交通银行吉林省分行零售业务战略转型研究
发布时间：2018-11-27 17:14
【摘要】：我国大部分商业银行的零售转型在过去的20多年里处在不断探索和发展中，但一直未取得突破性进展，如以客户为中心服务宗旨展开的服务始终难以得到广泛实质性认同、内部交叉销售协同效应难以实现等瓶颈问题仍然存在并严重制约着银行零售业务的发展，寻找一条符合中国特色的有效的银行零售战略转型之路，仍需大量的探索和实践。基于对国内商业银行零售业务转型发展具有广泛的现实需要和理论指导意义，特撰写本文。以交通银行吉林省分行零售业务转型发展的深入分析和研究，力求细化研究确定国内商业银行零售业务战略转型发展的具体战略并延伸到要解决的主要问题以及实施关键环节安排。 本文首先从国内外银行零售业务战略转型的对比分析入手，运用战略管理的相关理论，通过SWOT模型系统分析了交通银行吉林省分行零售业务转型发展现状、面临的主要问题，结合交通银行零售业务价值链模型确定交通银行吉林省分行零售业务战略转型关键在于战略实施。提出交通银行吉林省分行零售业务转型需调整零售业务组织结构，细化建立业务战略和职能战略，并开展有效的战略实施控制。交通银行吉林省分行将总行以客户为中心、应用好“两化一行”战略、三位一体的渠道布局、4S客户服务原则、5P零售业务营销策略、特色的6W财富管理理论构建的零售业务价值链模型与现代战略管理理论相结合，并进行具体实践才能推动零售银行业务快速发展。从国内商业银行零售业务转型发展不佳的现状出发，提出问题并说明该问题的紧迫性、广泛性以及当前发展的不足。运用战略管理理论进行深入的内外部环境和竞争对手的详细分析，从而确定零售业务转型发展的重点，，并根据战略管理理论进一步细化分析解决固有问题的战略转型项目，并依据战略实施理论确定具体实现步骤。将战略管理理论和交通银行零售业务战略转型实践相结合，深入解析做好转型发展的具体解决办法。 文中广泛运用了战略管理理论及模型，对交通银行吉林省分行现有价值链进行理论分析并分析与国内外战略管理理论的契合度。对重点内容进行突出分析和研究，如对零售业务组织架构问题、客户战略、产品战略、渠道战略等方面进行了重点研究，并提出了可遵循的模型及转型依据。文中对当前仍盛行的交叉销售理论进行了大胆否定，对制约零售业务发展的组织管理结构提出了大胆的改革，对当前国内银行零售业务发展走向畸形发展的瓶颈问题进行了解剖。战略转型需要大刀阔斧的改革，银行零售业务转型需要战略理论与银行实际的高效结合，交通银行吉林省分行零售业务战略转型研究对国内银行零售业务发展将起到一定的积极的促进作用。
[Abstract]:The retail transformation of most commercial banks in China has been exploring and developing in the past 20 years, but no breakthrough has been made. The bottleneck problems such as the difficulty to realize the synergy effect of internal cross-selling still exist and seriously restrict the development of banking retail business. It is still necessary to explore and practice a lot of ways to find an effective strategic transformation of banking retail with Chinese characteristics. Based on the domestic commercial banks retail business transformation and development has a wide range of practical needs and theoretical guidance, we write this article. Based on the in-depth analysis and research of the retail business transformation and development of Bank of Communications Jilin Province Branch, This paper tries to refine the research and determine the specific strategies for the strategic transformation and development of domestic commercial banks' retail business, and extends to the main problems to be solved and the implementation of key link arrangements. This paper begins with the comparative analysis of the strategic transformation of retail business at home and abroad, applies the relevant theory of strategic management, and systematically analyzes the current situation of retail business transformation of Jilin Branch of Bank of Communications through SWOT model, and the main problems it faces. Combined with the value chain model of retail business of Bank of Communications, the key to the strategic transformation of retail business of Jilin Branch of Bank of Communications lies in the implementation of strategy. It is pointed out that the transformation of retail business in Jilin Branch of Bank of Communications needs to adjust the organizational structure of retail business, refine the business strategy and functional strategy, and carry out effective strategic implementation and control. The Jilin Branch of Bank of Communications will take the customer as the center of the head office, apply the strategy of "two transformation and one line", the trinity channel layout, the 4S customer service principle, the 5P retail business marketing strategy, The value chain model of retail business constructed by the characteristic 6W wealth management theory is combined with the modern strategic management theory, and can promote the rapid development of retail banking business. Based on the current situation that the retail business of domestic commercial banks is not well developed, this paper puts forward some problems and explains the urgency, extensiveness and deficiency of the current development. Using the strategic management theory to carry on the thorough internal and external environment and the competitor's detailed analysis, thus determines the retail business transformation development key point, and according to the strategic management theory further detailed analysis solves the inherent problem strategic transformation project, And according to the strategy implementation theory to determine the specific implementation steps. This paper combines the theory of strategic management with the practice of strategic transformation of retail business of Bank of Communications, and deeply analyzes the specific solutions to the transformation and development. In this paper, the theory and model of strategic management are widely used to analyze the existing value chain of Jilin Branch of Bank of Communications and analyze the degree of conformity with the theory of strategic management at home and abroad. The main contents are analyzed and studied, such as the organizational structure of retail business, customer strategy, product strategy, channel strategy and so on, and puts forward the model that can be followed and the basis of transformation. In this paper, the theory of cross-selling, which is still prevailing at present, is boldly negated, and the organizational management structure which restricts the development of retail business is boldly reformed. This paper dissects the bottleneck of the development of domestic retail business towards malformation. The strategic transformation needs drastic reform, and the banking retail business transformation needs the efficient combination of the strategic theory and the bank practice. The strategic transformation of retail business in Jilin Branch of Bank of Communications will play a positive role in the development of retail business in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2
