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招商银行零售业务转型发展研究_MBA毕业论文DOC

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更新时间:2023/1/20(发布于河北)

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摘要
近年来,随着我国市场经济体制的建立与发展,金融市场得到进一步完善,
不断推动着利率市场化和金融去中介化步伐加快,挤占了传统银行业务的盈利空
间,也逐渐削弱了客户对银行的依赖性,公司客群质量下降,导致商业银行不得
不探索新的利润来源,积极调整业务结构寻找转型发展新思路。零售业务凭借其
风险分散、收益稳定等优势逐渐成为了商业银行未来可持续发展的转型方向。
招商银行作为我国最早金融改革的试验场,也是最早转型零售的银行之一。
其零售业务的转型发展较为成功并取得了不俗的成绩,一直被业界称为“零售之
王”。本文通过回顾招商银行零售转型发展过程,深入分析了其零售业务转型发
展的动因、措施和效果。发现需求市场的变化、金融脱媒进程加快和金融科技的
进步都在不同程度地推动着招商银行零售业务的转型发展。招商银行凭借其领先
优势和坚实的客群基础,依靠金融科技对转型措施进行不断创新升级,本文主要
从经营模式、产品体系、营销手段、组织架构、人才培养五个方面介绍了招行零
售转型的具体措施。经过近二十年的耕耘和积累,招商银行逐渐在零售市场上占
据了竞争优势和领先地位,本文主要从风险管理、业务规模、获客效率和盈利能
力等方面分析了招商银行零售业务的转型效果。另外,本文还在现有研究的基础
上改进了商业银行零售业务综合竞争力评价指标体系,全面分析了各股份制商业
银行零售发展状况,发现了招商银行在零售金融市场上的突出优势。
本文选用了在零售金融市场上具有代表性的招商银行作为案例研究对象,深
入探索其成为零售之王的发展路径,总结招商银行零售业务转型的优势和经验,
为我国其他商业银行零售业务发展提出相关建议。具体包括立足自身优势明确零
售战略定位、积极创新发展提升零售获客能力、重视客户体验提高零售服务质量、
加强人才建设助力零售高效发展和聚焦金融科技打造零售运营新平台等,为我国
中小银行零售业务转型发展提供借鉴参考,给商业银行零售业务未来发展带来了
可行的转型策略和路径建议。
关键词:招商银行;零售转型;金融创新;金融科技
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Abstract
In recent years,with the establishment and development of the market economy
system, the financial market has been further improved, and the pace of interest rate
marketization and financial disintermediation has been accelerated, and the quality of
the company’s customer base has declined, and it has gradually weakened The
dependence of customers on banks has led commercial banks to continuously explore
new sources of profit, actively adjust their business structure, and seek new ideas for
transformation and development. Retail business has gradually become the director of
the bank's sustainable development transformation in the future by under its advantages
such as risk dispersion and stable income.
As the earliest testing ground for my country's financial reform, China Merchants
Bank was also one of the earliest banks to transform retail. Its retail development has
been relatively successful and has achieved many impressive results. It has won the
"Best Retail Bank" award for many years and has been called the "King of Retail" by
the industry. This article reviews the development process of China Merchants Bank’s
retail development and explores its path of becoming the king of retail. It summarizes
and analyzes the motivations, measures and effects of its retail business development,
and discovers the changes in the demand market, the acceleration of financial
disintermediation and financial technology. The progress of China Merchants Bank has
promoted the transformation and development of China Merchants Bank’s retail
business to varying degrees. With its leading advantages and solid customer base, China
Merchants Bank has increased its investment in financial technology, continuously
innovated and upgraded strategic measures, and has innovative specific measures. The
business model promotes the integration of online and offline channels, innovative
financial products to create new highlights in retail business, innovative marketing
methods to enhance customer value mining capabilities, and innovative organizational
structures to build a new platform for retail finance. After nearly two decades of hard
work and accumulation, China Merchants Bank has gradually gained a strong
competitive advantage and leading position in the retail market, which is reflected in its
stable asset quality, improved risk management, increased customer acquisition
capabilities and customer retention, and performance High-quality growth, etc. Finally,
the enlightenment from the case mainly includes the following points, such as clarifying
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