The Study About Innovation Mode Of China Merchants Bank Shenyang Branch Financial Products

Commercial bank is one of the most important financial institutions in the economy. Before the1970s, Commercial banks focused on the operation of assets. However, after the1970s, with the increasing competition in the financial industry and the emerging financial innovations, Commercial banks had to consider how to face the serious problem of savings decrease caused by financial homogenization As an important means of attracting deposits, financial products had also entered the unprecedented development period at that time. All commercial banks managed to design special financial products and tailor the financial plans for different types of customers, in order to improve customer loyalty as well as attract deposits.The commercial banks in Shenyang issued about20,000financial products in2012.By the development and progress*there have exposed some problems. Such as financial products lack of capacity, lack of high-quality financial management personnel, and the lower the level of risk control of financial products.In this paper, we analyze the financial product innovation model of China Merchants Bank city branch in Shenyang by using the basic theory of financial innovation, combined with the basic meaning of financial products and the practical condition of China Merchants Bank city branch in Shenyang, as well as data from2009to2012. We try to set up a new model of financial product innovation from three aspects of product, service and system, in order to provide reference for the development of the financial product services of China Merchants Bank city branch in Shenyang, as well as have a positive discussion on the innovation direction of the financial product services of our commercial banks.