本文以B银行个人理财业务的竞争战略为研究主题,运用PEST分析和五力
模型,对B银行个人理财业务面临的外部环境进行分析。同时通过内部环境分析,
从B银行个人理财业务的发展状况和产品构成入手,通过对B银行个人理财业务
有形资源(包括产品资源、客户资源、渠道资源),以及人力资源、创新资源、品
牌资源等无形资源的优势进行分析,较为全面的研究了 B银行个人理财业务的内
部与外部环境。运用SWOT分析,确定了差异化战略和聚焦战略为B银行目前的
战略选择,提出了产品服务的差异化,宣传营销渠道的差异化以及私人银行品牌
战略的建议,战略的制定能突出B银行的竞争优势,规避风险。并且从理财团队
的培养、渠道宣传的拓展、客户市场的细分以及产品和服务的优化上提出改进措
施。最后从开展部门合作、调整绩效分配、完善风险管理、升级CRM系统四方面
提出保障,对B银行个人理财业务的发展提出建议。
本文创新之处在于通过应用竞争战略分析工具,对B银行个人理财业务提出
差异化战略和聚焦战略并重的战略模式,并且提出具体措施和建议。对于B银行
个人理财业务的发展有一定的指导意义。
关键词:个人理财,竞争战略,差异化,SWOT分析
Abstract
With the rapid economic development resulting from the reform and opening-up
policy, social welfare and livelihood enjoyed by the general mass has been greatly
improved. Enlarged income gap gives different perspectives for modern financial
management, eventually traditional deposit and saving could not meet the general need,
and that is why financial management and transactions made by the banking
professionals becomes prevailing. The scale and progress of the modern financial
industry in China is quite behindhand, compared to that of the west developed countries.
For one thing,separated financial supervision provided by contemporary laws and
regulations has restricted the growth of banking finance, and for another thing, personal
banking service receives lots of criticism for lack of financial products, professionals,
efficient internal mechanism and stable marketing targets.
This essay focuses mainly on competition strategy for personal financing business
of bank B, with PEST analysis and five forces model, so as to understand marketing
situation and challenges. Through interior management analysis of bank B,this essay
examines development scale and financial product combinations,which range from
tangible assets,including products, customers and distribution channels, and intangible
assets such as human resources, innovation incentives and brand values as well.
Analysis rendered provides us a big picture of personal financing business of bank B.
Furthermore, this essay employs SWOT analysis to sort out the potential marketing
strategy for bank B,which claim for diversity and concentration, and development
suggestions have been made accordingly. Detailed information concerning the above
mentioned suggestions elaborated hereinafter.
Innovation lies with detailed marketing strategy suggestion brought forward by
scientific analysis means.It has certain guiding significance to the development of the
personal financial business of bank B.
Keywords: personal financing business; competition strategy; differentiation;
SWOT analysis
第1章绪论
1.1研究背景和研究意义
1.1.1研究背景
改革开放以来,我国经济飞速增长,居民收入水平不断提高,至2012年我国
的城镇居民人均可支配收入扣除价格因素实际增长9.6%,农村居民人均纯收入实
际增长10.7%,均高于全年7.8%的GDP增速。但是与此同时,居民的消费观念却
没有很大转变。据国际货币基金组织公布的数据显示,中国的国民储蓄率从20世
纪70年代至今一直居世界的前列,90年代初期居民储蓄占国民生产总值35%以
上,到了 2005年中国储蓄率更是高达51%,而全球平均储蓄率仅为19.75^。2009
年我国居民储蓄余额已经突破了 18万亿元,储蓄率在全世界排名第一,人均储蓄
超过1万元。82. 8%的城镇居民倾向于储蓄(其中,39. 7%偏好投资债券、股
票、基金”等变相储蓄,43. 1%偏好“储蓄存款“),17. 2%倾向于“更多消费’’。经
济增长,藏富于民为银行个人理财业务的发展提供了广阔的市场。不同企业、地
区及不同职业之间的居民收入差距不断扩大,也使中国的财富集中于少数人的手
中,将近65%的中高层收入占全部金融资产的90%,为理财业务的发展提供了客
户基础。
另一方面经济的高速增长也带来了负面效应。通货膨胀,物价持续上涨,仅
银行储蓄已经不能满足资产的保值增值。目前居民可以投资的方面有:银行理财、
黄金、保险、股市、期货、基金、艺术品收藏、房地产、邮市、外汇等等,种类
繁多的投资渠道让没有专业知识的普通居民选择起来尤为困难,尤其对于上班族,
没有过多的精力放在收集信息,学习投资上,信息的不对称也可能导致投资的风
险增大。而银行有专业的策划团队可以通过信托的形式,包装理财产品,降低风
险,同时专业的理财顾问也可以提供各方面的资产组合和业务咨询,节省了客户
的时间,使客户资产的营利性和安全性得到更好的保障。
上个世纪90年代末我国的商业银行已经开始借鉴外国银行经验推出了理财咨
询和个人外汇业务,从2004年业内第一款理财产品以来,各家银行理财产品不断
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