诈骗案层出不穷，给 整个西部欠发达地区的银行理财带来巨大的负面影响，无论是银行理财业务发展 规模还是服务水平与其他发达地区相比，均出现马太效应理论呈现的雪崩式落后 现状。 兰州银行 G 分行地处西北经济欠发达地区，作为一家城市商业银行的分支 机构，想要在竞争激烈的城市中占有一席之地，通过提升个人理财业务的质量来 提高地区银行个人理财业务市场上竞争力和市场占有率就成为当务之急。随着理 财市场规模愈发壮大，互联网金融的逐步介入，推动传统银行打破原有思维局限， 应用新型电子商务理论与新信息技术成为提升商业银行个人理财业务的必由竞 争之路。 长尾理论与新信息技术应用成为本研究重点关注的市场竞争策略选择路径 与提升验证。本论文选取了 2010 年开始到 2017 年的 G 分欧亿·体育（中国）有限公司务数据，通过网 上业务、移动 APP 应用等新信息技术平台设计，加入传统的客户问卷调查等， 以兰州银行 G 分行的个人理财业务为研究内容，通过构建质量测评模型，研究 分析了目前银行存在的一系列问题，得出了适合 G 分行的提升策略。作者先分 析归纳了相关的质量测评方法，然后根据兰州银行 G 分行中，实际的个人理财 业务发展情况，学习借鉴国内外学者关于个人理财业务服务质量的研究。确定了 5 个评价指标，以及 16 个二级指标。然后，运用模糊综合评价法对兰州银行 G 分行的个人理财业务质量展开综合测评，通过综合测评，得出 G 分行整体业务 质量一般，具体来说，在专业程度、完备程度、安全程度这三个方面的服务表现 较差。最后，在此基础上，根据之前的实际调研结果，对于以上三个方面展开深 入探究，并且从中找出 G 分行存在的相关问题，1.缺乏科学的人才建设以及评估 体制；2.个人理财产品缺少核心信息披露；3.个人理财产品同质化严重；4.个人 理财服务的真正功能没有实现；5.个人理财产品与客户个性化需求无法匹配；6. 无法实现客户分层管理与个性化精准定位服务；7.分行对个人理财产品的风险控III 制能力较弱。 通过以上分析，结合 G 分行实际经营情况，作者得出如下对策建议，1.设立 灵活的理财经理人薪酬竞争岗位与淘汰机制；2.设计理财产品的信息公开披露与 风险预警机制；3.丰富个人理财产品类型；4.强化理财规划目的；5.结合长尾理 论，提升个人理财服务的个性化；6.完善客户分层服务；7.提升个人理财业务安 全性。 关键词，兰州银行 G 分行，个人理财业务，质量提升IV RESEARCH ON SERVICE QUALITY IMPROVEMENT OF PERSONALFINANCE BUSINESS IN G BRANCH OF LANZHOU BANK Abstract In recent years, with the steady development of China's economy and society, the idle funds in the wealth of urban residents are increasing at an average annual rate of more than 7%, and the demand of urban residents for wealth allocation presents the characteristics of high quality, individualization and diversification, in this environment, how to improve the quality of personal financial management business is particularly important. From the development process of personal financial management business abroad, the future of personal finance business in China still has a greater space for development, and will be in the asset management business, occupies a very important position, at the same time, for the personal finance business, its proportion in the commercial banking business will continue to improve. Because of the lack of information and the shortage of financial service ability and channels, the large-scale illegal fund raising and financial fraud cases in the underdeveloped areas of northwest China have a huge negative impact on bank financial management in the underdeveloped areas of the whole West, whether it is the scale of the development of bank Financial management business or the level of service compared with other developed regions, The avalanche backwardness present in Matthew Effect theory appears. Lanzhou Bank G Branch is located in the northwest economic underdeveloped areas, as a branch of the city Commercial bank, want to occupy a place in the competitive city, by improving the quality of personal finance business to improve the regional bank personal finance business market competitiveness and market share has become an urgent task. With the growing size of the financial market, the gradual intervention of internet finance, the promotion of traditional banks to break the original thinking limitations, the application of new e-commerce theory and new information technology to enhance the personal financial management business ofV commercial banks must be the road to competition. The long tail theory and the application of new information technology have become the focus of this study on the choice of market competition strategy path and promotion verification. This paper selects the G branch business data from 2010 to 2017, through the online business, mobile APP application and other new information technology platform design, add the traditional customer survey and so on, take the personal finance business of Lanzhou Bank G Branch as the research content, through the construction of the quality evaluation model, This paper analyzes a series of problems existing in the current bank, and obtains the promotion strategy suitable for G branch. The author first analyzes and summarizes the relevant quality assessment methods, and then according to the G branch of Lanzhou Bank, the actual development of personal finance business, learning to learn from domestic and foreign scholars on the quality of personal finance business services research. 5 evaluation indicators were identified, as well as 16 level two indicators. Then, the fuzzy comprehensive evaluation method is used to carry out a comprehensive evaluation of the quality of personal finance business of the G branch of Lanzhou Bank, and through comprehensive evaluation, the overall business quality of G branch is generally obtained, in particular, the service performance in three aspects of professional degree, completeness degree and safety degree is poor. Finally, on this basis, according to the previous actual research results, for the above three aspects to carry out in-depth exploration, and find out the related problems of G branch: 1. Lack of scientific talent construction and evaluation system; 2. Personal financial products lack of core information disclosure; 3. Personal financial products homogenization is serious; 4. The true function of personal financial services has not been realized; 5. Personal financial products and customer personalized needs can not match; 6. Unable to achieve customer tiered management and personalization Precise positioning services; 7. The branch has weak risk control ability for personal financial products. Through the above analysis, combined with the actual operation of G branch, The author obtains the following countermeasure suggestions: 1. Set up flexible financial manager pay competition post and elimination mechanism; 2. Design the information disclosure and risk early warning mechanism of financial management products; 3. Enrich the types of personal financial products; 4. Strengthen the purpose of financial planning; 5. Combine the long tail theory to enhance the personalization of personal financial services; 6. Improve Customer Stratification Financial businessVI security. Keywords: Lanzhou Bank G Branch ， personal finance business ， quality improvementVII 目 录 中文摘要....................................................................................................II Abstract......................................................................................................IV 第一章 绪论............................................................................................. 1 1.1 研究背景及意义............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义.............................