个人理财业务作为M银行呼和浩特分行重要的利润支撑点，对其持续稳定 发展起着至关重要的作用。随着中国经济快速增长，居民可支配收入不断增多， 理财意识逐渐增强，其对于个人理财业务的需求与日俱增，这为M银行呼和浩 特分行个人理财业务的发展提供了巨大的契机。与此同时，当前外部环境不断 变化、理财产品高度同质化、市场竞争日趋激烈等因素，也在一定程度上制约 着M银行呼和浩特分行个人理财业务的发展。因此，面对发展的契机和伴随而 来的挑战，制定合理的个人理财业务竞争战略，实现M银行呼和浩特分行个人 理财业务持续健康快速发展，成为M银行呼和浩特分行当下发展的重点。 本文以M银行呼和浩特分行个人理财业务为研究对象，运用PEST分析、 波特五力模型分析对M银行呼和浩特分行个人理财业务外部环境进行分析，得 出分行在现阶段面对互联网信息技术发展，居民对金融产品需求增长等发展机 遇，同时也要面对经济下行压力，同业竞争加剧以及互联网金融的冲击等威胁。 从资源、能力两方面对M银行呼和浩特分行个人理财业务内部环境进行分析， 得出分行在管理团队、员工队伍、服务等方面具有优势。但是在市场份额、网 点分布、客户资源等方面仍有不足。基于以上内外部环境分析运用SWOT分析， 制定四种不同的战略组合，结合M银行呼和浩特分行个人理财业务发展实际情 况，选择差异化战略作为个人理财业务竞争战略，并且从客户营销、理财产品、 品牌建设三方面提出差异化战略实施核心。最后从人力、产品、营销、品牌建 设等方面提出M银行呼和浩特分行个人理财业务差异化战略实施的保障措施。 通过本文的研究，希望能为M银行呼和浩特分行个人理财业务今后的发展 提供一定的指导意义，在扩大市场份额的同时进一步提升竞争力和环境适应能 力。同时，也为欧亿·体育（中国）有限公司内其他商业银行个人理财业务竞争战略的制定提供一定的 借鉴和参考。 关键词：M银行呼和浩特分行；个人理财业务；差异化战略 II Abstract As a key profit support point of the Hohhot Branch of M Bank, the personal wealth management business plays a vital role in its sustainable development. With the rapid growth of China's economy, the disposable income of residents is increasing, the awareness of financial management is gradually increasing, and the demand for personal wealth management business is increasing day by day. This provides a huge opportunity for the development of personal wealth management business of M Bank Hohhot Branch, but at the same time, the current external The constant changes in the environment, the high homogeneity of wealth management products, and the increasingly fierce market competition have also restricted the development of the personal wealth management business of the M Bank Hohhot Branch to a certain extent. Therefore, in the face of the opportunity of development and the accompanying challenges, the development of a reasonable personal wealth management business competition strategy, to achieve the continued healthy and rapid development of the personal wealth management business of M Bank Hohhot Branch, has become the focus of the current development of M Bank Hohhot Branch. This paper takes the personal wealth management business of M Bank Hohhot Branch as the research object, analyzes the external environment of personal wealth management business of M Bank Hohhot Branch by using PEST analysis and Porter's five-force model analysis, and concludes that the branch is facing the development of Internet information technology at this stage. Development opportunities such as growth in demand for financial products, as well as threats such as downward pressure on the economy, increased competition in the industry and the impact of Internet finance. From the aspects of resources and capabilities, it analyzes the internal environment of the personal wealth management business of the branch of M Bank Hohhot Branch, and concludes that the branch has advantages in management team, staff team and service. However, there are still shortcomings in III terms of market share, distribution of outlets, and customer resources. Based on the above internal and external environmental analysis, SWOT analysis is used to formulate four different strategic combinations, combined with the actual development of personal wealth management business of M Bank Hohhot Branch, and choose differentiated strategy as the personal wealth management business competition strategy, and from customer marketing, wealth management products, brand The construction of the three aspects proposes the core of the implementation of the differentiation strategy. Finally, manpower, product, marketing, brand building and other aspects put forward the safeguard measures for the implementation of the differentiated strategy of the personal wealth management business of M Bank Hohhot Branch. Through the research in this paper, I hope to provide certain guiding significance for the future development of the personal wealth management business of the M Bank Hohhot Branch, and further enhance the competitiveness and environmental adaptability while expanding market share. At the same time, it also provides some reference and reference for the formulation of the personal wealth management business competition strategy of other commercial banks in the industry. Key words:Hohhot Branch of Bank M; personal wealth management business; differentiation strategy IV 目 录 第一章 绪论 ............................................................................................................... 1 1.1 研究背景 ....................................................................................................... 1 1.2 研究目的及意义 ........................................................................................... 2 1.2.1 研究目的 ............................................................................................. 2 1.2.2 研究意义 ............................................................................................. 2 1.3 相关理论回顾 ............................................................................................... 3 1.3.1 早期战略思想阶段 ............................................................................. 3 1.3.2 传统战略理论阶段 ............................................................................. 3 1.3.3 竞争战略理论阶段 ............................................................................. 3 1.3.4 动态竞争战略理论阶段 ..................................................................... 4 1.4 战略分析工具 ............................................................................................... 4 1.4.1 PEST分析 ........................................................................................... 4 1.4.2 波特五力模型 ..................................................................................... 5 1.4.3 SWOT分析 ......................................................................................... 6 1.5 研究方法与内容 ........................................................................................... 7 1.5.1 研究方法 ............................................................................................. 7 1.5.2 研究内容 ............................................................................................. 8 第二章 M银行呼和浩特分行发展历程及现状 ..................................................... 10 2.1 发展历程 ..................................................................................................... 10 2.2 发展现状 ..................................................................................................... 10 2.2.1 M银行呼和浩特分行发展现状 ....................................................... 10 2.2.2 M银行呼和浩特分行组织架构现状 ............................................... 11 2.2.3 M银行呼和浩特分行个人理财产品分类现状 ............................... 13 2.2.4 M银行呼和浩特分行个人理财业务发展现状 ............................... 14 2.3 M银行呼和浩特分行个人理财业务战略困惑 ......................................... 15 第三章 M银行呼和浩特分行外部环境分析 ......................................................... 17 3.1 PEST分析 ................................................................................................... 17 V 3.1.1 政治因素 ......................................................................................