商业银行基层分行服务创新战略研究

【作者】 吴敏；

【导师】 芮明杰；

【作者基本信息】 复旦大学 ， 工商管理， 2008， 硕士

【摘要】 随着我国金融全面对外开放,银行业的竞争日趋激烈。一方面,越来越多的外资银行正在加速进入中国金融市场,分享中国经济高速成长带来的金融发展机遇。外资银行先进的经营理念和多元化的产品为中资银行的服务创新带来了新的思路和方向,同时外资银行大规模进入中国市场也大大加剧了银行业市场的竞争程度,国内商业银行必须积极应对外资银行带来的挑战,积极寻求提升服务品质的新途径,切实留住高端价值客户。另一方面,国内商业银行经过多年改革开放,同业竞争格局已经发生了重大变化,主要大型商业银行均实现了股改上市,竞争力大幅提升,中小商业银行之间兼并重组加剧,国内银行业金融机构呈规模化发展趋势。同业市场结构和竞争格局的变化为银行业服务创新创造了条件,也将带动新一轮的服务创新热潮。但是从实际看,我国商业银行的服务创新观念还比较淡薄,服务意识陈旧、服务手段单一、服务产品滞后、服务技术落后、服务渠道狭窄等问题仍制约着商业银行服务水平的提升,而商业银行基层分行更是存在着一线为客户、二线为一线服务的意识尚未真正树立;着重完成短期指标、对市场研究不充分、了解价值客户需求的意识、能力不够;部门各自为政、内部流程偏长、加大内部成本、降低外部竞争力;信息科技水平落后,多个系统并存,导致重复工作,效率低下等突出问题,使得商业银行基层分行的服务创新工作尤为迫切。针对此背景,笔者以中国的国有商业银行基层分行为研究主体,以国有商业银行基层分行的服务创新为研究对象,分析存在的问题,并运用理论和实践相结合、定量和定性相结合等研究方法,首先对国内外优秀银行服务创新的经验借鉴进行综述;其次,对当前金融服务市场的竞争格局与商业银行基层分行客户特点与需求进行分析,揭示通过服务创新为客户创造价值的原理;三是深入分析当前我国商业银行服务水平及差距;四是提出商业银行基层分行服务创新的战略定位;最后,立足商业银行基层分行实际,提出服务创新的战略措施。更多还原

【Abstract】 The competition among banks is becoming increasingly fiercely as China’s financial field open to the outside world gradually. On one hand, more and more foreign banks speed their steps to enter into financial market of China, and also share the development opportunity brought by rapid economic growth. Foreign banks’ advanced conception of management and diversified products bring the Chinese banks new ideas and directions in the aspect of innovative service, and at the same time with a large scale of foreign banks entering into the Chinese market, competition between banks becomes more and more fiercely. Domestic commercial banks have to deal with the challenges posed by foreign banks and seek the new methods to upgrade their service quality for higher-end customers. On the other hand, the pattern of competition has changed greatly in the field of domestic commercial banks after many years of reform and opening-up, some major commercial banks have changed their share-reform plans to upgrade competitiveness, some small or medium-sized commercial banks have accelerated their merger, and domestic financial institutions present large-scale trends. In the future the change of market structure and pattern of competition will bring the opportunities and a new wave of services innovation for the banking industry.In fact, The promotion of commercial banks’service is restricted by such factors as indifferent of innovation conception awareness, dated of service awareness, simplicity of service methods, backward of service production, lags behind of technological service, narrow of channel services, in the base branches of commercial banks, they even have not set up a consciousness of "front line for customer, second line for front line"; emphatically in achieving short-term target; not adequately in market research, weak in consciousness and ability to know how to meet customers’ needs; on the other hand, departments each doing things in their own way and verbose internal process increase more interior cost, as well decrease external competitiveness, backward in information scientific and technological and many systems in information scientific and technological and many systems coexist cause duplication of effort, low efficiency and other more outstanding problems. So it becomes more urgently to have service innovation for commercial banks and their branches.In this background, the writer studies on the base braches of the commercial banks as subject, and its creative service as target, and using the study method of theory and practice to analyze the existed problems. Firstly, he provides an overview of the serving innovation experience of the best banks’ both from home and abroad; secondly, he analyses the relationship between the competition situation of current financial serving market and the customers’ feature and demand of commercial banks in order to show the truth that the serving innovation brings values to customers; Third , he analyses the service level of China’s commercial banks and the disparity from the abroad; Fourth, he puts forward the serving innovation strategic position of grass-roots branches. Finally, based on the reality of the commercial bank, he puts forward the strategy measures of serving innovation.更多还原