随着国内外经济的高速发展，银行业竞争日趋激烈，城市商业银行如何在复杂多变的市场 环境中实现突围，寻求更好的发展机会，已成为业界探讨的重要议题。特别是2018年4月份发 布的资管新规，明确提出统一监管标准、打破刚性兑付等要求，给商业银行的经营管理带来了 新的挑战。J银行L分行是总行下属的一级分行，得益于总行层面的理财运作能力和品牌影响 力，个人理财业务也呈现出良好的发展势头，但由于城商行总体基础较薄弱，再加上南京银行、 兴业银行等外来银行的入驻，地方竞争日趋激烈。另一方面，随着居民财富的积累，大家的理 财理念也在发生着变化，这些变化也在催生银行个人理财业务发生新的变革，因此，探索J银 行L分行个人理财业务的发展之路，具有重要的理论和现实意义。 J银行L分行在地方市场虽然处于领先地位，但是理财产品还存在营销模式传统、产品丰 富度不高、以及对产品利率优势依赖较大等问题，发展动力受到很大限制。针对这些症状，本 文首先从J银行L分行个人理财业务的背景及战略意义入手，回顾了个人理财业务差异化战略 研究的相关理论成果，并对个人理财业务和战略管理相关的概念进行简要阐述。运用PEST分 析，从地方政治环境、经济发展环境、社会环境和现有的技术环境，分析了J银行L分行个人 理财业务所处的外部宏观环境，运用五力模型阐述L分行个人理财业务的行业环境，由于个人 理财业务同业竞争问题较为突出，本文着重分析了四家同业银行金融机构，然后从资源和能力 两个方面分析内部环境，运用 SWOT 模型分析J银行L分行个人理财业务在地方行业竞争中 的优势、劣势、机会和威胁，通过SWOT综合分析得出J银行L分行个人理财业务的战略制定 方向。 最后，运用差异化竞争理论从产品、品牌、服务和渠道四个差异化方向制定出J银行L分 行个人理财业务差异化战略的具体方案，从差异化组织构架、差异化薪酬激励、差异化控制体 系三个具体方面来实现差异化战略，并提出―公司联动‖、―全员营销‖的大零售战略、完善的队 伍建设体系和高效的个人理财业务系统是差异化战略执行的保障措施，以保障竞争战略的顺利 实施，达到预期的战略目标。在文章的最后对全文进行总结，查找不足，并展望未来。 关键词：城商行，个人理财，差异化竞争战略 J银行L分行个人理财业务差异化战略研究 ii ABSTRACT With the rapid economic development at home and abroad, the continuous renewal of financial environment, and the increasingly fierce competition in the banking market, how can urban commercial banks break through the complex and changing market environment and seek better development opportunities, has become an important topic in the industry. In particular, the new regulations on capital management, issued in April 2018, clearly puts forward the requirements of unified regulatory standards and breaking the rigid payment, which brings new challenges to the management of commercial banks. J bank L branch is a first-level branch under the head office. Due to the financial management capability and brand influence at the head office level, the personal financing business has also shown a good momentum of development. However, as the general foundation of urban commercial bank is relatively weak, coupled with the entry of foreign banks such as Nanjing Bank and Industrial Bank, local competition is becoming increasingly fierce. Apart from this, with the accumulation of residents' wealth, people's awareness of financial planning are also changing. These changes are also giving birth to revolutions to the bank's personal financing business. Therefore, it is of great theoretical and practical significance to explore the way to develop the personal finance business of J bank L branch. Although J bank L branch is in a leading position in the local market, there are still problems such as the traditional marketing model of wealth management products, the low product richness, and the great dependence on the product interest rate advantage. Therefore, the development impetus of the business is severely limited. Concerning these problems, this article starts from the personal finance business background and strategic significance to J bank L branch, reviewed the personal finance differentiation strategy research related theory achievements, and the personal financing business and strategic management related to the concept of a brief exposition. By using PEST analysis, this paper analyzes the external macro-environment of the development of personal financing business in J bank L branch from the local political environment, economic development environment, social environment and existing technical environment. Based on the