中信银行南京分行私人银行业务发展策略研究

发布时间：2018-02-17 06:43

本文关键词： 中信银行南京分行私人银行业务环境分析发展策略　出处：《南京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内居民财富的高速增长和银行战略转型的必然性,我国商业银行不能再依赖于传统的存贷业务作为利润来源的支柱,如何才能在同业竞争激烈中开拓新的市场份额,吸引更多的优质客户,提高客户的忠诚度是中信银行南京分行认真研究的课题。私人银行业务的发展就是银行未来需要着重开拓的新业务窗口,是银行未来重要的利润来源支柱。国际领先的欧美银行在此项业务上拥有成熟的运营体系、丰富的经营经验,是其重要的业务支柱。但是我国商业银行私人银行业务起步较晚,业务能力、服务水平、品牌知名度等与外资银行有明显的差距。因此寻找着适合自身发展的模式和策略,是中信银行南京分行迫切需要解决的问题。本文通过研究和分析,厘清私人银行与一般意义的个人服务、贵宾服务、理财服务的区别;其次,通过分析国外私人银行的发展经验,结合国内具体的市场环境,以及近几年来国内部分商业银行私人银行发展的实践,努力探索符合国内市场环境的发展道路。最后,以中信银行南京分行为案例,通过PEST、五力模型分析、SWOT方法进行分析和研究,结合具体情况,探讨中信银行南京分行私人银行业务的发展策略问题。在研究过程中,运用了金融学、管理学、组织行为学、营销管理等学科中的知识原理,采用了文献研究和比较分析并重的方式,在对存在的问题采取了定性和定量的分析方法。
[Abstract]:With the rapid growth of the wealth of domestic residents and the inevitability of the strategic transformation of the banks, our commercial banks can no longer rely on the traditional deposit and loan business as the mainstay of the profit source, so how to open up a new market share in the fierce competition among the same industry. Attracting more high quality customers and improving customer loyalty is a serious issue studied by the Nanjing Branch of CITIC Bank. The development of private banking is a new business window that banks need to focus on in the future. International leading European and American banks have a mature operation system in this business, rich operating experience, is an important business pillar. However, the private banking business of commercial banks in China started relatively late. The business ability, service level, brand popularity and so on have the obvious disparity with the foreign capital bank. Therefore, looking for the pattern and the strategy suitable for oneself development, is the CITIC Bank Nanjing Branch urgent need to solve the question. This article through the research and the analysis, To clarify the differences between private banks and personal services, VIP services, and financial services in general; secondly, by analyzing the development experience of foreign private banks and combining the specific domestic market environment, As well as the practice of private banking development in some domestic commercial banks in recent years, efforts have been made to explore the way to develop in line with the domestic market environment. Finally, taking the Nanjing Branch of CITIC Bank as a case study, This paper analyzes and studies the development strategy of private banking business in Nanjing Branch of CITIC Bank by means of pest, five Force Model Analysis and SWOT method. In the course of the research, it uses finance, management, organizational behavior, etc. The principles of knowledge in marketing management and other subjects are analyzed qualitatively and quantitatively in the light of both literature research and comparative analysis.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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