發(fā)布時間：2018-02-17 06:43

  本文關(guān)鍵詞： 中信銀行南京分行 私人銀行業(yè)務(wù) 環(huán)境分析 發(fā)展策略　出處：《南京郵電大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國內(nèi)居民財富的高速增長和銀行戰(zhàn)略轉(zhuǎn)型的必然性,我國商業(yè)銀行不能再依賴于傳統(tǒng)的存貸業(yè)務(wù)作為利潤來源的支柱,如何才能在同業(yè)競爭激烈中開拓新的市場份額,吸引更多的優(yōu)質(zhì)客戶,提高客戶的忠誠度是中信銀行南京分行認真研究的課題。私人銀行業(yè)務(wù)的發(fā)展就是銀行未來需要著重開拓的新業(yè)務(wù)窗口,是銀行未來重要的利潤來源支柱。國際領(lǐng)先的歐美銀行在此項業(yè)務(wù)上擁有成熟的運營體系、豐富的經(jīng)營經(jīng)驗,是其重要的業(yè)務(wù)支柱。但是我國商業(yè)銀行私人銀行業(yè)務(wù)起步較晚,業(yè)務(wù)能力、服務(wù)水平、品牌知名度等與外資銀行有明顯的差距。因此尋找著適合自身發(fā)展的模式和策略,是中信銀行南京分行迫切需要解決的問題。本文通過研究和分析,厘清私人銀行與一般意義的個人服務(wù)、貴賓服務(wù)、理財服務(wù)的區(qū)別;其次,通過分析國外私人銀行的發(fā)展經(jīng)驗,結(jié)合國內(nèi)具體的市場環(huán)境,以及近幾年來國內(nèi)部分商業(yè)銀行私人銀行發(fā)展的實踐,努力探索符合國內(nèi)市場環(huán)境的發(fā)展道路。最后,以中信銀行南京分行為案例,通過PEST、五力模型分析、SWOT方法進行分析和研究,結(jié)合具體情況,探討中信銀行南京分行私人銀行業(yè)務(wù)的發(fā)展策略問題。在研究過程中,運用了金融學(xué)、管理學(xué)、組織行為學(xué)、營銷管理等學(xué)科中的知識原理,采用了文獻研究和比較分析并重的方式,在對存在的問題采取了定性和定量的分析方法。
[Abstract]:With the rapid growth of the wealth of domestic residents and the inevitability of the strategic transformation of the banks, our commercial banks can no longer rely on the traditional deposit and loan business as the mainstay of the profit source, so how to open up a new market share in the fierce competition among the same industry. Attracting more high quality customers and improving customer loyalty is a serious issue studied by the Nanjing Branch of CITIC Bank. The development of private banking is a new business window that banks need to focus on in the future. International leading European and American banks have a mature operation system in this business, rich operating experience, is an important business pillar. However, the private banking business of commercial banks in China started relatively late. The business ability, service level, brand popularity and so on have the obvious disparity with the foreign capital bank. Therefore, looking for the pattern and the strategy suitable for oneself development, is the CITIC Bank Nanjing Branch urgent need to solve the question. This article through the research and the analysis, To clarify the differences between private banks and personal services, VIP services, and financial services in general; secondly, by analyzing the development experience of foreign private banks and combining the specific domestic market environment, As well as the practice of private banking development in some domestic commercial banks in recent years, efforts have been made to explore the way to develop in line with the domestic market environment. Finally, taking the Nanjing Branch of CITIC Bank as a case study, This paper analyzes and studies the development strategy of private banking business in Nanjing Branch of CITIC Bank by means of pest, five Force Model Analysis and SWOT method. In the course of the research, it uses finance, management, organizational behavior, etc. The principles of knowledge in marketing management and other subjects are analyzed qualitatively and quantitatively in the light of both literature research and comparative analysis.
【學(xué)位授予單位】：南京郵電大學(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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