Analysis Of "Yue Yueying" Financial Product In Bank Of Qingdao

It has been settled that the central bank cut interest rates twice,which undoubtedly couldbe an adverse impact of challenging for the commercial banks. As is knownto all, the most profit made by banks comes from interest spreads of depositand loan. But, according to the reduction of interest and fierce competitionamong banks, commercial banks must seek new way to make earning. So thefinancial products emerge as the times require. In addition, along with thegrowth of personal wealth, not only do the financial products satisfy mediumand high customers for liquidity as well as profitability, also operatedby professional financial teams. That’s why each bank sets foot in financialmarket, so the competition becomes more and more intense. Seemingly everbank brings forth the new products through the old, yet phenomenon ofhomogenization is serious, and is short of risk disclosure, risk assessmentas well as customers’ knowledge about the financial products.Bank of Qingdao was established in1996, which has brought out one seriesfinancial products, and not for long as well as inexperience. Though itlaunched new series of financial products such as "Wen Ying" and "ChuangYing" not break-even products, they were lacking experience. In thebeginning of this year, one of the "Wen Ying" series products "YueYueying" topped the list of financial products in Qing Dao with good sale.But, at the end profits and market were discounted because of lackinginnovation and problems for after sale at.. At first, this text introducesfinancial products in detail and the current situation of Bank of Qing Dao,then analyses "Yue Yueying" personal financial product. This text pointsout the problems of this product and improves it. In line of design principlesfor financial products, it designs new product based on customers of Bankof Qing Dao. It also discusses the basis of designing, and makes SWOT analysis.The last chapter studies personnel allocation on financial product, including selection and training of the talent, as well as marketing approach.At last, the text analyses the probable risk, and proposes risk managementstrategies.