I 摘要 在市场经济结构调整、金融去杠杆、互联网金融快速发展的背景下，我国商业银 行面临的市场环境发生了变化，各大商业银行均在积极探索在经济新常态下如何实现 商业银行稳健发展。发展零售业务能给为商业银行带来稳定的低成本负债，同对公业 务比较，零售板块业务集中度相对较低、相关业务风险较为分散。因此，商业银行零 售业务可以很好地缓解银行对公板块业务的发展波动性。本文以交通银行 Y分行为研 究对象，为分行零售业转型的效率进行了较为深入的分析，并提出了完善措施。 Y分行作为全国性股份制商业银行交通银行的省辖分行，设立时间较短，所处地 区为经济发展较为缓慢的内陆城市，其面临的市场竞争、自身发展均具有独特的特 点。基于这些现实条件，研究运用 SOWT分析法，分析了 Y 分行发展零售业务的优 劣势，从负债业务、资产业务、中间收入业务、客户类业务四个方面逐项分析其零售 业务转型过程中各项措施及其实际效果；通过零售绩效指标转型过程中的的对比评价 其各项措施实际效果，在这一评价分析过程中探索 Y分行作为省辖分行的零售业务发 展的特点，提出 Y分行使用的零售业务转型及后绩效的提升策略。 论文针对 Y分行零售业务的实际问题出发，通过数据分析和实践情况得出 Y分 行零售业务绩效及提升的有效策略，特别是提出了其零售业务发展突破点和相关保障 措施，对于该分行业务转型具有实践参考价值。Y分行作为全国性商业银行的省辖分 行，针对该分行这一案例的研究也为各省辖分行在总行框架下寻找更适合自身的发展 策略提供了一个参考方案。 关键词，交通银行 Y 分行；省辖分行；零售业务；策略西北农林科技大学硕士学位论文 II ABSTRACT Under the background of structural adjustment of market economy, financial deleveraging and rapid development of Internet finance, leading commercial banks in China are facing with a changing market environment in which a steady development is eagerly quested under the new normal of China’s economy. Retail business brings stable low-cost liabilities for commercial banks. Compared with public business, the concentration of retail business is relatively low and the risk is relatively dispersed. Therefore, developing retail business could alleviate the volatility of public business development for banks. This thesis takes Y branch of BOC as the research object, analyzes its retail business transformation efficiency in depth, then puts forward improvement measures. As one of the provincial branches of a national joint-stock commercial bank, Y branch of BOC has been established for a short time and is located in an inland city with a relatively slow economic development that results in unique market competition and self- development. Based on these realistic conditions, this research analyzes Y branch of BOC systematically for its advantages and disadvantages in the retail business development by the SOWT analytic method, as well as measures and practical effects in the process of retail business transformation from four dimensions of liabilities business, assets business, intermediate income business and customer business, by the comparison and evaluation of which the author explores the characteristics of retail business development for Y branch and proposes performance promotion strategies after the retail business transformation. Inspired by the practical retail problems in Y branch, this thesis studies the data as well as realities, obtains effective strategies for the performance and promotion for retail business in Y branch, especially for the breakthrough point and relevant safeguard measures which is practical valuable. Furthermore, as a provincial branch of a national commercial bank, this case study of Y branch also provides a reference scheme for provincial branches to find a more suitable development strategy under the framework of each head office. KEY WORDS: Y branch of the Bank of Communications; provincial branches of Commercial Banks; retail business; Strategies目 录 I 目 录 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................II 第一章 导论.............................................................................................................................1 1.1选题背景及意义.............................................................................................................1 1.1.1选题背景..................................................................................................................1 1.1.2研究目的及意义......................................................................................................1 1.2国内外研究综述.............................................................................................................2 1.2.1商业银行零售业务发展定位研究..........................................................................2 1.2.2商业银行零售业务发展影响因素研究..................................................................3 1.2.3商业银行零售业务发展路径研究..........................................................................4 1.2.4国内外研究述评......................................................................................................5 1.3研究思路与方法.............................................................................................................5 1.3.1研究思路..................................................................................................................5 1.3.2研究方法..................................................................................................................6 1.4预期创新之处.................................................................................................................7 第二章 相关概念界定及理论基础.........................................................................................8 2.1零售银行概念界定及特征.............................................................................................8 2.2相关理论基础.................................................................................................................9 2.2.1品牌理论..................................................................................................................9 2.2.2客户关系管理理论................................................................................................10 2.2.3金融营销理论........................................................................................................11 2.2.4互联网金融理论....................................................................................................11 2.2.5商业银行绩效相关理论........................................................................................13 第三章 交通银行 Y分行零售业务发展现状......................................................................14 3.1交通银行 Y分行发展情况简介..................................................................................14 3.1.1Y市基本情况简介.................................................................................................14 3.1.2交通银 Y分行基本情况.......................................................................................14 