本文選題：農(nóng)行寧夏分行 + 中間業(yè)務(wù)��； 參考：《寧夏大學》2014年碩士論文

【摘要】：隨著利率市場化進程加快,互聯(lián)網(wǎng)金融的風生水起,商業(yè)銀行必須靠轉(zhuǎn)型,必須靠創(chuàng)新提高引領(lǐng)市場、服務(wù)客戶的能力,當前國際國內(nèi)經(jīng)濟金融形勢復雜多變,同業(yè)競爭日趨激烈,在公司業(yè)務(wù)投行化,負債業(yè)務(wù)理財化的態(tài)勢下,只有不斷提升客戶價值,大力拓展中間業(yè)務(wù),農(nóng)業(yè)銀行才能為國民經(jīng)濟發(fā)展提供更有力的支撐,才能更好的回報股東和社會,農(nóng)業(yè)銀行的社會地位和價值才能得到公眾的認可和支持。農(nóng)行寧夏分行中間業(yè)務(wù)收入占比不足15%,與發(fā)發(fā)達國際和發(fā)達省份的商業(yè)銀行相比,差距較大,因此,對農(nóng)行寧夏分行中間業(yè)務(wù)如何走,怎么走的經(jīng)營策略進一步深入研究成為必要的課題。 本文基于商業(yè)銀行管理理論和市場營銷理論,選取了農(nóng)行寧夏分行、建行寧夏分行、中行寧夏分行、工行寧夏分行近三年的中間業(yè)務(wù)發(fā)展情況、發(fā)展重點,從宏觀經(jīng)濟走勢、行業(yè)發(fā)展趨勢和內(nèi)部環(huán)境三個維度對農(nóng)行寧夏分行中間業(yè)務(wù)發(fā)展中存在的問題和成因行了較為詳細的研究和論述。運用SWOT分析方法對農(nóng)行寧夏分行中間業(yè)務(wù)經(jīng)營發(fā)展優(yōu)勢、劣勢、機遇和挑戰(zhàn)進行了比較分析,在借鑒利率市場化期間發(fā)達國家中間業(yè)務(wù)發(fā)展經(jīng)驗和同業(yè)先進做法的基礎(chǔ)上,有針對性的提出農(nóng)行寧夏分行中間業(yè)務(wù)經(jīng)營策略的改進思路和原則,并提出了具體發(fā)展建議。提出要進一步健全中間業(yè)務(wù)組織機構(gòu),加強中間業(yè)務(wù)市場細分,加快中間業(yè)務(wù)產(chǎn)品創(chuàng)新升級。同時要優(yōu)化考核指標設(shè)置,借助考核的指揮棒效應,激勵各經(jīng)營行發(fā)揮本區(qū)的比較優(yōu)勢,加強綜合營銷,交叉營銷,深度營銷,滿足客戶的個性化需求。在鞏固傳統(tǒng)中間業(yè)務(wù)發(fā)展的基礎(chǔ)上,加快人才培養(yǎng),鼓勵全員創(chuàng)新,推動新興中間業(yè)務(wù)、熱點中間業(yè)務(wù)快速發(fā)展等具體建議。
[Abstract]:With the acceleration of the interest rate marketization process and the rise of Internet finance, commercial banks must rely on transformation, must rely on innovation to improve their ability to lead the market and serve customers. The current international and domestic economic and financial situation is complex and changeable.The competition among the same industry is becoming more and more intense. Under the situation of investment banking of company business and financing of debt business, only by continuously enhancing customer value and expanding intermediary business, can Agricultural Bank provide more powerful support for the development of national economy.In order to repay shareholders and society better, the social status and value of Agricultural Bank can be recognized and supported by the public.Agricultural Bank of China Ningxia branch accounts for less than 15% of the income of intermediate business. Compared with the commercial banks in developed countries and developed provinces, the gap is quite large. Therefore, how to take the intermediary business of the Ningxia branch of Agricultural Bank of China?How to follow the management strategy further in-depth study becomes the necessary topic.Based on the management theory of commercial banks and marketing theory, this paper selects the intermediary business development of Agricultural Bank of China Ningxia Branch, Construction Bank Ningxia Branch, Bank of China Ningxia Branch, ICBC Ningxia Branch in the past three years, and focuses on the development from the macroeconomic trend.In this paper, the problems and causes of the middle business development of Agricultural Bank of Ningxia Branch are studied and discussed in detail from the three dimensions of industry development trend and internal environment.This paper makes a comparative analysis of the advantages, disadvantages, opportunities and challenges of the intermediary business development of Agricultural Bank of Ningxia Branch by using the SWOT analysis method, on the basis of drawing lessons from the experience of the intermediate business development in developed countries during the period of interest rate marketization and the advanced practices of the same industry.This paper puts forward the improving ideas and principles of the intermediate business strategy of Agricultural Bank of Ningxia Branch, and puts forward some concrete development suggestions.It is necessary to further perfect the organization of intermediate business, strengthen the market segmentation of intermediate business, and accelerate the innovation and upgrading of intermediate business products.At the same time, it is necessary to optimize the setting of the assessment index, with the help of the baton effect of the examination, to encourage the operation banks to give play to their comparative advantages, strengthen the comprehensive marketing, cross-marketing and deep marketing, and meet the individual needs of the customers.On the basis of consolidating the development of traditional intermediary business, it is necessary to speed up the training of talents, encourage all staff to innovate, promote the new intermediate business, and accelerate the development of hot intermediate business.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

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