工商银行新疆分行个人理财产品问题研究

发布时间：2017-12-31 20:24

本文关键词：工商银行新疆分行个人理财产品问题研究　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：工商银行作为我国国有四大行之一,个人理财业务发展迅猛,新疆地区作为个人理财业务发展较为薄弱的地区,个人理财产品有着极大的拓展空间。本文重点介绍了了工商银行新疆分行个人理财产品的发展现状,铺开工商银行新疆分行的个人理财产品所存在的问题,并分析其成因。文章通过对实际工作中遇到的一系列案例和数据进行对比、分析,认为问题的核心点在于从工行新疆分行的全局发展战略来说,对个人理财产品重视程度不够。另外,在人员方面,缺少高端人才、原生人才流失严重;产品方面,推动模式落后、购买渠道僵化、售后服务缺失;服务方面,对客户服务的专业化程度不够、高端服务未做深做透、个人理财产品购买交易流程不够科学人性;营销方面一味重视新客户开拓而忽视对存量客户开发、风险控制等问题,都在很大程度上制约着工商银行新疆分行的个人理财业务发展。再此基础上,本文进行了工商银行新疆分行个人理财产品的的发展环境分析。主要以波特五力模型分析了工商银行新疆分行个人理财产品的现有竞争者、潜在替代产品、新进入者的威胁、供应商以及购买者的议价能力能约束条件,并结合当前新疆地区对个人理财产品的需求为优化措施的推出作下铺垫,继而从管理、人员、服务、产品和营销等维度为第三章中的提及的问题提供解决方案。首先要从源头上重视个人理财产品的发展,在制度规划及部门分配上做出改变。其次,要重视人,包括重视培训及引进高端人才及重视工商银行新疆分行原生人才队伍的培训、建设和稳定。第三,在日常经营中要有新思维,一是要有开放的心态,有互联网精神,有创新精神;二是要重视、积极推动新技术手段、新科技设备在客户开发及维护中的应用;三是要抢占新型产品营销渠道,如微信、互联网金融平台、社区银行、电子银行等。
[Abstract]:Industrial and Commercial Bank of China as one of the four state-owned banks, personal finance business development is rapid, Xinjiang region as the development of personal finance business is relatively weak. Personal financial products have a great expansion space. This paper focuses on the development of personal financial products of ICBC Xinjiang Branch, spread out the existing problems of ICBC Xinjiang Branch personal Financial products. Through the comparison of a series of cases and data in the actual work, the paper thinks that the key point of the problem lies in the overall development strategy of ICBC Xinjiang Branch. In addition, in terms of personnel, the lack of high-end talent, the loss of native talent is serious; In the product aspect, the promotion mode is backward, the purchase channel is rigid, the after-sales service is missing; In terms of service, the degree of specialization of customer service is not enough, the high-end service is not deeply done, and the purchase and transaction process of personal financial products is not scientific and human. Marketing blindly attaches importance to the development of new customers, ignoring the stock of customer development, risk control and other issues, to a large extent restricts the development of ICBC Xinjiang branch of personal finance business. On this basis. This paper analyzes the development environment of the personal financial products of ICBC Xinjiang Branch. It mainly analyzes the existing competitors and potential substitute products of ICBC Xinjiang Branch personal Financial products with Porter's five-force model. The threat of new entrants, the bargaining power of suppliers and buyers can constrain the conditions, and combined with the current demand for personal financial products in Xinjiang to pave the way for the introduction of optimization measures, and then from the management, personnel. The dimensions of service, product and marketing provide solutions to the problems mentioned in Chapter 3. Firstly, we should pay attention to the development of personal financial products from the source, and make changes in system planning and department allocation. We should attach importance to people, including the training and introduction of high-end talents and the training, construction and stability of the native talent team of the Industrial and Commercial Bank of Xinjiang Branch. Third, we should have new thinking in our daily operation, first, we should have an open mind. Has the Internet spirit, has the innovation spirit; Second, we should pay attention to, actively promote the new technology means, new technology equipment in customer development and maintenance of the application; Third, to seize new product marketing channels, such as WeChat, Internet financial platform, community banking, electronic banking, and so on.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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