本文關(guān)鍵詞：PF銀行鄭州分行零售業(yè)務(wù)發(fā)展問題研究　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著商業(yè)銀行零售業(yè)務(wù)在總收入中的的地位越來越重要,各大商業(yè)銀行紛紛將發(fā)展的重點(diǎn)放在了零售業(yè)務(wù)上。國內(nèi)為優(yōu)秀商業(yè)銀行其零售業(yè)務(wù)收益占比維持在50%—70%之間。中國現(xiàn)階段正處于經(jīng)濟(jì)新常態(tài),經(jīng)濟(jì)下行壓力加大,“金融脫媒”越來越嚴(yán)重,加上利率市場化以及互聯(lián)網(wǎng)金融的沖擊,使銀行零售業(yè)務(wù)競爭更加激烈,形勢更加嚴(yán)峻。本研究綜合梳理了關(guān)于商業(yè)銀行零售業(yè)務(wù)的相關(guān)概念及理論基礎(chǔ),并分析了目前商業(yè)銀行零售業(yè)務(wù)表現(xiàn)出的新特點(diǎn)：商業(yè)銀行零售業(yè)務(wù)正成為銀行主要的收入來源,客戶關(guān)系管理成為業(yè)務(wù)發(fā)展的關(guān)鍵,同時(shí)銀行零售渠道也在不斷革新。在此基礎(chǔ)上,以國外的商業(yè)銀行花旗銀行,國內(nèi)的招商銀行為例,總結(jié)其成功發(fā)展零售業(yè)務(wù)的經(jīng)驗(yàn)。PF銀行鄭州分行成立于2001年4月,經(jīng)過14年快速的發(fā)展,已成長為河南省內(nèi)重要的金融力量,其銀行零售業(yè)務(wù)也取得了巨大的進(jìn)步。但也出現(xiàn)了一系列的問題,如零售業(yè)務(wù)收入結(jié)構(gòu)不合理、業(yè)務(wù)創(chuàng)新不足同質(zhì)化競爭問題嚴(yán)重、客戶關(guān)系管理水平仍需改善、電子銀行等自助渠道發(fā)展仍有較大差距、銀行零售業(yè)務(wù)網(wǎng)點(diǎn)和人員配置不合理、專業(yè)零售人才資源匱乏、網(wǎng)點(diǎn)營業(yè)效率和服務(wù)質(zhì)量有待提高等問題,本研究對這些問題進(jìn)行了重點(diǎn)探討并剖析了問題產(chǎn)生的原因,在此基礎(chǔ)上,本研究認(rèn)為PF銀行鄭州分行應(yīng)該通過樹立“以客戶為中心”理念、善組織架構(gòu)、優(yōu)化業(yè)務(wù)流程、 加強(qiáng)產(chǎn)品創(chuàng)新,提升服務(wù)質(zhì)量、加強(qiáng)渠道建設(shè)、完善營銷體系、提升銀行人員素質(zhì)、加強(qiáng)營銷隊(duì)伍建設(shè)等途徑來不斷推動(dòng)零售業(yè)務(wù)的發(fā)展。PF銀行是國內(nèi)中小型股份制商業(yè)銀行的重要代表,鄭州分行零售業(yè)務(wù)所出現(xiàn)的問題也具有相當(dāng)?shù)钠毡樾?故本文的研究成果也為我國同類其他中小商業(yè)銀行零售業(yè)務(wù)的發(fā)展提供借鑒和理論支持。
[Abstract]:With the commercial bank retail business in the total income of the status of more and more important. The major commercial banks have focused on the development of retail business. Domestic commercial banks have maintained the proportion of their retail business income between 50% and 70%. China is now in the new normal of the economy. Economic downward pressure increased, "financial disintermediation" more and more serious, coupled with interest rate liberalization and the impact of Internet finance, banking retail business competition is more fierce. The situation is more serious. This study comprehensively combs the related concepts and theoretical basis of commercial bank retail business. It also analyzes the new characteristics of commercial bank retail business: commercial bank retail business is becoming the main source of income, customer relationship management has become the key to the development of business. At the same time, the retail channels of banks are constantly innovating. On this basis, take Citibank, a foreign commercial bank, and China Merchants Bank in China as an example. Summary of its successful development of retail business experience. PF Bank Zhengzhou Branch was established in April 2001, after 14 years of rapid development, has grown into an important financial force in Henan Province. The bank retail business has also made great progress, but there are also a series of problems, such as unreasonable structure of retail business revenue, insufficient business innovation and homogeneous competition. The level of customer relationship management still needs to be improved. There is still a big gap in the development of self-help channels such as electronic banking. The retail outlets and staffing of banks are unreasonable and the professional retail talent resources are scarce. The business efficiency and service quality of the network need to be improved. This study focuses on these problems and analyzes the causes of the problems, on the basis of this. This study believes that PF Bank Zhengzhou Branch should establish the concept of "customer-centered", good organizational structure, optimize business processes, strengthen product innovation, improve service quality, strengthen channel construction. To improve the marketing system, improve the quality of bank personnel, strengthen the construction of marketing team to constantly promote the development of retail business. PF Bank is an important representative of domestic small and medium-sized joint-stock commercial banks. The problems in the retail business of Zhengzhou Branch are also quite universal, so the research results of this paper also provide reference and theoretical support for the development of retail business of other small and medium-sized commercial banks of the same kind in our country.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

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本文編號：1396696