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论文编号：	12582
作者编号：	2320180552
上传时间：	2021/6/16 12:17:12
中文题目：	P银行H分行个人信贷业务发展策略研究
英文题目：	Research on the Development Strategy of Personal Credit Business of H Branch of P Bank
指导老师：	李莉
中文关键字：	商业银行；个人信贷业务；发展策略研究
英文关键字：	Commercial banks；Personal credit business；Research on Development Strategy
中文摘要：	当前，在“双循环”经济发展格局驱动下，国家对提升国内消费升级的支 持力度逐渐加大。随着居民收入水平稳健增长，居民消费观念也在发生变化， 中国的金融业与国外先进金融业交流合作日益加深，居民消费潜力逐渐增长， 国家也在不断出台扶持民营和小微企业的政策，商业银行个人信贷业务发展迎 来良好时机。近年来商业银行逐渐加大了对个人信贷业务的重视程度，个人信 贷业务也成为商业银行零售转型的重要抓手。然而我国商业银行个人信贷业务 在快速发展过程中也遇到一系列问题，互联网金融、影子银行冲击不断，国内 外社会经济环境变化多样，严重影响了我国商业银行个人信贷业务的发展，且 目前国内针对商业银行个人信贷业务发展策略相关研究不足。 本文采用案例研究等方法，结合战略相关理论、风险管理理论、4Ps 营销理 论，运用 PEST、SWOT 等分析工具，以 P 银行 H 分行为例，通过理论联系实际， 分析 P 银行在个人信贷发展策略中存在的问题，基于差异化战略从产品、渠道、 人员、内部制度等方面提出改善举措。第二章主要梳理商业银行个人信贷概述和 相关理论，为后续商业银行个贷信贷发展优化设计提供理论基础。第三章对 P 银 行 H 分行个人信贷业务发展状况和存在问题进行分析，发现 P 银行 H 分行个人信 贷业务发展中的问题并分析产生原因，为优化举措指明方向。第四章基于差异化 战略，结合 H 分行个人信贷业务发展现状、问题和内外部环境分析，制定 H 分行 个人信贷业务策略优化，分别从产品策略、渠道策略、人员策略、内部制度策略 四个方面着手。第五章为 HF 分行个人信贷业务发展策略优化提供保障措施。 本文通过对 P 银行 H 分行个人信贷业务发展存在的问题进行研究，为 P 银 行 H 分行个人信贷业务发展策略优化提供有益参考。P 银行是商业银行个人信 贷业务领域的领头羊，对个人信贷业务更是投入了大量资源，且 P 银行在业务 发展中有独有的综合金融优势，本文开创性的对商业银行个人信贷业务综合金 融获客模式进行分析探讨。P 银行在个人信贷业务发展中遇到的问题在商业银行 中具有一定代表性，通过对 H 分行的发展策略优化研究，对国内其他商业银行 个人信贷发展策略优化也将具有一定借鉴价值和启发作用，并且检验了相关理 论的实践性和价值性。
英文摘要：	At present, driven by the "double cycle" economic development pattern, the state has increased its support for upgrading domestic consumption.With the steady growth of residents' income level, residents' consumption concept is also changing. The exchanges and cooperation between China's financial industry and advanced foreign financial industry are deepening, and residents' consumption potential is gradually increasing. The state is also constantly introducing policies to support private enterprises, small and micro enterprises, and the development of commercial banks' personal credit business has ushered in a good opportunity.In recent years, commercial banks have gradually increased their attention to personal credit business, and personal credit business has become an important starting point for the retail transformation of commercial banks.However, our country commercial bank personal credit business has also had a series of problems in the process of rapid development, Internet financial, shadow banking shock, diverse social economic environment at home and abroad, serious impact on the development of our country commercial bank personal credit business, and the domestic research on the development strategy of commercial banks' personal credit business is insufficient. In this paper, the methods of case study, combined with the risk management theory, business layer strategy theory,and the theory of 4 p marketing theory, using PEST and SWOT analysis tools. By combining theory with practice, this paper analyzes the problems existing in P Bank's personal credit development strategy. Based on the differentiation strategy, the improvement measures are put forward from the aspects of products, channels, personnel and internal systems. This thesis is structured as follows. Chapter 2 is the overview of the personal credit and related theories of commercial banks, providing the theoretical basis. In Chapter 3, the author analyzes the personal credit business situation and find the existing issues of P Bank H branch. The fourth chapter, based on the differentiation strategy and combined with the analysis of the development status, problems and internal and external environment of the personal credit business of H Branch, formulates the optimization II Abstract of the personal credit business strategy of H Branch from four aspects: product strategy, channel strategy, team strategy and internal system strategy. Chapter 5 contains the measurements to ensure the implementations of personal credit development strategies. By studying the problems existing in the development of the personal credit business of H Branch of P Bank, this paper provides useful reference for the optimization of the development strategy of the personal credit business of H Branch of P Bank.As the leader of commercial banks in the field of personal credit business, Bank P has invested a lot of resources in personal credit business, and Bank P has unique comprehensive financial advantages in business development. In this paper, the comprehensive financial acquisition model of commercial banks' personal credit business is analyzed and discussed in a pioneering way.P bank problems in the development of personal credit business has certain representativeness in the commercial Banks, through the optimization study of the development strategy of H branch, to other domestic commercial bank personal credit development strategy optimization will also have certain reference value and instructive, and examine the related theory of practicality and value.
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