本文選題：商業(yè)銀行　切入點(diǎn)：個(gè)人金融業(yè)務(wù)　出處：《山東大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),隨著國(guó)內(nèi)居民收入水平的不斷提高,個(gè)人客戶對(duì)金融行業(yè)尤其是商業(yè)銀行個(gè)人金融業(yè)務(wù)的要求越來(lái)越高,對(duì)新的金融產(chǎn)品的需求越來(lái)越迫切。各大商業(yè)銀行個(gè)人金融業(yè)務(wù)的收入比例逐步提升,對(duì)利潤(rùn)的貢獻(xiàn)度逐步加大,個(gè)人金融業(yè)務(wù)在商業(yè)銀行發(fā)展中的地位越來(lái)越重要,各銀行紛紛加大了對(duì)個(gè)人業(yè)務(wù)的投入和支持力度。但由于個(gè)人金融產(chǎn)品同質(zhì)化嚴(yán)重、創(chuàng)新能力不足,目前雖取得了較快的發(fā)展,但在一定程度上仍然無(wú)法滿足群眾日益多樣化的需求。而作為國(guó)有四大銀行之一的J銀行,雖在個(gè)人業(yè)務(wù)上走在國(guó)內(nèi)前列,但仍面臨著一些發(fā)展的問題和挑戰(zhàn),而萊蕪分行就是其中比較具有代表性的二級(jí)分行。本文以J銀行萊蕪分行個(gè)人金融業(yè)務(wù)的發(fā)展為研究對(duì)象,主要采用了案例分析法和文獻(xiàn)資料法開展研究。本文首先明確了對(duì)個(gè)人金融業(yè)務(wù)研究的背景和重要意義,通過對(duì)國(guó)內(nèi)外大量文獻(xiàn)資料的整理和研究,闡明了國(guó)內(nèi)外專家學(xué)者對(duì)個(gè)人金融業(yè)務(wù)的研究階段和成果,在國(guó)內(nèi)外專家和學(xué)者研究的基礎(chǔ)上,通過采用PEST分析法、波特五力模型分析法和SWOT分析法,系統(tǒng)地對(duì)J銀行萊蕪分行所處的內(nèi)外部環(huán)境進(jìn)行了深入剖析,找到了其合適的競(jìng)爭(zhēng)戰(zhàn)略,即差異化的競(jìng)爭(zhēng)戰(zhàn)略。通過以上分析,本文對(duì)該行個(gè)人金融業(yè)務(wù)的差異化競(jìng)爭(zhēng)戰(zhàn)略提出了合理的保障措施,重點(diǎn)在人才方面、網(wǎng)點(diǎn)轉(zhuǎn)型方面、渠道方面、風(fēng)險(xiǎn)防控方面做出詳細(xì)闡述,這將對(duì)其個(gè)人業(yè)務(wù)的競(jìng)爭(zhēng)大有裨益,具有一定的現(xiàn)實(shí)意義。本文的主要結(jié)論是：在目前J銀行萊蕪分行個(gè)人金融業(yè)務(wù)發(fā)展現(xiàn)狀尚不理想的情況下,該行要堅(jiān)決實(shí)施差異化的競(jìng)爭(zhēng)戰(zhàn)略,在客戶、產(chǎn)品、營(yíng)銷、品牌等方面充分體現(xiàn)出差異化的競(jìng)爭(zhēng)戰(zhàn)略,堅(jiān)決實(shí)施綜合化網(wǎng)點(diǎn)轉(zhuǎn)型,提升網(wǎng)點(diǎn)服務(wù)質(zhì)量和效率,針對(duì)不同的客戶群體提供差異化的產(chǎn)品和服務(wù),同時(shí)提升網(wǎng)點(diǎn)服務(wù)半徑,通過ATM、POS等設(shè)備的布放,服務(wù)更多的客戶,彌補(bǔ)目前網(wǎng)點(diǎn)少的硬件不足,從而促進(jìn)個(gè)人金融業(yè)務(wù)的持續(xù)快速發(fā)展。
[Abstract]:In recent years, with the continuous improvement of the income level of the domestic residents, the personal customers' requirements for the financial industry, especially the commercial banks' personal financial business, are becoming more and more high. The demand for new financial products is becoming more and more urgent. The proportion of income of individual financial business of major commercial banks is gradually increasing, the contribution to profits is gradually increasing, and the position of personal financial services in the development of commercial banks is becoming more and more important. The banks have increased their investment and support for personal business. However, due to the serious homogeneity of individual financial products and the lack of innovation ability, they have made relatively rapid development at present. To some extent, however, J Bank, one of the four largest state-owned banks, is still unable to meet the increasingly diversified needs of the masses. Although Bank J is in the forefront of personal business in China, it still faces some problems and challenges in its development. Laiwu Branch is one of the representative secondary branches. This paper takes the development of personal financial business of Laiwu Branch of J Bank as the research object. This paper mainly uses the case analysis method and the literature method to carry out the research. Firstly, this paper clarifies the background and significance of the personal financial business research, through the collation and research of a large amount of literature data at home and abroad. This paper expounds the stages and achievements of the research on personal financial business by experts and scholars at home and abroad. On the basis of the research by experts and scholars at home and abroad, the author adopts PEST analysis, Porter's five-force model analysis and SWOT analysis. This paper systematically analyzes the internal and external environment of Laiwu Branch of J Bank, and finds out its suitable competition strategy, namely, the differentiated competition strategy. This paper puts forward reasonable safeguard measures for the differentiation competition strategy of the bank's personal financial business, focusing on talent, network transformation, channel, risk prevention and control. This will be of great benefit to the competition of personal business and has certain practical significance. The main conclusions of this paper are as follows: the current situation of personal financial business development in Laiwu Branch of J Bank is not ideal. The bank should resolutely implement the differentiated competitive strategy, fully reflect the differentiated competitive strategy in customer, product, marketing, brand, and so on, resolutely implement the comprehensive network transformation, and improve the service quality and efficiency of the network. For different customer groups to provide differentiated products and services, at the same time enhance the network service radius, through the placement of ATM POS and other equipment, service more customers, to make up for the current lack of network network hardware, So as to promote the sustained and rapid development of personal financial services.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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