招商银行零售银行业务发展战略研究

【作者】 徐炜；

【导师】 饶育蕾；

【作者基本信息】 中南大学 ， 工商管理， 2007， 硕士

【摘要】 本世纪初以来，我国国民经济的快速增长，居民个人财富的不断累积为我国商业银行零售业务发展提供了广阔空间。资本市场的快速发展、资本充足率的约束、外资银行的竞争等因素也对我国商业银行向零售银行转型形成了外在压力。以招商银行为代表的国内银行纷纷提出了向零售银行转型的战略目标。但尽管意识到零售业务的重要性，但对如何发展零售业务缺乏有效的战略指导。本文通过对国际、国内银行业发展的历史、趋势进行对比，对我国商业银行发展零售业务的可行性、必要性进行了分析。在全面了解招商银行零售业务现状的基础上，运用SWOT分析法，对招商银行开展零售业务的优势、劣势、面临的机会与威胁进行了研究。对招商银行如何发展零售业务，从组织结构方面、人力资源方面、核心业务方面、服务方面、渠道建设方面、销售方面、客户关系管理方面、价格方面、考核评价体系方面提出了综合性战略措施建议。研究结果表明，发展零售业务是招商银行在现有情况下，拉开与同类股份制商业银行竞争差距，缩小与国有商业银行竞争差距的战略选择。招商银行具备成为国内商业银行零售业务领导的潜质。更多还原

【Abstract】 Since early of this century, by the fast development of domestic economy and the accumulation of personal wealth, there has been a bright future for Chinese commercial banks to develop retail banking business. And also by the rapid growth of capital market, the restriction of capital adequacy requirements, the competition from foreign funded banks, there has been a great pressure for Chinese commercial banks to change their development strategy from focusing on cooperate banking business to retail banking business. The domestic banks, which China Merchants Bank (CMB) as their representative, have all claimed to adopt the retail banking priority strategy. This article compared the history and development tendency of retail banking between domestic and foreign banks, analyzed the possibility and necessity of domestic banks to develop retail banking business. On the basis of a thoroughly understanding of CMB, by practicing the SWOT measures to analyze the strength and weakness of CMB, and the opportunity and threat of CMB is confronting, giving the viewpoints of how to develop the retail banking business of CMB. The result is that CMB has the potential to become the leading retail bank of China.更多还原