广发银行长沙分行黄金业务竞争战略研究

发布时间：2018-09-04 12:38

【摘要】：近几年金融市场动荡不安，黄金作为一种能有效规避通货膨胀风险的投资产品备受投资者关注。目前，国内各大商业银行都已推出黄金业务，在此背景下，广发银行长沙分行应针对黄金业务制定出切实可行的竞争战略，有效提升黄金业务的竞争力，以促使其赢得黄金业务的市场竞争。本文运用多种战略分析工具对广发银行长沙分行发展黄金业务的内外环境进行深入分析，并结合广发银行长沙分行的实际情况，确定了其黄金业务的竞争战略。本文还对广发银行长沙分行黄金业务竞争战略的实施步骤、战略实施过程中可能出现的障碍，及战略实施保障措施进行了深入研究，并分析了竞争战略的预期实施效果。竞争战略的选择直接影响着企业竞争优势的获取，对于广发银行长沙分行而言，在开拓新市场发展黄金业务时，可以实施集中战略，但是，从长远发展来看，，应采取差异化战略作为其发展黄金业务的竞争战略，才能构建起银行独特的核心竞争力，提升银行黄金业务的市场占有份额。为了确保战略能够顺利的贯彻实施，企业应该采取必要的保障措施。本文认为广发银行长沙分行应从调整组织结构、创新业务流程、优化资源配置、加强风险管理和突出品牌建设这5个方面做好黄金业务竞争战略实施保障工作。最后，本文预期广发银行长沙分行黄金业务竞争战略的实施将会有助于其提高黄金业务经济效益、提升分行内部管理水平、提升“广发金”的品牌知名度。
[Abstract]:In recent years, financial markets have been volatile, and gold, as an investment product that can effectively avoid inflation risk, has attracted much attention from investors. At present, all the major commercial banks in China have launched gold business. Under this background, the Changsha Branch of Guangfa Bank should formulate a practical competitive strategy for gold business, so as to effectively enhance the competitiveness of gold business. In order to win the gold business of the market competition. This paper makes a thorough analysis of the internal and external environment for the development of gold business in Changsha Branch of Guangfa Bank by using various strategic analysis tools, and determines the competitive strategy of its gold business according to the actual situation of Changsha Branch of the Bank. This paper also makes an in-depth study on the steps of implementation of the gold business competition strategy of Changsha Branch of Guangfa Bank, the possible obstacles in the implementation of the strategy, and the measures to ensure the implementation of the strategy, and analyzes the expected effect of the implementation of the competition strategy. The choice of competitive strategy has a direct impact on the acquisition of competitive advantages of enterprises. For the Changsha Branch of Guangfa Bank, when developing gold business in new markets, it can implement a centralized strategy. However, in the long run, The differentiation strategy should be adopted as the competitive strategy for the development of gold business in order to build up the unique core competitiveness of the bank and promote the market share of the bank's gold business. In order to ensure the smooth implementation of the strategy, enterprises should take the necessary safeguards. This paper holds that Changsha Branch of Guangfa Bank should do a good job in the implementation of gold business competition strategy from the following five aspects: adjusting the organizational structure, innovating business process, optimizing resource allocation, strengthening risk management and highlighting brand construction. Finally, this paper expects that the implementation of the gold business competition strategy in Changsha Branch of Guangfa Bank will help to improve the economic benefits of gold business, enhance the internal management level of the branch, and enhance the brand popularity of "Guangfa Gold".
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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