【摘要】：改革開放30多年來,伴隨著國家經濟的快速發(fā)展,社會財富總額的大幅增長,中國已經涌現了大量的中產階級和富裕階層。目前中國個人總體持有的可投資資產規(guī)模達62萬億元,可投資資產1千萬元以上的高凈值人士數量超過50萬人,整個社會對財富管理的需求越來越旺盛；同時由于近年來資本市場的持續(xù)低位震蕩,房地產市場受調控政策影響交易萎縮,大量的社會財富缺少有效的投資渠道,在CPI居高不下的背景下,實現財富的保值增值就顯得尤為重要,而人們對財富管理業(yè)務的需求也正日益高漲。此種情況為銀行開展財富管理業(yè)務提了廣闊的市場,各大銀行紛紛推出具有自己特色的財富管理品牌和建立財富管理服務體系,加快發(fā)展財富管理業(yè)務的步伐。客戶是財富管理業(yè)務發(fā)展的基礎,為能在財富管理市場上贏得先機,個人客戶尤其是高資產凈值客戶正成為各大銀行方面競相爭奪的對象。 本文從我國財富管理業(yè)務發(fā)展入手,以招商銀行濟南分行財富管理業(yè)務為研究對象,在分析國內外商業(yè)銀行財富管理業(yè)務現狀的基礎上,運用相關理論,結合自身的工作實踐,利用PEST方法和競爭五力模型分別對其財富管理業(yè)務環(huán)境和行業(yè)的競爭環(huán)境進行了分析,采用SWOT方法解析該行財富管理業(yè)務在同業(yè)競爭中的優(yōu)勢與劣勢,抓住當前面臨的機遇與挑戰(zhàn),提出招商銀行濟南分行的財富管理業(yè)務發(fā)展的競爭對策,為其做大做強財富管理業(yè)務提供新的思路。通過對招商銀行濟南分行財富管理業(yè)務研究得出的結論具有一定的普遍性,對國內其他商業(yè)銀行在現階段發(fā)展財富管理業(yè)務具有一定的借鑒意義。
[Abstract]:After 30 years of reform and opening up, with the rapid development of national economy and the substantial increase of social wealth, a large number of middle class and rich class have emerged in China. At present, the total scale of investable assets held by Chinese individuals amounts to 62 trillion yuan, and the number of high net worth individuals with 10 million yuan or more of investable assets exceeds 500000. The demand for wealth management in the whole society is more and more vigorous. At the same time, due to the sustained low volatility of the capital market in recent years, the real estate market has been affected by the adjustment and control policies, the transactions have shrunk, and a large amount of social wealth lacks effective investment channels. Under the background of high CPI, It is very important to maintain and increase wealth value, and the demand for wealth management is rising day by day. This situation provides a broad market for banks to carry out wealth management business. Each major bank has launched its own wealth management brand and established wealth management service system to speed up the pace of the development of wealth management business. Customer is the foundation of wealth management business development. In order to win the first chance in the wealth management market, individual customers, especially high net asset customers, are becoming the competing objects of each major bank. This paper starts with the development of wealth management business in China, taking the wealth management business of Jinan Branch of China Merchants Bank as the research object, on the basis of analyzing the present situation of wealth management business of commercial banks at home and abroad, applying relevant theories and combining its own work practice. This paper analyzes the wealth management business environment and the competition environment of the industry by using the PEST method and the five competitive force model, and analyzes the advantages and disadvantages of the wealth management business in the same industry competition by using the SWOT method. Taking advantage of the opportunities and challenges faced by China Merchants Bank, this paper puts forward the competitive countermeasures for the development of wealth management business in Jinan Branch of China Merchants Bank, so as to provide a new way of thinking for the development of wealth management business in China Merchants Bank. The conclusion from the research on wealth management business of China Merchants Bank Jinan Branch is universal, and it has certain reference significance for other domestic commercial banks to develop wealth management business at the present stage.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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