發(fā)布時(shí)間：2018-06-07 11:34

  本文選題：青島招行 + 開拓��； 參考：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：隨著我國利率市場化的穩(wěn)步實(shí)施和外資銀行的全面進(jìn)入,金融市場的競爭越來越激烈了,銀行業(yè)除了要面對(duì)國內(nèi)外同業(yè)的競爭,還要面臨第三方支付平臺(tái)、直接資本市場等非銀行金融機(jī)構(gòu)的競爭。我國銀行業(yè)難免會(huì)受到來自這些競爭因素的沖擊。 招商銀行一直憑借著優(yōu)質(zhì)的服務(wù)、創(chuàng)新的管理和獨(dú)特的經(jīng)營風(fēng)格,在行業(yè)內(nèi)取得了突飛猛進(jìn)的發(fā)展和優(yōu)秀的業(yè)績。但是招商銀行也有其劣勢和弊端,也難免受到中國在轉(zhuǎn)向市場化和國際化道路時(shí)帶來的沖擊。利率市場化會(huì)大大降低青島招行的傳統(tǒng)業(yè)務(wù)收入。而外資銀行的進(jìn)入,會(huì)憑借其具有競爭優(yōu)勢的優(yōu)質(zhì)的客戶服務(wù)、靈活豐富的產(chǎn)品設(shè)計(jì)以及發(fā)達(dá)的中間業(yè)務(wù),搶奪我國銀行現(xiàn)在的高端客戶。此外,青島是一個(gè)開放的沿海港口城市,是各大外資銀行搶先進(jìn)入的目標(biāo)市場,青島招行一向又以打造高端客戶的銀行為重點(diǎn)目標(biāo),此次外資銀行的全面進(jìn)入,青島招行必須做好充分的準(zhǔn)備來應(yīng)對(duì)才行。 因此,本文以招商銀行青島分行為研究對(duì)象,具體介紹了青島招行現(xiàn)在的對(duì)高端客戶的分類和管理辦法。結(jié)合青島招行所處的地理環(huán)境和市場環(huán)境等實(shí)際問題分析了當(dāng)前經(jīng)濟(jì)形勢下青島招行的優(yōu)勢、劣勢、發(fā)展機(jī)遇和威脅,從而發(fā)現(xiàn)青島招行未來的發(fā)展機(jī)遇和存在的問題。本文還結(jié)合了“二八理論”和“4Cs”營銷理論,引出青島招行為何要開拓“高端客戶”。最后,通過招商銀行和貝恩公司公布的調(diào)查數(shù)據(jù),了解了高端客戶人群選擇財(cái)富管理機(jī)構(gòu)的標(biāo)準(zhǔn),從而針對(duì)這些標(biāo)準(zhǔn)本文提出了具體的開拓高端客戶群的方法。
[Abstract]:With the steady implementation of interest rate marketization in China and the full entry of foreign banks, the competition in the financial market is becoming more and more intense. In addition to facing competition from domestic and foreign counterparts, the banking industry also faces third-party payment platforms. Direct capital markets and other non-bank financial institutions compete. China's banking industry will inevitably be affected by these competitive factors. With its excellent service, innovative management and unique management style, China Merchants Bank has made great progress and outstanding achievements in the industry. However, China Merchants Bank also has its disadvantages and disadvantages, and is inevitably impacted by China's transition to marketization and internationalization. Interest rate marketization will greatly reduce the traditional business income of Qingdao China Merchants Bank. The entry of foreign banks will take advantage of their competitive advantage of high quality customer service, flexible and rich product design and developed intermediate business to seize the current high-end customers of Chinese banks. In addition, Qingdao is an open coastal port city, which is the target market for all major foreign banks to enter first. Qingdao Merchants Bank has always focused on creating banks with high-end customers. Qingdao recruitment Bank must be fully prepared to deal with it. Therefore, this paper takes the Qingdao Branch of China Merchants Bank as the research object, and introduces the classification and management methods of high-end customers of Qingdao Merchants Bank. This paper analyzes the advantages, disadvantages, development opportunities and threats of Qingdao recruitment Bank under the current economic situation, combining with the actual problems such as the geographical environment and market environment of Qingdao China Merchants Bank, and finds out the future development opportunities and existing problems of Qingdao China Merchants Bank. This article also combines the "2 ~ 8 theory" and "4Cs" marketing theory, leads to why Qingdao CMB to develop "high-end customers." Finally, through the survey data published by China Merchants Bank and Bain Company, we understand the standards of choosing wealth management institutions for high-end customer groups, and then propose specific methods to develop high-end customer groups in view of these standards.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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本文編號(hào)：1991031