Wz农行国际业务竞争策略优化研究

发布时间：2018-01-31 01:44

本文关键词： 国际业务竞争策略营销体系人才建设考核机制　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：国际经济一体化、金融全球化的演进给我国商业银行带来了前所未有的机遇和挑战,对国有商业银行形成了强烈的冲击,更是将银行的国际业务带到了一个崭新的领域。随着国与国之间贸易往来的日益频繁,国际业务的覆盖范围也随之扩大,这使得国际业务有望成为银行新的利润增长点。银行业全面开放对外资银行的引入又进一步加剧了银行之间对客户资源的抢夺,使得银行业的竞争趋于白热化。WZ农业银行国际业务发展历史较短,各项相关体制尚不健全,迫切需要建立一套完整的竞争策略以对国际业务的健康、稳定、高速发展提供充分保障。本文首先介绍了关于企业竞争力的相关理论,对波特竞争战略、波士顿矩阵以及SWOT分析法做了详细阐述。进而对WZ农业银行国际业务的现状进行五力模型分析、波士顿矩阵分析、SWOT分析。其次,根据以上分析提出WZ农行国际业务在产品研发和推广策略、营销组织体系建设策略、人才队伍建设策略和考核激励策略方面存在的问题。分析发现WZ农业银行金融产品研发能力较同业优势行落后,营销能力比较薄弱,且未建立健全成熟的国际业务分销渠道,国际业务相关领域缺乏专业的团队,国际业务部在业绩考核中所占比重不大且激励政策穿透力不够。最后,通过对发现以上问题进行探讨,我们对国际业务在产品和服务、营销体系、人才建设和考核机制方面的竞争策略进行优化研究,并给出了国际业务竞争策略优化的具体实施安排。对于国际业务产品和服务,应当发挥国际业务价值创造功能、推进贸易融资集约化经营、做大国际业务同业合作、深化境内外联动产品创新、推动国际业务结构调整。针对营销组织体系优化,进行国际业务专营机构建设,加强国际业务渠道分销能力,调整国际业务营销机制要。对于人才建设,要着重加强队伍基础建设、积极开展第二轮外汇普及、积极开展多层次业务培训。对于考核机制,应当提高业绩考核中国际业务指标占比、严格贯彻落实激励政策、完善产品经理考核机制。
[Abstract]:The evolution of international economic integration and financial globalization has brought unprecedented opportunities and challenges to the commercial banks of our country, which has formed a strong impact on the state-owned commercial banks. It also brings the international business of banks to a new field. With the increasingly frequent trade between countries, the scope of international business has also expanded. This makes international business expected to become a new profit growth point for banks. The introduction of foreign banks into the banking industry has further aggravated the snatch of customer resources among banks. WZ Agricultural Bank of China has a short history of international business development, and the relevant systems are not perfect. Therefore, it is urgent to establish a set of complete competition strategy in order to be healthy and stable to the international business. High-speed development provides adequate protection. First of all, this paper introduces the relevant theories about the competitiveness of enterprises and the competitive strategy of Porter. Boston matrix and SWOT analysis are described in detail, and then the five-force model analysis of WZ Agricultural Bank's international business is carried out, and the Boston Matrix Analysis is used to analyze the current situation of WZ Agricultural Bank's international business. Secondly, according to the above analysis, put forward the WZ Agricultural Bank of International Business in product development and promotion strategy, marketing organization system construction strategy. The analysis found that WZ Agricultural Bank financial product R & D ability lags behind that of the same industry, marketing ability is relatively weak. In addition, there are no mature international business distribution channels, lack of professional teams in related fields of international business, small proportion of international business department in performance appraisal and insufficient penetration of incentive policies. Finally, by exploring the above problems, we optimize the competitive strategy of international business in the aspects of product and service, marketing system, talent construction and examination mechanism. It also gives out the specific implementation arrangements for the optimization of international business competition strategy. For international business products and services, we should give full play to the value creation function of international business and promote the intensive management of trade financing. To expand international business cooperation, deepen domestic and foreign product innovation, promote the restructuring of international business, optimize the marketing organization system, and carry out the construction of international business franchises. Strengthen the international business channel distribution ability, adjust the international business marketing mechanism. For talent construction, we should focus on strengthening the team infrastructure, actively carry out the second round of foreign exchange popularization. It is necessary to improve the proportion of international business indicators in the performance appraisal, strictly implement the incentive policy, and perfect the appraisal mechanism of product managers.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】