中国银行上海市分行个人金融业务营销战略研究

发布时间：2018-01-02 03:01

本文关键词：中国银行上海市分行个人金融业务营销战略研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前,我国商业银行正面临着一个全新的竞争格局,主要呈现出以下几个新的趋势：存款理财化、利率市场化、资产证券化、金融综合化和融资投行化,在这些变化前,首先受到冲击的就是商业银行的公司金融业务。在此背景下,近年来收入稳定、贡献度不断提升的个人金融业务逐渐受到商业银行的重视。从上海地区来看,居民可支配收入快速增长,消费总额迅速提升,人口总量的稳步提升,人口结构的加快调整,居民素质不断提高。居民财富的稳步增长以及自贸区建设给上海带来的人口聚集效应,将催生更多的零售金融需求,这些都为上海地区银行个人金融业务的快速发展提供了有利条件。与此同时,在经济增速放缓、利率市场化与金融脱媒加速的外部环境下,银行的个人金融业务也必须走转型创新的道路,才能赢得持续成长的良好局面。本文运用营销管理的基本理论和分析工具,通过分析中国银行上海市分行面临的宏观经济环境及产业竞争环境等,深刻剖析了中行上海分行的竞争能力及竞争优势,提出中国银行个人金融业务差异化的分层客户营销战略,并提出了具有可执行力的具体策略。全文由七个部分组成：第一部分为引言,简要介绍了选题的意义、逻辑框架和研究方法,以及可能的新意与不足；第二部分为基本概念及理论综述,介绍银行个人金融业务的相关概念,并回顾和梳理国内外的营销战略理论；第三部分是战略环境分析,通过宏观环境分析和产业竞争环境分析,明确中国银行上海市分行个人金融业务所面临的外部环境条件,找出面对的机会和威胁。其中产业竞争环境分析包括五力模型分析、产业价值链分析、战略群组分析；第四部分是中行上海市分行个人金融业务内部资源和能力分析；第五部分运用SWOT分析及STP,确定了中行上海市分行个金业务战略选择；第六部分重点讨论中行上海市分行个人金融业务营销战略的实施；第七部分提出进一步的研究方向并对全文进行小结。本文可能的新意在于三方面：一是摒弃了传统银行单纯以客户资产进行客户群划分的原则,主要以客户的贡献度和忠诚度为标准对个人客户进行归类分析,并在此基础上提炼差异化营销战略；二是针对中行上海市分行,系统地使用VRI0分析框架,识别出其独特资源和核心能力；三是以全面系统的分析支持了中行上海市分行个金业务的营销战略定位。由于个人客户信息量庞大,目前中国银行上海市分行尚未能达到全量数据精准获取及分析的能力,在战略定位及选择上尚无充分的数据支撑,对于本文全面分析其个人金融业务现状、提出更切合实际的战略实施和控制方案有不小的影响。
[Abstract]:At present, China's commercial banks are facing a new competitive pattern, mainly showing the following new trends: deposit financing, interest rate marketization, asset securitization, financial integration and financing investment banking. Before these changes, the first to be affected is the corporate financial business of commercial banks. In this context, the income has been stable in recent years. From the point of view of Shanghai, the disposable income of residents increases rapidly, the total amount of consumption increases rapidly, and the total population increases steadily. With the rapid adjustment of the population structure and the continuous improvement of the residents' quality, the steady growth of residents' wealth and the population aggregation effect brought about by the construction of the free trade zone in Shanghai will lead to more retail financial demand. All these have provided favorable conditions for the rapid development of individual financial business of banks in Shanghai. At the same time, under the external environment of slowing economic growth, marketization of interest rates and accelerated financial disintermediation. The personal financial business of banks must also take the road of transformation and innovation in order to win a good situation of sustained growth. This paper uses the basic theory and analysis tools of marketing management. By analyzing the macro-economic environment and the industrial competition environment faced by Bank of China Shanghai Branch, this paper deeply analyzes the competitive ability and competitive advantage of Bank of China Shanghai Branch. This paper puts forward the stratified customer marketing strategy of bank of China's personal financial business differentiation, and puts forward specific strategies with executive power. The paper is composed of seven parts: the first part is the introduction, briefly introduces the significance of the topic. Logical framework and research methods, as well as possible new ideas and shortcomings; The second part is a summary of the basic concepts and theories, introduces the relevant concepts of personal financial business of banks, and reviews and combs the marketing strategy theory at home and abroad. The third part is the strategic environment analysis, through the macro-environment analysis and the industry competition environment analysis, clear bank of China Shanghai branch personal financial business facing the external environment conditions. The analysis of industrial competitive environment includes five forces model analysis, industry value chain analysis, strategic group analysis; Part 4th is an analysis of the internal resources and capabilities of Bank of China Shanghai Branch. Part 5th uses SWOT analysis and SWOT to determine the strategic choice of individual gold business of Bank of China Shanghai Branch; Part 6th focuses on the implementation of Bank of China Shanghai Branch personal financial business marketing strategy; Part 7th puts forward the further research direction and summarizes the full text. The possible new ideas of this paper lie in three aspects: first, it abandons the principle of customer group division based on customer assets in traditional banks. Mainly based on the customer's contribution and loyalty to the individual customer classification and analysis, and on this basis refine the differentiated marketing strategy; Second, aiming at Bank of China Shanghai Branch, it systematically uses VRI0 analysis framework to identify its unique resources and core competence. The third is to support the Bank of China Shanghai Branch with a comprehensive and systematic analysis of the individual gold business marketing strategic positioning. Due to the huge amount of personal customer information. At present, the Bank of China Shanghai Branch has not been able to achieve the capacity of accurate data acquisition and analysis, and there is no sufficient data support in strategic positioning and selection. Putting forward more realistic strategy implementation and control plan has no small influence.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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