工商银行的农村地区发展潜力研究

发布时间：2018-08-15 18:50

【摘要】：生存与发展,是有机生命体所面临的永恒的主题,同样也是商品经济和市场经济条件下企业所必须要面对的问题。当今社会,在以企业不断的发展成长为主要基调的时代背景下,无论企业的规模大小,所在的行业和地区如何,都同样经历着从无到有、从小到大、从大到强的完整的生命发展历程。对于企业的发展潜力进行科学和正确的分析和评价,对企业内部而言可以为企业制定可持续发展战略提供科学的依据,对企业外部而言可以为政府和投资者提供正确的投资导向。中国工商银行作为世界500强企业,若想不断提升自身理念,强化品牌效应,丰富金融产品,改进金融服务,打造客户忠诚,扩大金融市场,则需要牢牢抓住占比全国人口大多数的农村地区,利用目前已有的各种优势,将广大农民变成工商银行的忠实客户。本文所做主要工作如下：首先,介绍了选题的背景及意义,对国内外企业发展潜力的研究动态进行了分析,对研究的目标、思路和方法进行了阐述；对企业发展潜力的内涵、企业发展潜力的特征、企业发展潜力的关键影响因素等相关企业发展潜力理论进行综述,为后续研究打下理论基础；其次,对农村地区的金融市场进行市场调查及数据分析,以辽宁地区为例,通过采取问卷调查、居家访谈、实地考察和数据搜集等方式对于工商银行在农村地区的发展潜力进行调查研究,并对调查数据进行详细的分析；随后,按照在前文中确定的企业发展潜力的评估指标和评估模型,分别从外部环境、资源实力、经营能力和企业文化等四个方面分别对工商银行的发展潜力进行评估；最后,根据前述评估分析的结果,针对调查研究当中出现的问题,给出了工商银行在农村地区的发展对策建议。
[Abstract]:Survival and development is the eternal theme that organic life faces, and it is also the problem that enterprises must face under the condition of commodity economy and market economy. In today's society, under the background of the continuous development and growth of enterprises, regardless of the size of the enterprise, the industry and the region in which it is located, it has experienced the same experiences from scratch to existence, from small to large. From big to strong complete life development process. Scientific and correct analysis and evaluation of the development potential of enterprises can provide a scientific basis for enterprises to formulate sustainable development strategies. External to the enterprise can provide the government and investors with the right investment direction. Industrial and Commercial Bank of China (ICBC), as a top 500 enterprise in the world, wants to enhance its own concept, strengthen its brand effect, enrich its financial products, improve its financial services, build customer loyalty, and expand its financial market. We need to grasp the rural areas, which make up the majority of the country's population, and take advantage of the existing advantages to turn the vast number of farmers into loyal customers of ICBC. The main work of this paper is as follows: firstly, it introduces the background and significance of the topic, analyzes the research trends of the development potential of domestic and foreign enterprises, and expounds the objectives, ideas and methods of the research; The connotation of enterprise development potential, the characteristics of enterprise development potential, the key factors influencing enterprise development potential and other relevant theories of enterprise development potential are summarized in order to lay a theoretical foundation for further research. Market survey and data analysis of the financial market in rural areas. Taking Liaoning as an example, through questionnaire survey, home interviews, To investigate the development potential of ICBC in rural areas by means of field visits and data collection, and to conduct a detailed analysis of the survey data; subsequently, According to the evaluation index and evaluation model of enterprise development potential, the paper evaluates the development potential of ICBC from four aspects: external environment, resource strength, management ability and corporate culture. Finally, according to the results of the above-mentioned evaluation and analysis, the paper gives the countermeasures and suggestions of ICBC in rural areas for the problems in the investigation and research.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.35;F224

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