我国商业银行企业文化建设问题研究

发布时间：2018-01-08 10:33

本文关键词：我国商业银行企业文化建设问题研究　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着金融行业的全面开放,银行业的竞争越来越激烈。国内各商业银行的迅速崛起以及外资银行的涌入,使得商业银行面临着巨大的竞争压力。如何最大程度的抢占市场份额,提高企业经济效益是我国商业银行面临的主要问题。银行业不同于普通的工业企业,金融产品带有很大的同质性,各银行提供的金融产品种类相似,且新的产品一经开发出来很快就会受到同行业的模仿,可见仅仅依靠产品的开发并不能提高银行业的核心竞争力；此外,商业银行提供的产品不同于一般企业,它没有实体的产品,而是一种虚拟的价值符号,银行的经营更需要一种信用文化的支撑。商业银行的服务、品牌、效率、价格、质量、管理等一系列因素,构成了银行的竞争力,而将这一系列因素融合起来为构建商业银行企业文化奠定了坚实的基础。因此,企业文化建设对商业银行来说至关重要,优秀的企业文化能够提高商业银行的竞争力,进而提高其经济效益。在我国,商业银行的企业文化建设的起步较晚,还处于摸索阶段,同时,管理者对于企业文化的认识还存在着一定的误区,并且没有足够的重视。在金融业面临着全面开放与激烈竞争的今天,如何创建优秀的企业文化,树立良好的品牌和形象,提高其竞争力、进而提高经济效益是商业银行面临的主要问题,因此,商业银行企业文化的建设问题研究,具有重要的理论意义与实用价值。本文将从四部分研究我国商业银行企业文化建设存在问题,并提出解决方案。第一部分绪论,分别介绍本文的研究背景、研究目的、研究的方法与思路及研究的重点、难点分析。第二部分企业文化理论,主要介绍企业文化的定义、结构、内容与功能,详细阐述了商业银行企业文化的定义、特征及作用。第三部分,我国商业银行企业文化建设中存在的问题分析。第四部分,加强商业银行企业文化的路径。主要从我国商业银行企业文化建设应遵循的原则以及制度文化创新、领导工作创新、组织文化创新、企业服务创新、品牌营销战略创新等方面进行研究和分析,最终提出加强我国商业银行企业文化的路径、方,并提出对提高经济效益的启示及指导作用。
[Abstract]:With the overall opening of the financial industry, the competition in the banking industry is becoming more and more fierce. The rapid rise of domestic commercial banks and the influx of foreign banks. Commercial banks are faced with enormous competitive pressure. How to maximize the market share and improve the economic benefits of commercial banks in China is the main problem. The banking industry is different from ordinary industrial enterprises. Financial products have a lot of homogeneity, the types of financial products provided by banks are similar, and the new products will soon be imitated by the same industry once they are developed. It can be seen that relying on the development of products alone can not improve the core competitiveness of the banking industry; In addition, the products provided by commercial banks are different from ordinary enterprises. It has no physical products, but a virtual value symbol. The operation of banks needs the support of a credit culture. Efficiency, price, quality, management and other factors constitute the competitiveness of banks, and the integration of these factors for the construction of a commercial bank corporate culture laid a solid foundation. The construction of corporate culture is very important to commercial banks. Excellent corporate culture can improve the competitiveness of commercial banks and then improve their economic benefits. In our country, the construction of corporate culture of commercial banks starts late and is still in the stage of exploration. At the same time, there are some misunderstandings in the understanding of corporate culture by managers. And not enough attention. In the financial industry is facing a comprehensive opening and fierce competition today, how to create an excellent corporate culture, establish a good brand and image, improve its competitiveness. Therefore, the research on the construction of corporate culture of commercial banks is of great theoretical significance and practical value. This paper will study the problems existing in the construction of corporate culture of commercial banks in China from four parts, and put forward solutions. The first part is an introduction, which introduces the research background and purpose of this paper. The second part introduces the definition, structure, content and function of corporate culture, and elaborates the definition of corporate culture in commercial banks. The third part is the analysis of the problems existing in the construction of corporate culture of commercial banks in China. Part 4th. The main ways to strengthen the corporate culture of commercial banks are the principles that should be followed in the construction of corporate culture of commercial banks in China, as well as the innovation of system culture, the innovation of leadership work, the innovation of organizational culture and the innovation of enterprise service. This paper studies and analyzes the innovation of brand marketing strategy, and finally puts forward the ways and means to strengthen the corporate culture of commercial banks in our country, and puts forward the enlightenment and guidance to the improvement of economic benefits.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F270

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