德州建行竞争战略研究

发布时间：2018-02-28 20:48

本文关键词： 竞争战略差异化战略德州建行　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着国内经济的发展,中国银行业呈现快速发展态势。国内各商业银行纷纷通过增加分支机构、推出新的银行产品等措施,来增强自身市场竞争力,以期在激烈的市场竞争中赢得一席之地。加之外资银行金融机构纷纷进驻中国,争夺市场份额,国内外银行间的竞争日趋激烈。伴随着我国金融市场的不断开放及全球一体化的不断深化,我国商业银行面临更加激烈的竞争环境,面临更加严峻的挑战。为应对入世以来银行业呈现的各种机遇和挑战,伴随国内银行业外部竞争的日趋激烈,国内各商业银行如何结合外部环境及自身资源条件确定自身的市场定位,进而制定科学可行的竞争战略,实施有效的竞争战略,充分利用外部机遇,发挥自身资源优势,不断提高自身市场竞争力,已成为各商业银行迫切需要解决的问题。中国建设银行作为四大国有商业银行之一,同样面临着市场竞争的考验。如何在激烈的市场竞争中寻找到出路,成为各管理层所面临的问题。作为建行二级分行的德州建行的内外部条件也发生了很大的变化,迫切需要制定中长期的发展战略以便积极应对外部机遇与挑战,发挥自身优势,在激烈的竞争中获得优势地位。本文采用规范分析与案例研究相结合的方法,以德州建行为研究对象,借鉴国内外竞争战略的相关理论与研究成果,在对德州建行内外部环境分析的基础上,确立了适合其发展的竞争战略——差异化战略,并从产品差异化、客户差异化、服务渠道差异化、人力资源管理差异化等几个方面提出了差异化战略实施的措施,构建了差异化战略实施的保障体系。通过本研究发现：德州建行既面临着外部竞争及外部监管压力不断增大的威胁,同时又面临当地经济迅速发展的外部机会；既有大型国有商业银行自身的劣势,又具备长期积淀下来的自身的优势。综合考虑各种战略选择方案,本文认为在激烈的市场竞争环境下,差异化的战略选择更加符合德州建行的现实情况,是德州建行最佳的战略选择。这一研究对德州建行竞争形势的分析及竞争战略的选择具有较为重要的指导意义。希望通过本文的研究为德州建行相关领导提供决策参考。
[Abstract]:With the development of domestic economy, China's banking industry is developing rapidly. Domestic commercial banks have increased their market competitiveness by increasing branches and introducing new banking products. In order to win a place in the fierce market competition. In addition, foreign banks and financial institutions have been stationed in China to compete for market share. The competition between domestic and foreign banks is becoming increasingly fierce. With the continuous opening of our financial market and the deepening of global integration, our commercial banks are facing a more intense competitive environment. Facing more severe challenges. In order to cope with the opportunities and challenges presented by the banking industry since China's entry into the WTO, the external competition of the domestic banking industry is becoming increasingly fierce. How to determine the market position of domestic commercial banks in combination with external environment and their own resource conditions, and then formulate scientific and feasible competitive strategies, implement effective competitive strategies, make full use of external opportunities, and give full play to their own resource advantages. Constantly improving their market competitiveness has become an urgent problem for commercial banks to solve. As one of the four state-owned commercial banks, China Construction Bank is also facing the test of market competition. How to find a way out in the fierce market competition, As a secondary branch of CCB, the internal and external conditions of CCB have also undergone great changes. It is urgent to formulate a medium- and long-term development strategy in order to actively respond to external opportunities and challenges and give play to its own advantages. In the fierce competition, this paper adopts the method of combining normative analysis and case study to study the behavior of Texas, and draws lessons from the relevant theories and research results of competitive strategy at home and abroad. On the basis of the analysis of the internal and external environment of Texas Construction Bank, the paper establishes the competitive strategy-differentiation strategy suitable for its development, and from the product differentiation, customer differentiation, service channel differentiation, Human resource management differentiation and other aspects of the implementation of differentiation strategy measures, Through this study, we find that Texas Construction Bank is faced with the threat of external competition and increasing external supervision pressure, and also faces the external opportunities of rapid economic development; There are not only the disadvantages of the large state-owned commercial banks, but also the advantages they have accumulated over a long period of time. Considering all kinds of strategic options, this paper thinks that in the fierce market competition environment, The strategic choice of differentiation is more in line with the reality of Texas Construction Bank. This study is of great significance to the analysis of the competitive situation and the choice of the competitive strategy of the Texas Construction Bank. It is hoped that the research in this paper will provide a decision reference for the relevant leaders of the Texas Construction Bank.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.3

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