本文關(guān)鍵詞：工商銀行新疆分行個(gè)人理財(cái)產(chǎn)品問題研究　出處：《新疆大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：工商銀行作為我國國有四大行之一,個(gè)人理財(cái)業(yè)務(wù)發(fā)展迅猛,新疆地區(qū)作為個(gè)人理財(cái)業(yè)務(wù)發(fā)展較為薄弱的地區(qū),個(gè)人理財(cái)產(chǎn)品有著極大的拓展空間。本文重點(diǎn)介紹了了工商銀行新疆分行個(gè)人理財(cái)產(chǎn)品的發(fā)展現(xiàn)狀,鋪開工商銀行新疆分行的個(gè)人理財(cái)產(chǎn)品所存在的問題,并分析其成因。文章通過對實(shí)際工作中遇到的一系列案例和數(shù)據(jù)進(jìn)行對比、分析,認(rèn)為問題的核心點(diǎn)在于從工行新疆分行的全局發(fā)展戰(zhàn)略來說,對個(gè)人理財(cái)產(chǎn)品重視程度不夠。另外,在人員方面,缺少高端人才、原生人才流失嚴(yán)重;產(chǎn)品方面,推動(dòng)模式落后、購買渠道僵化、售后服務(wù)缺失;服務(wù)方面,對客戶服務(wù)的專業(yè)化程度不夠、高端服務(wù)未做深做透、個(gè)人理財(cái)產(chǎn)品購買交易流程不夠科學(xué)人性;營銷方面一味重視新客戶開拓而忽視對存量客戶開發(fā)、風(fēng)險(xiǎn)控制等問題,都在很大程度上制約著工商銀行新疆分行的個(gè)人理財(cái)業(yè)務(wù)發(fā)展。再此基礎(chǔ)上,本文進(jìn)行了工商銀行新疆分行個(gè)人理財(cái)產(chǎn)品的的發(fā)展環(huán)境分析。主要以波特五力模型分析了工商銀行新疆分行個(gè)人理財(cái)產(chǎn)品的現(xiàn)有競爭者、潛在替代產(chǎn)品、新進(jìn)入者的威脅、供應(yīng)商以及購買者的議價(jià)能力能約束條件,并結(jié)合當(dāng)前新疆地區(qū)對個(gè)人理財(cái)產(chǎn)品的需求為優(yōu)化措施的推出作下鋪墊,繼而從管理、人員、服務(wù)、產(chǎn)品和營銷等維度為第三章中的提及的問題提供解決方案。首先要從源頭上重視個(gè)人理財(cái)產(chǎn)品的發(fā)展,在制度規(guī)劃及部門分配上做出改變。其次,要重視人,包括重視培訓(xùn)及引進(jìn)高端人才及重視工商銀行新疆分行原生人才隊(duì)伍的培訓(xùn)、建設(shè)和穩(wěn)定。第三,在日常經(jīng)營中要有新思維,一是要有開放的心態(tài),有互聯(lián)網(wǎng)精神,有創(chuàng)新精神;二是要重視、積極推動(dòng)新技術(shù)手段、新科技設(shè)備在客戶開發(fā)及維護(hù)中的應(yīng)用;三是要搶占新型產(chǎn)品營銷渠道,如微信、互聯(lián)網(wǎng)金融平臺、社區(qū)銀行、電子銀行等。
[Abstract]:Industrial and Commercial Bank of China as one of the four state-owned banks, personal finance business development is rapid, Xinjiang region as the development of personal finance business is relatively weak. Personal financial products have a great expansion space. This paper focuses on the development of personal financial products of ICBC Xinjiang Branch, spread out the existing problems of ICBC Xinjiang Branch personal Financial products. Through the comparison of a series of cases and data in the actual work, the paper thinks that the key point of the problem lies in the overall development strategy of ICBC Xinjiang Branch. In addition, in terms of personnel, the lack of high-end talent, the loss of native talent is serious; In the product aspect, the promotion mode is backward, the purchase channel is rigid, the after-sales service is missing; In terms of service, the degree of specialization of customer service is not enough, the high-end service is not deeply done, and the purchase and transaction process of personal financial products is not scientific and human. Marketing blindly attaches importance to the development of new customers, ignoring the stock of customer development, risk control and other issues, to a large extent restricts the development of ICBC Xinjiang branch of personal finance business. On this basis. This paper analyzes the development environment of the personal financial products of ICBC Xinjiang Branch. It mainly analyzes the existing competitors and potential substitute products of ICBC Xinjiang Branch personal Financial products with Porter's five-force model. The threat of new entrants, the bargaining power of suppliers and buyers can constrain the conditions, and combined with the current demand for personal financial products in Xinjiang to pave the way for the introduction of optimization measures, and then from the management, personnel. The dimensions of service, product and marketing provide solutions to the problems mentioned in Chapter 3. Firstly, we should pay attention to the development of personal financial products from the source, and make changes in system planning and department allocation. We should attach importance to people, including the training and introduction of high-end talents and the training, construction and stability of the native talent team of the Industrial and Commercial Bank of Xinjiang Branch. Third, we should have new thinking in our daily operation, first, we should have an open mind. Has the Internet spirit, has the innovation spirit; Second, we should pay attention to, actively promote the new technology means, new technology equipment in customer development and maintenance of the application; Third, to seize new product marketing channels, such as WeChat, Internet financial platform, community banking, electronic banking, and so on.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

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