【摘要】：2013年11月,十八屆三中全會(huì)明確提出允許民營中小型銀行的建立,次年3月,隨著騰訊、百業(yè)源、阿里巴巴等10家民間資本兩兩共同發(fā)起設(shè)立的五家民營中小型銀行的試點(diǎn)工作拉開帷幕,標(biāo)志著民營中小型銀行正式誕生。本文所研究的民營中小型銀行是民間資本自發(fā)設(shè)立、自主經(jīng)營、自擔(dān)風(fēng)險(xiǎn)、自負(fù)盈虧,納入國家統(tǒng)一監(jiān)管的新興金融機(jī)構(gòu)。作為經(jīng)濟(jì)新常態(tài)下的金融改革的重大舉措,筆者就當(dāng)前民營中小型銀行的市場(chǎng)定位、服務(wù)范圍、服務(wù)對(duì)象的金融需求特征以及相關(guān)業(yè)務(wù)情況等分析的基礎(chǔ)上,通過SWOT分析法對(duì)目前民營中小型銀行總體情況的分析,從金融產(chǎn)品的創(chuàng)新視角出發(fā),針對(duì)基礎(chǔ)客戶群的市場(chǎng)需求、目標(biāo)、產(chǎn)品形式等方面的深入研究,提出精細(xì)化服務(wù)型金融產(chǎn)品創(chuàng)新設(shè)計(jì),即在對(duì)目標(biāo)客戶群調(diào)研基礎(chǔ)上進(jìn)行精細(xì)劃分,突出客戶中心位置的同時(shí)提供滿足其多樣化、個(gè)性化、差異化的金融產(chǎn)品及相關(guān)服務(wù)。因此,筆者分別對(duì)個(gè)人和小微企業(yè)兩大客戶群以不同的設(shè)計(jì)思路進(jìn)行產(chǎn)品創(chuàng)新。其中,在個(gè)人產(chǎn)品設(shè)計(jì)過程中,以點(diǎn)帶面,選取具有潛在價(jià)值的大學(xué)生為例,通過問卷調(diào)查的形式,以所調(diào)查結(jié)果來分析目標(biāo)客戶具體的需求從而設(shè)計(jì)出滿足其需求的產(chǎn)品。然而,在小微企業(yè)的產(chǎn)品設(shè)計(jì)過程中,針對(duì)小微企業(yè)發(fā)展?fàn)顩r及面臨的融資困境提出精細(xì)化服務(wù)型金融產(chǎn)品設(shè)計(jì)方案,并具體介紹設(shè)計(jì)方案的各個(gè)環(huán)節(jié)。本文對(duì)民營中小型銀行提出精細(xì)化服務(wù)型金融產(chǎn)品創(chuàng)新設(shè)計(jì)主要有三方面的作用。第一,豐富民營中小型銀行現(xiàn)有的業(yè)務(wù)類型,提供多樣化、精準(zhǔn)化的金融服務(wù)產(chǎn)品,增強(qiáng)自身市場(chǎng)競(jìng)爭(zhēng)力。第二,通過精細(xì)化服務(wù)型金融產(chǎn)品創(chuàng)新設(shè)計(jì),一方面,為解決小微企業(yè)復(fù)雜化、差異化的融資需求而提供方便快捷、操作性強(qiáng)且標(biāo)準(zhǔn)化的業(yè)務(wù)流程。另一方面,也為個(gè)人客戶提供更加具體的、針對(duì)性強(qiáng)的多種金融服務(wù)選擇。第三,精細(xì)化金融服務(wù)不僅是民營中小型銀行的有利選擇,也是未來金融市場(chǎng)的必然選擇,所以此設(shè)計(jì)方案能對(duì)日后金融市場(chǎng)的發(fā)展提供一定的可借鑒作用。
[Abstract]:In November 2013, the third Plenary session of the 18th CPC Central Committee explicitly proposed to allow the establishment of small and medium-sized private banks. The pilot work of five small and medium-sized private banks initiated by Alibaba and other 10 private capital groups marks the formal birth of the private medium and small banks. The small and medium-sized private banks studied in this paper are a new financial institution, which is established spontaneously by private capital, operates autonomously, takes risks, and takes responsibility for its own profits and losses, and is incorporated into the unified supervision of the state. As a major measure of financial reform under the new normal state of economy, the author analyzes the market orientation, service scope, financial demand characteristics and related business situation of the small and medium-sized private banks. Through the analysis of the general situation of the small and medium-sized private banks by SWOT analysis, from the perspective of innovation of financial products, the paper makes a deep research on the market demand, target and product form of the base customer group. The innovative design of finer service financial products is put forward, that is to say, on the basis of investigation and research on the target customer group, the innovative design of financial products and related services is proposed, which emphasizes the central position of customers and at the same time provides the financial products and related services that satisfy their diversification, individualization and differentiation. Therefore, the author carries on the product innovation with the different design idea to the individual and the small and micro enterprise two customer groups separately. Among them, in the process of personal product design, we select the college students with potential value as an example, through the form of questionnaire, to analyze the specific needs of the target customers to design the products to meet their needs. However, in the process of product design of small and micro enterprises, aiming at the development situation and financing dilemma of small and micro enterprises, the design scheme of service financial products is put forward, and each link of the design scheme is introduced in detail. This paper puts forward the innovative design of service-oriented financial products for small and medium-sized private banks in three aspects. First, enrich the existing business types of small and medium-sized private banks, provide diversified and accurate financial services products, and enhance their market competitiveness. Second, through the refinement of innovative design of service-oriented financial products, on the one hand, to solve the complex and differentiated financing needs of small and micro enterprises to provide convenient, operational and standardized business processes. On the other hand, it also provides more specific and targeted financial service options for individual customers. Thirdly, fine financial service is not only a favorable choice for small and medium-sized private banks, but also an inevitable choice for the future financial market, so this design scheme can provide some reference for the development of financial market in the future.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.2

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