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论文编号：	11440
作者编号：	2320170481
上传时间：	2019/12/16 10:22:25
中文题目：	工行天津分行零售银行业务差异化策略研究
英文题目：	Research on the Differentiation Strategy of Retail Banking Business of Industrial and Commercial Bank of China Tianjin Branch
指导老师：	王曼舒
中文关键字：	零售银行；工商银行；业务创新转型；差异化
英文关键字：	Retail Bank; Industrial and Commercial Bank; Business Innovation and Transformation；Differentiation
中文摘要：	伴随金融市场脱媒进程的进一步加深，商业银行传统批发银行业务盈利能力持续下降，相较之下，由于我国中产阶级正在逐渐壮大，可以预期我国商业银行零售银行业务发展前景光明，同时零售银行业务具有资源消耗较少和风险更为分散的特点，因此更多的商业银行逐渐将战略重心和营销资源不断的向零售银行业务倾斜。当前，面对新时期国家金融顶层设计的逐步出台，零售客户需求的深层次转变以及金融科技的快速发展，需要各商业银行积极探索智慧零售经营转型的新思路、新理念和新实践。 短期来看，监管部门开始重拳出击，资管新政、保险新规陆续出台，货币政策稳健中性、住房信贷规模管控从严，这些强监管政策的密集出台和叠加作用，将使原有的零售经营模式受到较大冲击。资管新规是十九大、全国金融工作会议以及金融稳定委成立之后的首项重大金融监管改革，资管产品实行净值化管理，执行打破刚性兑付的监管要求，对于今年及今后一段时期的资管业务发展具有全局性和根本性的影响。 笔者身为工商银行天津分行的基层管理者和从业者的一员，结合天津地区地方区域政策与工行天津分行经营现状，认为零售银行业务是工商银行天津分行盈利的重要来源和可持续增长点，也是银行创新和竞争活力的核心所在，更是服务口碑和企业品牌的支撑载体。相较于本区域其他中小银行，工商银行天津分行零售银行业务腾挪发展空间更大，机遇与挑战并存。作者通过品牌理论、客户关系管理理论、风险管理理论和银行再造理论的深入研究与分析，着重指出本单位应在渠道升级、产品转型和客户管理三个维度进行系统转型优化，通过战略理论的详实输送，强化基层支行对智慧零售银行的理解与执行，为基层行体制机制改革创造更大的发展空间，因地制宜的探索出适合工商银行天津分行的零售银行业务创新发展之路。
英文摘要：	With the further deepening of the process of financial market disintermediation, the profitability of traditional wholesale banking business of commercial banks has been declining. In contrast, due to the rising of the middle class in China, the retail banking business in China has great potential for development. At the same time, it has the characteristics of more risk dispersion and less resource consumption. Therefore, more commercial banks are engaged in retail banking business. Industrial banks gradually tilt their strategic focus and marketing resources towards retail banking business. At present, facing the gradual introduction of top-level design of national finance in the new era, the deep transformation of retail customer demand and the rapid development of financial technology, commercial banks need to actively explore new ideas, new concepts and new practices of smart retail business transformation. In the short term, the regulatory authorities have begun to fight hard, the new policies of capital management and insurance have been introduced one after another, the monetary policy is steady and neutral, and the scale of housing credit is strictly controlled. The intensive introduction and superposition of these strong regulatory policies will greatly impact the original retail business model. The new regulations are the first major financial regulatory reform since the 19th National Congress, the National Conference on Financial Work and the establishment of the Financial Stability Commission. The implementation of net value management of assets management products and the implementation of regulatory requirements for breaking rigid payment will have a comprehensive and fundamental impact on the development of assets management business this year and in the future. As a grass-roots manager and practitioner of the Tianjin Branch of ICBC, the author considers that the retail banking business is an important source of profits and a sustainable growth point of the Tianjin Branch of ICBC, as well as the core of innovation and competitiveness of the bank, based on the local regional policies in Tianjin and the current operation situation of the Tianjin Branch of ICBC. It is also the support carrier of service reputation and enterprise brand. Compared with other small and medium-sized banks in the region, the retail banking business of Tianjin Branch of ICBC has more room for development, opportunities and challenges coexist. Through the in-depth discussion and analysis of brand theory, customer relationship management theory, risk management theory and bank reengineering theory, the author emphasizes that the unit should optimize its system transformation from three dimensions: channel upgrading, product transformation and customer management, and strengthen the smart retailing of grass-roots branches through detailed transmission of strategic theory. The understanding and implementation of the bank will create more room for the reform of the system and mechanism of the grass-roots banks, and explore the way of innovation and development of retail business suitable for the Tianjin Branch of ICBC according to local conditions.
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