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MBA毕业论文_中国银行台州分行消费金融业务发展策略研究DOC

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传统国有商业银行由于其历史原因,在发展业务的过程中,更加注重公司业 务,而忽视了个人业务的重要性。但随着我国经济进入转型升级的调整期,个人 业务的重要性日渐凸显。同时,经济增长从过去的高速增长逐步转变为中高速增 长。随着这种经济增长的趋势,我国最终消费支出对 GDP 的贡献度也在逐年上 升,消费已逐渐成为推动我国经济发展的重要驱动力。 因此,各家商业银行也正在积极转型,寻求消费金融业务上的发展与突破, 大力发展银行消费金融业务正好是个人业务重要性的良好体现。但是这给传统国 有商业银行带来新的发展机遇的同时也提出了不小的挑战。中国银行台州分行是 浙江台州地区具有影响力的大型国有商业银行,已有二十多年的发展历史,其消 费金融业务在台州地区的市场份额中名列前茅。论文将以中国银行台州分行作为 研究对象,探讨银行消费金融业务的发展策略。 本论文首先介绍了消费金融业务相关理论基础,随后对台州分行消费金融业 务进行概括介绍,针对台州分行消费金融业务的具体情况,运用 SWOT 分析法 对中国银行台州分行消费金融业务进行整体分析,确定台州分行的优势与劣势, 以及在市场中可以把握的机遇和需要面对的威胁,同时结合国内外商业银行及同 业机构的优秀经验,对中国银行台州分行消费金融业务提出具体的发展策略与措 施。 关 键 词,银行消费金融业务,SWOT 分析,发展策略 论文类型,应用/专题研究浙江工业大学硕士学位论文 中国银行台州分行消费金融业务发展策略研究 II DEVELOPMENT STRATEGY RESEARCH ON CONSUMER FINANCE BUSINESS OF BANK OF CHINA TAIZHOU BRANCH ABSTRACT Due to historical reasons of the traditional state-owned commercial banks, companies are given more attention than personal business development.However, with Chinese economy entering into the adjustment period of the transformation and upgrade,the personal business has been gradually highlighted.At the same time, with the economy shifting from the high-speed growth to the middle and high-speed growth,the contribution of China’s final consumption expenditure to GDP is also increasing year by year,and the consumption has gradually become an important force to drive China’s economic development. Therefore,commercial banks are also actively embracing the transformation by exploring the development and breakthrough in consumer finance,which is exactly a positive reflect of highlighting the personal business.It propose a big challenge to the traditional state-owned commercial banks and bringing them new development opportunities.Bank of China Taizhou Branch is a large state-owned commercial bank with great influence in Taizhou,Zhejiang.With more than 20 years’development, it has been listed in the top of the market share with its consumer finance business in Taizhou region.This paper takes Bank of China Taizhou Branch as a research object to discuss on the development strategy of consumer finance business. Paper firstly introduce relevant theories of consumer finance and then followed by a brief introduction of the consumer finance of Taizhou Branch.This paper use the method of SWOT to analyze the detailed situation of the consumer finance business in Bank of China Taizhou Branch,confirming advantages and disadvantages of Taizhou Branch as well as the available opportunities and the potential threats in the market.Meanwhile,combining excellent experience of consumer finance business in different regions at home and abroad,it proposes detailed development strategies and measures to the consumer finance business of Bank of China Taizhou Branch.浙江工业大学硕士学位论文 中国银行台州分行消费金融业务发展策略研究 III KEY WORDS: Bank; Consumer Finance Business; The SWOT Analysis Method; Development Strategy TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 中国银行台州分行消费金融业务发展策略研究 IV 目 录 1 绪论......................................................................................................1 1.1 研究背景及意义 .............................................................................................1 1.1.1 研究背景 .................................................................................................1 1.1.2 研究意义 .................................................................................................2 1.2 国内外研究现状 ............................................................................................2 1.2.1 消费金融的内涵.......................................................................................2 1.2.2 消费金融对消费者的影响 ........................................................................3 1.2.3 消费金融对金融机构的影响 ....................................................................4 1.2.4 消费金融发展策略 ...................................................................................4 1.2.5 文献评述 ..................................................................................................5 1.3 研究内容和方法 .............................................................................................5 1.4 难点及可能的创新之处 ..................................................................................7 2 消费金融业务概述及相关理论基础 ...................................................8 2.1 消费金融业务概述..........................................................................................8 2.1.1 消费金融业务分类 ...................................................................................8 2.1.2 消费金融业务特征 ...................................................................................9 2.1.3 发展消费金融业务的意义 ...................................................................... 10 2.2 消费金融业务相关理论基础........................................................................ 13 2.2.1 资产风险理论......................................................................................... 13 2.2.2 消费选择理论......................................................................................... 14 2.2.3 营销策略理论......................................................................................... 15 3 国内外消费金融业务发展经验及启示 .............................................16 3.1 国外消费金融业务发展的经验.................................................................... 16 3.2 国内消费金融业务发展的经验.................................................................... 17 3.2.1 招商银行发展消费金融业务的经验 ...................................................... 17 3.2.2 中国银行温州分行发展消费金融业务的经验 ....................................... 17 3.3 国内外消费金融业务发展启示.................................................................... 19 4 中国银行台州分行消费金融业务发展现状及分析 ..........................21浙江工业大学硕士学位论文 中国银行台州分行消费金融业务发展策略研究 V 4.1 中国银行台州分行消费金融业务发展现状 ................................................. 21 4.1.1 中国银行台州分行消费金融业务开展情况........................................... 21 4.1.2 中国银行台州分行消费金融主要分期业务情况 ................................... 23 4.1.3 中国银行台州分行消费金融业务渠道建设情况 ................................... 23 4.2 消费金融业务的 SWOT 分析 ...................................................................... 24 4.2.1 优势分析 ............................................................................................... 24 4.2.2 劣势分析 ............................................................................................... 28 4.2.3 机会分析 ............................................................................................... 31 4.2.4 威胁分析 ............................................................................................... 33 4.2.5 SWOT 分析结论..................................................................................... 34 5 中国银行台州分行消费金融业务发展策略与具体措施 ..................36 5.1 运用 EVA 完善消费金融业务考核............................................................... 36 5.1.1 消费金融业务 EVA................................................................................ 36 5.1.2 提升 EVA 的具体思路与措施................................................................ 37 5.2 产品策略...................................................................................................... 42 5.2.1 优化产品结构,体现消费金融业务的高价值 ....................................... 42 5.2.2 完善产品体系........................................................................................ 43 5.2.3 转变经营思维,提升产品的科技输出能力........................................... 43 5.3 渠道策略...................................................................................................... 44 5.3.1 提升电子渠道渗透率............................................................................. 44 5.3.2 提升线下物理渠道满意度 ..................................................................... 45 5.4 保障策略...................................................................................................... 46 5.4.1 做好大数据基础设施建设工作............................................................... 46 5.4.2 风险管控提前介入 ................................................................................. 46 6 结论....................................................................................................49 6.1 研究结论....................................................................................................... 49 6.2 有待进一步研究的问题 ............................................................................... 49