交通银行泉州分行区域市场竞争战略研究

发布时间：2018-04-09 06:35

本文选题：交通银行泉州分行　切入点：竞争战略　出处：《华侨大学》2013年硕士论文

【摘要】：面对竞争日趋激烈的银行业市场，如何在充分利用外部机会、有效发挥自身优势的基础上，正确选择和实施竞争战略，提升自身的核心竞争能力，是当前各大银行的当务之急，也是目前交通银行泉州分行亟需解决的问题。本文以交通银行泉州分行的竞争战略为研究对象，在结构上分为七章。具体包括绪论、三大基本竞争战略的概述、银行竞争战略研究现状、交通银行泉州分行的外部环境分析、内部条件分析、竞争战略的定位和选择、竞争战略的实施，以及结论与展望。首先在对基本竞争理论进行系统梳理基础上，运用五力模型、SWOT分析法对交通银行泉州分行所面临的外部宏观环境、行业环境和内部条件进行较为细致的分析，从外部宏观环境来看，目前交行泉州分行所处的经济、文化等环境较好，金融市场消费水平提高，为其带来了较大的发展潜力，但从竞争者分析中发现当前市场竞争不断加剧，也给泉州分行带来了挑战；从内部资源与能力角度分析，交行泉州分行在品牌资源、财富管理领域等方面具有一定优势，但在运营体制、机构网点、人才储备等方面则存在劣势。进而提出了交通银行泉州分行以差异化竞争战略作为竞争战略，在日趋激烈的市场竞争中不断获得优势。通过以上相关内容的研究与分析，最后从市场营销、产品创新、人力资源支持等方面提出了交通银行泉州分行差异化竞争战略实施的具体措施。本文通过对交通银行泉州分行竞争战略选择分析，提出了交通银行泉州分行应建立和完善以产品、服务差异化为主导的差异化竞争战略，强化以“客户为中心”的经营理念，加大创新力度、强化内部管理和风险管控能力，重视人才培养，，突出特色业务，提升核心竞争力，从而实现可持续发展。
[Abstract]:In the face of increasingly fierce competition in the banking market, how to correctly choose and implement competitive strategy on the basis of making full use of external opportunities and giving full play to their own advantages, and how to enhance their core competitive ability is the urgent task of the major banks at present.Is also the current Bank of Communications Quanzhou Branch to solve the problem.This paper focuses on the competitive strategy of Quanzhou Branch of Bank of Communications, which is divided into seven chapters.It includes the introduction, the summary of three basic competitive strategies, the present situation of the research on the competition strategy of the bank, the analysis of the external environment of Quanzhou Branch of Bank of Communications, the analysis of internal conditions, the orientation and choice of the competitive strategy, and the implementation of the competitive strategy.And the conclusion and prospect.First of all, on the basis of systematical analysis of basic competition theory, the paper makes a detailed analysis of the external macro environment, industry environment and internal conditions of Quanzhou Branch of Bank of Communications by using the five-force model SWOT analysis method.Judging from the external macro environment, at present, the economic and cultural environment of Quanzhou Branch of Jiaotong Bank is relatively good, and the level of consumption in the financial market has improved, which has brought it a great potential for development. However, from the analysis of competitors, it is found that the current market competition is constantly intensifying.It also brings challenges to Quanzhou Branch. From the perspective of internal resources and capability, Jiaotong Quanzhou Branch has certain advantages in brand resources, wealth management and other fields, but in the operation system, institutional network,Talent reserves and other aspects of the disadvantage.Furthermore, Quanzhou Branch of Bank of Communications takes the differentiated competition strategy as the competitive strategy, and gains advantages in the increasingly fierce market competition.Through the research and analysis of the above related contents, this paper puts forward the concrete measures of implementing the differentiated competition strategy of Quanzhou Branch of Bank of Communications from the aspects of marketing, product innovation, human resources support and so on.Based on the analysis of the competitive strategy choice of Quanzhou Branch of Bank of Communications, this paper puts forward that Quanzhou Branch of Bank of Communications should establish and perfect the differentiated competitive strategy with product and service differentiation as the leading factor, and strengthen the management concept of "customer as the center".Strengthen innovation, strengthen internal management and risk control ability, attach importance to talent training, highlight characteristic business, enhance core competitiveness, so as to achieve sustainable development.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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