本文選題：商業(yè)銀行 + 個(gè)人金融業(yè)務(wù)��； 參考：《江西財(cái)經(jīng)大學(xué)》2017年博士論文

【摘要】：個(gè)人金融業(yè)務(wù)在西方發(fā)達(dá)國家商業(yè)銀行的發(fā)展已經(jīng)進(jìn)入了成熟期了,而我國商業(yè)銀行由于在個(gè)人金融業(yè)務(wù)方面的發(fā)展起步較晚,如今尚處于起步階段。商業(yè)銀行的個(gè)人金融業(yè)務(wù)實(shí)際上擁有諸多業(yè)務(wù)特點(diǎn),不僅有著較低的業(yè)務(wù)經(jīng)營風(fēng)險(xiǎn)、設(shè)計(jì)的范圍較廣,并且還具有較大的業(yè)務(wù)成長空間,可以使得商業(yè)銀行獲得相對穩(wěn)定的經(jīng)營收入。正是因?yàn)檫@些特點(diǎn)的存在,使得個(gè)人金融業(yè)務(wù)成為商業(yè)銀行業(yè)務(wù)體系中重要的組成部分,逐漸成為其獲取經(jīng)營利潤的主要來源。隨著我國金融市場改革的不斷深化推進(jìn),具有時(shí)代特色的互聯(lián)網(wǎng)金融的崛起,使得我國商業(yè)銀行的個(gè)人金融業(yè)務(wù)面臨著激烈的挑戰(zhàn)以及新的發(fā)展機(jī)遇。首先,國內(nèi)居民的生活水平實(shí)現(xiàn)了一段時(shí)期的飛速增長,居民財(cái)富得到了本質(zhì)上的積淀,在“擴(kuò)內(nèi)需”的經(jīng)濟(jì)政策刺激之下,商業(yè)銀行的個(gè)人金融業(yè)務(wù)需求量日益增多,需求潛力巨大。從國際經(jīng)驗(yàn)看,人均GDP達(dá)到4000美元后,居民消費(fèi)結(jié)構(gòu)將從生存型向發(fā)展型轉(zhuǎn)變,消費(fèi)結(jié)構(gòu)的升級(jí)將帶來更大的個(gè)人金融業(yè)務(wù)發(fā)展空間;其次,加入WTO以后,我國的金融市場不斷向外敞開大門,各大外資銀行也紛紛進(jìn)入我國金融市場并在個(gè)人金融業(yè)務(wù)領(lǐng)域投入了大量資源,這使得我國商業(yè)銀行在個(gè)人金融業(yè)務(wù)領(lǐng)域不僅要面對國內(nèi)同業(yè)的激烈競爭,更要面對來自外資商業(yè)銀行的激烈挑戰(zhàn);再次,互聯(lián)網(wǎng)金融扛著“平等、開放、去中心化”的大旗,在利率市場化及金融脫媒加劇的背景下,向銀行傳統(tǒng)業(yè)務(wù)宣戰(zhàn),這些競爭與挑戰(zhàn)都無不給我國商業(yè)銀行的個(gè)人金融業(yè)務(wù)發(fā)展帶來了巨大的壓力。個(gè)人金融業(yè)務(wù)的特點(diǎn)之一就是涉及范圍較廣,因此離開了顧客的參與,商業(yè)銀行個(gè)人金融業(yè)務(wù)就無法開展,可以說顧客參與程度是反映商業(yè)銀行個(gè)人金融業(yè)務(wù)是否成功的主要指標(biāo)之一。然而,從目前的情況來看,我國商業(yè)銀行所開展的個(gè)人金融業(yè)務(wù)顧客參與程度遠(yuǎn)遠(yuǎn)不夠,雖然經(jīng)過近10年的發(fā)展,我國商業(yè)銀行的個(gè)人金融服務(wù)在質(zhì)量和數(shù)量上取得了很大的進(jìn)步,但其發(fā)展面臨的問題仍然突出。因此,本研究擬從探究個(gè)人金融業(yè)務(wù)顧客參與的影響機(jī)制入手,試圖通過理論與實(shí)證相結(jié)合的方式得出各因素與商業(yè)銀行個(gè)人金融業(yè)務(wù)顧客參與之間的相關(guān)關(guān)系。具體來說,首先,本文對個(gè)人金融銀行業(yè)務(wù)和顧客參與的相關(guān)國內(nèi)外文獻(xiàn)進(jìn)行了梳理和回顧,以發(fā)現(xiàn)當(dāng)前研究的不足之處,為本文明確進(jìn)一步研究的方向。其次,對相關(guān)的概念和理論基礎(chǔ)進(jìn)行了概述,從而為后文的研究奠定了理論基礎(chǔ);同時(shí)對顧客參與對商業(yè)銀行個(gè)人金融業(yè)務(wù)的作用和存在的問題進(jìn)行了分析。再次,通過對商業(yè)銀行個(gè)人金融業(yè)務(wù)顧客參與的影響因素,包括前因變量、中介變量以及調(diào)節(jié)變量的分析,以及采用深度訪談方法,構(gòu)建了顧客參與影響的理論模型,并在此基礎(chǔ)上提出相關(guān)的研究假設(shè)。之后,根據(jù)理論模型和研究假設(shè)進(jìn)行研究設(shè)計(jì),包括變量、問卷的設(shè)計(jì)、預(yù)調(diào)查分析和數(shù)據(jù)收集。接著,對商業(yè)銀行個(gè)人金融業(yè)務(wù)中顧客參與程度的調(diào)查問卷進(jìn)行了基本信息的整合,對各變量做出了相應(yīng)的描述性統(tǒng)計(jì)分析,并采用因子分析的方法對本文所設(shè)計(jì)出的問卷進(jìn)行探索性因子分析,對理論模型的假設(shè)進(jìn)行驗(yàn)證性因子分析,進(jìn)一步分析了人口統(tǒng)計(jì)變量對顧客參與的調(diào)節(jié)作用以及顧客感知價(jià)值對顧客參與的中介作用。然后,對招商銀行的發(fā)展史及個(gè)人金融業(yè)務(wù)進(jìn)行了闡述,介紹了其個(gè)人金融業(yè)務(wù)的發(fā)展歷程以及主要特點(diǎn),并以此總結(jié)了招商銀行個(gè)人金融業(yè)務(wù)顧客參與對我國商業(yè)銀行個(gè)人金融業(yè)務(wù)的發(fā)展啟示。最后,在上文研究的基礎(chǔ)上提出基于顧客參與的商業(yè)銀行個(gè)人金融業(yè)務(wù)發(fā)展的提升策略。通過理論和實(shí)證研究,本文得出以下幾點(diǎn)結(jié)論:第一,顧客因素對顧客參與度存在正向影響。這說明顧客的感知風(fēng)險(xiǎn)能力越強(qiáng),金融知識(shí)越豐富,金融需求越大,越有助于讓顧客參與到個(gè)人金融業(yè)務(wù)中來。第二,商業(yè)銀行銀行因素對于顧客感知價(jià)值有直接的正向作用,商業(yè)銀行銀行因素中,銀行品牌、金融產(chǎn)品、物理環(huán)境、促銷行為、員工行為都積極地影響著顧客參與,并且當(dāng)這些銀行因素越好,越有助于推動(dòng)顧客參與到個(gè)人金融業(yè)務(wù)中來。第三,顧客感知價(jià)值在顧客因素和銀行因素與顧客參與關(guān)系上起到部分中介的作用。感知價(jià)值包括了顧客對服務(wù)質(zhì)量的感知、對品牌的信任與認(rèn)同、對品牌的忠誠以及對服務(wù)質(zhì)量的滿意度等幾個(gè)方面。第四,人口統(tǒng)計(jì)變量對顧客參與度具有一定的調(diào)節(jié)效應(yīng),年齡分布、學(xué)歷分布、職業(yè)分布對顧客參與都起到調(diào)節(jié)效應(yīng),而顧客性格特征的調(diào)節(jié)效應(yīng)不明顯。第五,通過對招商銀行個(gè)人金融業(yè)務(wù)的案例分析進(jìn)一步驗(yàn)證了本文的理論假設(shè)。
