本文選題：招商銀行 + 公司理財(cái)�。� 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：在宏觀經(jīng)濟(jì)下行、利率市場(chǎng)化加速、銀行資本監(jiān)管趨嚴(yán)等諸多不利因素的情況下,招商銀行2014年仍實(shí)現(xiàn)了營(yíng)業(yè)業(yè)績(jī)的較快增長(zhǎng)。截至2014年12月末,招行資產(chǎn)總額·為47318.29億元,較年初上升17.81%,2014年實(shí)現(xiàn)營(yíng)業(yè)收入1658.63億元,較年初增長(zhǎng)25.08%,一躍成為國(guó)有五大商業(yè)銀行之后最具競(jìng)爭(zhēng)力、最具發(fā)展?jié)摿Φ墓煞葜粕虡I(yè)銀行。招商銀行一直以零售業(yè)務(wù)見(jiàn)長(zhǎng),然而此次崛起與它的對(duì)公業(yè)務(wù)增長(zhǎng)分不開(kāi),作為“短板”的對(duì)公業(yè)務(wù)將成為它中期業(yè)績(jī)?cè)鲩L(zhǎng)的重要推手。招商銀行已經(jīng)構(gòu)建了滿足中高端客戶(hù)需求的理財(cái)增值服務(wù)體系,為客戶(hù)提供專(zhuān)業(yè)、貼心、優(yōu)質(zhì)的投資顧問(wèn)式理財(cái)服務(wù)。因此分析招商銀行公司理財(cái)業(yè)務(wù)發(fā)展對(duì)商業(yè)銀行金融創(chuàng)新、經(jīng)營(yíng)轉(zhuǎn)型具有重要意義。本文考察了招商銀行南寧分行公司理財(cái)業(yè)務(wù)發(fā)展的現(xiàn)狀與問(wèn)題,在宏觀、中觀、內(nèi)部環(huán)境分析與SWOT分析的基礎(chǔ)上,確定了招商銀行南寧分行公司理財(cái)業(yè)務(wù)發(fā)展處于“優(yōu)勢(shì)-機(jī)遇”SO戰(zhàn)略位置。根據(jù)市場(chǎng)細(xì)分的情況,本文確定了公司理財(cái)業(yè)務(wù)的目標(biāo)市場(chǎng),并對(duì)其提出了有針對(duì)性的價(jià)格、產(chǎn)品、渠道、促銷(xiāo)、品牌等五方面發(fā)展策略與四個(gè)保障措施,以支持招商銀行南寧分行公司理財(cái)業(yè)務(wù)健康、有序、快速發(fā)展。
[Abstract]:In the macroeconomic downturn, the acceleration of interest rate liberalization, bank capital supervision and other adverse factors, China Merchants Bank in 2014 still achieved a fast growth in operating performance. By the end of December 2014, the total assets of China Merchants Bank were 4.731829 trillion yuan, up 17.81 yuan from the beginning of the year. The total operating income of China Merchants Bank in 2014 was 165.863 billion yuan, up 25.08 yuan from the beginning of the year, making it the most competitive bank after becoming the top five state-owned commercial banks. The most promising joint-stock commercial banks. China Merchants Bank has always been a retail business, but the rise is inseparable from its public business growth, as a "short board" of public business will be an important driver of its medium-term performance growth. China Merchants Bank has set up a financial value added service system to meet the needs of middle and high end customers, providing professional, intimate and high quality investment advisory financial services for customers. Therefore, it is of great significance to analyze the financial business development of China Merchants Bank for financial innovation and management transformation of commercial banks. This paper examines the current situation and problems of the financial management business of China Merchants Bank Nanning Branch, based on macro, meso, internal environment analysis and SWOT analysis. Determined that China Merchants Bank Nanning Branch financial management business development in the "advantage-opportunity" so strategic position. According to the situation of market segmentation, this paper determines the target market of the company's financial management business, and puts forward five development strategies and four safeguard measures for it, such as price, product, channel, promotion, brand, etc. To support China Merchants Bank Nanning Branch financial management business healthy, orderly, rapid development.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.33

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