本文编号：2361522
[Abstract]:The retail transformation of most commercial banks in China has been exploring and developing in the past 20 years, but no breakthrough has been made. The bottleneck problems such as the difficulty to realize the synergy effect of internal cross-selling still exist and seriously restrict the development of banking retail business. It is still necessary to explore and practice a lot of ways to find an effective strategic transformation of banking retail with Chinese characteristics. Based on the domestic commercial banks retail business transformation and development has a wide range of practical needs and theoretical guidance, we write this article. Based on the in-depth analysis and research of the retail business transformation and development of Bank of Communications Jilin Province Branch, This paper tries to refine the research and determine the specific strategies for the strategic transformation and development of domestic commercial banks' retail business, and extends to the main problems to be solved and the implementation of key link arrangements. This paper begins with the comparative analysis of the strategic transformation of retail business at home and abroad, applies the relevant theory of strategic management, and systematically analyzes the current situation of retail business transformation of Jilin Branch of Bank of Communications through SWOT model, and the main problems it faces. Combined with the value chain model of retail business of Bank of Communications, the key to the strategic transformation of retail business of Jilin Branch of Bank of Communications lies in the implementation of strategy. It is pointed out that the transformation of retail business in Jilin Branch of Bank of Communications needs to adjust the organizational structure of retail business, refine the business strategy and functional strategy, and carry out effective strategic implementation and control. The Jilin Branch of Bank of Communications will take the customer as the center of the head office, apply the strategy of "two transformation and one line", the trinity channel layout, the 4S customer service principle, the 5P retail business marketing strategy, The value chain model of retail business constructed by the characteristic 6W wealth management theory is combined with the modern strategic management theory, and can promote the rapid development of retail banking business. Based on the current situation that the retail business of domestic commercial banks is not well developed, this paper puts forward some problems and explains the urgency, extensiveness and deficiency of the current development. Using the strategic management theory to carry on the thorough internal and external environment and the competitor's detailed analysis, thus determines the retail business transformation development key point, and according to the strategic management theory further detailed analysis solves the inherent problem strategic transformation project, And according to the strategy implementation theory to determine the specific implementation steps. This paper combines the theory of strategic management with the practice of strategic transformation of retail business of Bank of Communications, and deeply analyzes the specific solutions to the transformation and development. In this paper, the theory and model of strategic management are widely used to analyze the existing value chain of Jilin Branch of Bank of Communications and analyze the degree of conformity with the theory of strategic management at home and abroad. The main contents are analyzed and studied, such as the organizational structure of retail business, customer strategy, product strategy, channel strategy and so on, and puts forward the model that can be followed and the basis of transformation. In this paper, the theory of cross-selling, which is still prevailing at present, is boldly negated, and the organizational management structure which restricts the development of retail business is boldly reformed. This paper dissects the bottleneck of the development of domestic retail business towards malformation. The strategic transformation needs drastic reform, and the banking retail business transformation needs the efficient combination of the strategic theory and the bank practice. The strategic transformation of retail business in Jilin Branch of Bank of Communications will play a positive role in the development of retail business in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2
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