本文選題：交通銀行 + 海南省分行　； 參考：《海南大學(xué)》2014年碩士論文

【摘要】：隨著社會經(jīng)濟(jì)的不斷發(fā)展,我國居民收入不斷增加,個人財富的積累,使得人們開始主動思考,如何配置好個人資產(chǎn),實現(xiàn)資產(chǎn)的保值增值。銀行的個人金融業(yè)務(wù)就在這樣的大環(huán)境下得到了迅猛發(fā)展。 本文首先介紹了國內(nèi)外個人金融業(yè)務(wù)的發(fā)展現(xiàn)狀,并選取當(dāng)?shù)厥袌錾暇哂写硇缘母偁帉κ?包括以工商銀行為代表的大型國有股份制商業(yè)銀行、以中國光大銀行為代表的小型國有股份制商業(yè)銀行以及以平安銀行為代表的民營股份制商業(yè)銀行,就其個人金融業(yè)務(wù)發(fā)展情況做了優(yōu)劣勢分析,并作出交通銀行海南省分行(以下簡稱海南交行)個人金融業(yè)務(wù)的SWOT分析,全面剖析其競爭環(huán)境。其次,從重點業(yè)務(wù)指標(biāo)發(fā)展情況,個人金融品牌發(fā)展情況,個人金融服務(wù)支持體系三個方面對海南交行個人金融業(yè)務(wù)的發(fā)展現(xiàn)狀進(jìn)行了梳理。最后,在此基礎(chǔ)之上,從客戶發(fā)展、品牌發(fā)展以及同業(yè)競爭三個方面提出了交通銀行海南省分行大力拓展個人金融業(yè)務(wù)的發(fā)展策略�？蛻舭l(fā)展層面,提出了以“分層品牌管理,族群精準(zhǔn)營銷”為原則的各類客戶群分層拓展及經(jīng)營策略。品牌發(fā)展層面,從細(xì)分市場,創(chuàng)新服務(wù)內(nèi)容,提升服務(wù)內(nèi)涵,完善服務(wù)體系三個方面,不斷提升品牌影響力。同業(yè)競爭層面,則從產(chǎn)品、營銷方式、渠道,體制四個方面提出優(yōu)化建議,提升市場競爭力,從而實現(xiàn)本地最優(yōu)財富管理銀行的目標(biāo)。本文采用演繹法、歸納法、文獻(xiàn)分析法和對比法,從國內(nèi)外商業(yè)銀行個人金融業(yè)務(wù)發(fā)展的實際經(jīng)驗,同時對比當(dāng)?shù)赝瑯I(yè),歸納總結(jié)出適宜交通銀行海南省分行個人金融業(yè)務(wù)發(fā)展的實踐理論,從而形成一篇具有實踐意義的論文。
[Abstract]:With the development of social economy, the income of residents and the accumulation of personal wealth in our country are increasing, which makes people begin to think about how to allocate personal assets well and realize the value of assets. The personal financial business of the bank has developed rapidly in such a big environment. This paper first introduces the current situation of personal financial business at home and abroad, and selects the representative competitors in the local market, including the large state-owned joint-stock commercial banks represented by ICBC. Small state-owned joint-stock commercial banks, represented by China Everbright Bank, and private joint-stock commercial banks, represented by Ping an Bank, have made an analysis of the advantages and disadvantages of their personal financial business development. The SWOT analysis of personal financial business of Hainan Branch of Bank of Communications (Hainan Branch) is made, and its competitive environment is comprehensively analyzed. Secondly, from the key business indicators development situation, personal financial brand development, personal financial service support system three aspects of the development of personal financial business of Hainan Jiaotong Bank of China. Finally, on this basis, from the customer development, brand development and peer competition three aspects of the Bank of Communications Hainan Branch to vigorously expand the personal financial business development strategy. At the level of customer development, this paper puts forward the delamination expansion and management strategy of all kinds of customer groups based on the principle of "hierarchical brand management, ethnic group accurate marketing". Brand development level, from the market segmentation, innovation service content, improve service connotation, improve service system three aspects, constantly enhance brand influence. At the same competition level, the author puts forward some suggestions from four aspects: product, marketing mode, channel and system to improve the market competitiveness, so as to achieve the goal of the best local wealth management bank. This article uses deductive method, induction method, literature analysis method and contrast method, from the domestic and foreign commercial bank personal financial business development practical experience, at the same time compares the local peers, This paper summarizes the practical theory of personal financial business development in Hainan Branch of Bank of Communications, and forms a paper of practical significance.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

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