中信银行杭州分行网点零售业务转型问题及对策研究

发布时间：2018-04-10 05:41

本文选题：中信银行　切入点：零售业务　出处：《浙江工业大学》2014年硕士论文

【摘要】：中国零售银行业在过去的十年中经历了飞速的发展。从2000年到2010年,零售存款和贷款规模分别增长了4.5倍和17倍,并且仍在快速提高。预计到2020年,行业总收入将达到1.5万亿人民币,约为2011年的近两倍,跃居仅次于美国的零售银行市场。2020年中国的零售银行业将真正步入成熟期,在这一过程中,市场的惊人发展带给各商业银行的机遇和挑战都是巨大的,在此过程中,银行将不得不更加关注其零售业务本身的盈利能力,以及从思考”在何处竞争”转移到思考“如何差异化竞争”。商业银行进行网点零售业务转型势在必行。在此大背景下,中信银行从2012年起全行实施网点零售业务销售化转型项目,旨在通过几年努力,改变营业网点业务模式和管理模式,变交易中心为营销中心,将交易银行转型为流程型银行,提升零售业务在银行业务的比重,提升零售产能。本文以中信银行杭州分行网点为研究对象,介绍了研究背景、研究意义和研究方法,阐述了相关理论,为研究中信银行杭州分行网点零售业务转型奠定理论基础；从外部环境和内部驱动力分析了中信银行杭州分行网点零售业务转型的必要性；详细分析了网点转型工作存在的主要问题及原因；在此基础上,运用业务流程重组理论、银行网点转型理论及绩效管理的基本原理,提出了网点转型的实践措施,并对中信银行杭州分行网点零售业务转型的实施效果做了说明,实践证明,转型效果良好,最后总结了研究成果和不足之处。
[Abstract]:China's retail banking industry has experienced rapid development in the past decade.Retail deposits and loans grew 4.5 and 17 times respectively between 2000 and 2010, and are still rising rapidly.By 2020, the industry's total revenue is expected to reach 1.5 trillion yuan, nearly double that of 2011, ranking second only to the United States' retail banking market. In 2020, China's retail banking industry will truly enter a mature period, and in the process,The tremendous development of the market has brought enormous opportunities and challenges to commercial banks. In the process, banks will have to pay more attention to the profitability of their retail businesses.And from thinking about "where to compete" to thinking about "how to differentiate competition".It is imperative for commercial banks to transform their retail business.Against this background, CITIC Bank has been implementing the retail sales transformation project since 2012, with the aim of changing the business model and management model of the network into a marketing center through several years of efforts.Transform the transaction bank into a process bank, increase the proportion of retail business in banking business and increase retail capacity.This paper takes the Hangzhou branch of CITIC Bank as the research object, introduces the research background, research significance and research methods, expounds the relevant theories, and lays a theoretical foundation for the study of the transformation of the retail business of CITIC Bank Hangzhou Branch.This paper analyzes the necessity of retail business transformation in Hangzhou branch of CITIC Bank from the external environment and internal driving force, analyzes in detail the main problems and reasons existing in the transformation of network, and on this basis, applies the theory of business process reengineering.The theory of bank network transformation and the basic principle of performance management are put forward, the practical measures of network transformation are put forward, and the effect of retail business transformation in Hangzhou branch of CITIC Bank is explained. The practice proves that the transformation effect is good.Finally, the research results and shortcomings are summarized.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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