摘要
目前,在利率市场化进程加快、传统存贷利差缩小、盈利空间面临挑战的背
景下,国内各商业银行加快发展个人理财业务,纷纷推出了形式多样的个人理财
产品和专有品牌。个人理财业务以其批量大、风险低、业务范围广、经营收益稳
定等诸多优势,已经成为商业银行新的利润增长点和转型着力点,在商业银行业
务发展中占据着重要位置。而在我国广阔的农村地区,随着农村居民收入水平不
断提高,理财意识不断增强,个人理财市场需求日渐突显,快速增长的储蓄存款
孕育着巨大的理财市场,居民手中的余钱便是潜在的理财资源,个人理财业务已
逐渐成为银行间竞争的焦点,农业银行、邮政储蓄银行等纷纷推出了自己的理财
产品套餐,针对不同收入的客户群体提供不同的理财服务,推动了农村市场个人
理财服务水平的不断发展
济南润丰农村合作银行(以下简称润丰合行)作为农村金融主力军,其个人
理财业务尚处于起步阶段,个人理财业务还存在很多不成熟的地方,因此,对其
个人理财业务进行研究具有现实的指导意义。本文首先从润丰合行发展个人理财
业务的背景及战略意义入手,重点论述发展个人理财业务对润丰合行战略转型的
重要性,对个人理财业务和战略管理相关的概念及理论进行简要阐述,为后面的
研究奠定理论基础。其次,借助PEST理论、波特五力模型理论对合行个人理财业
务发展的外部环境进行分析,比较系统的分析了个人理财业务的宏观环境、市场
竞争环境和需求潜力,找出润丰合行个人理财业务面临的机会与威胁。通过对润
丰合行内部的资源与能力进行分析,得出润丰合行个人理财业务自身拥有的优势
和劣势。再次,利用SWOT矩阵分析润丰合行个人理财业务竞争战略选择问题,
通过对成本领先战略、集中化战略及差异化战略三种战略的可行性分析,确定了
润丰合行个人理财业务实施集中差异化竞争战略。最后,从服务差异化、渠道差
异化及产品差异化等方面,分析润丰合行个人理财业务集中差异化竞争战略实施
从加强理财队伍建设、健全电子服务体系、创新个人理财业务、强化理财营销管
理等方面提出具体的保障措施,以保障竞争战略的顺利实施,达到预期的战略H
标
关键词:农村合作银行;个人理财业务;竞争战略;集中差异化
ABSTRACT
Now, In the process of interest rate marketization accelerating, traditional deposit
and loan spreads narrowed, facing challenges in the context of profit space,to speed up
the development of personal financial business of domestic commercial banks, Have
introduced a variety of personal financial products and proprietary brands. Personal
financial business with its large volume, low risk, business scope,operating income
stability and many other advantages, It has become a new profit growth point of
commercial banks and the transition point,Occupies an important position in the
development of commercial banking business. In China's vast rural areas,With the
income level of rural residents continue to improve, Financial awareness is growing,
Personal finance market demand is becoming more and more important,The rapid
growth of savings deposits of huge financial market., Residents in the hands of the
money is the potential of financial resources, The personal financial business has
gradually become the focus of competition among banks, Agricultural Bank, postal
savings bank, have launched their own financial products package, Provide different
service for different income groups of customers,Promoting the development of
personal financial service market in rural area.
Ji'nan Runfeng Rural Cooperative Bank (hereinafter referred to as the Runfeng
bank) as the main force of rural finance, The personal financial business is still in the
early stage, The personal financial management business still has many immature place,
So the research has practical significance for the personal financial business. This paper
starts from the background and significance of Runfeng rural cooperative bank personal
financial business development, Focus on the development of personal financial
business of importance Runfeng,strategic transformation, Carries on the brief
elaboration to the personal financial business and strategic management concepts and
theories, Lay the theoretical foundation for the following research. Secondly,Analysis
by means of external environment on the bank's personal financial business
development of PEST theory, Potter's five forces model theory, A systematic analysis of
the macro environment, personal financial service market competition environment and
the potential demand, Find out the Runfeng, facing the opportunity and the threat of
personal financial services. Based on the analysis of Runfeng combined resources and
capabilities within the line,The Runfeng bank personal financial services have their
own advantages and disadvantages.Thirdly, Analysis of Runfeng bank personal
financial business competitive strategy selection problem using SWOT matrix, Through
the analysis of the feasibility of centralized strategy strategy and the difference of three
kinds of strategy of cost leadership strategy,The implementation of focused
differentiation competitive strategy Runfeng bank personal financial services. Last,
From the aspects of service differentiation, product differentiation and product
differentiation, Analysis of Runfeng bank personal financing business focused
differentiation competitive strategy implementation. Put forward the specific measures
from aspects of strengthening the management team building, improve the electronic
service system, personal financial business innovation, strengthening financial
management marketing management, In order to ensure the implementation of
competitive strategy, To achieve strategic target.
Key words: The rural cooperative bank; Personal financial business;Competitive
strategy; Concentration difference
第一章绪论
1.1论文选题的背景与意义
1.1.1论文选题的背景
随着个人理财业务的不断发展,银行之间的竞争R益激烈,理财产品遍地幵
花,服务水平不断提高,个人理财业务已经发展成为国内银行业的重要支柱。汗
展个人理财业务可以给商业银行带来巨大的收益,是各商业银行业务战略转型的
重大机遇。发展个人理财业务,使得银行在接受客户业务委托过程中,可以不占
用或少占用自身的资金资源,利用银行信用,在交易双方中由一方对另一方作出
担保承诺,获得双方交易的成功实施,银行从中收取相应的手续费,从而降低0
身操作风险,存利地拓展了商业银行的业务发展范围。目前,润丰农村合作银行
个人理财业务发展还处于初级阶段,在整个业务经营范围中所占的比重相对较小,
业务收入^比也相对较少,总体发展水平有待进一步提高,与国内商业银行相比,
还存在着较大的差距
目前,随着社会主义新农村建设步伐加快,整个济南地区县域经济活跃,城
镇化发展程度较高,非农就业不断增加,中小企业发展较高较快,市政府出台符
合民情的政策法规,促进农民持续快速增收,农民生活水平不断提高,理财意识
不断增强。作为农村金融主力军,润丰合行机构庞大,网点众多,个人理财业务
在广阔的农村地区具有巨大的发展潜力和丰富的市场空间,合行应积极拓展优质
中小客户和农村工商户,优化收入结构,大力发展理财业务,改善收入来源单一
的现状,提高非利息收入占-比,增强市场竞争力,为其创造更多的交叉销售机会,
全方位服务客户,降低客户的流失率。因此,加快幵展适合自身特点的以农村居
民为主要服务对象的个人理财业务显得更加迫切
1.1.2论文选题的意义
受利率市场化改革、传统存贷利差缩小、盈利空间面临挑战等不利因素影响,
内各商业银行积极调整经营战略转型,加快发展个人理财业务,纷纷推出了形