招商银行零售银行发展策略选择的案例分析

发布时间：2019-01-09 10:30

【摘要】：随着移动互联网的快速发展,利率市场化、互联网金融和金融脱媒等宏观因素正在快速改变国内银行业的既有格局。从国外银行的发展经验看,借助各种新技术的应用,零售银行作为商业银行的重要组成部分、重要的创利来源,正在发挥越来越重要的作用。本文通过对零售银行发展理论的回顾以及对国内外零售银行发展历程、现状的总结,对零售银行在不同社会发展阶段的不同特点,以及重点业务的发展过程进行分析,全面系统地总结出零售银行在国内外的发展规律。在回顾招商银行发展历程、零售银行发展特点、服务内容和服务方式的基础上,借助SWOT模型细致分析招商银行零售银行在当前市场情况下的优势、劣势、机会和挑战。通过对国内外商业银行零售银行发展模式和特点的整理,对非银行企业借助互联网进行利率市场化创新等尝试的梳理,总结出招商银行零售银行的市场定位,和以此为基础的应采取的发展策略。结合上述分析,笔者建议：招商银行零售银行应从客户、成本、便利和沟通等四个维度加快适应新的市场形势,通过多元化的客户拓展策略、分类客户经营策略,吸收社区银行和直销银行的优势、加强精细化管理,通过完善创新服务渠道和服务方式提升服务的便捷性,在服务口碑、社会形象以及客户定位等方面加强与客户的沟通等,以客户为中心,立足“最佳零售银行”,向综合金融服务集团努力前进
[Abstract]:With the rapid development of mobile Internet, interest rate marketization, Internet finance and financial disintermediation and other macro factors are rapidly changing the existing pattern of domestic banking. From the development experience of foreign banks, retail banks, as an important part of commercial banks and an important source of profit, are playing an increasingly important role with the help of the application of various new technologies. By reviewing the development theory of retail banks and summarizing the development history and current situation of retail banks at home and abroad, this paper analyzes the different characteristics of retail banks in different stages of social development, as well as the development process of key business. The development law of retail banks at home and abroad is summarized in a comprehensive and systematic way. On the basis of reviewing the development course of China Merchants Bank, the characteristics of retail bank development, service content and service mode, this paper makes a detailed analysis of the strengths, weaknesses, opportunities and challenges of China Merchants Bank retail banks in the current market situation with the help of SWOT model. This paper summarizes the market orientation of China Merchants Bank through sorting out the development mode and characteristics of retail banks at home and abroad, and combing the attempts of non-bank enterprises to carry out market-oriented interest rate innovation with the help of the Internet, and summarizes the market orientation of retail banks of China Merchants Bank. And the development strategy that should be adopted on this basis. Combined with the above analysis, the author suggests that China Merchants Bank retail banks should speed up adapting to the new market situation from four dimensions: customer, cost, convenience and communication, and classify customer management strategies through diversified customer expansion strategies. To absorb the advantages of community banks and direct-selling banks, to strengthen meticulous management, to improve the convenience of services through the improvement of innovative service channels and modes, and to strengthen communication with customers in terms of service reputation, social image and customer orientation, etc. Customer-centric, based on the "best retail bank", to move forward to the Integrated Financial Services Group
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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