中国工商银行长春分行个人金融业务经营对策研究

发布时间：2018-05-23 21:59

本文选题：个人金融 + 客户服务　；参考：《吉林大学》2015年硕士论文

【摘要】：个人金融业务是相对于法人金融业务而言，指的是金融机构对于自然个人客户的业务。个人金融业务的服务范围主要是利用网点、技术、人才、信息、资金为个人提供各种理财工具，并为个人客户财务分析、财务规划、投资顾问、资产管理等专业化服务。传统上，为了保障资金的安全，金融机构会尽量将把贷款投放到实力较强、风险较低的大中小型工商银行或者国有工商银行，而个人较难获得贷款而满足自己的融资需求。在日趋发展的利率市场环境下，银行具有利率的决定权，银行就可以自主定价，提高利率来补充由于底子薄的自然个人带来的潜在的较高的风险，使得银行的风险和收益能够匹配，减少由于贷款风险带来的损失，增加收益，进一步加强金融机构对于个人金融业务来往的积极性。自然个人金融业务对比法人业务属于小量，不属于主流金融，但是由于其服务对象大多数是占着大部分比例的自然人，因此其客户来源多。另外，由于客户是自然个人，但是他们资金存贷的份额少，对于利率的敏感度低，存款余额从长期来看比较稳定，再加上其存款来源比较稳定，所收取的服务费较低，因此金融存在的风险相对小。随着经济的不断发展，自然个人个性化的需要也增多，金融业也应该推出多种个性化个人金融产品。为了分析金融机构如何能够灵活应变，取得更高的业绩，以让自己的业务能力在整个金融体系中不断地得到发展壮大，本人提出了关于我国个人金融业务发展存在的问题以及对策这一课题研究。本文通过个人金融业务经营对策的研究，以中国工商银行长春分行为客体分析对象，不难发现，虽然其个人金融业务与个人金融产品具有一定的金融市场的发展优势，但是随着个人金融产品和服务的开展，其缺点已经慢慢暴露出来，风险对于投资者的影响也开始日益加重。长春分行目前经营理念偏颇、战略定位模糊、营销模式落后、客户体验与客户服务较差、人员激励政策与考核机制不够完善，在个人金融业务与个人金融产品发展的同时，需要根据自然个人客户发展的特点和市场风险、市场动向等内部因素与外部因素相结合来调整个人金融产品，吸引和留住客户，既保证投资者的合法权益，也保证了工行的收益。所以，，面对中国工商银行长春分行个人金融业务发展当中存在的问题，制订合理有效的发展对策是当务之急，也是长久之计，正确的经营对策可以使中国工商银行长春分行个人金融业务经营状况得到全面的提升，不断提高零售业务知名度、满意度和美誉度，以实现客户价值、工商银行价值和社会价值。
[Abstract]:Personal financial business is relative to corporate financial business, which refers to the business of financial institutions for natural individual customers. The service scope of personal financial business is mainly to provide various financial tools for individuals by using network, technology, talents, information and funds, and to provide professional services for personal clients, such as financial analysis, financial planning, investment consultants, asset management, and so on. Traditionally, in order to ensure the safety of funds, financial institutions will try their best to put loans to large, medium, small and medium-sized industrial and commercial banks or state-owned industrial and commercial banks, which are stronger and less risky, while individuals are more difficult to obtain loans to meet their own financing needs. In the increasingly developing interest rate market environment, banks have the right to decide on interest rates, so that banks can set their own prices and raise interest rates to supplement the potential higher risks posed by natural individuals with a thin base. It can make the bank risk and income match, reduce the loss caused by the loan risk, increase the income, and further strengthen the enthusiasm of financial institutions for personal financial business transactions. Compared with legal person business, natural personal financial business belongs to small quantity and does not belong to mainstream finance. However, because most of its clients are natural persons who account for most of them, its customers come from many sources. In addition, because customers are natural individuals, but their shares of funds and loans are small, their sensitivity to interest rates is low, the balance of deposits is relatively stable in the long run, and the source of their deposits is relatively stable, and their service charges are lower. As a result, the risk of financial existence is relatively small. With the development of economy, the need of individual individuation is increasing, and the financial industry should launch many kinds of individualized personal financial products. In order to analyse how financial institutions can adapt flexibly and achieve higher performance so that their business capabilities can continue to grow and grow throughout the financial system, I put forward the research on the problems and countermeasures of personal financial business development in China. Through the research of personal financial business management strategy, taking ICBC Changchun Branch as the object of analysis, it is not difficult to find that although its personal financial business and personal financial products have certain advantages in the development of financial market, However, with the development of personal financial products and services, its shortcomings have been gradually exposed, and the impact of risk on investors is becoming more and more serious. Changchun Branch has a biased management concept, vague strategic positioning, backward marketing model, poor customer experience and customer service, inadequate staff incentive policy and assessment mechanism, and the development of personal financial business and personal financial products. According to the characteristics of natural personal customer development and market risks, market trends and other internal factors combined with external factors to adjust personal financial products, attract and retain customers, both to ensure the legitimate rights and interests of investors. Also guaranteed ICBC's income. Therefore, in the face of the problems existing in the development of individual financial services in Changchun Branch of the Industrial and Commercial Bank of China, it is imperative and a long-term solution to formulate reasonable and effective development countermeasures. The correct management countermeasure can make the individual financial business of ICBC Changchun Branch to get the comprehensive promotion, continuously raise the retail business popularity, the satisfaction degree and the reputation, in order to realize the customer value, ICBC value and social value.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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