广发银行上海分行个人理财业务竞争策略研究

发布时间：2018-05-19 13:58

本文选题：商业银行 + 广发银行上海分行　；参考：《中南大学》2013年硕士论文

【摘要】：摘要：随着我国经济持续高速发展以及居民经济收入不断增加,个人理财业务在商业银行中间业务发展中的重要地位日益凸显。目前国内各家银行纷纷加快了拓展个人理财业务的步伐,推出了各具特色的个人理财产品与服务,尤其是在个人高端客户市场和理财产品创新上展开了激烈的竞争。本文在详细阐述国内外优秀银行个人理财业务竞争策略的基础上,以广发银行上海分行为研究对象,首先采用理论分析及实地调查相结合的方式,深入分析了广发银行上海分行个人理财业务的发展现状及竞争态势；进而具体探讨了该行个人理财业务的优势及劣势,以及今后拓展个人理财业务所面临的机遇与挑战；最后,针对该行个人理财业务的现状和不足,从提供差别化服务、渠道建设、组织机构、客户关系管理、产品创新、营销方式等六个方面提出了竞争策略的建议。虽然本文以广发银行上海分行的个人理财业务为案例进行分析,但得出的结论对国内其他商业银行也具有一定的适用性和参考意义。图9幅,表15个,参考文献69篇。
[Abstract]:Absrtact: with the rapid development of Chinese economy and the increase of residents' economic income, personal finance is playing an increasingly important role in the development of commercial banks' intermediate business. At present, the domestic banks have quickened the pace of expanding the personal finance business, introduced the personal finance products and services with their own characteristics, especially in the personal high-end customer market and the innovation of financial products launched fierce competition. On the basis of expounding the competitive strategy of domestic and foreign excellent banks' personal finance business in detail, this paper takes Guangfa Bank Shanghai Branch as the research object, first of all, it adopts the combination of theoretical analysis and field investigation. This paper deeply analyzes the current situation and competitive situation of personal finance business in Shanghai Branch of Guangfa Bank, and then discusses the advantages and disadvantages of personal finance business of Guangfa Bank, and the opportunities and challenges to expand personal finance business in the future. In view of the current situation and shortcomings of the bank's personal finance business, this paper puts forward some suggestions on competitive strategy from six aspects, such as providing differentiated service, channel construction, organization, customer relationship management, product innovation, marketing method, and so on. Although this paper takes the personal finance business of Guangfa Bank Shanghai Branch as a case study, the conclusion is of certain applicability and reference significance to other commercial banks in China. There are 9 figures, 15 tables and 69 references.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】