随着经济全球化的深入以及资本市场的发展，商业银行面临的环境也越来越复杂 多变，有着比较艰难的竞争局面。在日益竞争压力大的银行金融机构中，商业银行不 断的将业务拓展到个人业务中，逐渐的将重点转变到个人金融业务。当前资本市场环 境，个人金融业务对商业银行的发展至关重要，个人业务是稳定商业银行中间业务收 入、利息收入的重要来源，而且个人金融业务的发展能够帮助商业银行更好的开拓其 他类型的业务。中国银行济南分行个人金融业务的发展也是不断的发展与创新，在激 烈的个人金融业务竞争中，不断的创新产品与开拓营销思路，但是中国银行济南分行 仍在个人金融业务上面临着一系列的问题，出现了营销难题与创新瓶颈。为此，中国 银行济南分行需要制定可行的个人业务竞争策略，促进个人金融业务完善的发展与进 步，在激烈的商业银行中脱颖而出。 本文首先综合运用比较分析法和实例分析法，借助竞争策略的相关理论为指导， 探究中国银行济南分行个人金融业务竞争策略的优化问题，研究发现中国银行济南分 行个人金融业务现阶段面临着个人业务发展迅速、资金来源紧张、资产质量面临挑战 以及移动金融带来的压力。其次本文从产品、渠道、价格与促销策略的方面，探究中 国银行济南分行个人金融业务竞争策略的效果，以及发现中国银行济南分行在个人金 融业务中存在个人业务结构不明确，产品缺少竞争优势、交叉销售和一体化协同服务 不到位、目标客户市场不明确以及服务渠道建设水平较低的问题。最后，本文结合中 国银行济南分行的客户细分与目标市场，从产品创新和整合策略、渠道拓展和整合策 略以及服务差异化策略提出中国银行济南分行个人金融业务的竞争策略优化。同时， 本文从制度保障、文化保障、技术保障与人才保障提出中国银行济南分行个人金融业 务竞争策略优化的保障措施。 关键词：中国银行；个人金融业务；竞争策略II ABSTRACT With the deepening of economic globalization and the development of capital market, the environment facing commercial Banks is more and more complex and changeful, with a relatively difficult competitive situation. Among banking and financial institutions under increasing pressure of competition, commercial Banks have been constantly expanding their business to personal business and gradually shifted their focus to personal financial business. In the current capital market environment, personal finance is of vital importance to the development of commercial Banks. Personal business is an important source of stable intermediate business income and interest income of commercial Banks, and the development of personal business can help commercial Banks to better develop other types of business. Bank of China Jinan branch personal financial business development is also a continuous development and innovation, in the fierce competition in the personal financial business, innovation products and expand the marketing idea, but the Bank of China, Jinan is still faced with a series of problems in the personal financial business in, a marketing problem and innovation bottleneck, therefore, the Bank of China Jinan branch need to formulate feasible personal business competitive strategy, promote the development of personal financial business to improve and progress, in the heat of the commercial bank to stand out. In this paper, the integrated use of case analysis and comparative analysis, in accordance with the related theories of competitive strategy as the instruction, to explore the Bank of China Jinan branch personal financial business competition strategy optimization problem, the study found that the Bank of China, Jinan branch personal financial business faced with personal business is developing rapidly at present stage, the source of funds nervous, asset quality is facing challenges and mobile financial pressure. Secondly this article from the product, channel, price and promotion strategy, to explore the Bank of China Jinan branch the effect of personal financial business competition strategy, and found that the Bank of China Jinan branch existing in personal financial business of personal business structure is not clear, lack of competitive advantage, cross-selling and integration of collaborative services, unclear target market, and the problem of the low level of service channel construction. Thirdly, based on the customer segmentation and target market of Bank of China Jinan branch, this paper proposes the competitive strategy optimization of personal finance business of Bank of China JinanIII branch from product innovation and integration strategy, channel expansion and integration strategy and service differentiation strategy. Finally, this paper proposes the measures for the optimization of personal financial business competition strategy of Jinan branch of Bank of China from the perspectives of institutional guarantee, cultural guarantee, technical guarantee and talent guarantee. Keywords: Bank of China; Personal finance; Competitive strategyIV 目 录 第一章 绪论................................................................................................... 1 第一节 研究背景和意义 ................................................................................................1 一、研究背景................................................................................................................1 二、研究意义................................................................................................................2 第二节 文献综述 ............................................................................................................2 一、国外文献综述........................................................................................................2 二、国内文献综述........................................................................................................4 三、文献述评................................................................................................................5 第三节 研究内容及方法 ................................................................................................5 一、研究内容................................................................................................................5 二、研究方法................................................................................................................6 第二章 商业银行个人金融业务竞争策略的一般理论....................................7 第一节 研究范畴界定......................................................................................................7 一、商业银行................................................................................................................7 二、个人金融业务........................................................................................................7 三、竞争策略................................................................................................................8 第二节 个人金融业务竞争策略的相关理论基础 ........................................................8 一、金融创新理论........................................................................................................8 二、客户关系管理理论................................................................................................9 第三节 商业银行个人金融业务主要竞争策略..............................................................9 一、 产品策略..............................................................................................................9 二、价格策略................................................................................................................9 三、渠道策略..............................................................................................................10 四、促销策略..............................................................................................................11 第三节 影响商业银行个人金融业务竞争策略设计的主要因素................................11 一、个人业务销售渠道..............................................................................................11 二、客户关系管理能力..............................................................................................11 三、个人业务从业人员..............................................................................................12 四、市场定位目标.........................