【作者】 李娜；

【导师】 张咏梅；

【作者基本信息】 山东科技大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 建行龙口支行是烟台市建行的下属支行之一,辖区内共有9个营业网点,办理银行相关业务。在金融科技背景下,如何能稳步推动建设银行向全能银行成功转型,以便更好的在激烈的市场竞争中站稳脚跟,是建行龙口支行必须思考的问题。本文通过对新形势下影响建行龙口支行个人理财业务竞争力的因素进行研究,本着增强竞争力的薄弱环节巩固提高有利因素的原则,提出改进建行龙口支行竞争力的相关意见。通过调查了解建行龙口支行个人理财业务的现状,采用问卷调查法选取评价指标,层次分析法计算指标权重,再根据测评体系的综合打分情况,最后得出竞争力评价结果,找出竞争力下降的根本原因,着力解决现阶段理财产品、服务质量不高、个人理财业务流程不合理、银行员工专业素质不强等问题,提出提升建行龙口支行个人理财业务竞争力的建议:完善个人理财业务营销流程;加快理财产品转型、提升客户收益;加强个人理财风险防范、提升个人理财业务风险管理水平;加强银行自身建设、更好实现转型等,从根本上提升建行龙口支行个人理财业务的竞争力。本文的探讨性意见,可以为个人理财业务投资者提供参考,为建行龙口支行推行理财产品提供依据,为建行龙口支行向全能化银行转型提供战略性参考。更多还原

【Abstract】 CCB longkou sub-branch is one of the sub-branches of CCB in yantai city.There are 9 business outlets under its jurisdiction,dealing with bank-related business.Under the background of fintech,how to steadily promote the successful transformation of CCB into universal bank in order to better stand firm in the fierce market competition is a question that CCB longkou branch must think about.Based on the study of the factors influencing the competitiveness of personal finance services of CCB longkou sub-branch in the new situation,this paper proposes Suggestions on improving the competitiveness of CCB longkou sub-branch in line with the principle of strengthening the weak links of competitiveness and strengthening the favorable factors.By investigating the status quo of CCB longkou branch personal financial business,and adopts questionnaire investigation method to select evaluation indexes,analytic hierarchy process(ahp)to calculate index weight,according to the assessment system of the comprehensive score situation again,finally it is concluded that competitiveness evaluation results,find out the root cause of declining competitiveness,strive to resolve the present financial product and service quality is not high,unreasonable financial business process,such problems as bank staff professional quality,CCB longkou branch personal financial management business competitiveness is put forward Suggestions:improve the personal financial business marketing process;Accelerate the transformation of financial products and improve customer returns;To strengthen financial risk prevention and improve the risk management level of financial services;Strengthen the self-construction of Banks and better realize the transformation.fundamentally improve the competitiveness of personal finance services of CCB longkou branch.The exploratory opinions in this paper can provide reference for financial service investors,provide basis for CCB longkou branch to issue financial products,and provide strategic reference for CCB longkou branch to transform into a universal bank.更多还原