本文關(guān)鍵詞： 零售業(yè)務(wù) 商業(yè)銀行 轉(zhuǎn)型　出處：《廈門(mén)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：商業(yè)銀行的零售業(yè)務(wù)是相對(duì)于公司金融業(yè)務(wù)而言,以個(gè)人、家庭為主要服務(wù)對(duì)象,向其提供綜合、多方面、多功能的金融產(chǎn)品和服務(wù)。隨著我國(guó)金融市場(chǎng)開(kāi)放步伐的加快,科技網(wǎng)絡(luò)應(yīng)用水平的提升,居民金融服務(wù)需求市場(chǎng)的擴(kuò)大,零售銀行業(yè)務(wù)的轉(zhuǎn)型發(fā)展將有利于業(yè)務(wù)結(jié)構(gòu)的優(yōu)化和經(jīng)營(yíng)業(yè)績(jī)的提升。 本文在對(duì)現(xiàn)有文獻(xiàn)和理論進(jìn)行梳理的基礎(chǔ)上,通過(guò)對(duì)海內(nèi)外零售銀行業(yè)務(wù)的經(jīng)營(yíng)現(xiàn)狀進(jìn)行總結(jié)對(duì)比,剖析了國(guó)內(nèi)零售銀行在經(jīng)營(yíng)理念、發(fā)展模式和內(nèi)控管理方面存在的不足,明確了我國(guó)零售銀行業(yè)務(wù)創(chuàng)新轉(zhuǎn)型的主要研究方向。通過(guò)選取國(guó)內(nèi)以招商銀行為代表的零售銀行的發(fā)展經(jīng)驗(yàn)作為研究樣本,總結(jié)出招行“產(chǎn)品創(chuàng)新、市場(chǎng)細(xì)分、科技為本”等零售業(yè)務(wù)經(jīng)營(yíng)思路,并提出國(guó)內(nèi)銀行零售業(yè)務(wù)發(fā)展應(yīng)充分利用現(xiàn)代網(wǎng)絡(luò)科技力量、發(fā)揮同業(yè)產(chǎn)品互補(bǔ)優(yōu)勢(shì)、加大產(chǎn)品組合創(chuàng)新。 同時(shí),本文結(jié)合工行零售業(yè)務(wù)自身特點(diǎn),展望在經(jīng)濟(jì)結(jié)構(gòu)調(diào)整、中國(guó)城鎮(zhèn)化推進(jìn)、金融體制改革的時(shí)代背景下工行零售業(yè)務(wù)面臨的發(fā)展機(jī)遇,也指出工行在信息技術(shù)變革、海外業(yè)務(wù)競(jìng)爭(zhēng)、專業(yè)人才瓶頸等方面面臨的挑戰(zhàn),進(jìn)而提出工行零售業(yè)務(wù)應(yīng)在客戶管理、產(chǎn)品管理、渠道管理三條主線進(jìn)行轉(zhuǎn)型的策略。最后,從實(shí)務(wù)角度對(duì)零售業(yè)務(wù)在產(chǎn)品營(yíng)銷、渠道分布、組織機(jī)構(gòu)三個(gè)領(lǐng)域進(jìn)行創(chuàng)新轉(zhuǎn)型提出具體實(shí)施建議,積極構(gòu)建我國(guó)零售銀行業(yè)務(wù)“以客戶為中心”的外部營(yíng)銷服務(wù)體系和內(nèi)部組織結(jié)構(gòu),提高國(guó)內(nèi)零售銀行對(duì)目標(biāo)市場(chǎng)與優(yōu)質(zhì)客戶的掌控能力。
[Abstract]:The retail business of commercial banks is relative to the corporate financial business, taking individuals and families as the main service objects, providing them with comprehensive, multi-faceted and multi-functional financial products and services. With the acceleration of the pace of opening up the financial market in our country, The improvement of the application level of science and technology network, the expansion of the resident financial service demand market, the transformation and development of the retail banking business will benefit the optimization of the business structure and the improvement of the business performance. On the basis of combing the existing literature and theory, this paper summarizes and compares the present management situation of domestic and overseas retail banks, and analyzes the shortcomings of domestic retail banks in the aspects of management concept, development model and internal control management. This paper clarifies the main research direction of innovation transformation of retail banking in China. Through selecting the development experience of retail banks represented by China Merchants Bank as the research sample, it summarizes the product innovation and market segmentation of China Merchants Bank. This paper puts forward that the development of retail business of domestic banks should make full use of modern network science and technology, give full play to the complementary advantages of the products of the same industry, and increase the innovation of product mix. At the same time, according to the characteristics of the retail business of ICBC, this paper looks forward to the development opportunity of the retail business of ICBC in the context of the economic restructuring, the advancement of China's urbanization and the reform of the financial system, and points out that ICBC is changing in information technology. Overseas business competition, professional talent bottleneck and other challenges, and then put forward the ICBC retail business should be in customer management, product management, channel management three main lines of transformation strategy. From the practical point of view, the paper puts forward some concrete suggestions for the innovation and transformation of retail business in the three fields of product marketing, channel distribution and organization. In order to improve the ability of domestic retail banks to control the target market and the high quality customers, the external marketing service system and internal organization structure of the retail banking business of our country should be set up with "customer as the center".
【學(xué)位授予單位】：廈門(mén)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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本文編號(hào)：1515896