G20 的金融稳定委员会发布的“系统性重要银行”名单也将工农中建列入其中。从
2008 年金融危机爆发已经 8 年，世界经济仍未走出危机，全球范围内的经济出
现再次调整趋势。以发达国家为首的经济体呈现不稳定的状态，发展中国家总
体羸弱。中国的经济发展开始减速，逐步进入“中高速”发展的经济“新常态”。中
国商业银行资产、负债同比下降，资产、负债、贷款、存款等规模增速中枢显
著下移，信贷量、储蓄量双降。为了有效应对经济新常态、金融业全面开放和
信息技术的冲击，银行零售业务的战略重要性日益凸显。兴业银行总行虽然提
出了“一体两翼”的发展战略，但并未对零售业务提出独立、清晰的发展策略。本
文从兴业银行 SH 分行的实际情况出发，重点研究了商业银行零售业务的发展环
境、发展策略和对策措施

本文首先介绍了研究背景、目的和意义，接着以 SWOT 分析模型结合银行
零售业务的实际情况，提出了分析银行零售业务发展策略的内、外部环境因素，
并分析了兴业银行 SH 分行的零售业务所处的内、外部环境，然后根据 SWOT
分析的结果进行了发展策略定位，最后提出了兴业银行 SH 分行零售业务发展具
体策略和对策措施

本文研究认为，综合兴业银行 SH 分行零售业务发展所面临的经济新常态、
欧亿·体育（中国）有限公司相对水平和欧亿·体育（中国）有限公司发展趋势，兴业银行 SH 分行应当采用“谨慎进入”策略，以
兴业银行总行的“一体两翼”总体战略为基调，明确零售业务发展的定位，整合“传
统业务”和“资产管理业务”的产品、资源和渠道，实施“低成本、差异化”的发展
策略，着力打造“轻型化、人性化、科技化”的银行零售业务，并聚焦创新产品、
整合渠道、深耕客户、提升效率、团队建设、加强风控等七项举措来推动零售
业务的发展策略

关键词：零售银欧亿·体育（中国）有限公司务；发展战略；经营策略；SWOTABSTRACT
II
Abstract
With China&39;s sustained and rapid economic growth,China&39;s banking sector has
expanded fast.At the end of 2015,by the total assets, China&39;s occupied four seats of
the world&39;s top 10 banks,including the Industrial and Commercial Bank of China
topped the list. The list of systemically important banks issued by G20&39;s financial
stability Committee also included the ICBC,ABC,BC and CCB.8 years has pastfrom
the outbreak of the 2008 financial crisis, the world economy has not yet come out of
the crisis, China&39;s economic development began to slow down, and gradually enters
theMedium-high speed of the The Economic New Normalcy. The assets and
liabilities of China’s commercial banks decline year-on-year, assets, liabilities, loans,
deposits and other scale growth center significantly moved down, credit and savings
declined simultaneously. In order to effectively respond to the New Normalcy, the
full liberalization of the financial industry and the impact of information technology,
the strategic importance of the retail banking business has become increasingly
prominent.Although the head office of the Industrial Bank has put forward the
development strategy of one body and two wings, it has not proposed an
independent and clear development tactics for the retail business.Based on the actual
situation of Industrial BankSH branch,this paper focuses on the development
environment, development tactics and countermeasure of retail business of city
commercial bank.
At first, this paper introduces the research background, purpose and significance,
andputs forward the internal and external environmental factors to analyze the
development tactics of the retail banking business with the SWOT analysis model
combined with the actual situation, and then analyzes the internal and external
environment of retail banking business of Industrial Bank SH branch, after that
carries out the development tactics positioning according to the results of SWOT
analysis. Finally,the specific tactics and countermeasures of retail banking business
development of Industrial Bank SH branch are proposed.
This paper considers that based on the New Normalcy, industry relative levelABSTRACT
III
and industry development trend, Industrial Bank SH branch should adopt the
prudent entrytactics, under the one body and two wings overall strategy proposed
by Industrial Bank head office,clearsthe development orientation of retail banking
business,integrates traditional business and asset management business’products,
resources and channels,implements low cost and differentiated development
tactics,exerts on creating light, humane, high-tech retail business,
andfocus on innovative products, integrated channels, deep plowing customers,
improve efficiency, team building, strengthen the risk control etc., to promote the
development of retail business tactics.
Key word: Retail banking ; Development strategy ; Management tactics ; SWOT目录
IV
目 录
第 1 章 绪论.....1
1.1 研究的背景 .....1
1.2 研究目的和意义 .........2
1.3 文献综述 .........3
1.3.1 国外研究现状 ...3
1.3.2 国内研究现状 ...6
1.3.3 研究现状总结 .8
1.4 研究内容、思路与方法 .......9
1.4.1 研究内容 .........9
1.4.2 研究思路 .......10
1.4.3 研究方法 .......10
1.5 研究的难点和创新点 .........11
第 2 章 相关理论基础...........12
2.1 企业战略管理理论 ...12
2.2 波特的竞争理论 .....12
2.3 营销学 4P 理论 .......13
2.4 SWOT 分析模型.....14
2.5 PEST 分析法...........15
2.6 案例分析法 ...16
第 3 章 兴业 SH 分行零售业务发展现状概述........18
3.1 商业银行零售业务的内容和特点 ...18
3.1.1 商业银行零售业务的概念和业务内容 .........18
3.1.2 商业银行零售业务的特点 ......18
3.2 兴业 SH 分行零售业务发展现状 ....19
3.2.1 零售业务核心产品 .....19
3.2.2 零售业务渠道发展现状 .........21
3.2.3 零售业务收入和盈利能力 .
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