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论文编号：	8925
作者编号：	2120142921
上传时间：	2016/12/10 18:50:36
中文题目：	中信银行青岛分行零售业务数据应用研究
英文题目：	The research on data application of retail banking of Citicbank Qingdao Branch
指导老师：	郝臣
中文关键字：	零售银行 ;网点转型 ;数据应用 ;数据库营销
英文关键字：	retail bank; network transformation; data application; system development
中文摘要：	随着金融市场和经济形势快速变化，银行利润空间逐步缩减，支付结算和负债市场被快速瓜分。零售业务由于具备抗周期和稳增长的特性，各家银行均将发展零售业务纳入战略规划中；国内银行开展零售业务网点转型，以推动零售银行的发展。转型的成功首先离不开零售业务的数据应用，零售银行未来向智慧银行迈进，缺少数据分析和应用，零售银行未来的发展也难以为继。零售银行的经营对象是个人客户，与批发类的公司业务相对应，其首要特点是客户数量大。在管理层的分析决策方面，需要整合零售业务的经营数据和管理数据；在营销层面，要靠数据挖掘从海量数据中找到突破口。发展零售银行的数据应用是未来零售银行的必经之路，针对商业银行零售业务的数据分析研究也越来越具有现实意义，本文主要研究零售业务的数据应用问题。本文梳理了国内商业银行零售业务数据应用的主要场景，即银行管理层面使用的数据分析查询和管理型数据系统应用，以及营销层面的数据库营销和精准营销；结合国内外同业的应用案例，分析了目前该领域中普遍在的问题，包括数据时效性、数据分析手段以及专业人员储备等问题。在网点转型的过程中，中信银行青岛分行充分运用零售业务数据，改革绩效考核体系，探索CRM系统，创新管理型系统，推动业务飞速发展，并引领中信系统内网点转型，实现自下而上的创新。文章针对青岛分行的实例，对其零售转型中数据应用进行分析，剖析了目前存在的问题，并因地制宜的提出了解决方案。分行目前的数据分析系统过于灵活，使其缺乏稳定性及时效性，维护压力较大。建议向总行现有系统靠拢，降低维护成本，腾挪业务营销精力和空间。分行还存在大量数据沉睡浪费的现状，建议分行积极开展精准营销，并提出了对应的精准营销模型。文章依托研究对象中信银行青岛分行，提出了未来零售银行业的发展方向；对如何提高数据的使用效率并提升应用效果进行了分析，并创新提出了使用结构化数据开展未来营销的模型，以期可以推动零售银行业务未来的发展。本文希望通过对零售业务数据应用的研究分析，将零售数据应用对业务发展的推动作用及其推动原因进行总结分析，并针对存在的问题提出解决对策，以为零售银行业未来发展提供一些有益的思路。
英文摘要：	As the rapid development of the marketization of interest rate, the exchange rate reform and the RMB internationalization are pushing on as the same time. Nowadays, the internet technology fuses with the finance, and the newly born online finance compete with the traditional finance fiercely. The trend of financial disintermediation cannot be halted. As the financial environment and economic situation change quickly, the banking industry faces a more severe business environment than before. Meanwhile, the retail bank is anti-periodic, and the wealth of people domestic grows up quickly, so the retail banking became more and more important to the bankers. In this situation, network transformation is a new strategy which is proposed under new competitive situation. During these years, the network transformation pushes the development of retail bank. Meanwhile, the success of the network transformation can’t live without the application of retail bank data. In the future, “the people who get retail bank data will get the retail bank” will take place the old saying “people who get retail bank will get the whole bank”. The customer of retail bank is individual customer, comparing with the wholesale bank, the quantity of retail bank customer is very huge. As the resource is scarce, the bank has to concentrate the limited resources and competences on the main business, in order to create and maintain long-term core competence. The managers need the data to analyze and make decisions, the sale employee of bank need some data to do the right and fast sale during the mass data. Network transformation of retail bank reconstructs the former sale process and management process, whose success can’t do without the application of retail bank data and the innovation of systems. This paper introduces the current situation of retail bank data application, combining the examples of the same industry domestic and overseas, analyzing the general problem existing in the field. The paper takes a living example of China Citicbank Qingdao Branch, analyzing the application of retail bank data and innovation of retail bank system. Then, the paper concludes the problems of Qingdao Branch, and makes some solutions that act according to circumstances. Facing the fierce competition, the network transformation not only stops, but also upgrades and optimizes day by day. The support of data and system is the key point to the further development of retail bank. The example of Citicbank Qingdao Branch reveals the problems and the development direction of future. The paper analyzes how to raise efficiency of data application, and makes the solution with novation thinking which will promote the development of this field.
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