中国银行个人理财业务竞争战略研究

发布时间：2018-05-23 10:38

本文选题：个人理财业务 + 中国银行　；参考：《山东大学》2013年硕士论文

【摘要】：股份制改革后,随着我国GDP保持着高速增长和居民可支配收入不断提高,近几年我国的国有商业银行个人理财业务快速发展,成为这一时期经营重点。中国银行作为国内较早推出个人理财的银行,成功建立中银理财品牌、财富管理中心和私人银行三级财富管理体系,获得稳健的发展。但是,随着我国银行业国际化竞争趋势,需要满足迅速增加的理财客户存在的各种各样银行理财需求,中国银行大力发展个人理财业务显得尤为重要,有必要从战略的角度对中国银行的个人理财业务发展进行研究。本文首先阐述了战略管理理论的基本概念、发展历程和主要学派以及分析模型,以国内外银行个人理财相关理论为基础,通过理论与实践结合比较分析、案例分析等方法,运用SWOT分析方法,对中国银行个人理财业务发展现状具体分析,挖掘个人理财业务发展存在的优势和劣势,潜藏的机会和威胁,制定了中国银行的SWOT矩阵,提出了中国银行可行的应对保障措施,这些都体现在后文确定的差异化竞争战略的理念。在竞争战略理论分析上,阐明了成本领先战略和集中化战略不适合中国银行个人理财业务,提出了差异化竞争战略是中国银行个人理财业务现阶段可行的战略。差异化战略是指商业银行的产品与服务和竞争对手有明显的区别、形成与众不同的特点而采取的战略,从而在银行间竞争中赢得竞争优势。实施差异化竞争战略的关键在于：1.管理模式和服务差异化；2.产品差异化；3.员工差异化；4.渠道差异化。另外,资源的投入对中国银行实施个人理财业务差异化竞争战略也有着重要作用。从上述六方面对中国银行实施个人理财业务差异化战略提出了相应的实施保障措施。
[Abstract]:After the reform of shareholding system, with the rapid growth of GDP and the increasing of disposable income of residents, the personal finance business of state-owned commercial banks in China has developed rapidly in recent years, which has become the focal point of management in this period. Bank of China (BOC), as a bank that launched personal financial management earlier in China, has successfully established BOC's wealth management brand, wealth management center and three-tier wealth management system of private banks, and has achieved steady development. However, with the trend of international competition in China's banking industry, it is necessary to meet the financial needs of various banks that exist in the rapidly increasing number of financial clients, and it is particularly important for the Bank of China to vigorously develop its personal finance business. It is necessary to study the development of personal finance business of Bank of China from a strategic point of view. This paper first describes the basic concept of strategic management theory, the development of the main schools and analysis models, based on the domestic and foreign bank personal finance related theories, through the theory and practice combined with comparative analysis, case analysis and other methods. By using SWOT analysis method, this paper analyzes the current situation of personal finance business of Bank of China, excavates the advantages and disadvantages, the latent opportunities and threats, and formulates the SWOT matrix of Bank of China. This paper puts forward the feasible countermeasures of Bank of China, which are embodied in the concept of differentiated competition strategy. Based on the analysis of the theory of competition strategy, this paper clarifies that the cost leading strategy and the centralized strategy are not suitable for the personal finance business of the Bank of China, and puts forward that the differentiated competitive strategy is the feasible strategy at the present stage of the personal finance business of the Bank of China. Differentiation strategy refers to the strategy adopted by commercial banks in which the products and services of commercial banks are obviously different from their competitors, forming distinctive characteristics, and thus winning the competitive advantage in the competition between banks. The key to implementing the strategy of differentiated competition lies in: 1. Management model and service differentiation. Product differentiation 3. Employee differentiation 4. Channel differentiation. In addition, the investment of resources also plays an important role in the implementation of personal finance business differentiation competition strategy. From the above six aspects, this paper puts forward the corresponding protection measures for the bank of China to implement the differentiation strategy of personal finance business.
【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

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