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论文编号：	10338
作者编号：	2120163111
上传时间：	2018/12/6 0:51:08
中文题目：	上海银行天津分行零售业务经营战略研究
英文题目：	Study on Retail Business Strategy of Tianjin branch of Shanghai bank
指导老师：	张永强
中文关键字：	上海银行天津分行；零售业务；经营战略；综合金融服务
英文关键字：	Tianjin branch of Shanghai bank； Retail Business； Business Strategy； Comprehensive Financial Services
中文摘要：	受消费经济蓬勃发展，政府从严监管政策压力加大等因素影响，国内城市商业银行普遍面临回归本源，提升专业经营能力，加快差异化、特色化发展的压力。综合金融服务由于具有全面深入理解客户需求，充分整合内外部产品、渠道、信息等各类资源，通过高效的内部协同机制，为各类客户提供全方位、全链条、全周期的金融服务的优势而逐渐开始成为我国金融机构业务发展的新模式。本文通过系统阐述综合金融服务的涵义以及国内外综合金融服务的发展概况，梳理综合金融服务的发展脉络，并结合上海银行天津分行零售业务的具体实践，对其综合金融服务战略进行了系统阐述。研究不仅对上海银行天津分行落实全行“全面深化改革，强化战略执行，加快转型发展” 的总体要求具有重要意义，而且对推动我国商业银行的转型升级及金融行业的创新发展具有重要的参考价值。上海银行天津分行作为城市商业银行的代表，新时期零售业务仍面临核心客户综合经营能力不足，核心业务价值贡献较低，风险管理从严性较弱等方面突出问题，未来亟需通过全面深化改革，强化战略执行，来加快转型发展。为此，本文从综合金融服务角度，对上海银行天津分行零售业务经营战略进行了系统规划和全面阐述。首先，本文通过对上海银行天津分行零售业务内外部环境分析，提出了瞄准目标客户，分析客户特点和需求，找准营销切入点，以主推产品作为“敲门砖”、标配产品作为深耕服务、个性化产品作为竞争产品为零售业务综合金融服务的战略目标；其次，围绕战略目标，进一步提出了以“综合金融服务”定位零售业务发展、以“提升价值创造”巩固战略特色、以“分层分类经营”提升发展质量、以“数字化思维”驱动能力升级的发展思路；最后，从特色塑造、客户经营、服务提升、数据驱动、队伍建设、制度建设等六个方面提出了战略执行的具体措施和保障机制，并得出本文的研究结论。
英文摘要：	Under the influence of the vigorous development of the consumer economy and the increasing pressure on the government's strict supervision policy, the domestic urban commercial banks are generally facing the pressure of returning to the source, improving their professional ability, and speeding up the development of differential and special development. Comprehensive financial services have gradually become the new development of our financial institutions because of their comprehensive and in-depth understanding of customer needs, full integration of various resources, such as internal and external products, channels and information, and the advantages of providing all kinds of customers with full, full chain and full cycle financial services through efficient internal coordination mechanism. Pattern. This paper systematically expounds the meaning of comprehensive financial services and the development of comprehensive financial services at home and abroad, combing the development of comprehensive financial services, and combining with the concrete practice of the retail business of the Tianjin branch of Shanghai bank, the comprehensive financial service strategy is systematically explained. The study is of great significance not only to the overall requirements of the Shanghai bank Tianjin branch to carry out the overall "comprehensive deepening of reform, strengthen the strategic implementation, and accelerate the transformation and development", but also have important reference value for promoting the transformation and upgrading of the commercial banks and the innovation and development of the financial industry. As the representative of the city commercial bank, the Tianjin branch of the Bank of Shanghai, the retail business in the new period still faces the problems of the lack of comprehensive management ability of core customers, the low contribution of core business value, the weak risk management, and so on. In the future, it is urgent to accelerate the transformation and development through comprehensive deepening of reform and strengthening the implementation of the strategy. Therefore, from the perspective of comprehensive financial services, this paper systematically plans and expounds the retail business strategy of Bank of Shanghai Tianjin Branch. First of all, through the analysis of the internal and external environment of the retail business of Shanghai bank Tianjin branch, this paper puts forward the target customers, analyze the customer's characteristics and needs, find out the marketing breakthrough point, take the main product as the "knocking brick", the marking product as the deep ploughing service and the personalized product as the competitive product, and do a good job in the retail business. The strategic objectives of the alloy melt service. Secondly, according to the strategic goal, we further put forward the development of "comprehensive financial services" to locate retail business, consolidate the strategic features with "promotion of value creation", improve the quality of development by "stratified classified management", improve the quality of development by "stratified classified management", and upgrade the development of "digital thinking". Thinking. Finally, the concrete measures and guarantee mechanism of the strategy execution are put forward from six aspects such as characteristic molding, customer management, service promotion, data drive, team building and system construction, and the conclusions of this paper are drawn.
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