J银行莱芜分行个人金融业务竞争战略研究

发布时间：2018-03-05 03:09

本文选题：商业银行　切入点：个人金融业务　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着国内居民收入水平的不断提高,个人客户对金融行业尤其是商业银行个人金融业务的要求越来越高,对新的金融产品的需求越来越迫切。各大商业银行个人金融业务的收入比例逐步提升,对利润的贡献度逐步加大,个人金融业务在商业银行发展中的地位越来越重要,各银行纷纷加大了对个人业务的投入和支持力度。但由于个人金融产品同质化严重、创新能力不足,目前虽取得了较快的发展,但在一定程度上仍然无法满足群众日益多样化的需求。而作为国有四大银行之一的J银行,虽在个人业务上走在国内前列,但仍面临着一些发展的问题和挑战,而莱芜分行就是其中比较具有代表性的二级分行。本文以J银行莱芜分行个人金融业务的发展为研究对象,主要采用了案例分析法和文献资料法开展研究。本文首先明确了对个人金融业务研究的背景和重要意义,通过对国内外大量文献资料的整理和研究,阐明了国内外专家学者对个人金融业务的研究阶段和成果,在国内外专家和学者研究的基础上,通过采用PEST分析法、波特五力模型分析法和SWOT分析法,系统地对J银行莱芜分行所处的内外部环境进行了深入剖析,找到了其合适的竞争战略,即差异化的竞争战略。通过以上分析,本文对该行个人金融业务的差异化竞争战略提出了合理的保障措施,重点在人才方面、网点转型方面、渠道方面、风险防控方面做出详细阐述,这将对其个人业务的竞争大有裨益,具有一定的现实意义。本文的主要结论是：在目前J银行莱芜分行个人金融业务发展现状尚不理想的情况下,该行要坚决实施差异化的竞争战略,在客户、产品、营销、品牌等方面充分体现出差异化的竞争战略,坚决实施综合化网点转型,提升网点服务质量和效率,针对不同的客户群体提供差异化的产品和服务,同时提升网点服务半径,通过ATM、POS等设备的布放,服务更多的客户,弥补目前网点少的硬件不足,从而促进个人金融业务的持续快速发展。
[Abstract]:In recent years, with the continuous improvement of the income level of the domestic residents, the personal customers' requirements for the financial industry, especially the commercial banks' personal financial business, are becoming more and more high. The demand for new financial products is becoming more and more urgent. The proportion of income of individual financial business of major commercial banks is gradually increasing, the contribution to profits is gradually increasing, and the position of personal financial services in the development of commercial banks is becoming more and more important. The banks have increased their investment and support for personal business. However, due to the serious homogeneity of individual financial products and the lack of innovation ability, they have made relatively rapid development at present. To some extent, however, J Bank, one of the four largest state-owned banks, is still unable to meet the increasingly diversified needs of the masses. Although Bank J is in the forefront of personal business in China, it still faces some problems and challenges in its development. Laiwu Branch is one of the representative secondary branches. This paper takes the development of personal financial business of Laiwu Branch of J Bank as the research object. This paper mainly uses the case analysis method and the literature method to carry out the research. Firstly, this paper clarifies the background and significance of the personal financial business research, through the collation and research of a large amount of literature data at home and abroad. This paper expounds the stages and achievements of the research on personal financial business by experts and scholars at home and abroad. On the basis of the research by experts and scholars at home and abroad, the author adopts PEST analysis, Porter's five-force model analysis and SWOT analysis. This paper systematically analyzes the internal and external environment of Laiwu Branch of J Bank, and finds out its suitable competition strategy, namely, the differentiated competition strategy. This paper puts forward reasonable safeguard measures for the differentiation competition strategy of the bank's personal financial business, focusing on talent, network transformation, channel, risk prevention and control. This will be of great benefit to the competition of personal business and has certain practical significance. The main conclusions of this paper are as follows: the current situation of personal financial business development in Laiwu Branch of J Bank is not ideal. The bank should resolutely implement the differentiated competitive strategy, fully reflect the differentiated competitive strategy in customer, product, marketing, brand, and so on, resolutely implement the comprehensive network transformation, and improve the service quality and efficiency of the network. For different customer groups to provide differentiated products and services, at the same time enhance the network service radius, through the placement of ATM POS and other equipment, service more customers, to make up for the current lack of network network hardware, So as to promote the sustained and rapid development of personal financial services.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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