全国性股份制商业银行零售产品创新策略初探

发布时间：2018-08-24 21:01

【摘要】：随着利率市场化进程的加快、同业竞争的加剧,全国性股份制商业银行迫切需要调整业务结构,寻求新的利润增长点。零售银行业务作为商业银行重要业务支柱之一,因其风险相对分散、成长性好等优势,已成为各银行实施战略转型的重点。但如何发展银行零售业务,如何以产品创新领先同业、赢得客户,甚至依靠创新创造市场,对各家银行而言还是一个新课题,所以对银行零售产品创新进行研究显得十分必要。本文以全国性股份制商业银行为研究对象,以兴业银行为例,通过对中国零售银行业务发展历史、发展现状、全国性股份制商业银行零售业务面临的挑战与机遇进行分析,剖析了全国性股份制商业银行零售产品创新的动因,在介绍国内外银行零售银行产品创新的理论与实践的基础上,借鉴其成功经验并合理运用到全国性股份制商业银行零售产品的创新实践中。本文具体介绍了零售银行产品创新理论,以兴业银行为例,系统介绍了全国性股份制商业银行零售产品创新的组织体系,并从零售银行产品创新的意义、目标、重点、配套措施等方面对全国性股份制商业银行零售产品创新策略进行了阐述。文章从全国性股份制商业银行零售产品创新的最终意义和目标出发,通过剖析与大型商业银行、城市商业银行、农村金融机构、中国邮政储蓄银行这四类金融机构零售业务相比较所存在的优劣势,根据“二八定律”和“长尾理论”,明确提出私人银行客户、中产阶层群体、社区大众群体是全国性股份制商业银行主要服务客群。在此基础上,根据目标客群的需求及其消费行为特点,对全国性股份制商业银行如何从负债类、资产类、理财类、平台类产品进行创新架构进行了分析和探讨,并以兴业银行为例进行了具体阐述。文章对全国性股份制商业银行实现零售业务转型升级、加快银行零售产品创新、提升市场竞争力有着现实的参考意义。
[Abstract]:With the acceleration of interest rate marketization and the intensification of interbank competition, national joint-stock commercial banks urgently need to adjust their business structure and seek new profit growth points. As one of the important business pillars of commercial banks, retail banking has become the focus of strategic transformation for its advantages of relatively dispersed risks and good growth. However, how to develop the retail business of banks, how to lead the industry by product innovation, win customers, and even rely on innovation to create the market is still a new topic for each bank, so it is very necessary to study the innovation of retail products of banks. This paper takes the national joint-stock commercial bank as the research object, takes the Industrial Bank as an example, analyzes the development history, the present situation, the challenge and the opportunity of the retail business of the national joint-stock commercial bank. This paper analyzes the causes of retail product innovation of national joint-stock commercial banks, and introduces the theory and practice of domestic and foreign retail banks' product innovation. Draw lessons from its successful experience and apply it to the innovation practice of retail products of national joint-stock commercial banks. This paper introduces the theory of retail bank product innovation, taking Industrial Bank as an example, systematically introduces the organizational system of retail product innovation of national joint-stock commercial bank, and from the point of view of the significance, goal and emphasis of retail bank product innovation. Supporting measures and other aspects of the national joint-stock commercial banks retail product innovation strategy was expounded. Starting from the ultimate significance and goal of retail product innovation of national joint-stock commercial banks, this paper analyzes the major commercial banks, urban commercial banks and rural financial institutions. Comparing the advantages and disadvantages of the retail business of the four types of financial institutions, the Postal savings Bank of China has clearly put forward the private bank customers and the middle class groups according to the "law of two eight" and the "long tail theory". Community mass group is the main service group of national joint-stock commercial banks. On this basis, according to the demand of the target group and the characteristics of consumer behavior, this paper analyzes and discusses the innovative structure of the national joint-stock commercial bank from the debt class, asset class, financial management class and platform type product. And take Industrial Bank as an example to carry on the concrete elaboration. This article has practical reference significance for the national joint-stock commercial banks to realize the retail business transformation and upgrade, accelerate the bank retail product innovation, and enhance the market competitiveness.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F273.2

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