【作者】 李宁；

【导师】 韩国强；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 利率市场化引起了银行同业间更加激烈的竞争,互联网金融及各种金融衍生产品带给人们更多元化的投资渠道,随着居民收入的增加,人民文化程度及投资意识的不断提高,商业银行个人负债业务发展面临瓶颈。对客户来说,存款的根本目的是资产的保值和增值,对银行来说,为客户提供更稳健、更高收益的存款产品是吸收存款稳定客户最重要的手段。同时,个人客户越来越注重便捷高效的金融服务体验,服务竞争也成为各家银行竞争优质客户的软实力。商业银行的存款业务的发展主要在于客户、渠道、产品和机制的创新与科学发展,随着金融改革的不断深化,商业银行客户结构、业务发展渠道、产品经营理念都将发生变化,尤其是个人负债业务在金融改革背景驱动下,面临较大的挑战。商业银行不能固守原有的产品及经营模式,要不断增加存款产品的构成要素,设计创新金融产品,树立自己独特的存款产品品牌,避免存款产品同质化,才能保持存款产品的市场竞争力;与此同时,商业银行内部管理体制也要进行适当改革,完善激励考核机制适应市场环境变化,转型只有内外兼顾,才能实现有效转型,从而提升负债业务市场竞争力,实现个人负债业务可持续发展。本文在这一背景下,先对商业银行个人负债业务转型的背景及相关理论进行了综述,其次以中国银行甘肃省分行为例,从个人负债业务经营现状与特点出发,结合其自身个人负债业务经营的优势和劣势,分析了中国银行甘肃分行个人负债业务发展的外部机遇和挑战,以此建立SWOT分析矩阵,从利用内部优势、利用外部机会,克服内部劣势、规避外部威胁四个角度,提出了在当前背景下该行个人负债业务在存款结构、客户基础、产品创新、体制改革等方面的四个转型战略,并对进攻型战略、防御型战略、增长型战略、扭转型战略的具体内容进行详细阐述,研究对中国银行甘肃省分行个人负债业务的发展有一定的参考和借鉴意义。更多还原

【Abstract】 Interest rate market caused interbank more intense competition, Internet banking and a variety of financial derivative products to bring people to a more diversified investment channels,with the increase in income, education level and people’s increasing awareness of investment banks Personal deposits faced bottlenecks. For customers, the fundamental purpose of asset preservation and appreciation of deposits, providing customers with a more robust,higher-yielding deposit products are the most important means of stable customer deposits, at the same time, more and more emphasis on individual customers convenient and efficient financial services experience, competition has become banks compete soft power quality customers.Development of commercial bank deposits mainly in the innovation and scientific development customers, channels, products and mechanisms, along with the deepening of financial reform, the structure of commercial banking customers, channels, business development, product management philosophy will change, especially personal In the context of the reform of the financial liabilities of the business driven, face greater challenges. Commercial banks can not stick to the original product and business model, to increasing elements of deposit products, design innovative financial products and establish their own unique brand of deposit products, to avoid deposit product homogeneity, in order to maintain competitive deposit products; At the same time,commercial banks have appropriate internal management system reform and improve the incentive mechanism to adapt to the changing market environment assessment, only transformation both inside and outside, in order to effectively improve the debt business market competitiveness and achieve sustainable development of the personal liability business.In this paper, in this context, to the Bank of China branch in Gansu Province, for example, to the sound development of the personal liabilities of commercial banks, business studies, from personal liability business operating status and characteristics, combined with its own debt business’ s strengths and weaknesses, analysis the Bank of China branch in Gansu external opportunities and challenges in the development of personal liability business, raised the bank deposit in terms of personal liability business structure, customer base, product innovation,restructuring and other transformation strategy in the current context, the personal liability of Gansu Branch business development has some reference and reference.更多还原