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关键词：中国工商银行,个人金融业务,发展现状,产生问题,发展策略
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ABSTRACT
Along with our country economy fast development, the capital operation continuously strengthen, various commercial bank sprang up, and accounted for in the banking sector in the country gradually increases, its business development from the traditional and single operation mode, also go for diversified transformation. Given good personal financial prospects for development, broad development space, efficient and quick profit earnings, immediately make commercial Banks become the focus of society. Commercial bank's income is largely derived from the relevant personal financial business. Among numerous state-owned commercial Banks, industrial and commercial bank of China since its establishment, personal financial business development is relatively fast, variety, complete marketing system, has evolved into the core of the business development support. After a thorough analysis, it is not difficult to find the internal need to adjust, foreign need competition, under the environmental problems we face at home and abroad, China's commercial Banks need to form to adapt to economic development, customer needs, business ability, product variety of the new situation, personal financial business be badly in need of a big reform and transformation. In this paper, the full text from the commercial market in our country and the industrial and commercial bank of personal financial business development present situation analysis, key research in the development process of personal financial business problems and difficulties, problems are: the customer quality is not high, weak foundation; Marketing is not strong, the mechanism of depth is not enough; Tech support is insufficient, lack of business innovation; The lack of product brand advantage, management needs to be promoted; The lack of excellent personnel, financial quality need improve; Combined with practical experience, to find a suitable for the all-round development of our country commercial bank personal financial business, summed up the conducive to social development, the progress of banking advice: strongly encourage customers to expand quality so; Personal financial product differentiation marketing; Distribution network, integrating business processes; Enhance personal financial business service efficiency; Change the old marketing mode, adjust the business structure; Strengthen personnel training, strengthening customer manager team foundation; Strengthen personal credit business. Build a product innovation system; Establish a complete personal financial business operation risk
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management system to provide clients with more comprehensive and more convenient and more thoughtful service. KEY WORDS: industrial and commercial bank of China, Personal financial business, Current situation of
本文从工商银行个人金融业务发展现状分析入手，重点从客户质量不高、基础薄弱、 营销力度不强、机制深度不够、科技支持不足、业务缺乏创新、缺乏产品品牌优势、管 理有待提升以及优秀人员匮乏、金融素质有待提升等方面探讨了个人金融业务在发展过 程中所面临的问题与困难，并据此提出诸如强力推进客户拓展量质齐升，个人金融产品 差异化营销，改造网点布局，整合业务流程，提升个人金融业务服务效能，改变以往营 销模式，调整业务组织架构，加强人员培养、强化客户经理队伍基础，做大做强个人信 贷业务，构建产品创新体系，以及建立完备的个人金融业务操作风险管理体系等为客户 提供更全面更方便更贴心的服务，用于完善工商银行个人金融业务的意见和建议。
第一节 研究的背景及意义................................................................................................... 1 一、研究的背景 ................................................................................................................. 1 二、研究的意义 ................................................................................................................. 1
通过改善工商银行个人金融业务的发展现状，实现个人业务的快速转型，进而加快 工商银行的收益水平，经营效益稳步提升。同时，可以通过争揽个人客户，夯实银行的 客户基础，增加银行的收入来源，拓宽营销渠道，加大营业网点竞争力和可持续发展能 力。一方面，通过有效的降低业务风险实现业务多元化，使个人金融业务成为我国商业 银行的一大利润源；另一方面，也有助于我国商业银行更好的服务于广大客户，以利于 整个金融市场的和谐稳定发展。本文可能对工商银行效益、发展等方面起到推动作用， 另一方面，工商银行典型性和我国商业银行中的示范效应，本文结论也可以给国内其他 商业银行带来一些有益启示等。
the development, Development ......................................................................................................................................I ABSTRACT ............................................................................................................................III 第一章 绪论 .............................................................................................................................. 1
摘要
近年来，随着我国经济快速发展，商业银行发展迅猛，竞争日渐激烈，商业银行各 项业务呈现多元化发展趋势。在商业银行的众多业务当中，个人金融业务因其客户群体 广泛、业务种类丰富、收益效果明显等特点，迅速成为各大商业银行关注的焦点，商业 银行的收益很大程度上是来源于与其相关的个人金融业务。在众多国有商业银行当中， 中国工商银行的个人金融业务发展迅速、种类丰富、营销体系完备，已成为该行各项业 务发展的核心支撑。然而，在如今的互联网金融盛行时代，客户只需在家中、办公室中 通过手机、电脑等媒介，可以轻松办理转账、网上购物、网上理财等业务，传统的商业 银行个人金融业务已受到很大冲击。在“对内调整、对外竞争“内忧外患的背景下，中 国工商银行个人金融业务急需一场盛大改革与转变。