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| 商业银行零售业务的转型研究——浦发银行青岛分行为例 摘 要 随着金融科技的快速发展，商业银行对公业务的不良贷款率不断上升，商业银行在对公业务满足不了当前发展之际，各大商业银行纷纷进军零售业。面对越来越强烈的市场竞争，零售金融业务本身早已红海化，包括各大商业银行之间的竞争，已经阿里巴巴、腾讯、京东等外部互联网巨头的强势介入，虽有国家后期陆续出台的政策支持，但是越来越多的年轻人成为各大银行的服务主体，线上化趋势明显，依赖于线下网点的传统营销模式已满足不了当前需要。线上化、数字化是必然导向。 在此背景下，论文根据国内外学者对银行业新零售做出的研究，通过对四大国有银行以及国外较为成功的商业银行进行深入分析，总结其新零售业务的成功经验，对比发现浦发银行青岛分行在新零售业务转型方面的不足之处，运用SWOT研究方法，分析青岛浦发银行在新零售业务发展过程中存在的优势、劣势、机遇以及挑战，对其发展提出自己的观点。 关键词 商业银行 新零售业务 SWOT 转型发展 ABSTRACT With the rapid development of financial technology, the non-performing loan ratio of commercial banks to the public business is rising. When the public business of commercial banks can not meet the current development, the major commercial banks have entered the retail industry. In the face of more and more intense market competition, retail financial business itself has already become a red sea, including the competition among major commercial banks, and the strong intervention of external Internet giants such as Alibaba, Tencent, and Jingdong. Although there are policies adopted by the state in the later period, more and more young people have become the service subjects of major banks, and the trend of online is obvious, relying on Internet The traditional marketing mode of offline outlets can not meet the current needs. Online, digital is the inevitable direction of everyone. Based on the domestic and foreign scholars' research on the new retail business of the banking industry, this paper summarizes the successful experience of the four state-owned banks and foreign banks in the new retail business of the bank, compares and finds the deficiencies of Qingdao Branch of Shanghai Pudong Development Bank in the transformation of the new retail business, and uses the SWOT research method to analyze the advantages, disadvantages and opportunities of Qingdao Pudong Development Bank in the development process of the new retail business As well as challenges, put forward their own views on its development. KEYWORDS Commercial Bank New Retail Business SWOT Transformation And Development |
