A银行零售业务发展策略研究

发布时间：2018-01-03 15:39

本文关键词：A银行零售业务发展策略研究　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：A银行成立于1996年,以“百姓银行”和“社区银行”为主打零售品牌,结合自身的发展特点和本土优势不断地进行新产品研发和科技创新,并且长期以来以打造成跨区域的、多元化的、资本上市的先进的股份制商业银行为目标。由于我国金融市场不断地完善,我国商业银行之间的竞争日渐加剧,A银行只有依靠一条有效的发展途径进行战略转型,才能在我国广袤的金融市场上扎根立足。在产品创新上,中小型商业银行目前的零售业务产品缺乏有效的创新机制来主动创新占领市场,还停留在被动追随的状态。零售业务创新一般都是自发的、零星的,分散的、甚至是无用的,没有完善的、持续的创新计划。在信息技术的应用方面,尽管近年来中小股份制银行大幅提高了信息技术水平,有效支持了零售业务发展,但现在零售业务中的信息技术更新速度还是比较慢,电子渠道的建设还不完善,产品技术含量也较低。要建成信息化、知识化的市场还有较大差距。市场营销方面,很多中小股份制银行零售业务营销才刚刚开始发展,尚在以销售产品为主的初级阶段,一些银行的市场营销活动没有一支稳定的营销队伍,而且缺乏计划性、系统性,这也影响了业务规模的扩大。本文以A银行零售业务发展为主线,通过对比分析的方法,根据国内外商业银行的零售业务发展的特点描述现状,并通过调查分析及数据分析找出制约因素,分析了A银行零售业务的优势劣势,认识潜在的威胁,并结合发展机遇提出发展目标并描绘出未来成长的愿景。在此基础上从宏观的规模层面、政府层面以及微观上的客户层面、服务层面充分研究了A银行零售业务的发展策略。经过近四年的增长,A银行的零售业务取得了良好的成绩,截止到2012年末,A银行的储蓄存款余额突破了200亿元的大关。这几年的发展,A银行不论是从产品、资产负债中间业务还是管理水平都有了显著的提升和改变。 A银行的近期目标是上市,而A银行零售业务的快速发展是实现这一目标的前提。因此,研究A银行零售业务发展势在必行。
[Abstract]:Bank A is established in 1996 , with " people bank " and " community bank " as the main retail brand , combined with its own development characteristics and local advantages to continuously carry on new product R & D and technology innovation , and has long been playing the target of the advanced stock - stock commercial banks which have caused cross - region , diversified and capital market . On the product innovation , the current retail business products of small and medium - sized commercial banks are lack of effective innovation mechanism to actively innovate the occupied market and stay in the passive follow - up state . Based on the characteristics of retail business development of commercial banks at home and abroad , the paper analyzes the advantages and disadvantages of A bank ' s retail business , recognizes the potential threats , and presents the vision of future growth through investigation and analysis and data analysis . On this basis , the development strategy of A - bank ' s retail business is fully studied from macro - scale , government level and micro - level customer level . After nearly four years of growth , Bank A ' s retail business has achieved good results . By the end of 2012 , Bank A ' s savings account balance had exceeded 20 billion yuan . The development of Bank A , whether from product , asset - liability intermediary business or management level , has been significantly improved and changed . A bank ' s immediate goal is to go public , and the rapid development of A ' s retail business is the precondition for this goal . Therefore , it is imperative to study the development of retail business of A bank .

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】