本文關(guān)鍵詞：浦發(fā)銀行南昌分行私人銀行業(yè)務(wù)競爭戰(zhàn)略研究　出處：《江西財(cái)經(jīng)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 浦發(fā)銀行 南昌分行 競爭戰(zhàn)略 私人銀行業(yè)務(wù)

【摘要】：近年來,伴隨著我國經(jīng)濟(jì)飛速增長,國民財(cái)富也不斷累積,這催生了許多資產(chǎn)超過百萬的家庭。這些富裕家庭在銀行的傳統(tǒng)服務(wù)基礎(chǔ)上,增加了新的財(cái)富管理需求。為此,眾多中外銀行紛紛在中國內(nèi)地推出私人銀行業(yè)務(wù)。面對(duì)如此大的市場需求,以及不可避免的同業(yè)競爭,浦發(fā)銀行南昌分行亟需制定一個(gè)正確的私人銀行業(yè)務(wù)競爭戰(zhàn)略,整合浦發(fā)銀行南昌分行的內(nèi)外部資源,在這場競爭中占得先機(jī)。本文先介紹私人銀行業(yè)務(wù)和企業(yè)戰(zhàn)略的相關(guān)理論和文獻(xiàn),為后續(xù)的分析做理論依據(jù)。然后對(duì)私人銀行業(yè)務(wù)進(jìn)行概述,回顧私人銀行業(yè)務(wù)發(fā)展歷程,分析私人銀行業(yè)務(wù)發(fā)展?fàn)顟B(tài),總結(jié)私人銀行業(yè)務(wù)發(fā)展特點(diǎn),并嘗試定義私人銀行業(yè)務(wù)。接下來是對(duì)比國內(nèi)外私人銀行業(yè)務(wù)的服務(wù)模式,重點(diǎn)研究匯豐、花旗、瑞銀等銀行的私人銀行業(yè)務(wù)發(fā)展的經(jīng)驗(yàn),尋找出浦發(fā)銀行南昌分行可以借鑒的地方。本文重點(diǎn)介紹了浦發(fā)銀行南昌分行私人銀行業(yè)務(wù)的發(fā)展?fàn)顩r,通過五力模型和PEST模型分析了浦發(fā)銀行南昌分行目前所處的宏觀環(huán)境,并利用外部因素矩陣算出EFE加權(quán)總分。然后分析內(nèi)部資源能力,利用價(jià)值鏈模型尋找浦發(fā)銀行南昌分行發(fā)展私人銀行業(yè)務(wù)的主要劣勢(shì)和優(yōu)勢(shì),利用內(nèi)部因素矩陣算出IFE加權(quán)總分。然后通過分析浦發(fā)銀行南昌分行所面臨的內(nèi)外部因素并利用IE矩陣,可知浦發(fā)銀行南昌分行應(yīng)該采取加強(qiáng)型的戰(zhàn)略來發(fā)展私人銀行業(yè)務(wù)。通過分析浦發(fā)銀行南昌分行所面對(duì)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅,利用SWOT矩陣并結(jié)合私人銀行業(yè)務(wù)的特點(diǎn),可知浦發(fā)銀行南昌分行應(yīng)該制定差異化競爭戰(zhàn)略。本文還詳細(xì)闡述了該戰(zhàn)略的具體內(nèi)容為:服務(wù)人員、服務(wù)內(nèi)容、服務(wù)模式三方面的差異化,并且制定了一套切實(shí)可行的配套方案以支持競爭戰(zhàn)略的實(shí)施。最后,對(duì)浦發(fā)銀行南昌分行的私人銀行業(yè)務(wù)進(jìn)行展望。本文主要采用比較研究法、文獻(xiàn)研究法和調(diào)研研究法。本文的創(chuàng)新點(diǎn)主要有以下兩個(gè):一個(gè)是本文對(duì)私人銀行業(yè)務(wù)進(jìn)行了詳細(xì)的理論分析和實(shí)地調(diào)研,并有效結(jié)合當(dāng)前浦發(fā)銀行南昌分行私人銀行業(yè)務(wù)的經(jīng)營特點(diǎn),建立了一個(gè)管理和經(jīng)營私人銀行業(yè)務(wù)客戶關(guān)系的價(jià)值鏈模型,借用這個(gè)模型可以準(zhǔn)確發(fā)現(xiàn)私人銀行業(yè)務(wù)的擴(kuò)展點(diǎn);另一個(gè)是本文不僅通過分析提出了浦發(fā)銀行南昌分行應(yīng)該采用差異化戰(zhàn)略,還具體闡述了該戰(zhàn)略的具體內(nèi)容,并具體設(shè)計(jì)了相關(guān)的實(shí)施方案以及配套措施,這就使得本文研究成果具有現(xiàn)實(shí)的可操作性,尤其是提出了一個(gè)適合浦發(fā)銀行南昌分行發(fā)展私人銀行業(yè)務(wù)的客戶服務(wù)模式,充分合理地利用浦發(fā)銀行南昌分行的人力資源。國內(nèi)絕大多數(shù)的銀行都在研究如何更好地發(fā)展私人銀行業(yè)務(wù),其中有些銀行還走了一些彎路。本文的研究成果是基于浦發(fā)銀行南昌分行的私人銀行業(yè)務(wù)的發(fā)展經(jīng)歷,并借鑒了國內(nèi)外私人銀行業(yè)務(wù)的經(jīng)驗(yàn)而總結(jié)歸納出來的,這對(duì)浦發(fā)銀行南昌分行私人銀行業(yè)務(wù)今后的發(fā)展具有一定的參考意義。
[Abstract]:In recent years, with the rapid growth of China's economy, national wealth accumulation, which spawned many assets of more than one million families. These wealthy families in the traditional service based banks, adding new demand for wealth management. Therefore, many foreign banks have launched private banking business in the mainland. Faced with such a large China the market demand, and the inevitable competition, Shanghai Pudong Development Bank Nanchang branch to formulate a correct private banking business competitive strategy and external resources integration of Nanchang branch of Shanghai Pudong Development Bank, the upper hand in the competition. This paper first introduces the related theory of private banking business and corporate strategy and literature, makes the theory basis for follow-up the analysis. Then an overview of the private banking business, reviewing the development of private banking business, the state analysis of the development of private banking business, summed up the private banking business Try to define the characteristics of the development of private banking business. The following is the comparison of domestic and foreign private banking service mode, focuses on the study of HSBC, Citigroup, UBS