【作者】 张晔；

【导师】 陈德智；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 随着上海地区经济的快速增长,居民财富收入的不断累积,科技的迅猛发展,招行上海分行零售业务的市场环境正逐步改善。但是,激烈的同业竞争、外资银行的涌入、异业代替者互联网金融的出现、利率市场化、金融脱媒等因素使得招行上海分行在零售业务上的领先优势在逐步缩小。从数据上分析,招行上海分行近几年零售业务利润增速有所下降,零售业务投入的成本占比大于零售业务产生的收入占比,可见招行上海分行零售业务的发展遇到了瓶颈,必须制定差异化的竞争战略,才能保持其在行业内的竞争优势。本文作者借助PEST分析模型、波特五力模型、SWOT综合分析方法对招行上海分行零售业务的竞争环境进行整体分析后得出,国际金融中心城市上海的发展机会很多,招行上海分行零售业务市场需求旺盛,优势显著。招行上海分行零售业务要发挥优势,把握上海经济地区的市场机会,弥补劣势,塑造品牌地位,推进互联网技术与金融产品的相互结合,开发创新产品,加强渠道合作,提高经营风险的能力,提升服务软实力,打造专业化人才队伍,加强私人银行建设。结合分析,作者以国内其他商业银行、外资银行和互联网金融平台作为竞争对手,围绕招行上海分行零售业务,结合互联网思维,从金融产品、金融服务、销售渠道三个方面制定了差异化竞争战略。为保障招行上海分行零售业务差异化竞争战略的有效实施,提出了四项举措:加强负债类产品创新、加强资产类产品创新、加强理财类产品创新、加强平台类产品创新。更多还原

【Abstract】 With the rapid economic development in Shanghai,continued accumulation of residents’ incomes and wealth and rapid development of science and technology,the market environment of retail business of China Merchant Bank,Shanghai Branch(“CMB Shanghai”)has been gradually improved.Nevertheless,sophisticated factors such as intense horizontal competition,inburst of foreign banks,existence of replacement of internet finance by non-banking industry player,marketization of interest rate and financial disintermediation have sharpened the dominant position of the retail business of CMB Shanghai.Statistically speaking,profit growth ratio in connection with the retail business of CMB Shanghai is decreasing in recent years whereby the proportion of input costs of retail business are greater than that of the revenue generated by retail business,which has obviously led CMB Shanghai to encounter the bottleneck of the retail business.Therefore,differentiated competitive strategy has to be made to secure the competitive advantage of retail business of CMB Shanghai within the industry.A conclusion is made by the author of this paper by adopting PEST analysis model,Porter five forces model and SWOT comprehensive analysis method as well as overall analysis of the competitive environment pertaining to the retail business that CMB Shanghai is facing that the market is pretty much requiring the retail business provided by CMB Shanghai and there are quite a few development opportunities in Shanghai,being one of metropolises of the world’s international financial centre.The retail business of CMB Shanghai is predominant at the market whereby CMB Shanghai needs to make full use of the advantages it has,grasp the opportunities at the market in Shanghai,make up for the disadvantages of the retail business,forge brand advantage,improve the combination of internet technology and financial product,develop new product,strengthen channel co-operation,improve the capability of undertaking operating risks,promote soft strengths of services,build up professionalized team of talents and strengthen the construction of private banking.Based on the above,the author of this paper hereby establishes a differentiated competitive strategy for the retail business of CMB Shanghai from three aspects of financial product,service and sales channel in combination of the retail business of CMB Shanghai and internet finance on the basis of other commercial banks,foreign banks and players of internet platform as competitors.With a view to securing the effective implementation of the differentiated competitive strategy of the retail business of CMB Shanghai,the author proposes four measures which include strengthening the innovations of indebtedness product,asset product,financial product and platform product.更多还原