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论文编号：	14331
作者编号：	2320213568
上传时间：	2023/12/11 22:36:39
中文题目：	NY银行零售业务发展策略研究
英文题目：	Research on the Development Tactics of Retail Business of NY Bank
指导老师：	王曼舒
中文关键字：	NY银行;零售业务;发展策略
英文关键字：	NY Bank;Retail business;Development tactic
中文摘要：	近年来伴随着利率市场化改革的不断深入，传统的银行存贷款业务利息差不断收窄，各家商业银行纷纷亟待拓展新的盈利发展模式。零售业务发展已成为银行转型的大势所趋，制定行之有效的零售业务发展策略成为应对市场竞争的重要举措。NY银行作为大型商业银行之一是我国金融体系的主要构成部分，在服务实体经济和“三农”进程中发挥着重要作用，本文旨在研究在既定的“一体两翼”零售业务发展战略下如何优化具体的发展策略，构建NY银行零售业务的核心竞争力。 本文在借鉴国内外金融创新理论、客户关系管理理论和金融中介理论的基础上，运用案例分析法和比较分析法。首先对NY银行零售业务发展现状进行分析，结合NY银行实际分析目前零售业务战略执行中存在的问题，以及内外部环境对零售业务发展带来的冲击和机遇。其次，结合“一体两翼”发展战略，明确发展目标，从强化客户经营、产品转型创新、加强科技支撑等方面优化具体的发展策略方案。最后，结合NY银行实际从运营建设、组织保障、人才队伍和内控制度等方面阐述保障措施，确保发展策略的顺利落地。 笔者身为NY银行零售业务内训师及基层管理者的一员，近年来感知到零售业务的日新月异和同业竞争压力日益激励，本文结合NY银行发展实际，希望能通过整合外部市场信息变化和内部企业资源优势，为NY银行零售业务的发展策略提出建设性的对策建议：一是确立以客户为中心的业务发展定位，提高获客活客留客能力，二是构建普惠、开放、专业的“大财富管理”服务生态升级财富价值创造能力，三是线上线下协同强化科技支撑与创新加快数字化转型。由于我国商业银行经营模式具有同质性，所以希望本文的建议和对策能对整体商业银行零售业务发展提升起到积极作用。 关键词: NY银行；零售业务；发展策略
英文摘要：	In recent years, with the deepening of interest rate marketization reform, the interest margin of traditional bank deposit and loan business continues to narrow, commercial banks have an urgent need to expand a new profit development model. The development of retail business has become the general trend of bank transformation, and the formulation of effective retail business development tactic has become an important measure to deal with market competition. As one of the large commercial banks, NY Bank is the main part of China's financial system, which plays an important role in serving the real economy and the process of "agriculture, rural areas and farmers". The purpose of this paper is to study how to formulate specific development tactics under the established "one body and two wings" retail business development tactic to build the core competitiveness of NY bank retail business. This paper uses the methods of case analysis and comparative analysis on the basis of domestic and foreign financial innovation theory, customer relationship management theory and financial intermediary theory. First of all, this paper analyzes the current situation of the retail business development of NY Bank, combined with the actual situation of NY Bank to analyze the problems existing in the implementation of the current retail business tactic, as well as the impact and opportunities brought by the internal and external environment to the retail business development. Secondly, combined with the "one body and two wings" development tactic, define the development goals, and formulate specific development tactics from the aspects of strengthening customer management, product transformation and innovation, strengthening scientific and technological support, and so on. Finally, combined with the reality of NY Bank, this paper expounds the safeguard measures from four aspects: operation and construction, organizational security, talent team and internal control system to ensure the smooth landing of the development tactic. As a member of the trainers and grass-roots managers of the retail business of NY Bank, the author feels that the retail business is changing with each passing day and the pressure of competition in the same industry is increasingly encouraging in recent years. Combined with the actual development of NY Bank, this paper hopes to put forward constructive countermeasures and suggestions for the development tactic of NY Bank's retail business by integrating the changes of external market information and the advantages of internal enterprise resources: first, to establish a customer-centered business development orientation. To improve the ability to get live guests, the second is to build inclusive, open and professional "great wealth management" service ecological upgrading wealth value creation ability, and the third is online and offline cooperation to strengthen scientific and technological support and innovation to speed up digital transformation. Because of the homogeneity of the business model of commercial banks in China, it is hoped that the suggestions and countermeasures of this paper can play a positive role in the development of retail business of commercial banks as a whole. Key Words:NY Bank；Retail business；Development tactic
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