【摘要】：隨著利率市場化進(jìn)程的加快、同業(yè)競爭的加劇,全國性股份制商業(yè)銀行迫切需要調(diào)整業(yè)務(wù)結(jié)構(gòu),尋求新的利潤增長點。零售銀行業(yè)務(wù)作為商業(yè)銀行重要業(yè)務(wù)支柱之一,因其風(fēng)險相對分散、成長性好等優(yōu)勢,已成為各銀行實施戰(zhàn)略轉(zhuǎn)型的重點。但如何發(fā)展銀行零售業(yè)務(wù),如何以產(chǎn)品創(chuàng)新領(lǐng)先同業(yè)、贏得客戶,甚至依靠創(chuàng)新創(chuàng)造市場,對各家銀行而言還是一個新課題,所以對銀行零售產(chǎn)品創(chuàng)新進(jìn)行研究顯得十分必要。 本文以全國性股份制商業(yè)銀行為研究對象,以興業(yè)銀行為例,通過對中國零售銀行業(yè)務(wù)發(fā)展歷史、發(fā)展現(xiàn)狀、全國性股份制商業(yè)銀行零售業(yè)務(wù)面臨的挑戰(zhàn)與機遇進(jìn)行分析,剖析了全國性股份制商業(yè)銀行零售產(chǎn)品創(chuàng)新的動因,在介紹國內(nèi)外銀行零售銀行產(chǎn)品創(chuàng)新的理論與實踐的基礎(chǔ)上,借鑒其成功經(jīng)驗并合理運用到全國性股份制商業(yè)銀行零售產(chǎn)品的創(chuàng)新實踐中。 本文具體介紹了零售銀行產(chǎn)品創(chuàng)新理論,以興業(yè)銀行為例,系統(tǒng)介紹了全國性股份制商業(yè)銀行零售產(chǎn)品創(chuàng)新的組織體系,并從零售銀行產(chǎn)品創(chuàng)新的意義、目標(biāo)、重點、配套措施等方面對全國性股份制商業(yè)銀行零售產(chǎn)品創(chuàng)新策略進(jìn)行了闡述。文章從全國性股份制商業(yè)銀行零售產(chǎn)品創(chuàng)新的最終意義和目標(biāo)出發(fā),通過剖析與大型商業(yè)銀行、城市商業(yè)銀行、農(nóng)村金融機構(gòu)、中國郵政儲蓄銀行這四類金融機構(gòu)零售業(yè)務(wù)相比較所存在的優(yōu)劣勢,根據(jù)“二八定律”和“長尾理論”,明確提出私人銀行客戶、中產(chǎn)階層群體、社區(qū)大眾群體是全國性股份制商業(yè)銀行主要服務(wù)客群。在此基礎(chǔ)上,根據(jù)目標(biāo)客群的需求及其消費行為特點,對全國性股份制商業(yè)銀行如何從負(fù)債類、資產(chǎn)類、理財類、平臺類產(chǎn)品進(jìn)行創(chuàng)新架構(gòu)進(jìn)行了分析和探討,并以興業(yè)銀行為例進(jìn)行了具體闡述。文章對全國性股份制商業(yè)銀行實現(xiàn)零售業(yè)務(wù)轉(zhuǎn)型升級、加快銀行零售產(chǎn)品創(chuàng)新、提升市場競爭力有著現(xiàn)實的參考意義。
[Abstract]:With the acceleration of interest rate marketization and the intensification of interbank competition, national joint-stock commercial banks urgently need to adjust their business structure and seek new profit growth points. As one of the important business pillars of commercial banks, retail banking has become the focus of strategic transformation for its advantages of relatively dispersed risks and good growth. However, how to develop the retail business of banks, how to lead the industry by product innovation, win customers, and even rely on innovation to create the market is still a new topic for each bank, so it is very necessary to study the innovation of retail products of banks. This paper takes the national joint-stock commercial bank as the research object, takes the Industrial Bank as an example, analyzes the development history, the present situation, the challenge and the opportunity of the retail business of the national joint-stock commercial bank. This paper analyzes the causes of retail product innovation of national joint-stock commercial banks, and introduces the theory and practice of domestic and foreign retail banks' product innovation. Draw lessons from its successful experience and apply it to the innovation practice of retail products of national joint-stock commercial banks. This paper introduces the theory of retail bank product innovation, taking Industrial Bank as an example, systematically introduces the organizational system of retail product innovation of national joint-stock commercial bank, and from the point of view of the significance, goal and emphasis of retail bank product innovation. Supporting measures and other aspects of the national joint-stock commercial banks retail product innovation strategy was expounded. Starting from the ultimate significance and goal of retail product innovation of national joint-stock commercial banks, this paper analyzes the major commercial banks, urban commercial banks and rural financial institutions. Comparing the advantages and disadvantages of the retail business of the four types of financial institutions, the Postal savings Bank of China has clearly put forward the private bank customers and the middle class groups according to the "law of two eight" and the "long tail theory". Community mass group is the main service group of national joint-stock commercial banks. On this basis, according to the demand of the target group and the characteristics of consumer behavior, this paper analyzes and discusses the innovative structure of the national joint-stock commercial bank from the debt class, asset class, financial management class and platform type product. And take Industrial Bank as an example to carry on the concrete elaboration. This article has practical reference significance for the national joint-stock commercial banks to realize the retail business transformation and upgrade, accelerate the bank retail product innovation, and enhance the market competitiveness.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.33;F273.2

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