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论文编号：	14354
作者编号：	2320213780
上传时间：	2023/12/12 13:23:57
中文题目：	招商银行T分行私人银行业务差异化竞争战略研究
英文题目：	Research on Differentiated Competition Strategy of Private Banking Business of T Branch of China Merchants Bank
指导老师：	薛有志
中文关键字：	私人银行；招商银行；差异化竞争战略；高净值人士
英文关键字：	Private bank; China Merchants Bank; Differentiated competitive strategy；High net worth individuals
中文摘要：	依托中国经济多年的高速发展，居民财富积攒累进式快速上升，高净值人士数量也大幅上升，据胡润研究院报告数据显示截止2022年年底，中国拥有1000万金融资产的人数达到211万户，巨大的市场空间给国内的私人银行业务发展带来了机遇。与此同时，高净值人士衍生出的个人、家庭、企业、社会的金融需求，也对私人银行机构的综合服务能力提出了更大的挑战。招商银行T分行作为体系内的二等行，私人银行业务取得了很好的经营和发展，但是在T区域私人银行业务份额上还有很大的提升空间，针对招商银行T分行私人银行业务发展的竞争战略进行研究，提出可行性较强的差异化竞争战略，为T分行私人银行业务发展提供现实指导意义。 基于以上背景，本文主要通过案例研究法，辅以分析比较法，从多维度分析招商银行T分行私人银行业务的发展现状，竞争环境以及当前存在的问题，结合企业战略研究方法中的PEST模型、SWOT模型以及波特五力模型等工具，对私人银行业务发展的宏观环境、行业环境以及内部环境进行综合研究分析。面对T区域各大银行以及非银机构私人银行业务的多元竞争局面加剧，未来能够胜出的一定是战略差异化的竞争战略。在对招商银行T分行私人银行差异化竞争战略可行性进行分析的基础上，提出了T分行私人银行业务的差异化竞争战略具体内容，并做详细论述，最后就私人银行的差异化竞争战略的落实措施进行阐述，提供创新机制、资源配置、人力资源、科技力量等方面的保障，为差异化竞争战略的顺利实施打好基础。 高净值人士越发复杂的金融需求和国内私人银行业务经验相对缺乏的矛盾成为了亟待解决的重要课题，面对当前我国私人银行业务发展的巨大机遇和挑战，各大银行以及非银金融的私人银行业务发展如火如荼，激烈的行业竞争环境下，招商银行T分行私人银行必须通过差异化的竞争战略，才能实现在T区域把私人银行业务打造成为最佳的私人银行的愿景，因此提出了T分行私人银行业务发展的具体差异化竞争战略选择，包括生态差异化战略、聚焦细分客群差异化战略、科技赋能差异化战略、品牌定位差异化战略以及产品和服务创新差异化战略，最终实现挖掘T分行私人银行业务的第二增长曲线。
英文摘要：	Relying on the rapid development of China's economy for many years, the wealth accumulation of residents has increased progressively and rapidly, and the number of high net worth individuals has also increased sharply. According to the data reported by Hurun Research Institute, by the end of 2022, the number of customers with 10 million financial assets in China has reached 2.11 million, and the huge market space has brought opportunities for the development of domestic private banking business. At the same time, the financial needs of individuals, families, enterprises and society derived from high net worth individuals also pose greater challenges to the comprehensive service capabilities of private banks. As a second-class bank in the system, the private banking business of China Merchants Bank T Branch has achieved good operation and development, but there is still much room for improvement in the share of private banking business in T region. This paper studies the competitive strategy of private banking business development of China Merchants Bank T Branch, and puts forward a feasible differentiated competitive strategy, which provides practical guiding significance for the development of private banking business of T Branch. Based on the above background, this paper mainly analyzes the development status, competitive environment and existing problems of private banking business of T Branch of China Merchants Bank from multiple dimensions through case study, supplemented by analysis and comparison. Combined with PEST model, SWOT model and five forces model of enterprise strategy research methods, this paper comprehensively studies and analyzes the macro environment, industry environment and internal environment of private banking business development. In the face of the intensification of the multi-competition situation of the major banks and non-bank private banking business in T region, the competition of strategic differentiation must be the winner in the future. Based on the analysis of the feasibility of the differentiated competition strategy of private banking business in T Branch of China Merchants Bank, this paper puts forward the specific content of the differentiated competition strategy of private banking business in T Branch, and makes a detailed discussion. Finally, it expounds the implementation measures of the differentiated competition strategy of private banking, providing the guarantee of innovative mechanism, resource allocation, human resources, scientific and technological strength, etc., so as to lay a good foundation for the smooth implementation of the differentiated competition strategy. In the face of the great opportunities and challenges of the development of private banking business in our country, the private banking business of major banks and non-bank finance is in full swing. Under the fierce industry competition environment, the private banking of T Branch of China Merchants Bank must adopt differentiated competitive strategy in order to realize the vision of making the private banking business the best private banking business in T Region. Therefore, this paper puts forward specific differentiated competitive strategies for the development of private banking business of T Branch, including ecological differentiation strategy, focusing on subdividing customer groups differentiation strategy, technology empowerment differentiation strategy, brand positioning differentiation strategy and product and service innovation differentiation strategy, and finally finds the second growth curve of private banking business.
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