A银行深圳分行对公网银交易活跃度研究

发布时间：2018-03-28 09:32

本文选题：对公网银　切入点：企业网银　出处：《广东财经大学》2015年硕士论文

【摘要】：企业在发展壮大的过程中,对商业银行的要求越来越高,不仅希望银行提供传统的柜面业务,更希望得到方便快捷的一站式综合服务。与此同时,商业银行也顺应互联网时代的新潮流,逐渐改变传统的“存、贷、汇”为主的对公业务,积极实践交易银行业务与对公电子渠道的创新融合,通过提高对公网银交易的活跃度来增加对公客户对银行的粘性,由此带来存款的增加和中间业务收入的增长以及其他业务的联动发展。文章通过对A银行深圳分行对公网银交易活跃度进行详细研究,发现A银行深圳分行对公网银交易活跃度近几年发展迅速,在A银行系统内考核排名靠前,不仅活跃户数量增长较快,户均交易笔数和交易额也稳步增长,网银替代率更是超过90%。但本文同时发现,与国内其他商业银行相比,该行目前还只属于第三梯队,交易量也与其他大型银行存在较大差距,在同业中所占的市场份额仍然较小。研究同时发现,目前该行对公网银交易业务存在着动户率较低、大型优质客户较少、中小客户增长缓慢且存量客户不足等问题,进而影响了该行对公网银的交易活跃度,产生这些问题的原因主要是A银行深圳分行自身品牌、产品、营销及考核等方面存在不足以及客户的特性等。对此,本文从产品、考核、营销等多个方面入手,通过创新产品设计、细分客户、加强考核和品牌建设等多种方法,盘活存量,用好增量,希望推进A银行深圳分行对公网银交易活跃度的全面发展。
[Abstract]:In the process of development and expansion of enterprises, the requirements of commercial banks are becoming higher and higher. They not only hope that banks will provide traditional counter business, but also hope to get convenient and quick one-stop comprehensive services. At the same time, Commercial banks also comply with the new trend of the Internet era, gradually change the traditional "deposit, loan, exchange" of the public business, actively practice the exchange of banking business and public electronic channels of innovation integration, To increase the stickiness to the banks of the public customers by increasing the activity of the public banking transactions, This has led to the increase of deposits, the growth of intermediate business income and the linkage development of other businesses. It is found that the Shenzhen branch of Bank A has developed rapidly in recent years with regard to the trading activity of the public network silver. In the A banking system, the number of active accounts has increased rapidly, and the number of transactions and the volume of transactions have also steadily increased. At the same time, this paper finds that, compared with other domestic commercial banks, the bank is still only in the third echelon, and the trading volume is also quite different from that of other large banks. At the same time, the study also found that the bank has some problems such as low mobile account rate, fewer large and high quality customers, slow growth of small and medium-sized customers and insufficient stock of customers, etc. The reasons for these problems are mainly the shortcomings of Bank A Shenzhen Branch's own brand, products, marketing and examination, as well as the characteristics of customers. Starting with assessment, marketing and other aspects, through innovative product design, customer segmentation, strengthening assessment and brand building, and so on, we can activate the stock and make good use of the increment. I hope to promote the A Bank Shenzhen Branch to the full-scale development of public banking transactions.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

【参考文献】