中国农业银行H分行私人银行业务竞争战略研究

发布时间：2018-01-26 01:49

本文关键词： 农业银行 H分行私人银行业务竞争战略　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放三十多年来,随着中国经济的增长,国民财富不断增加,尤其是近十几年,富裕人士的数量和资产规模急剧增长。伴随着财富的增长,富裕人士在传统银行服务的基础上增加了财富管理的新需求。为此,中资和外资银行陆续在中国大陆推出私人银行服务。2012年8月,中国农业银行H分行成立私人银行部。截至2013年12月,省内四大国有商业银行都成立了省分行私人银行部,中信、民生等一些股份制银行也推出了私人银行服务。面对巨大的市场需求,面对即将全面展开的同业竞争,H分行非常有必要制定正确的私人银行业务竞争战略,整合行内外资源,在市场竞争中抢得先机。本文首先介绍了企业战略相关理论和私人银行相关文献,为后续分析做理论参考。之后对私人银行进行了概况性介绍,回顾了私人银行的起源和发展,总结了私人银行业务的定义和特点,对比了国内外银行私人银行客户服务模式,重点研究了瑞银、花旗、汇丰私人银行业务发展的经验及H分行可以借鉴的地方。本文核心部分首先介绍了H分行私人银行业务发展概况,通过PEST分析和五力模型分析了其所处的宏观环境、行业环境及同业竞争态势,找出其发展私人银行业务面临的主要机会和威胁,并借助外部因素矩阵得出EFE总加权分。之后通过分析其内部资源和能力,借助价值链模型找出其发展私人银行业务的主要优势和劣势,并借助内部因素矩阵得出IFE总加权分。然后在内外部因素分析的基础上借助IE矩阵得出H分行发展私人银行业务应该采取加强型战略,在机会、威胁、优势、劣势分析的基础上借助SWOT矩阵结合私人银行业务的特点得出H分行应该采取差异化竞争战略,并阐述了差异化战略的具体内涵即实现服务模式、服务内容和服务人员三方面的差异化。为使差异化战略具有操作性,笔者设计了差异化战略的具体实施方案及配套措施。在本文最后笔者对H分行私人银行业务进行了展望。在研究过程中,笔者采用了文献研究、比较研究和调研研究等研究方法。创新点有两个,一个是结合私人银行业务实际,建立了私人银行客户关系管理价值链模型,可以准确发现私人银行业务的着力点。二是在提出差异化竞争战略的同时,进一步明确战略的具体内涵,设计具体实施方案和保障措施,使得差异化战略更具操作性,尤其是创造性地提出适合H分行私人银行客户服务模式的新方案,可以更有效地利用行内人力资源。国内各家商业银行都在探索如何发展私人银行业务,甚至有些还出现了一些曲折。本文研究成果是在中国农业银行H分行私人银行业务发展实践的基础上总结出来的,并借鉴了国内外银行私人银行业务的一些先进经验,相信对H分行私人银行业务的发展乃至国内银行业私人银行业务的发展具有一定的现实指导意义。
[Abstract]:Since the reform and opening up for more than 30 years, with the growth of China's economy, the national wealth has been increasing, especially in the past ten years, the number of wealthy people and the scale of assets have increased sharply, accompanied by the growth of wealth. Wealthy people have added to the new demand for wealth management on the basis of traditional banking services. To that end, both Chinese and foreign banks have launched private banking services in mainland China. August 2012. Agricultural Bank of China H Branch set up a private banking department. As of December 2013, all four major state-owned commercial banks in the province have set up the provincial branch private banking department, Citic. People's livelihood and other joint-stock banks have also launched private banking services. In the face of huge market demand, it is very necessary for H branch to formulate a correct competitive strategy of private banking business in the face of the imminent comprehensive competition. Integration of internal and external resources, in the market competition to seize the first opportunity. This paper first introduces the relevant theories of enterprise strategy and private bank literature, and makes theoretical reference for the subsequent analysis. Then, it introduces the private bank in general, and reviews the origin and development of private bank. This paper summarizes the definition and characteristics of private banking, compares the customer service modes of domestic and foreign private banks, and focuses on UBS and Citi. The development of HSBC private banking business experience and H branch can be used for reference. The core part of this paper introduces the H branch private banking business development overview. Through the analysis of PEST and five-force model, this paper analyzes the macro environment, industry environment and competition situation of the same industry, and finds out the main opportunities and threats to the development of private banking business. With the help of external factor matrix, the total weighted score of EFE is obtained. Then, by analyzing its internal resources and capabilities, the main advantages and disadvantages of developing private banking business are found out with the help of value chain model. Based on the analysis of internal and external factors, the author draws the conclusion that H branch should adopt an enhanced strategy to develop private banking business, which should be based on the analysis of internal and external factors. On the basis of the analysis of advantages and disadvantages, we draw the conclusion that H branch should adopt the differentiated competitive strategy with the help of SWOT matrix combined with the characteristics of private banking business, and elaborate the specific connotation of the differentiation strategy, that is, the realization of service mode. The differentiation of service content and service personnel. In order to make the differentiation strategy operational. The author has designed the concrete implementation plan and the supporting measures of the differentiation strategy. At the end of this paper, the author has carried on the prospect to the H branch private bank business. In the course of the research, the author adopts the research methods of literature research, comparative research and investigation and research. There are two innovative points, one is to combine with the practice of private banking. This paper establishes the customer relationship management value chain model of private bank, which can accurately find out the focus of private bank business. Second, it makes clear the specific connotation of the strategy while putting forward the differentiated competitive strategy. Design specific implementation plan and safeguard measures, make differentiation strategy more operational, especially creatively put forward a new scheme suitable for H branch private bank customer service model. Domestic commercial banks are exploring how to develop private banking business. There are even some twists and turns. The research results of this paper are summed up on the basis of the practice of private banking business development of Agricultural Bank of China H Branch. It also draws lessons from some advanced experience of private banking business of domestic and foreign banks, and it is believed that it is of practical significance to the development of private banking business in H Branch and even to the development of private banking business in domestic banking industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F832.33;F832.2

【参考文献】