浦发银行南昌分行私人银行业务竞争战略研究

发布时间：2018-01-01 02:11

本文关键词：浦发银行南昌分行私人银行业务竞争战略研究　出处：《江西财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着我国经济飞速增长,国民财富也不断累积,这催生了许多资产超过百万的家庭。这些富裕家庭在银行的传统服务基础上,增加了新的财富管理需求。为此,众多中外银行纷纷在中国内地推出私人银行业务。面对如此大的市场需求,以及不可避免的同业竞争,浦发银行南昌分行亟需制定一个正确的私人银行业务竞争战略,整合浦发银行南昌分行的内外部资源,在这场竞争中占得先机。本文先介绍私人银行业务和企业战略的相关理论和文献,为后续的分析做理论依据。然后对私人银行业务进行概述,回顾私人银行业务发展历程,分析私人银行业务发展状态,总结私人银行业务发展特点,并尝试定义私人银行业务。接下来是对比国内外私人银行业务的服务模式,重点研究汇丰、花旗、瑞银等银行的私人银行业务发展的经验,寻找出浦发银行南昌分行可以借鉴的地方。本文重点介绍了浦发银行南昌分行私人银行业务的发展状况,通过五力模型和PEST模型分析了浦发银行南昌分行目前所处的宏观环境,并利用外部因素矩阵算出EFE加权总分。然后分析内部资源能力,利用价值链模型寻找浦发银行南昌分行发展私人银行业务的主要劣势和优势,利用内部因素矩阵算出IFE加权总分。然后通过分析浦发银行南昌分行所面临的内外部因素并利用IE矩阵,可知浦发银行南昌分行应该采取加强型的战略来发展私人银行业务。通过分析浦发银行南昌分行所面对的优势、劣势、机会、威胁,利用SWOT矩阵并结合私人银行业务的特点,可知浦发银行南昌分行应该制定差异化竞争战略。本文还详细阐述了该战略的具体内容为:服务人员、服务内容、服务模式三方面的差异化,并且制定了一套切实可行的配套方案以支持竞争战略的实施。最后,对浦发银行南昌分行的私人银行业务进行展望。本文主要采用比较研究法、文献研究法和调研研究法。本文的创新点主要有以下两个:一个是本文对私人银行业务进行了详细的理论分析和实地调研,并有效结合当前浦发银行南昌分行私人银行业务的经营特点,建立了一个管理和经营私人银行业务客户关系的价值链模型,借用这个模型可以准确发现私人银行业务的扩展点;另一个是本文不仅通过分析提出了浦发银行南昌分行应该采用差异化战略,还具体阐述了该战略的具体内容,并具体设计了相关的实施方案以及配套措施,这就使得本文研究成果具有现实的可操作性,尤其是提出了一个适合浦发银行南昌分行发展私人银行业务的客户服务模式,充分合理地利用浦发银行南昌分行的人力资源。国内绝大多数的银行都在研究如何更好地发展私人银行业务,其中有些银行还走了一些弯路。本文的研究成果是基于浦发银行南昌分行的私人银行业务的发展经历,并借鉴了国内外私人银行业务的经验而总结归纳出来的,这对浦发银行南昌分行私人银行业务今后的发展具有一定的参考意义。
[Abstract]:In recent years, with the rapid growth of China's economy, national wealth accumulation, which spawned many assets of more than one million families. These wealthy families in the traditional service based banks, adding new demand for wealth management. Therefore, many foreign banks have launched private banking business in the mainland. Faced with such a large China the market demand, and the inevitable competition, Shanghai Pudong Development Bank Nanchang branch to formulate a correct private banking business competitive strategy and external resources integration of Nanchang branch of Shanghai Pudong Development Bank, the upper hand in the competition. This paper first introduces the related theory of private banking business and corporate strategy and literature, makes the theory basis for follow-up the analysis. Then an overview of the private banking business, reviewing the development of private banking business, the state analysis of the development of private banking business, summed up the private banking business Try to define the characteristics of the development of private banking business. The following is the comparison of domestic and foreign private banking service mode, focuses on the study of HSBC, Citigroup, UBS bank's private banking business development experience, find out the Nanchang branch of Shanghai Pudong Development Bank can use for reference. This paper introduces the development status of Nanchang branch of Shanghai Pudong Development Bank Private Banking and through the five forces model and PEST model to analyze the macro environment of Nanchang branch of Shanghai Pudong Development Bank at present, and the use of external factors to calculate the weighted score. Then EFE matrix analysis of internal resources, the main disadvantage of using the value chain model for Shanghai Pudong Development Bank Nanchang branch of the development of private banking business and the advantages of using the internal factor matrix calculated IFE weighted score the internal and external factors. Then through the analysis of Nanchang branch of Shanghai Pudong development bank faced by using the IE matrix, the Nanchang Pudong Development Bank The branch should be taken to strengthen the type of strategy to develop private banking business. Through the analysis of Nanchang branch of Shanghai Pudong development bank faced the advantages, disadvantages, opportunities, threats, by using SWOT matrix and combining the characteristics of the private banking business, the Nanchang branch of Shanghai Pudong Development Bank should develop differentiated competitive strategy. This paper also elaborated the specific content of the strategy for service content: service personnel, service mode, the difference of three aspects of the implementation, and to develop a set of feasible plan to support the strategy. Finally, the Shanghai Pudong Development Bank Nanchang branch of the private banking business is discussed. This paper mainly adopts comparative research method, research method and research method of literature research has the following. The two main innovations of this paper: one is through theoretical analysis and field research detailed on the private banking business, and effectively combined with the Shanghai Pudong Development Bank Nanchang branch The operating characteristics of private banking business line, establish the model of value chain management and operation of a private banking customer relationship, use this extension point model can accurately find the private banking business; the other is the paper not only put forward through the analysis of the Shanghai Pudong Development Bank Nanchang branch should adopt differentiation strategy, also explains the concrete the content of this strategy, and the specific design scheme and related supporting measures, which makes the research results of this paper have practical operability, especially put forward a suitable for the development of Nanchang branch of Shanghai Pudong Development Bank private banking customer service mode, make full use of the Shanghai Pudong Development Bank Nanchang branch human resources in China. Most banks are studying how to better development of private banking business, some banks have made a few detours. This research is based on The development experience of private banking business of Pudong Development Bank Nanchang branch and draw lessons from the experience of private banking at home and abroad, which has a certain reference value for the future development of private banking business of Nanchang Pudong Development Bank branch.

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F832.2

【参考文献】