外资A银行个人金融业务发展策略研究

发布时间：2018-01-13 11:11

本文关键词：外资A银行个人金融业务发展策略研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：外资银行在中国发展数十年来,形成了一定的特色和竞争力,A银行是国内众多的法人外资银行之一,其个人金融业务在发展中暂时还没有形成自己的核心竞争力。本文通过对外部环境和内部因素的分析阐述,试找出其中的问题,为其战略定位和实施提供支持并提出建议。本文主要从国际、国内银行业的整体情况、发展趋势、关键成功因素、PEST(PEST Analysis,宏观环境分析法)分析法等,分析了A银行所处的外部环境,通过SWOT(SWOT Analysis,态势分析法)、价值链等工具分析了A银行个人金融业务的内部因素和发展策略,并从客户定位、产品定位、价格策略、沟通策略和创新领域等纬度,提出A银行个人金融战略思路,最后在A银行个人金融战略实施上,从战略认同的建立、流程优化和绩效考核的完善、产品和服务模式的创新、信息系统的完善、品牌优势的创立等方面提出了具体的建议。本文尝试多角度对A银行个人金融业务的战略进行分析阐述,但由于相关信息和数据不全面,分析还不够深入。在当前国内银行业快速发展、互联网革命日新月异的背景下,今后还将继续关注行业的动态和新的业务模式,开辟银行个人金融业务发展的蓝海。
[Abstract]:Since the development of foreign banks in China for decades, it has formed certain characteristics and competitiveness. Bank A is one of the many foreign banks with legal persons in China. The personal financial business has not formed its own core competitiveness in the development. This paper tries to find out the problems by analyzing the external environment and internal factors. This article mainly from the international and domestic banking industry overall situation, the development trend, the key success factor is PEST-PEST Analysis. This paper analyzes the external environment of Bank A through SWOT(SWOT Analysis, situation Analysis and so on. Value chain and other tools have analyzed the internal factors and development strategies of personal financial business of Bank A, and from customer positioning, product positioning, price strategy, communication strategy and innovation field and other latitude. Finally, in the implementation of the personal financial strategy of Bank A, from the establishment of strategic identity, process optimization and performance evaluation, product and service model innovation. The improvement of information system, the establishment of brand advantages and other aspects of specific suggestions. This paper tries to analyze the personal financial business strategy of Bank A from multiple angles, but because of the relevant information and data is not comprehensive. The analysis is not deep enough. Under the background of the rapid development of the domestic banking industry and the rapid change of the Internet revolution, we will continue to pay attention to the industry dynamics and new business model in the future. The blue sea that opens up the bank individual finance business development.
【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】：F832.2

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