本文選題：個人理財業(yè)務 + 中國銀行��； 參考：《山東大學》2013年碩士論文

【摘要】：股份制改革后,隨著我國GDP保持著高速增長和居民可支配收入不斷提高,近幾年我國的國有商業(yè)銀行個人理財業(yè)務快速發(fā)展,成為這一時期經(jīng)營重點。中國銀行作為國內(nèi)較早推出個人理財?shù)你y行,成功建立中銀理財品牌、財富管理中心和私人銀行三級財富管理體系,獲得穩(wěn)健的發(fā)展。但是,隨著我國銀行業(yè)國際化競爭趨勢,需要滿足迅速增加的理財客戶存在的各種各樣銀行理財需求,中國銀行大力發(fā)展個人理財業(yè)務顯得尤為重要,有必要從戰(zhàn)略的角度對中國銀行的個人理財業(yè)務發(fā)展進行研究。 本文首先闡述了戰(zhàn)略管理理論的基本概念、發(fā)展歷程和主要學派以及分析模型,以國內(nèi)外銀行個人理財相關理論為基礎,通過理論與實踐結(jié)合比較分析、案例分析等方法,運用SWOT分析方法,對中國銀行個人理財業(yè)務發(fā)展現(xiàn)狀具體分析,挖掘個人理財業(yè)務發(fā)展存在的優(yōu)勢和劣勢,潛藏的機會和威脅,制定了中國銀行的SWOT矩陣,提出了中國銀行可行的應對保障措施,這些都體現(xiàn)在后文確定的差異化競爭戰(zhàn)略的理念。 在競爭戰(zhàn)略理論分析上,闡明了成本領先戰(zhàn)略和集中化戰(zhàn)略不適合中國銀行個人理財業(yè)務,提出了差異化競爭戰(zhàn)略是中國銀行個人理財業(yè)務現(xiàn)階段可行的戰(zhàn)略。差異化戰(zhàn)略是指商業(yè)銀行的產(chǎn)品與服務和競爭對手有明顯的區(qū)別、形成與眾不同的特點而采取的戰(zhàn)略,從而在銀行間競爭中贏得競爭優(yōu)勢。實施差異化競爭戰(zhàn)略的關鍵在于：1.管理模式和服務差異化；2.產(chǎn)品差異化；3.員工差異化；4.渠道差異化。另外,資源的投入對中國銀行實施個人理財業(yè)務差異化競爭戰(zhàn)略也有著重要作用。從上述六方面對中國銀行實施個人理財業(yè)務差異化戰(zhàn)略提出了相應的實施保障措施。
[Abstract]:After the reform of shareholding system, with the rapid growth of GDP and the increasing of disposable income of residents, the personal finance business of state-owned commercial banks in China has developed rapidly in recent years, which has become the focal point of management in this period. Bank of China (BOC), as a bank that launched personal financial management earlier in China, has successfully established BOC's wealth management brand, wealth management center and three-tier wealth management system of private banks, and has achieved steady development. However, with the trend of international competition in China's banking industry, it is necessary to meet the financial needs of various banks that exist in the rapidly increasing number of financial clients, and it is particularly important for the Bank of China to vigorously develop its personal finance business. It is necessary to study the development of personal finance business of Bank of China from a strategic point of view. This paper first describes the basic concept of strategic management theory, the development of the main schools and analysis models, based on the domestic and foreign bank personal finance related theories, through the theory and practice combined with comparative analysis, case analysis and other methods. By using SWOT analysis method, this paper analyzes the current situation of personal finance business of Bank of China, excavates the advantages and disadvantages, the latent opportunities and threats, and formulates the SWOT matrix of Bank of China. This paper puts forward the feasible countermeasures of Bank of China, which are embodied in the concept of differentiated competition strategy. Based on the analysis of the theory of competition strategy, this paper clarifies that the cost leading strategy and the centralized strategy are not suitable for the personal finance business of the Bank of China, and puts forward that the differentiated competitive strategy is the feasible strategy at the present stage of the personal finance business of the Bank of China. Differentiation strategy refers to the strategy adopted by commercial banks in which the products and services of commercial banks are obviously different from their competitors, forming distinctive characteristics, and thus winning the competitive advantage in the competition between banks. The key to implementing the strategy of differentiated competition lies in: 1. Management model and service differentiation. Product differentiation 3. Employee differentiation 4. Channel differentiation. In addition, the investment of resources also plays an important role in the implementation of personal finance business differentiation competition strategy. From the above six aspects, this paper puts forward the corresponding protection measures for the bank of China to implement the differentiation strategy of personal finance business.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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