【摘要】：我國大部分商業(yè)銀行的零售轉(zhuǎn)型在過去的20多年里處在不斷探索和發(fā)展中，但一直未取得突破性進(jìn)展，如以客戶為中心服務(wù)宗旨展開的服務(wù)始終難以得到廣泛實(shí)質(zhì)性認(rèn)同、內(nèi)部交叉銷售協(xié)同效應(yīng)難以實(shí)現(xiàn)等瓶頸問題仍然存在并嚴(yán)重制約著銀行零售業(yè)務(wù)的發(fā)展，尋找一條符合中國特色的有效的銀行零售戰(zhàn)略轉(zhuǎn)型之路，仍需大量的探索和實(shí)踐�；趯鴥�(nèi)商業(yè)銀行零售業(yè)務(wù)轉(zhuǎn)型發(fā)展具有廣泛的現(xiàn)實(shí)需要和理論指導(dǎo)意義，特撰寫本文。以交通銀行吉林省分行零售業(yè)務(wù)轉(zhuǎn)型發(fā)展的深入分析和研究，力求細(xì)化研究確定國內(nèi)商業(yè)銀行零售業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型發(fā)展的具體戰(zhàn)略并延伸到要解決的主要問題以及實(shí)施關(guān)鍵環(huán)節(jié)安排。 本文首先從國內(nèi)外銀行零售業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型的對比分析入手，運(yùn)用戰(zhàn)略管理的相關(guān)理論，通過SWOT模型系統(tǒng)分析了交通銀行吉林省分行零售業(yè)務(wù)轉(zhuǎn)型發(fā)展現(xiàn)狀、面臨的主要問題，結(jié)合交通銀行零售業(yè)務(wù)價(jià)值鏈模型確定交通銀行吉林省分行零售業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型關(guān)鍵在于戰(zhàn)略實(shí)施。提出交通銀行吉林省分行零售業(yè)務(wù)轉(zhuǎn)型需調(diào)整零售業(yè)務(wù)組織結(jié)構(gòu)，細(xì)化建立業(yè)務(wù)戰(zhàn)略和職能戰(zhàn)略，并開展有效的戰(zhàn)略實(shí)施控制。交通銀行吉林省分行將總行以客戶為中心、應(yīng)用好“兩化一行”戰(zhàn)略、三位一體的渠道布局、4S客戶服務(wù)原則、5P零售業(yè)務(wù)營銷策略、特色的6W財(cái)富管理理論構(gòu)建的零售業(yè)務(wù)價(jià)值鏈模型與現(xiàn)代戰(zhàn)略管理理論相結(jié)合，并進(jìn)行具體實(shí)踐才能推動零售銀行業(yè)務(wù)快速發(fā)展。從國內(nèi)商業(yè)銀行零售業(yè)務(wù)轉(zhuǎn)型發(fā)展不佳的現(xiàn)狀出發(fā)，提出問題并說明該問題的緊迫性、廣泛性以及當(dāng)前發(fā)展的不足。運(yùn)用戰(zhàn)略管理理論進(jìn)行深入的內(nèi)外部環(huán)境和競爭對手的詳細(xì)分析，從而確定零售業(yè)務(wù)轉(zhuǎn)型發(fā)展的重點(diǎn)，，并根據(jù)戰(zhàn)略管理理論進(jìn)一步細(xì)化分析解決固有問題的戰(zhàn)略轉(zhuǎn)型項(xiàng)目，并依據(jù)戰(zhàn)略實(shí)施理論確定具體實(shí)現(xiàn)步驟。將戰(zhàn)略管理理論和交通銀行零售業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型實(shí)踐相結(jié)合，深入解析做好轉(zhuǎn)型發(fā)展的具體解決辦法。 文中廣泛運(yùn)用了戰(zhàn)略管理理論及模型，對交通銀行吉林省分行現(xiàn)有價(jià)值鏈進(jìn)行理論分析并分析與國內(nèi)外戰(zhàn)略管理理論的契合度。對重點(diǎn)內(nèi)容進(jìn)行突出分析和研究，如對零售業(yè)務(wù)組織架構(gòu)問題、客戶戰(zhàn)略、產(chǎn)品戰(zhàn)略、渠道戰(zhàn)略等方面進(jìn)行了重點(diǎn)研究，并提出了可遵循的模型及轉(zhuǎn)型依據(jù)。文中對當(dāng)前仍盛行的交叉銷售理論進(jìn)行了大膽否定，對制約零售業(yè)務(wù)發(fā)展的組織管理結(jié)構(gòu)提出了大膽的改革，對當(dāng)前國內(nèi)銀行零售業(yè)務(wù)發(fā)展走向畸形發(fā)展的瓶頸問題進(jìn)行了解剖。戰(zhàn)略轉(zhuǎn)型需要大刀闊斧的改革，銀行零售業(yè)務(wù)轉(zhuǎn)型需要戰(zhàn)略理論與銀行實(shí)際的高效結(jié)合，交通銀行吉林省分行零售業(yè)務(wù)戰(zhàn)略轉(zhuǎn)型研究對國內(nèi)銀行零售業(yè)務(wù)發(fā)展將起到一定的積極的促進(jìn)作用。
[Abstract]:The retail transformation of most commercial banks in China has been exploring and developing in the past 20 years, but no breakthrough has been made. The bottleneck problems such as the difficulty to realize the synergy effect of internal cross-selling still exist and seriously restrict the development of banking retail business. It is still necessary to explore and practice a lot of ways to find an effective strategic transformation of banking retail with Chinese characteristics. Based on the domestic commercial banks retail business transformation and development has a wide range of practical needs and theoretical guidance, we write this article. Based on the in-depth analysis and research of the retail business transformation and development of Bank of Communications Jilin Province Branch, This paper tries to refine the research and determine the specific strategies for the strategic transformation and development of domestic commercial banks' retail business, and extends to the main problems to be solved and the implementation of key link arrangements. This paper begins with the comparative analysis of the strategic transformation of retail business at home and abroad, applies the