3.1.3交通银 Y分行发展面临的问题...........................................................................14 3.2交通银行 Y分行零售业务发展的 SWOT 分析.........................................................16 3.2.1交通银行 Y分行优势分析...................................................................................16西北农林科技大学硕士学位论文 II 3.2.2交通银行 Y分行机遇分析...................................................................................17 3.2.3交通银行 Y分行劣势分析...................................................................................18 3.2.4交通银行 Y分行威胁分析...................................................................................19 第四章 交通银行 Y分行零售业务转型期间绩效分析......................................................21 4.1负债类业务绩效分析...................................................................................................21 4.1.1负债类业务简介....................................................................................................21 4.1.2负债类业务绩效对比分析....................................................................................21 4.1.3负债类指标提升策略启示....................................................................................24 4.2资产类业务绩效分析...................................................................................................24 4.2.1资产类业务简介....................................................................................................25 4.2.2资产类业务绩效对比分析....................................................................................25 4.2.3资产类指标提升策略启示....................................................................................26 4.3中间业务收入类业务绩效分析...................................................................................26 4.3.1中间业务收入简介................................................................................................26 4.3.2中间业务收入类业务绩效对比分析....................................................................26 4.3.3中间业务收入指标提升策略启示........................................................................28 4.4客户类业务绩效分析...................................................................................................28 4.4.1客户类指标简介....................................................................................................28 4.4.2客户类业务绩效对比分析....................................................................................29 4.4.3客户类指标提升策略启示....................................................................................32 第五章 交通银行 Y分行零售业务提升策略建议..............................................................33 5.1负债业务发展策略.......................................................................................................33 5.1.1顺应客户需求进行多元化资产配置....................................................................33 5.1.2拓宽资金结算渠道沉淀流量资金........................................................................34 5.1.3制定科学的零售客户分层营销体系....................................................................34 5.1.4抓住市场时机留存专项资金项目........................................................................35 5.1.5多方宣传扩大银行品牌影响力............................................................................35 5.1.6提升厅堂营销产能................................................................................................35 5.2资产业务发展策略.......................................................................................................36 5.2.1保持对政策的敏锐性............................................................................................36 5.2.2优化行内审批流程................................................................................................36 5.2.3建设可持续发展的零贷业务团队........................................................................36 5.2.4拓宽资产业务范围................................................................................................37目 录 III 5.2.5协同提升房贷客户储蓄资产................................................................................37 5.3零售中间业务发展策略...............................................................................................37 5.3.1充分借助互联网优势实现病毒式营销................................................................37 5.3.2找准地区突破点发展信用卡业务........................................................................38 5.3.3借力直销团队快速发卡........................................................................................38 5.3.4搭建优惠用卡平台................................................................................................38 5.3.5持续提升团队销售能力........................................................................................39 5.4客户类业务发展策略...................................................................................................39 5.4.1多渠道获客夯实客户基础....................................................................................39 5.4.2针对性资产配置提升客户....................................................................................39 5.4.3搭建贵宾客户服务平台........................................................................................40 5.4.4加强团队管提升全员产能....................................................................................40 5.4.5依托客户管理系统更好维护客户........................................................................40 5.4.6提高客户关系管理水平........................................................................................41 5.4.7抓住市场时机拓展特定客户群............................................................................41 5.5零售业务转型保障.......................................................................................................41 5.5.1选好各级管理人员是实现业务发展的重中之重................................................41 5.5.2制定适合自身的零售业务发展策略能够事半功倍............................................41 5.5.3全体员工是零售业务发展的第一原动力............................................................42 5.5.4目标管理是统一全行意识的重要工具................................................................42 5.5.5适当借力实现零售业务快速发展........................................................................42 第六章 结论与展望...............................................................................................................43