上海农商银行推出金融便利店的策略研究.docVIP

上海农商银行推出金融便利店的策略研究 摘要：如今，银行行业间的竞争日趋激烈，各大银行为了留住客户都想方设法满足客户的需求。而上海农商银行率先推出金融便利店进行差异化竞争，势必对一些上班族多了一种对金融服务的选择。这是该银行的金融创新之举，在市场上有着良好的反响。2012年在上海地区的个人存款市场份额从第六位上升到第五位，占比达6.83%，仅次于工农中建。这个变化的部分贡献就来自于金融便利店。本课题主要对上海农商银行推出金融便利店的策略研究进行探讨。论文主要分为五个部分，即上海农商银行推出金融便利店的动因，对金融便利店进行市场分析及策略研究，然后讨论目前金融便利店存在的问题以及提出相应的建议。可以说，商业银行要想提高核心竞争力，金融产品创新是最好的利器。所以本人认为，金融创新是商业银行今后发展的必然趋势。 关键词：金融便利店；金融创新；核心竞争力；差异化竞争4169 SRCB introduced financial convenience store strategy research Abstract: Now, the bank industry competition is becoming increasingly fierce, each big bank in order to keep the customer try to meet customer demand. And Shanghai Rural Commercial business bank took the lead in put out financial convenience stores which are differentiated competition under quot;you are off duty, I am on duty quot;.It is a good financial choice for some office workers .This is the bank#39;s financial innovation lift, it also has a good response in the market. In 2012, the Shanghai area personal deposit market share at the beginning of the sixth to rise to the fifth, second only to ICBC、ABC、BOC、CBC, accounting for more than 6.83%. This change is part of the financial contribution from the convenience store. This topic mainly to Shanghai Rural Commercial bank introduced financial convenience store strategy research is discussed. The paper can be dividedintothree parts,thedevelopment trend of financial convenience store, the existing problems and puts forward relevant Suggestions. So, commercial Banks to improve the corecompetitiveness of financial product innovation is the best tool. I also observed the move of Shanghai Rural Commercial bank, so further research into this paper, and I think, financial innovation is the commercial bank inevitable trend of the development of the future. （一） 产品策略13 （二） 价格策略13 （三） 渠道策略14 （四） 促销策略14 四、目前金融便利店存在的问题及原因15 （一） 金融便利店存在的问题15 1、 金融便利店选址问题分析15 2、 金融便利店人员配备问题分析15 3、 金融便利店宣传问题分析15 4、 金融便利店业务管理问题分析16 （二） 金融便利店存在问题的原因16 五、金融便利店改进措施及建议17 （一） 金融便利店改进措施17 1、 改进人员生产方式，增加大