【摘要】：經(jīng)過30年經(jīng)濟(jì)的高速發(fā)展,我國居民積累了大量財(cái)富并將持續(xù)擴(kuò)張,產(chǎn)生了大量的中產(chǎn)階層及富裕階層而我國居民對于金融知識的了解普遍較少,這為發(fā)展我國財(cái)富管理業(yè)務(wù)發(fā)展提供了廣闊的市場空間。同時(shí),金融創(chuàng)新和監(jiān)管進(jìn)步為財(cái)富管理發(fā)展提供了無限可能。中國銀行作為國內(nèi)較早開展財(cái)富管理業(yè)務(wù)的大型金融機(jī)構(gòu),近幾年來,隨著各家銀行逐漸推出財(cái)富管理業(yè)務(wù),同業(yè)不斷加大資源投入,山東中行財(cái)富管理業(yè)務(wù)發(fā)展面臨嚴(yán)峻挑戰(zhàn)。面對當(dāng)前形勢,如何塑造山東中行財(cái)富管理業(yè)務(wù)一流品牌形象,在與同業(yè)眾強(qiáng)激戰(zhàn)中取勝,成為山東分行財(cái)富管理業(yè)務(wù)的首要任務(wù)。本文從財(cái)富管理業(yè)務(wù)、戰(zhàn)略的相關(guān)概念出發(fā),首先通過PEST分析,從宏觀經(jīng)濟(jì)、金融法律環(huán)境、社會環(huán)境等方面闡述個(gè)人財(cái)富管理業(yè)務(wù)發(fā)展行業(yè)背景,隨著中國經(jīng)濟(jì)不斷騰飛,國民可支配收入日益增加,財(cái)富管理業(yè)務(wù)大有可為,而同時(shí)伴隨著巨大的市場機(jī)遇,山東中行的財(cái)富管理業(yè)務(wù)也面臨著巨大的挑戰(zhàn)。接著,通過波特的五力模型進(jìn)行了行業(yè)分析,一方面,同業(yè)不斷加大資源投入,持續(xù)推出競爭力很強(qiáng)的產(chǎn)品和服務(wù)搶占市場,另一方面,客戶和供應(yīng)商的議價(jià)能力也逐漸增強(qiáng)。隨后,對山東中行財(cái)富管理業(yè)務(wù)進(jìn)行內(nèi)部分析,分析了中國銀行現(xiàn)有的競爭資源包括無形資源和有形資源,以及山東中行財(cái)富管理業(yè)務(wù)現(xiàn)在所具備的能力和核心競爭力分析。并進(jìn)一步通過SWOT分析方法分析了山東中行現(xiàn)有的關(guān)于財(cái)富管理業(yè)務(wù)的優(yōu)劣勢和面臨的機(jī)遇、挑戰(zhàn),該挑戰(zhàn)既有來自外部的,也有來自山東中行內(nèi)部的,中國銀行關(guān)于財(cái)富管理業(yè)務(wù)的發(fā)展也存在著諸多問題。最后,通過以上分析,得出針對山東中行財(cái)富管理業(yè)務(wù)的競爭戰(zhàn)略為差異化戰(zhàn)略并針對該戰(zhàn)略提出了一系列的實(shí)施措施。
[Abstract]:After 30 years of rapid economic development, our residents have accumulated a lot of wealth and will continue to expand, resulting in a large number of middle class and rich class. This provides broad market space for the development of wealth management business in China. At the same time, financial innovation and regulatory progress provide unlimited possibilities for the development of wealth management. The Bank of China, as a large financial institution that started its wealth management business earlier in the country, in recent years, with the gradual introduction of wealth management business by various banks, the bank of China has continuously increased the investment of resources in the same industry. Shandong Bank of China wealth management business development is facing severe challenges. Facing the current situation, how to shape the first-class brand image of the wealth management business of Bank of China Shandong Province and win in the fierce battle with the same industry has become the chief task of wealth management business of Shandong Branch. Starting from the related concepts of wealth management business and strategy, this paper first through PEST analysis, from the macro economy, financial law environment, social environment and other aspects of personal wealth management business development industry background, as China's economy continues to take off. With the increasing of national disposable income, wealth management business has great potential, and with the huge market opportunities, the wealth management business of Bank of China in Shandong is also facing great challenges. Then, through Porter's five-force model, industry analysis is carried out. On the one hand, the industry continuously increases resource input and continuously introduces competitive products and services to occupy the market. On the other hand, the bargaining power of customers and suppliers is also gradually enhanced. Then, the paper makes an internal analysis of the wealth management business of Bank of China in Shandong Province, and analyzes the existing competitive resources of Bank of China, including intangible resources and tangible resources, as well as the ability and core competitiveness of the wealth management business of Bank of China in Shandong Province. And through the method of SWOT analysis, this paper analyzes the advantages and disadvantages of the existing wealth management business of Bank of China in Shandong Province and the opportunities and challenges it faces. The challenge comes from both the external and the interior of the Bank of China. There are also many problems in the development of wealth management business in Bank of China. Finally, through the above analysis, the paper draws the conclusion that the competition strategy for wealth management business of Bank of China Shandong Province is the differentiation strategy and puts forward a series of implementation measures for the strategy.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

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