[Abstract]:The development of personal financial business in the developed western countries has entered a mature period, and the commercial banks of our country are still in the starting stage because of the late development of personal financial business, and the personal financial business of commercial banks actually has many business characteristics, not only has a lower business operation risk, but also has a lot of business characteristics. The scope of the design is wide, and it also has a larger business growth space, which can make the commercial banks obtain relatively stable operating income. It is because of the existence of these characteristics that the personal financial business has become an important part of the business system of commercial banks, gradually becoming the main source of its operating profit. With the deepening of the reform of the financial market and the rise of the Internet Finance with the characteristics of the times, the personal financial business of the commercial banks of China is facing fierce challenges and new opportunities for development. Under the economic policy of expanding domestic demand, the demand for personal financial business of commercial banks is increasing, and the demand potential is huge. From the international experience, after the average per capita GDP reaches 4000 dollars, the consumption structure will change from the survival type to the development type. The upgrading of the consumption structure will bring more space for the development of personal financial business; secondly, join the WT After O, the financial market of our country has been open to the outside world, and the large foreign banks have entered our financial market and invested a lot of resources in the field of personal financial services. This makes our commercial banks not only face the fierce competition in the domestic industry, but also face the fierce competition from foreign commercial banks in the field of personal financial business. Once again, Internet finance carries the banner of "equality, openness and centralization". In the context of interest rate marketization and financial disintermediation, the Internet has declared war on the traditional banking business. All these competition and challenges have brought great pressure to the development of personal financial business of our commercial banks. One of the characteristics of personal financial business is that There is a wide range, so the personal financial business of commercial banks can not be carried out without the participation of the customers. It can be said that the degree of customer participation is one of the main indicators to reflect the success of the personal financial business of commercial banks. However, from the present situation, the personal financial business of the Commercial Bank of China is far from being involved. Far from enough, although after nearly 10 years of development, the personal financial services of commercial banks in China have made great progress in quality and quantity, but the problems facing their development are still outstanding. The relationship between the factors and the customer participation in the personal financial business of commercial banks. Firstly, this paper reviews and reviews the relevant domestic and foreign literature on personal financial banking and customer participation, in order to find out the shortcomings of the current research and to make a step for the study of this civilization. Secondly, the related concepts and principles are discussed. The basis is summarized, which lays a theoretical foundation for the study of