bank's private banking business development experience, find out the Nanchang branch of Shanghai Pudong Development Bank can use for reference. This paper introduces the development status of Nanchang branch of Shanghai Pudong Development Bank Private Banking and through the five forces model and PEST model to analyze the macro environment of Nanchang branch of Shanghai Pudong Development Bank at present, and the use of external factors to calculate the weighted score. Then EFE matrix analysis of internal resources, the main disadvantage of using the value chain model for Shanghai Pudong Development Bank Nanchang branch of the development of private banking business and the advantages of using the internal factor matrix calculated IFE weighted score the internal and external factors. Then through the analysis of Nanchang branch of Shanghai Pudong development bank faced by using the IE matrix, the Nanchang Pudong Development Bank The branch should be taken to strengthen the type of strategy to develop private banking business. Through the analysis of Nanchang branch of Shanghai Pudong development bank faced the advantages, disadvantages, opportunities, threats, by using SWOT matrix and combining the characteristics of the private banking business, the Nanchang branch of Shanghai Pudong Development Bank should develop differentiated competitive strategy. This paper also elaborated the specific content of the strategy for service content: service personnel, service mode, the difference of three aspects of the implementation, and to develop a set of feasible plan to support the strategy. Finally, the Shanghai Pudong Development Bank Nanchang branch of the private banking business is discussed. This paper mainly adopts comparative research method, research method and research method of literature research has the following. The two main innovations of this paper: one is through theoretical analysis and field research detailed on the private banking business, and effectively combined with the Shanghai Pudong Development Bank Nanchang branch The operating characteristics of private banking business line, establish the model of value chain management and operation of a private banking customer relationship, use this extension point model can accurately find the private banking business; the other is the paper not only put forward through the analysis of the Shanghai Pudong Development Bank Nanchang branch should adopt differentiation strategy, also explains the concrete the content of this strategy, and the specific design scheme and related supporting measures, which makes the research results of this paper have practical operability, especially put forward a suitable for the development of Nanchang branch of Shanghai Pudong Development Bank private banking customer service mode, make full use of the Shanghai Pudong Development Bank Nanchang branch human resources in China. Most banks are studying how to better development of private banking business, some banks have made a few detours. This research is based on The development experience of private banking business of Pudong Development Bank Nanchang branch and draw lessons from the experience of private banking at home and abroad, which has a certain reference value for the future development of private banking business of Nanchang Pudong Development Bank branch.

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F271;F832.2

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