本文選題：商業(yè)銀行 + 廣發(fā)銀行上海分行　； 參考：《中南大學》2013年碩士論文

【摘要】：摘要：隨著我國經(jīng)濟持續(xù)高速發(fā)展以及居民經(jīng)濟收入不斷增加,個人理財業(yè)務在商業(yè)銀行中間業(yè)務發(fā)展中的重要地位日益凸顯。目前國內各家銀行紛紛加快了拓展個人理財業(yè)務的步伐,推出了各具特色的個人理財產品與服務,尤其是在個人高端客戶市場和理財產品創(chuàng)新上展開了激烈的競爭。 本文在詳細闡述國內外優(yōu)秀銀行個人理財業(yè)務競爭策略的基礎上,以廣發(fā)銀行上海分行為研究對象,首先采用理論分析及實地調查相結合的方式,深入分析了廣發(fā)銀行上海分行個人理財業(yè)務的發(fā)展現(xiàn)狀及競爭態(tài)勢；進而具體探討了該行個人理財業(yè)務的優(yōu)勢及劣勢,以及今后拓展個人理財業(yè)務所面臨的機遇與挑戰(zhàn)；最后,針對該行個人理財業(yè)務的現(xiàn)狀和不足,從提供差別化服務、渠道建設、組織機構、客戶關系管理、產品創(chuàng)新、營銷方式等六個方面提出了競爭策略的建議。 雖然本文以廣發(fā)銀行上海分行的個人理財業(yè)務為案例進行分析,但得出的結論對國內其他商業(yè)銀行也具有一定的適用性和參考意義。圖9幅,表15個,參考文獻69篇。
[Abstract]:Absrtact: with the rapid development of Chinese economy and the increase of residents' economic income, personal finance is playing an increasingly important role in the development of commercial banks' intermediate business. At present, the domestic banks have quickened the pace of expanding the personal finance business, introduced the personal finance products and services with their own characteristics, especially in the personal high-end customer market and the innovation of financial products launched fierce competition. On the basis of expounding the competitive strategy of domestic and foreign excellent banks' personal finance business in detail, this paper takes Guangfa Bank Shanghai Branch as the research object, first of all, it adopts the combination of theoretical analysis and field investigation. This paper deeply analyzes the current situation and competitive situation of personal finance business in Shanghai Branch of Guangfa Bank, and then discusses the advantages and disadvantages of personal finance business of Guangfa Bank, and the opportunities and challenges to expand personal finance business in the future. In view of the current situation and shortcomings of the bank's personal finance business, this paper puts forward some suggestions on competitive strategy from six aspects, such as providing differentiated service, channel construction, organization, customer relationship management, product innovation, marketing method, and so on. Although this paper takes the personal finance business of Guangfa Bank Shanghai Branch as a case study, the conclusion is of certain applicability and reference significance to other commercial banks in China. There are 9 figures, 15 tables and 69 references.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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