交通银行海南省分行个人金融业务发展策略分析

发布时间：2018-05-20 12:20

本文选题：交通银行 + 海南省分行　；参考：《海南大学》2014年硕士论文

【摘要】：随着社会经济的不断发展,我国居民收入不断增加,个人财富的积累,使得人们开始主动思考,如何配置好个人资产,实现资产的保值增值。银行的个人金融业务就在这样的大环境下得到了迅猛发展。本文首先介绍了国内外个人金融业务的发展现状,并选取当地市场上具有代表性的竞争对手,包括以工商银行为代表的大型国有股份制商业银行、以中国光大银行为代表的小型国有股份制商业银行以及以平安银行为代表的民营股份制商业银行,就其个人金融业务发展情况做了优劣势分析,并作出交通银行海南省分行(以下简称海南交行)个人金融业务的SWOT分析,全面剖析其竞争环境。其次,从重点业务指标发展情况,个人金融品牌发展情况,个人金融服务支持体系三个方面对海南交行个人金融业务的发展现状进行了梳理。最后,在此基础之上,从客户发展、品牌发展以及同业竞争三个方面提出了交通银行海南省分行大力拓展个人金融业务的发展策略。客户发展层面,提出了以“分层品牌管理,族群精准营销”为原则的各类客户群分层拓展及经营策略。品牌发展层面,从细分市场,创新服务内容,提升服务内涵,完善服务体系三个方面,不断提升品牌影响力。同业竞争层面,则从产品、营销方式、渠道,体制四个方面提出优化建议,提升市场竞争力,从而实现本地最优财富管理银行的目标。本文采用演绎法、归纳法、文献分析法和对比法,从国内外商业银行个人金融业务发展的实际经验,同时对比当地同业,归纳总结出适宜交通银行海南省分行个人金融业务发展的实践理论,从而形成一篇具有实践意义的论文。
[Abstract]:With the development of social economy, the income of residents and the accumulation of personal wealth in our country are increasing, which makes people begin to think about how to allocate personal assets well and realize the value of assets. The personal financial business of the bank has developed rapidly in such a big environment. This paper first introduces the current situation of personal financial business at home and abroad, and selects the representative competitors in the local market, including the large state-owned joint-stock commercial banks represented by ICBC. Small state-owned joint-stock commercial banks, represented by China Everbright Bank, and private joint-stock commercial banks, represented by Ping an Bank, have made an analysis of the advantages and disadvantages of their personal financial business development. The SWOT analysis of personal financial business of Hainan Branch of Bank of Communications (Hainan Branch) is made, and its competitive environment is comprehensively analyzed. Secondly, from the key business indicators development situation, personal financial brand development, personal financial service support system three aspects of the development of personal financial business of Hainan Jiaotong Bank of China. Finally, on this basis, from the customer development, brand development and peer competition three aspects of the Bank of Communications Hainan Branch to vigorously expand the personal financial business development strategy. At the level of customer development, this paper puts forward the delamination expansion and management strategy of all kinds of customer groups based on the principle of "hierarchical brand management, ethnic group accurate marketing". Brand development level, from the market segmentation, innovation service content, improve service connotation, improve service system three aspects, constantly enhance brand influence. At the same competition level, the author puts forward some suggestions from four aspects: product, marketing mode, channel and system to improve the market competitiveness, so as to achieve the goal of the best local wealth management bank. This article uses deductive method, induction method, literature analysis method and contrast method, from the domestic and foreign commercial bank personal financial business development practical experience, at the same time compares the local peers, This paper summarizes the practical theory of personal financial business development in Hainan Branch of Bank of Communications, and forms a paper of practical significance.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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