中国银行P分行零售业务市场拓展研究

发布时间：2019-02-24 18:35

【摘要】：近些年,在我国经济迅猛发展的背景下,我国的商业银行也得到迅速发展,经营模式相比以前有较为显著的变化,由传统的批发业务转变为零售业务为主的经营模式。在零售业务已成为商业银行的主要竞争之地的背景下,对中国银行P分行来说,为了更好地抵御金融风险和拓展银行业务,就需要从调整和完善银行业务收入结构入手,不断转变经营模式,提高银行利润水平。而在这转变的过程中, 作为P分行,其收入需要得到发展需要收入结构转变。而收入结构转变的主要方向和途径就是零售业务的大力发展。本文主要是对中国银行P分行零售业务市场拓展进行研究。本文以“提出问题—分析问题—解决问题”的思路展开研究。首先,对国内外针对商业银行零售业务的相关理论进行了梳理。其次,具体深入分析中国银行P分行零售业务发展的历程、零售业务的现状及现阶段面临的相关问题。再次,通过相关分析得出中国银行P分行零售业务市场拓展中内在及外在制约因素。最后提出相关市场拓展对策,主要包括产品、渠道、服务、客户结构、人员配置、科学技术等方面。本文通过相关的调研,得出以下结论： (1)中国银行P分行零售业务在现阶段在品牌形象、客户资源具有一定的优势,但是由于受到很多因素的制约,中国银行应加大在零售业务的力度,全面推进中国银行零售业务发展的进展； (2)电子银行营销渠道对于零售业务的拓展是一个重要渠道,中国银行P分行在零售业务市场的拓展过程中应重视零售业务的营销渠道全方面发展。在零售业务的拓展的同时最大程度节约市场拓展成本； (3)队伍的建设、绩效机制的考核、技术力量的进步均是中国银行P分行零售业务在市场拓展过程中应该考虑的问题。只有这样,才能确保中国银行P分行在竞争面前保持优势。
[Abstract]:In recent years, under the background of rapid economic development in our country, the commercial banks of our country have also been developed rapidly. Compared with the past, the business model has changed significantly, from the traditional wholesale business to the retail business mode. Under the background that retail business has become the main competition place for commercial banks, for P Branch of Bank of China, in order to better resist financial risks and expand banking business, we should start with adjusting and perfecting the income structure of banking business. Constantly change the business model, improve the level of bank profits. In the process of this transformation, as P branch, its income needs to be developed and its income structure is changed. And the main direction and way of income structure transformation is the vigorous development of retail business. This paper mainly studies the retail market development of Bank of China P Branch. In this paper, the idea of "posing problem-analyzing problem-solving problem" is studied. First of all, the domestic and foreign commercial bank retail business related theories are combed. Secondly, the paper analyzes the development of retail business of Bank of China P Branch, the present situation of retail business and the related problems. Thirdly, the internal and external restrictive factors in the retail business market expansion of Bank of China P Branch are obtained by relevant analysis. Finally, the paper puts forward some countermeasures, including product, channel, service, customer structure, staffing, science and technology, etc. This paper draws the following conclusions through relevant research: (1) the retail business of Bank of China P Branch has some advantages in brand image and customer resources at the present stage, but it is restricted by many factors. The Bank of China should strengthen the retail business and promote the development of the retail business of the Bank of China in an all-round way. (2) E-bank marketing channel is an important channel for retail business expansion. Bank of China P Branch should attach importance to the development of retail marketing channel in the process of retail business expansion. At the same time, the retail business to maximize the cost of market expansion; (3) the construction of the team, the evaluation of the performance mechanism and the progress of the technical force are all the problems that should be considered in the process of the retail business of Bank of China P Branch in the process of market expansion. Only in this way, can ensure that Bank of China P Branch in the face of competition to maintain an advantage.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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