【作者】 李明；

【导师】 陈其安；

【作者基本信息】 重庆大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着经济社会的不断变化和金融市场的日益竞争,商业银行的零售业务拓展成为业界的关键话题。商业银行零售业务拓展是指银行通过各种方式,包括积极挖掘和拓展零售银行业务的客户和业务机会,以增加存款、贷款、理财、保险等零售银行业务的规模和收益。近年来,平安银行作为我国主要的股份制商业银行之一,在零售业务拓展研究、推动业务结构调整和创新升级方面进行了大胆尝试。本研究以平安银行重庆分行的零售业务拓展为主要研究对象,通过对其过去五年的零售业务发展现状、创新战略和实施情况的深入分析,旨在探讨其在当前金融环境下创新零售业务拓展的必要性、可能面临的挑战以及可能的解决方案。本文借助文献分析法、SWOT研究法和案例研究法等,全面审视了平安银行重庆分行零售业务拓展研究的分析过程,以及面临的主要问题。首先通过对外部宏观经济环境的分析,揭示了平安银行重庆分行创新零售业务升级的时机选择和市场需求。其次通过内外部数据对比,分析平安银行重庆分行在经营模式、盈利能力、产品及人力策略、创新落地等方面存在的突出问题。最后探讨了分行在拓展创新过程中的资源整合、技术运用、风险管理等方面的策略,盘点市场竞争态势,评估了平安银行重庆分行零售业务拓展的效果和未来发展潜力。本研究对平安银行重庆分行零售业务拓展研究策略进行了系统分析,包括利用技术和业务创新为核心驱动力,开辟新的人群和业务细分领域,利用现代科技手段不断开发零售新品,优化存量业务和增量业务的互补策略等。同时在保障措施层面优化管理组织架构,强化激励和约束机制,促进金融科技的深度融合,以及探索零售渠道变革方案等。更多还原

【Abstract】 With the continuous changes in the economy and society and the increasingly competitive financial market,the expansion and transformation of retail banking business has become a critical topic in the industry.Retail banking business expansion refers to banks using various methods,including actively exploring and expanding retail banking customers and business opportunities,to increase the scale and income of retail banking services such as deposits,loans,wealth management,insurance,etc.In recent years,Ping An Bank,as one of the major joint-stock commercial banks in China,has made bold attempts in retail business development research,promoting the adjustment and transformation of business structure.This study takes the retail business expansion and transformation of Ping An Bank Chongqing branch as the main research object.Through an in-depth analysis of its retail business development status,transformation strategy and implementation situation in the past five years,it aims to explore its transformation necessity in the current financial environment,possible challenges and possible solutions.This article uses literature analysis method,SWOT research method,case study method,etc.,to comprehensively examine the analysis process of Ping An Bank Chongqing branch’s retail business expansion research and the main problems it faces.Firstly,by analyzing the external macroeconomic environment,it reveals Ping An Bank Chongqing branch’s transformation opportunity selection and market demand.Secondly,through internal and external data comparison,it analyzes Ping An Bank Chongqing branch’s outstanding problems in business model,profitability,product and human strategy,innovation implementation,etc.Finally,it explores the bank’s transformation strategies in resource integration,technology application,risk management during the expansion and transformation process,inventory market competition situation,and evaluates the retail business expansion effect and future development potential of Ping An Bank Chongqing branch.This study conducts a systematic analysis of Ping An Bank Chongqing branch’s retail business expansion strategy,including using technology and business innovation as the core driving force,opening up new population and business segments,continuously developing new retail products using modern technological means,optimizing complementary strategies for existing and incremental businesses,etc.At the same time,it optimizes management organizational structure in terms of safeguard measures,strengthens incentive and restraint mechanisms,promotes the deep integration of finance and technology,and explores retail channel transformation plans.更多还原