E银行零售业务发展现状及改进策略研究

发布时间：2018-10-12 07:11

【摘要】：自上世纪90年代中后期以来，商业银行之间的同业竞争日趋激烈，全球各大商业银行都加快了发展零售银行业务的步伐。相对于公司银行业务，零售业务市场前景异常广阔，而且可以有效地分散风险，提高银行的盈利能力。当前，零售银行业务已经成为世界各大商业银行的主要利润来源，零售银行业务利润占比达50%以上。随着我国经济的快速发展和金融体制改革的不断深入，我国商业银行的经营环境已经发生了剧烈的变化，银行经营的不确定因素不断增加，竞争也日趋激烈；同时，随着我国居民财富收入的不断增加，人们对金融服务的需求也日趋多元化，并且中小企业融资快速发展以及信息技术的广泛应用等一系列因素给我国银行零售业务的发展带来的巨大的发展动力和机遇。 E银行作为我国较早开展零售银行业务的商业银行之一，近年来其零售业务取得了较大的进步，产品种类日趋丰富，营业收入和利润不断增加，但整体上和国外先进商业银行相比还有较大的差距，主要表现在：收入占比不高，同质化竞争较为严重，客户管理水平低下，组织架构较为僵化，业务流程不够科学，服务渠道建设不合理等，这些问题已经成为E银行零售业务发展的主要障碍。本论从E银行零售业务发展现状入手，深入分析了E银行零售业务在产品、客户关系管理以及网点建设等方面存在的主要问题。通过对国外先进商业银行最新的零售业务产品特点和业务发展趋势进行深入分析，总结了国外商业银行客户中心化、业务发展中间化、产品发展一体化、服务电子化以及客户管理精细化的特点。此外，本论文还对国内中小型商业银行的标杆——招商银行的零售业进行了深入探讨。最后，通过借鉴国内外先进经验，提出了E银行以发展中端客户为重点的营销策略以及对私中端业务的产品策略、渠道策略以及客户关系管理策略，，建议以优化组织机构和业务流程为基础，打造专业的业务团队，建立全新的零售业务体系。论文最后还从主动和互动营销以及差异化增值服务等方面对如何发展贵宾业务做了较为深入的分析。
[Abstract]:Since the middle and late 1990s, the interbank competition between commercial banks has become more and more fierce, and all the major commercial banks in the world have accelerated the pace of developing retail banking business. Compared with corporate banking business, retail business market prospects are very broad, and can effectively spread the risk, improve the profitability of banks. At present, retail banking business has become the main source of profits of the world's major commercial banks, retail banking business profits accounting for more than 50 percent of Prida. With the rapid development of our economy and the deepening of financial system reform, the operating environment of commercial banks in our country has changed dramatically, the uncertain factors of bank management have been increasing, and the competition is becoming increasingly fierce. With the increasing wealth and income of Chinese residents, people's demand for financial services is becoming more and more diversified. Moreover, a series of factors, such as the rapid development of SME financing and the wide application of information technology, have brought great impetus and opportunity to the development of banking retail business in our country. One of the commercial banks in the retail banking business, In recent years, its retail business has made great progress, its products are becoming more and more abundant, its operating income and profit are increasing, but there is still a big gap compared with foreign advanced commercial banks in the whole, mainly as follows: the proportion of income is not high, Homogenization competition is more serious, customer management level is low, organization structure is rigid, business process is not scientific, service channel construction is unreasonable, these problems have become the main obstacle of E bank retail business development. Based on the present situation of E bank retail business, this paper analyzes the main problems of E bank retail business in the aspects of product, customer relationship management and network construction. Through the in-depth analysis of the latest retail business product characteristics and business development trends of foreign advanced commercial banks, this paper summarizes the customer centralization, business development and product development integration of foreign commercial banks. Electronic service and customer management of the characteristics of refinement. In addition, the retail industry of China Merchants Bank (CMB), which is the benchmark of medium and small commercial banks in China, is also discussed in this paper. Finally, by drawing lessons from the advanced experience at home and abroad, the paper puts forward the marketing strategy of E Bank, which focuses on developing middle end customers, as well as the product strategy, channel strategy and customer relationship management strategy of private and middle business. It is suggested to build a professional business team and establish a new retail business system on the basis of optimizing organization and business process. At the end of the paper, the author makes a deep analysis on how to develop VIP service from the aspects of active and interactive marketing and differentiated value-added service.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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