【摘要】：存款利率市場(chǎng)化是我國(guó)利率市場(chǎng)化改革的最后一步也是關(guān)鍵一步,將在近年內(nèi)全面深入影響商業(yè)銀行經(jīng)營(yíng)與業(yè)務(wù)發(fā)展。M銀行所在地市己于2012年6月開啟了存款利率市場(chǎng)化帷幕,銀行同業(yè)競(jìng)爭(zhēng)日益激烈。因存款利率放開,而引起的“存款大戰(zhàn)”也越演越烈。儲(chǔ)蓄存款是商業(yè)銀行的立行之本,是商業(yè)銀行個(gè)人業(yè)務(wù)的起點(diǎn),是商業(yè)銀行資金的源頭。面對(duì)激烈復(fù)雜的競(jìng)爭(zhēng)形勢(shì),影響M銀行儲(chǔ)蓄的因素將發(fā)生什么樣的變化,M銀行又該如何應(yīng)對(duì),是本文要解決的問(wèn)題。 本文以M銀行為研究主體,以儲(chǔ)蓄存款為研究對(duì)象,在儲(chǔ)蓄理論理論基礎(chǔ)上,運(yùn)用偏相關(guān)分析及對(duì)比分析的方法,對(duì)存款利率市場(chǎng)化前后M銀行儲(chǔ)蓄存款的影響因素進(jìn)行了分析。通過(guò)研究,本文認(rèn)為存款利率市場(chǎng)化前,M銀行儲(chǔ)蓄存款與分銷渠道中的網(wǎng)上銀行、手機(jī)銀行,產(chǎn)品中的理財(cái)產(chǎn)品、國(guó)債,客戶中的金融資產(chǎn)在20萬(wàn)元以下客戶及50-300萬(wàn)元的客戶正相關(guān),且相關(guān)性較為顯著。存款利率市場(chǎng)化后,M銀行儲(chǔ)蓄存款與分銷渠道中的手機(jī)銀行、低柜,產(chǎn)品中的國(guó)債、基金以及理財(cái)產(chǎn)品,客戶中的金融資產(chǎn)5-50萬(wàn)元客戶以及300萬(wàn)元以上客戶呈正相關(guān)關(guān)系,且相關(guān)性較為顯著。通過(guò)分析本文發(fā)現(xiàn)了影響M銀行儲(chǔ)蓄存款的各項(xiàng)因素在存款利率市場(chǎng)化前后的變化,并進(jìn)行了比較分析,進(jìn)而分析產(chǎn)生變化的原因,發(fā)現(xiàn)其中問(wèn)題,在此基礎(chǔ)上從分銷渠道、客戶結(jié)構(gòu)及產(chǎn)品銷售三方面提出解決方案。 論文共分為五個(gè)章：本文的研究?jī)?nèi)容總共有五章：第一章為緒論,主要從課題的研究背景及意義,國(guó)內(nèi)國(guó)外文獻(xiàn)綜述,課題的研究思路與框架,研究創(chuàng)新四個(gè)方面進(jìn)行說(shuō)明；第二章為儲(chǔ)蓄存款相關(guān)理論基礎(chǔ)；第三章為M銀行儲(chǔ)蓄存款現(xiàn)狀分析,首先對(duì)M銀行儲(chǔ)蓄存款的現(xiàn)狀進(jìn)行分析,其后對(duì)當(dāng)?shù)卮婵罾适袌?chǎng)化的現(xiàn)狀進(jìn)行了總結(jié)歸納。第四章為M銀行儲(chǔ)蓄存款影響因素偏相關(guān)分析及結(jié)果,首先運(yùn)用偏相關(guān)分析方法,從分銷渠道、客戶結(jié)構(gòu)及產(chǎn)品結(jié)構(gòu)三方面對(duì)影響M銀行儲(chǔ)蓄存款的因素進(jìn)行了分析,其后對(duì)存款利率市場(chǎng)化后影響因素的變化進(jìn)行了對(duì)比分析,并探索其中存在的問(wèn)題；第五章為對(duì)策與建議。根據(jù)理論及實(shí)證分析結(jié)果,從分銷渠道、客戶結(jié)構(gòu)及產(chǎn)品銷售三方面提出可行方案及措施。第六章為結(jié)論與展望。
[Abstract]:The marketization of deposit interest rates is the last and key step in the reform of interest rate marketization in China. In recent years, it will affect the management and development of commercial banks thoroughly. M bank has already opened the curtain of deposit interest rate marketization in June 2012, and the competition among banks is becoming more and more fierce. Due to the liberalisation of deposit interest rates, and the resulting "deposit war" is also more and more intense. Savings deposit is the foundation of commercial bank, the starting point of commercial bank's personal business and the source of commercial bank's capital. In the face of fierce and complicated competition, what kind of changes will take place in the factors that affect the deposit of M Bank, and how M Bank should deal with, is the problem to be solved in this paper. This paper takes M Bank as the main body of study, taking savings deposits as the research object, on the basis of savings theory, using the method of partial correlation analysis and comparative analysis. This paper analyzes the influencing factors of savings deposit in M bank before and after the marketization of deposit interest rate. Through the research, this article thinks that before the deposit interest rate marketization, M bank savings deposit and distribution channel in the online bank, the mobile phone bank, the product financial management product, the national debt, The financial assets below 200000 yuan and 50-3 million customers are positively correlated, and the correlation is significant. After the marketization of deposit interest rates, M Bank savings deposits and distribution channels in mobile banking, low cabinets, products in national debt, funds and financial products, There is a positive correlation between the financial assets of 5 to 500, 000 RMB customers and more than 3 million RMB customers, and the correlation is significant. This paper finds out the change of the factors that affect the deposit in M bank before and after the marketization of deposit interest rate, and makes a comparative analysis, and then analyzes the causes of the changes, finds out the problems, and on this basis, from the distribution channel. Customer structure and product sales three aspects of the solution. The thesis is divided into five chapters: the first chapter is the introduction, mainly from the research background and significance, domestic and foreign literature review, research ideas and framework of the subject, research innovation four aspects to explain; The second chapter is the theoretical basis of savings deposits; the third chapter is the analysis of the current situation of savings deposits in M Bank, first of all, the current situation of savings deposits in M Bank is analyzed, and then the current situation of marketization of local deposit interest rates is summarized. The fourth chapter is the partial correlation analysis and results of the influencing factors of M bank savings deposits. Firstly, using the method of partial correlation analysis, this paper analyzes the factors affecting M bank savings deposits from three aspects: distribution channel, customer structure and product structure. After that, the author makes a comparative analysis of the changes of the influencing factors after the marketization of deposit interest rate, and explores the existing problems. The fifth chapter is the countermeasure and suggestion. According to the results of theoretical and empirical analysis, this paper puts forward feasible plans and measures from three aspects of distribution channel, customer structure and product sales. Chapter six is the conclusion and prospect.
【學(xué)位授予單位】：安徽大學(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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