Research On The Management About Performance Improvement Of Financial Planner Under The New Regulation Of Asset Management

From the perspective of banks,with the basic completion of the marketization of interest rates,the deposit and lending spreads of banks gradually narrow.Thus,the banks have to develop intermediate services to improve business benefits.From the point of view of the resident,with the rapid development of our country's economy,per capital disposable income also grows rapidly.People have stronger financial awareness and pay more and more attention to the management of personal money to maintain assets value.Financial products not only increase the middle business income of banks,but also satisfy the residents' investment needs.For this reason,there has been a burst of development in just 14 years.However,the corresponding regulations have not been followed,many issues have come to light such as rigid payment.To prevent and mitigate risks in the financial system,new regulations for management emerged.Commercial banks have been forced to strictly implement the regulatory requirements,and have to strengthen the normative management of the marketing process of financial products,to ensure the healthy and steady development of financial services.As the ultimate lander of the personal financial services,the ultimate implementer of regulatory policies and the ultimate tester of the healthy development of financial services,financial planners' performances are closely linked with the business efficiency.Due to the external macroeconomic developments,the impact of internet financial,white-hot peer competition,and strict regulation,in addition to the unscientific evaluation system,unreasonable market segmentation,after-sales service system and other reasons,financial planners' performances are lesser,eventually leading to a decline in the marketing management of the financial products.This paper captures the declining performance of the financial products of A sub-branch after the implementation of the new regulations,and summarizes the existing problems in the process of marketing management of the financial planner through questionnaires,process observation combined with face-to-face interviews.On this basis,it analyses the reasons,then makes some suggestions,including improving the system of the performance evaluation,changing the philosophy and model of marketing,strengthening the team of financial planners,enhancing the after sales management of financial products.Specifically,the first part is introduction,which mainly introduces the research background and significance of this paper.At the same time,the paper also describes the main content,framework,research methods,and summarizes some innovations and deficiencies of the paper.The second part is literature review,which introduces the research by domestic and foreign scholars from five aspects: the theory,the practical operation,the marketing strategy,the risk and improvement of financial managers.The third part summarizes the present situation of marketing of the financial planner about commercial banks in our country.Firstly,it defines the relevant concepts in this paper,then describes the current situation through a questionnaire,finally analyzes the influence of new regulation on the marketing of the financial planner.The fourth part analyzes the case concerning changes of the performance of financial products of the A sub-branch of ICBC in the past four years.Firstly,it compares the differences before and after the implementation of new regulations,then points out the existing problems and the reasons behind it.The fifth part proposes corresponding policy recommendations.The last part puts forward some shortcomings of the paper,and makes some prospects for the follow-up study.Under the objective environment of deepening financial reform and preventing financial risk,the regulation of the development of financial services will become stricter.How to deal with the objective and complex internal and external environment,this paper makes a comprehensive analysis from the perspective of the financial planner.It has important reference value and practical significance to stimulate the initiative and enthusiasm of the financial planner to improve the performance of financial products.