德阳银行竞争战略定位与实施策略

发布时间：2018-04-09 12:10

本文选题：德阳银行　切入点：战略定位　出处：《电子科技大学》2016年硕士论文

【摘要】：本文研究的德阳银行的是一家典型的区域性小型城市商业银行,以传统存贷业务作为主要经营方向,本文重点分析德阳银行在新形势下的竞争战略定位及实施策略。由于我国金融监管政策的导向和金融行业发展成熟度的限制,不同的银行却拥有着几乎一致的竞争策略和战略选择。不管是竞争策略还是业务架构,各个银行高度雷同,缺乏特色鲜明的战略定位,几乎所有的细分市场都出现了低水平重复竞争的现象。随着利率市场化的推进、资产证券化的发展以及互联网金融的突飞猛进,国内银行业的发展环境出现了巨大的变化。金融脱谋趋势加上金融创新的层出不穷,让传统的银行有些应接不暇,特别是对于国内多数处于规模劣势的小型城商行来说,认清自身的产业位置,在金融价值链的分解和重组过程中找到适合自己的定位,才能在未来新的时代中生存和发展。未来,只有极少数银行能够成为全能化的银行,大部分的银行只有结合自身的优势,找准战略定位,才能够立于不败之地。在本论文中,我们先介绍了目前德阳银行战略发展现状,然后通过德阳银行宏观环境分析(PEST模型)和行业环境分析(波特五力模型)对发展的环境进行全面剖析。接着分析了德阳银行面临的外部机会、威胁、内部的优势和劣势,在此基础上,运用外部因素评价矩阵和内部因素评价矩阵分别对德阳银行战略外部影响要素、内部影响要素作了定量的评估,再运用SWOT分析矩阵,进一步明确了德阳银行在新的形式下应采取的发展战略,既聚焦德阳本地中小企业及聚焦个人消费信贷及理财业务。最后,通过对德阳银行落地策略的详细分析,为德阳银行实施上诉战略实施提出了我们的建议。
[Abstract]:Deyang Bank which is a typical regional small city commercial bank is studied in this paper. With the traditional deposit and loan business as the main management direction, this paper focuses on the competitive strategy positioning and implementation strategy of Deyang Bank in the new situation.Because of the guidance of the financial supervision policy and the restriction of the development maturity of the financial industry, different banks have almost consistent competitive strategies and strategic choices.No matter the competition strategy or business structure, the banks are highly similar, lack of distinctive strategic positioning, almost all segments of the market have appeared the phenomenon of low level of repeated competition.With the development of interest rate marketization, the development of asset securitization and the rapid development of Internet finance, the development environment of domestic banking has changed greatly.The trend of financial disengagement and the endless emergence of financial innovation have made traditional banks somewhat overwhelmed, especially for most of the domestic small city firms that are at a disadvantage in scale, recognizing their own industrial position.In the process of decomposition and reorganization of financial value chain, we can find a suitable position in order to survive and develop in the new era in the future.In the future, only a few banks can become universal banks, and most banks can be in an invincible position only by combining their own advantages and finding the right strategic positioning.In this paper, we first introduce the current situation of Deyang Bank's strategic development, and then analyze the development environment by Deyang Bank's macro-environment analysis model and industry environment analysis model (Porter's five-force model).Then it analyzes the external opportunities, threats, internal strengths and weaknesses faced by Deyang Bank. On this basis, it applies the external factor evaluation matrix and the internal factor evaluation matrix to the strategic external factors of Deyang Bank, respectively.The internal influence factors are evaluated quantitatively, and then the development strategy of Deyang Bank in the new form is further clarified by using the SWOT analysis matrix, focusing on the local small and medium-sized enterprises in Deyang as well as on the personal consumption credit and financial management business.Finally, through the detailed analysis of the landing strategy of Deyang Bank, the author puts forward our suggestions for the implementation of the appeal strategy of Deyang Bank.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F832.33

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