Analysis Of "Duo Libao" Financial Product In CEB

With the deepening of the financial system reforming and the interest rate liberalization in our country, commercial banks facing to the increasingly market competition pressure and to occupy the market shares and improve the ability of profit,the business gradually developed in the direction of the product diversification and specialization. In addition, the People's Bank of China has decreased the deposit rates in recent years, many investors do not satisfy the few benefits from the deposit saving,whereas, they are searching for the product which can achieve much more benefits.Therefore,the financial products provided by the banks are raised in the proper time and conditions. China Everbright Bank pushed out a new financial product which called"Sunshine Plan" in September 2004,which is the opening up of China's commercial Banks RMB financial products business. Since then, the different commercial banks according to their own capital position issued a variety of different products. The emergence of financial products provide a favorable tool for the general customers to make their asset value-added and hedged, it has also became to one of the important channels of funding sources in commercial banks. Facing to the explosive growth of the financial products, the financial products' types and structures have a certain progress.However, the quality of the financial products is still low, the phenomenon of the product homogeneity serious which cause investors some misleading when their buy the products.Therefore, to strengthen the research of our country commercial bank financial products has very important theoretical and practical significance.This paper is based on the "Duo Libao" financial product which was issued by China Everbright Bank in 2014, and to explore the basic characteristics of our country commercial bank financial product and development strategy. "Duo Libao" financial product is issued for at least six months to one year, which is a capital guaranteed and floating profitability financial products, the link of the product mark respectively the CSI 300 index, the H shares and gold products. The full text is divided into four parts, first of all is the introduction part introduced this article's topic selecting and background,research significance and research ideas; The first chapter are used to introducing the current situation of the financial market in China, and then the information of "Duo Libao" which was issued by China Everbright Bank will be described; The third chapter analysis the product "Duo Libao",which from three pasts are the marketing strategy and market positioning, the profitability of the product, risk level of the product, including market risk, liquidity risk and regulatory risk. The fourth chapter according to the above introduction and analysis of the results to the study conduct a comprehensive summary,and put forward some suggestions in terms of the product's attractiveness and competitiveness. "Duo Libao" financial product's improvement strategies will be put forward and concretely it will be divided into three directions which are the product's market strategy and positioning, increasing the product's revenue and reducing the productions risk.