中国银行甘肃省分行基金代销业务发展对策研究

发布时间：2018-09-05 13:06

【摘要】：银行基金代销作为中间业务收入的主要来源之一,面临着激烈的竞争。不仅仅是商业银行之间争抢市场,随着互联网金融的兴起,蚂蚁金服、天天基金网、腾讯理财通借助其庞大的用户基础,良好的用户体验,在基金销售方面开始大展拳脚,其市场份额大幅提升。商业银行如何应对基金代销业务激烈的竞争中保持竞争优势,顺应时代发展寻找新的增长点,增强客户关系维护从而提升客户粘性和忠诚度,是值得探索和研究的,也具有很强的现实意义。甘肃省分行在全国基金代销业务上,发展缓慢,行内客户基金业务的覆盖率较低,未有效挖掘现有客户资源。针对中国银行甘肃省分行自身的情况,如何在日益竞争激烈的市场中,保持现有份额的基础上,获得更进一步的发展,具有研究的必要性和现实的指导意义。本文首先分析了国内外基金代销的发展概况、发展趋势、不同投资者的特征等,阐述了甘肃省中行基金代销业务流程和业务特点,然后运用SWOT分析法,分析商业银行相比于新兴互联网金融公司的优势与不足,寻找商业银行基金代销的突破口,提出了中国银行甘肃省分行基金代销业务服务方案。最后,得出了商业银行基金代销业务发展的结论,及对未来基金代销的展望。
[Abstract]:As one of the main sources of intermediate business income, the bank fund agent is facing fierce competition. It is not just commercial banks that compete for the market. With the rise of Internet finance, Ant Financial Services Group, the Daily Fund Network, and Tencent Wealth Management, with their huge user base and good user experience, have begun to play a big part in fund sales. Its market share has increased substantially. It is worth exploring and studying how commercial banks should keep their competitive advantage in the fierce competition of fund agency business, find new growth points in keeping with the development of the times, enhance customer relationship maintenance and enhance customer stickiness and loyalty. Also has very strong realistic significance. Gansu province branch in the national fund agency business, the development of slow, the coverage of the bank's customer fund business is low, has not effectively excavated the existing customer resources. In view of the situation of Gansu Branch of Bank of China, it is necessary to study and guide the development of Gansu Branch of China on the basis of maintaining its existing share in the increasingly competitive market. This paper first analyzes the development situation, development trend, characteristics of different investors and so on, expounds the business process and business characteristics of Bank of China Fund Agency in Gansu Province, and then applies SWOT analysis method. This paper analyzes the advantages and disadvantages of commercial banks compared with new Internet financial companies, finds out the breakthrough of commercial bank fund sales, and puts forward the service scheme of bank of China Gansu branch fund agency business. Finally, the paper draws the conclusion of the commercial bank fund agent business development, and prospects for the future fund agent sales.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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