relevant theory of strategic management, and systematically analyzes the current situation of retail business transformation of Jilin Branch of Bank of Communications through SWOT model, and the main problems it faces. Combined with the value chain model of retail business of Bank of Communications, the key to the strategic transformation of retail business of Jilin Branch of Bank of Communications lies in the implementation of strategy. It is pointed out that the transformation of retail business in Jilin Branch of Bank of Communications needs to adjust the organizational structure of retail business, refine the business strategy and functional strategy, and carry out effective strategic implementation and control. The Jilin Branch of Bank of Communications will take the customer as the center of the head office, apply the strategy of "two transformation and one line", the trinity channel layout, the 4S customer service principle, the 5P retail business marketing strategy, The value chain model of retail business constructed by the characteristic 6W wealth management theory is combined with the modern strategic management theory, and can promote the rapid development of retail banking business. Based on the current situation that the retail business of domestic commercial banks is not well developed, this paper puts forward some problems and explains the urgency, extensiveness and deficiency of the current development. Using the strategic management theory to carry on the thorough internal and external environment and the competitor's detailed analysis, thus determines the retail business transformation development key point, and according to the strategic management theory further detailed analysis solves the inherent problem strategic transformation project, And according to the strategy implementation theory to determine the specific implementation steps. This paper combines the theory of strategic management with the practice of strategic transformation of retail business of Bank of Communications, and deeply analyzes the specific solutions to the transformation and development. In this paper, the theory and model of strategic management are widely used to analyze the existing value chain of Jilin Branch of Bank of Communications and analyze the degree of conformity with the theory of strategic management at home and abroad. The main contents are analyzed and studied, such as the organizational structure of retail business, customer strategy, product strategy, channel strategy and so on, and puts forward the model that can be followed and the basis of transformation. In this paper, the theory of cross-selling, which is still prevailing at present, is boldly negated, and the organizational management structure which restricts the development of retail business is boldly reformed. This paper dissects the bottleneck of the development of domestic retail business towards malformation. The strategic transformation needs drastic reform, and the banking retail business transformation needs the efficient combination of the strategic theory and the bank practice. The strategic transformation of retail business in Jilin Branch of Bank of Communications will play a positive role in the development of retail business in China.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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