招商银行南昌分行个人理财业务发展策略研究.pdfVIP

要 本文通过运用金融创新理论、商业银行资产负债管理及中间业务理论、市场 细分理论对招商银行南昌分行个人理财业务现状进行了分析，认为招行南昌分行 当前存在着员工市场营销意识及开拓能力下降、观 转型更新不到位、品牌优势 不明显、缺乏正确的市场细分及专业理财人员缺乏等问 。原因是个人理财业务 在南昌市场发展得还不成熟，南昌招行还未跟上沿海发达地区分行改革的步伐， 专业知识水平还很欠缺，市场细分做得不够科学，导致南昌招行个人理财业务发 展速度相对缓慢。针对这些问 和现象，我结合在招商银行南昌分行实习工作中 的观察、调研、思考,对招商银行南昌分行个人理财业务的发展具体提出了转变观 、细分客户、加强专业队伍培养、健全服务体系、树立优质理财品牌等策略建 议。 本文分为以下五部分：第一部分,为导论部分。介绍了个人理财业务的研究背 景、研究意义,文献综述，论文研究的基本思路和框架。第二部分是对本文的理论 基础进行了阐述。第三部分是结合实际情况,对南昌市招商银行个人理财业务的发 展现状进行分析。第四部分,对南昌市商业银行个人理财业务做出了市场竞争分析。 五部分是全文的核心部分,为招商银行南昌分行个人理财业务提出发展策略建 议。 关键词：招商银行南昌分行 个人理财业务 策略研究 1 Abstract With the application of finance innovation theory, commercial bank asset and debt management theory, inter-business theory, and market division theory, this paper analyzes the current situation of Personal Financing Business (PFB) at Nanchang Branch, China Merchants Bank (CMB). Many challenging issues are identified, such as the decline of marketing capability, the lack of in-time concept updating, the insufficiency of brand advantages, the lack of right market division, and the lack of personal financing professionals. Because of the insufficiency of professionals and the inaccuracy of market division, the Personal Financing Business at Nanchang Branch is still in normally developing, and lots of things need to do to keep up with the reformation progress in those developed coastal areas. Based on the above background and combined with the author s observation and research during the training period, this thesis comes out several suggestions on how to make the in-time concept updating, how to distinguish customers, how to strengthen the employee training, how to improve the service system, and how to build an excellent financing brand at Nanchang