招商银行南宁分行公司理财业务发展策略研究

发布时间：2018-06-03 02:47

本文选题：招商银行 + 公司理财　；参考：《广西大学》2015年硕士论文

【摘要】：在宏观经济下行、利率市场化加速、银行资本监管趋严等诸多不利因素的情况下,招商银行2014年仍实现了营业业绩的较快增长。截至2014年12月末,招行资产总额·为47318.29亿元,较年初上升17.81%,2014年实现营业收入1658.63亿元,较年初增长25.08%,一跃成为国有五大商业银行之后最具竞争力、最具发展潜力的股份制商业银行。招商银行一直以零售业务见长,然而此次崛起与它的对公业务增长分不开,作为“短板”的对公业务将成为它中期业绩增长的重要推手。招商银行已经构建了满足中高端客户需求的理财增值服务体系,为客户提供专业、贴心、优质的投资顾问式理财服务。因此分析招商银行公司理财业务发展对商业银行金融创新、经营转型具有重要意义。本文考察了招商银行南宁分行公司理财业务发展的现状与问题,在宏观、中观、内部环境分析与SWOT分析的基础上,确定了招商银行南宁分行公司理财业务发展处于“优势-机遇”SO战略位置。根据市场细分的情况,本文确定了公司理财业务的目标市场,并对其提出了有针对性的价格、产品、渠道、促销、品牌等五方面发展策略与四个保障措施,以支持招商银行南宁分行公司理财业务健康、有序、快速发展。
[Abstract]:In the macroeconomic downturn, the acceleration of interest rate liberalization, bank capital supervision and other adverse factors, China Merchants Bank in 2014 still achieved a fast growth in operating performance. By the end of December 2014, the total assets of China Merchants Bank were 4.731829 trillion yuan, up 17.81 yuan from the beginning of the year. The total operating income of China Merchants Bank in 2014 was 165.863 billion yuan, up 25.08 yuan from the beginning of the year, making it the most competitive bank after becoming the top five state-owned commercial banks. The most promising joint-stock commercial banks. China Merchants Bank has always been a retail business, but the rise is inseparable from its public business growth, as a "short board" of public business will be an important driver of its medium-term performance growth. China Merchants Bank has set up a financial value added service system to meet the needs of middle and high end customers, providing professional, intimate and high quality investment advisory financial services for customers. Therefore, it is of great significance to analyze the financial business development of China Merchants Bank for financial innovation and management transformation of commercial banks. This paper examines the current situation and problems of the financial management business of China Merchants Bank Nanning Branch, based on macro, meso, internal environment analysis and SWOT analysis. Determined that China Merchants Bank Nanning Branch financial management business development in the "advantage-opportunity" so strategic position. According to the situation of market segmentation, this paper determines the target market of the company's financial management business, and puts forward five development strategies and four safeguard measures for it, such as price, product, channel, promotion, brand, etc. To support China Merchants Bank Nanning Branch financial management business healthy, orderly, rapid development.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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