the latter, and analyzes the role and problems of customer participation in the personal financial business of commercial banks. Again, the factors affecting the customer participation of the commercial banks' personal financial services include the antecedent variables, the intermediary variables and the regulation variables. On the basis of the theoretical model and research hypothesis, the research design, including variables, the design of the questionnaire, the pre survey analysis and the collection of data, and then the customer participation in the personal financial business of commercial banks. The degree questionnaire carries out the basic information integration, makes the corresponding descriptive statistical analysis to each variable, and uses the factor analysis method to carry on the exploratory factor analysis to the questionnaire designed in this paper, carries on the confirmatory factor analysis to the hypothesis of the theoretical model, and analyzes the demographic variables to the customer participation step by step. The moderating effect and the intermediary role of customer perceived value on customer participation. Then, the development history and personal financial business of China Merchants Bank are expounded, the development course and main characteristics of the personal financial business are introduced, and the personal financial industry customers of China Merchants Bank are involved in the personal financial industry of China's commercial banks. Finally, on the basis of the previous research, we put forward the promotion strategy of the personal financial business development of commercial banks based on customer participation. Through theoretical and empirical research, this paper draws the following conclusions: first, the customer factors have a positive impact on the degree of customer participation. This shows that the stronger the customer's perceived risk ability is, the financial knowledge is stronger. The more rich the knowledge, the greater the financial demand, the more help the customers to participate in personal financial business. Second, commercial bank banking factors have a direct positive effect on customer perceived value. In commercial bank banking factors, bank brand, financial products, physical environment, marketing promotion behavior and employee behavior have a positive impact on customer participation, and When these bank factors are better, the more it helps to promote customer participation in personal financial business. Third, customer perceived value plays a part of intermediary role in the relationship between customer factors and bank factors and customer participation. Perceived value includes customer perception of service quality, trust and identification of brand, loyalty to brand and brand loyalty, Fourth, the demographic variables have a certain adjustment effect on the degree of customer participation, the age distribution, the distribution of educational background, and the distribution of profession play a regulatory effect on the customer participation, but the adjustment effect of the customer's character characteristics is not obvious. Fifth, through the case analysis of the personal financial business of China Merchants Bank One step verifies the theoretical hypothesis of this article.

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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