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论文编号：	14953
作者编号：	2320213547
上传时间：	2024/12/6 20:00:29
中文题目：	老年客户剧增背景下BH农商银行理财经理胜任力模型构建与应用研究
英文题目：	Study on the Construction and Application of Competency Model for Wealth Management Managers of BH Rural Commercial Bank in the Context of Dramatic Increase of Elderly Customers
指导老师：	齐岳
中文关键字：	农商银行；理财经理；老年客户剧增；胜任力模型
英文关键字：	Rural commercial bank；Financial manager；Dramatic increase in elderly customers；Competency model
中文摘要：	随着我国人口老龄化趋势的加深以及人均财富不断增长，老年客户已经逐渐成为商业银行零售业务面对的主要客户群体。服务对象的改变意味着客户需求特征的变化，对于从事零售业务一线岗位的理财经理而言，提出了不一样的岗位素质要求。为应对较为激烈的市场竞争，农商银行必须提高理财经理岗位人员的胜任力，以满足老年客户群体特征的需求。因此，针对客户群体特征的变化，及时识别理财经理岗位胜任力要求并加以应用，是解决限制理财经理整体胜任力问题的关键，也是农商银行提升行业竞争力的重要方面。 本文以BH农商银行作为案例，在研究梳理相关文献的基础上，通过访谈法发现该行老年客户的行为特点、金融需求以及理财经理服务老年客户实际情况，对比该行理财经理岗位职责、任职要求，发现理财经理存在服务老年客户胜任力不足的问题。分析原因，发现影响胜任力的因素主要是该银行对理财经理的选聘、日常培训及考核评价中存在诸多弊端，如选聘标准削弱了胜任力、培训内容阻碍了胜任力提升、考核评价方法限制了胜任力。导致理财经理无法全身心投入服务老年客户的工作中，部分理财经理能力不适用于该行以老年客户群体为主的业务现状。为此，本文基于胜任力的研究视角和胜任力模型的研究方法提取了BH农商银行理财经理服务老年客户所需具备的25个胜任力因子，归纳为五个胜任力维度，分别为个人特质、职业素养、知识技能、营销能力、价值成就。建立了符合BH农商银行的理财经理胜任力模型。应用此模型来完善BH农商银行在理财经理选聘标准、能力培养、考核评价方面的不足，并提出了相关的保障措施。 本文旨在为BH农商银行提出切实有效的理财经理管理对策和建议，完善目前理财经理服务老年客户胜任力不足的问题，提升银行在以老年客户为主的零售业务市场的竞争力，有利于该行理财业务的稳定健康发展，也符合银行、理财经理和老年客户的长远利益需要。本文的研究成果也希望给所有面临类似问题的中小银行提供一些启示和借鉴。
英文摘要：	With the deepening of the aging trend of China's population and the continuous growth of per capita wealth, elderly customers have gradually become the main customer groups facing the retail business of commercial banks. The change of service object means the change of customer demand characteristics, which puts forward different post quality requirements for the financial managers engaged in the front-line positions of retail business. In order to cope with the more intense market competition, rural commercial banks must improve the competence of financial managers to meet the needs of the characteristics of the elderly customer groups. Therefore, in response to the changes in customer group characteristics, timely identification of competency requirements for wealth management manager positions and their application is the key to solving the problem of limiting the overall competency of wealth management managers, and is also an important aspect of rural commercial banks to enhance the competitiveness of the industry. This paper takes BH Rural Commercial Bank as a case study, and on the basis of researching and combing related literature, through the interview method, it finds the behavioral characteristics of the bank's elderly customers, financial needs and the actual situation of wealth management managers serving elderly customers, compares the bank's wealth management manager job responsibilities and posting requirements, and finds that there is a problem of insufficient competency for wealth management managers to serve elderly customers. Analyzing the reasons, it is found that the factors affecting the competence are mainly the many drawbacks in the bank's selection and recruitment, daily training and assessment and evaluation of wealth management managers, such as the selection and recruitment standards lowering the competence, the training content hindering the competence enhancement, and the assessment and evaluation methods restricting the competence. As a result, financial managers are unable to devote themselves to serving elderly customers, and some of their competencies are not applicable to the bank's business status quo, which is dominated by elderly customers. For this reason, this paper extracts 25 competency factors that financial managers of BH Rural Commercial Bank need to have to serve elderly customers based on the research perspective of competency and the research method of competency model, which is summarized into five competency dimensions, namely, personal traits, professionalism, knowledge and skills, marketing ability, and value achievement. A competency model for wealth managers in line with BH Rural Commercial Bank was established. This model is applied to improve the deficiencies of BH Rural Commercial Bank in the selection and recruitment standards, competency training, assessment and evaluation of financial managers, and relevant safeguards are proposed. The purpose of this paper is to propose practical and effective countermeasures and suggestions for the management of wealth management managers for BH Rural Commercial Bank, to improve the current problem of insufficient competence of wealth management managers in serving elderly customers, to enhance the competitiveness of the bank in the retail business market which is mainly dominated by elderly customers, to facilitate the stable and healthy development of the bank's wealth management business, and to meet the needs of the bank, the wealth management managers, and the long-term interests of the elderly customers. The research results of this paper also hope to provide some inspiration and reference to all small and medium-sized banks facing similar problems.
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