近年来，随着社会经济的稳定增长，个人财富不断积累和扩大，人们的金融 意识和投资理财意识逐步提高，个人金融消费习惯也发生明显的改变，使得个人 金融产品的需求日益增长，个人金融市场孕育着广阔的发展潜力和无限商机。因 此，为更多的客户提供全方位、高层次的个人金融服务成为当前商业银行竞争的 主要内容之一。面对商机和挑战G银行E分行需要及时调整战略，抢占市场先机。 但在实践中,市场拓展速度较慢,产品组合开发能力滞后，中间业务增收乏力等问 题严重阻碍了该行的业务发展，为克服这些问题，提升个人金融业务的竞争力， 制定适合G银行E分行个人金融业务发展的竞争战略及其实施方案迫在眉睫。 本文将G银行E分行作为研究对象，使用PEST分析工具和波特五力模型等分 析方法，根据对G银行E分行个人金融业务发展情况、外部发展环境和内部资源 条件的梳理与分析，总结出该行个人金融业务在外部环境中面对的机遇和威胁， 及自身拥有的优势和劣势，通过SWOT矩阵分析，得出该行比较适合采用差异化竞 争战略的结论，同时指出实施重点,并提出了一些保障措施，确保个人金融业务竞 争战略在实际工作中顺利落地实施。 本论文的研究具有重要的意义，一方面可以对该行个人金融业务的发展提供理 论支持，为该领域内进一步的研究奠定理论基础，另一方面也为G银行E分行个人金 融业务竞争战略的完善提供可行性参考，同时可以为国内其他金融机构拓展和开发个 人金融业务提供现实依据。 关键词：G银行E分行，个人金融业务，竞争战略，差异化战略 II Abstract In recent years, with the steady growth of social economy and the continuous accumulation and expansion of personal wealth, people's awareness of financial rights and interests is gradually strengthened, and the habit of idle funds of individuals and families used for investment and financing is gradually popularized, which makes the demand for personal financial products growing day by day, and the personal financial market is pregnant with broad development potential and infinite business opportunities. Therefore, to provide more customers with all-round, high-level personal financial services has become one of the main contents of the current commercial bank competition. In the face of business opportunities and challenges, G bank E branchneeds to adjust its strategy in time to seize the market opportunity. However, in practice, problems such as slow market expansion, lagged product portfolio development ability and weak income increase of intermediate business have seriously hindered the bank's business development. In order to overcome these problems and improve the competitiveness of personal financial business, it is urgent to formulate a competitive strategy implementation plan suitable for the development of personal financial business of G bank E branch. In this paper, G bank E branch is included in the research object, By using PEST analysis tools and Porter Five Forces Model and other analysis methods, according to the combing and analysis of the development situation of individual financial business, external development environment and internal resource conditions of G bank E branch, this paper summarizes the opportunities and threats faced by the individual financial business of G bank E branch in the external environment, as well as its own advantages and disadvantages. Through the SWOT matrix analysis, this paper draws the comparison of the bank At the same time, it points out the key points of implementation and puts forward some safeguard measures to ensure the successful implementation of personal financial business competition strategy in practical work. For this reason, the research of this paper is of great significance. On the one hand, it can provide theoretical support for the development of the bank's personal financial business, lay a theoretical foundation for further research in this field, on the other hand, III it can also provide a feasible reference for the improvement of the competition strategy of the personal financial business of G bank E branch, and at the same time, it can expand and develop the personal financial business of other domestic financial institutions People's financial business provides practical basis. Key words：G bank E branch, personal financial business, competitive strategy, differentiated strategy IV 目 录 第一章 绪论 ........................................................ IV 1.1 研究背景和意义 ............................................... 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究意义 ............................................... 2 1.2 基础理论与文献回顾 ........................................... 2 1.2.1 相关基础理论 ........................................... 2 1.2.2 国内外研究现状综述 ..................................... 4 1.3 研究思路及方法 ............................................... 6 1.3.1 研究思路 ............................................... 6 1.3.2 研究方法与工具 ......................................... 7 1.4 研究内容 ..................................................... 7 第二章 G银行E分行个人金融业务发展现状评述 .......................... 9 2.1 G银行E分行概况 .............................................. 9 2.2 G银行E分行个人金融业务发展现状 .............................. 9 2.2.1 产品类型 ............................................... 9 2.2.2 客户群体 .............................................. 10 2.2.3 营收状况 .............................................. 11 2.2.4 市场份额 .............................................. 11 2.2.5 组织框架 .............................................. 12 2.3 G银行E分行个人金融业务发展中存在的问题 ..................... 13 2.3.1 个人客户基础规模有待扩张 .............................. 13 2.3.2 个金业务产品创新不足 .................................. 13 2.3.3 个金中间业务收入持续增长动力不足 ...................... 14 2.3.4 储蓄存款市场竞争力亟待提升 ............................ 14 2.3.5 市场竞争战略急需适时调整清晰 .......................... 14 第三章 G银行E分行个人金融业务发展环境分析 ......................... 15 3.1 宏观环境分析 ................................................ 15 3.1.1 政治环境分析 .......................................... 15 3.1.2 经济环境分析 .......................................... 16 V 3.1.3 社会文化环境分析 ...................................... 17 3.1.4 科技环境分析 .......................................... 17 3.2 行业环境分析 ................................................ 18 3.2.1 个人金融行业发展现状分析 .............................. 18 3.2.2 个人金融行业的竞争环境分析 ............................ 19 3.2.3 个人金融行业发展趋势分析 .............................. 24 第四章 G银行E分行个人金融业务发展条件分析 ......................... 26 4.1 资源条件分析 ................................................ 26 4.1.1 产品资源 .............................................. 26 4.1.2 科技资源 .............................................. 26 4.1.3 人力资源 .............................................. 27 4.2 能力条件分析 ................................................ 28 4.2.1 营销能力 .............................................. 28 4.2.2 服务能力 .............................................. 28 4.2.3 营运能力 .............................................. 29 4.2.4 开发能力 .............................................. 30 4.2.5 品牌影响力 ............................................ 30 第五章 G银行E分行个人金融业务竞争战略选择 ......................... 31 5.1 SWOT分析 .................................................... 31 5.1.1 优势分析 .............................................. 31 5.1.2 劣势分析 .............................................. 32 5.1.3 机遇分析 .............................................. 33 5.1.4 威胁分析 .............................................. 33 5.2 G银行E分行个人金融业务总体战略 ............................. 35 5.3 G银行E分行个人金融业务的竞争战略 ........................... 36 5.3.1 成本领先战略分析 ...................................... 36 5.3.2 集中战略分析 .......................................... 37 5.3.3 差异化战略分析 ........................................ 37 5.4 差异化竞争战略的实施重点 .................................. 38 5.4.1 总体目标 ..............................................