招商銀行濟(jì)南分行財(cái)富管理業(yè)務(wù)競(jìng)爭(zhēng)策略研究
發(fā)布時(shí)間：2019-02-16 15:32
【摘要】：改革開(kāi)放30多年來(lái),伴隨著國(guó)家經(jīng)濟(jì)的快速發(fā)展,社會(huì)財(cái)富總額的大幅增長(zhǎng),中國(guó)已經(jīng)涌現(xiàn)了大量的中產(chǎn)階級(jí)和富裕階層。目前中國(guó)個(gè)人總體持有的可投資資產(chǎn)規(guī)模達(dá)62萬(wàn)億元,可投資資產(chǎn)1千萬(wàn)元以上的高凈值人士數(shù)量超過(guò)50萬(wàn)人,整個(gè)社會(huì)對(duì)財(cái)富管理的需求越來(lái)越旺盛；同時(shí)由于近年來(lái)資本市場(chǎng)的持續(xù)低位震蕩,房地產(chǎn)市場(chǎng)受調(diào)控政策影響交易萎縮,大量的社會(huì)財(cái)富缺少有效的投資渠道,在CPI居高不下的背景下,實(shí)現(xiàn)財(cái)富的保值增值就顯得尤為重要,而人們對(duì)財(cái)富管理業(yè)務(wù)的需求也正日益高漲。此種情況為銀行開(kāi)展財(cái)富管理業(yè)務(wù)提了廣闊的市場(chǎng),各大銀行紛紛推出具有自己特色的財(cái)富管理品牌和建立財(cái)富管理服務(wù)體系,加快發(fā)展財(cái)富管理業(yè)務(wù)的步伐。客戶是財(cái)富管理業(yè)務(wù)發(fā)展的基礎(chǔ),為能在財(cái)富管理市場(chǎng)上贏得先機(jī),個(gè)人客戶尤其是高資產(chǎn)凈值客戶正成為各大銀行方面競(jìng)相爭(zhēng)奪的對(duì)象。 本文從我國(guó)財(cái)富管理業(yè)務(wù)發(fā)展入手,以招商銀行濟(jì)南分行財(cái)富管理業(yè)務(wù)為研究對(duì)象,在分析國(guó)內(nèi)外商業(yè)銀行財(cái)富管理業(yè)務(wù)現(xiàn)狀的基礎(chǔ)上,運(yùn)用相關(guān)理論,結(jié)合自身的工作實(shí)踐,利用PEST方法和競(jìng)爭(zhēng)五力模型分別對(duì)其財(cái)富管理業(yè)務(wù)環(huán)境和行業(yè)的競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析,采用SWOT方法解析該行財(cái)富管理業(yè)務(wù)在同業(yè)競(jìng)爭(zhēng)中的優(yōu)勢(shì)與劣勢(shì),抓住當(dāng)前面臨的機(jī)遇與挑戰(zhàn),提出招商銀行濟(jì)南分行的財(cái)富管理業(yè)務(wù)發(fā)展的競(jìng)爭(zhēng)對(duì)策,為其做大做強(qiáng)財(cái)富管理業(yè)務(wù)提供新的思路。通過(guò)對(duì)招商銀行濟(jì)南分行財(cái)富管理業(yè)務(wù)研究得出的結(jié)論具有一定的普遍性,對(duì)國(guó)內(nèi)其他商業(yè)銀行在現(xiàn)階段發(fā)展財(cái)富管理業(yè)務(wù)具有一定的借鑒意義。
[Abstract]:After 30 years of reform and opening up, with the rapid development of national economy and the substantial increase of social wealth, a large number of middle class and rich class have emerged in China. At present, the total scale of investable assets held by Chinese individuals amounts to 62 trillion yuan, and the number of high net worth individuals with 10 million yuan or more of investable assets exceeds 500000. The demand for wealth management in the whole society is more and more vigorous. At the same time, due to the sustained low volatility of the capital market in recent years, the real estate market has been affected by the adjustment and control policies, the transactions have shrunk, and a large amount of social wealth lacks effective investment channels. Under the background of high CPI, It is very important to maintain and increase wealth value, and the demand for wealth management is rising day by day. This situation provides a broad market for banks to carry out wealth management business. Each major bank has launched its own wealth management brand and established wealth management service system to speed up the pace of the development of wealth management business. Customer is the foundation of wealth management business development. In order to win the first chance in the wealth management market, individual customers, especially high net asset customers, are becoming the competing objects of each major bank. This paper starts with the development of wealth management business in China, taking the wealth management business of Jinan Branch of China Merchants Bank as the research object, on the basis of analyzing the present situation of wealth management business of commercial banks at home and abroad, applying relevant theories and combining its own work practice. This paper analyzes the wealth management business environment and the competition environment of the industry by using the PEST method and the five competitive force model, and analyzes the advantages and disadvantages of the wealth management business in the same industry competition by using the SWOT method. Taking advantage of the opportunities and challenges faced by China Merchants Bank, this paper puts forward the competitive countermeasures for the development of wealth management business in Jinan Branch of China Merchants Bank, so as to provide a new way of thinking for the development of wealth management business in China Merchants Bank. The conclusion from the research on wealth management business of China Merchants Bank Jinan Branch is universal, and it has certain reference significance for other domestic commercial banks to develop wealth management business at the present stage.
【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】：2013
【分類號(hào)】：F832.2
[Abstract]:After 30 years of reform and opening up, with the rapid development of national economy and the substantial increase of social wealth, a large number of middle class and rich class have emerged in China. At present, the total scale of investable assets held by Chinese individuals amounts to 62 trillion yuan, and the number of high net worth individuals with 10 million yuan or more of investable assets exceeds 500000. The demand for wealth management in the whole society is more and more vigorous. At the same time, due to the sustained low volatility of the capital market in recent years, the real estate market has been affected by the adjustment and control policies, the transactions have shrunk, and a large amount of social wealth lacks effective investment channels. Under the background of high CPI, It is very important to maintain and increase wealth value, and the demand for wealth management is rising day by day. This situation provides a broad market for banks to carry out wealth management business. Each major bank has launched its own wealth management brand and established wealth management service system to speed up the pace of the development of wealth management business. Customer is the foundation of wealth management business development. In order to win the first chance in the wealth management market, individual customers, especially high net asset customers, are becoming the competing objects of each major bank. This paper starts with the development of wealth management business in China, taking the wealth management business of Jinan Branch of China Merchants Bank as the research object, on the basis of analyzing the present situation of wealth management business of commercial banks at home and abroad, applying relevant theories and combining its own work practice. This paper analyzes the wealth management business environment and the competition environment of the industry by using the PEST method and the five competitive force model, and analyzes the advantages and disadvantages of the wealth management business in the same industry competition by using the SWOT method. Taking advantage of the opportunities and challenges faced by China Merchants Bank, this paper puts forward the competitive countermeasures for the development of wealth management business in Jinan Branch of China Merchants Bank, so as to provide a new way of thinking for the development of wealth management business in China Merchants Bank. The conclusion from the research on wealth management business of China Merchants Bank Jinan Branch is universal, and it has certain reference significance for other domestic commercial banks to develop wealth management business at the present stage.
【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】：2013
【分類號(hào)】：F832.2
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