five forces model, this paper expounds the industry environment of personal financing business of J bank L branch. Because of the fierce interbank competition of these services, this paper focuses on the research on four interbank financial institutions, analyzing the internal environment from two aspects of resources and capacity. This paper also uses the SWOT model to analyze the advantages, disadvantages, opportunities and threats of the personal financing business of J bank L branch in the local industry competition, and conclude 南京航空航天大学硕士学位论文 ` iii the strategy of personal financing business of the branch. Finally, by using differentiated competition theory, the author draws up a concrete plan of the differentiation strategy for the personal financing business in J bank L branch. The strategy includes four differentiated directions: product, brand service and channel. The implementation of the differentiation strategy starts from three specific aspects: the differentiated organizational structure, the differentiated compensation incentive, and the differentiated control system. And the implementation is supported by four actions including the big retail strategy, the perfect team-building system and the highly effective personal financing business system, which would ensure a smooth adaptation to the competitive strategy and a successful achievement of the desired strategic objectives. At the end of the paper, the arthur presents the summary of the article, concludes the shortcomings of the research, and shares some insights about the future development. Key words: city commercial bank, personal financing business, differentiation competition strategy 南京航空航天大学硕士学位论文 ` v 目 录 第一章 绪论 .............. 1 1.1 研究背景 ... 1 1.2 研究意义 ... 2 1.3 研究目标和内容 ....................... 2 1.3.1 研究目标.......................... 2 1.3.2 研究内容.......................... 2 1.4 研究方法和技术路线 ............... 3 1.4.1 技术线路图 ...................... 3 1.4.2 研究方法.......................... 3 第二章 差异化战略的国内外研究现状及相关理论基础 ..... 4 2.1 国内外研究综述 ....................... 4 2.1.1 差异化战略的相关研究 .. 4 2.1.2 个人理财相关问题研究概述 ......................... 6 2.2相关理论基础.............................. 7 第三章 J银行L分行个人理财业务竞争战略环境分析 ...... 8 3.1 外部宏观环境分析（PEST） . 8 3.1.1 政治环境.......................... 8 3.1.2 经济环境.......................... 8 3.1.3 社会环境........................ 11 3.1.4 技术环境........................ 12 3.2 外部行业环境分析（五力模型分析） ................ 13 3.2.1 行业内竞争者 ................ 13 3.2.2 供应商的议价能力 ........ 19 3.2.3 购买者的议价能力 ........ 19 3.2.4 潜在进入者的威胁 ........ 20 3.2.5 替代品的威胁 ................ 21 3.2.6 综合分析........................ 21 3.3 内部环境分析......................... 21 3.3.1 J银行L分行个人理财业务概况 ................. 21 J银行L分行个人理财业务差异化战略研究 vi 3.3.2 内部资源分析 ................ 26 3.3.3 核心能力分析 ................ 28 第四章 J银行L分行个人理财业务差异化战略的制定 .... 30 4.1 J银行L分行个人理财业务差异化战略SWOT分析....................... 30 4.1.1 S（优势） ...................... 30 4.1.2 W（劣势） ..................... 31 4.1.3 O（机会） ...................... 32 4.1.4 T（威胁） ...................... 33 4.1.5 SWOT综合分析 ............ 35 4.2 J银行L分行个人理财业务差异化战略的制定 . 38 4.2.1 产品差异化战略 ............ 38 4.2.2 品牌差异化战略 ............ 40 4.2.3 服务差异化战略 ............ 41 4.2.4 渠道差异化战略 ............ 46 第五章 J银行L分行个人理财业务差异化战略的实施对策及保障措施 ....... 49 5.1 J银行L分行个人理财业务差异化战略的实施对策 ........................ 49 5.1.1 差异化组织构架 ............ 49 5