农业银行HZ分行公司业务转型发展探析

发布时间：2018-04-22 16:45

本文选题：商业银行 + 公司业务　；参考：《山东大学》2015年硕士论文

【摘要】：当前,我国的经济金融环境正在发生深刻变化,银行业主要面临着四大挑战。一是经济增速放缓,保持业务平稳增长的难度增大。受经济增速放缓、利率市场化加速等多重因素影响,银行业资产扩张与利润增长速度将继续回落。二是社会资金流动呈现新的特点,给流动性管理带来挑战。三是改革全面深化,对银行应变能力带来挑战。市场在资源配置中起决定性作用的机制强化后,对银行业金融机构经营自助决策、利率自主定价、风险自主担责等会产生更大影响。四是资本、财务、市场和风险约束进一步强化。在此背景下,银行的经营环境发生了很大变化,在业务增长趋于放缓、外部约束持续增强、风险防控压力不断加大的情况下,农业银行传统的竞争优势和服务模式面临着严峻挑战,短板效应开始显现,各种制约因素日益凸显,业务经营转型迫在眉睫。HZ市地处平原,是多年的农业大市,县域经济接近80%,一方面伴随农业发展方式的快速转变,农村改革的全面深化,新型农业经营主体的蓬勃兴起,新型城镇化的稳步推进,县域和“三农”领域正成为新的经济增长点,为农业银行HZ分行带来难得的发展机遇；但另一方面,县域经济发展进入新常态,规模增速呈现回稳趋势,县域业务风险防控压力加大,信贷客户风险沿资金链、产业链、担保链扩散蔓延；同业竞争持续加剧,传统盈利模式受到冲击,县域信贷有效投放不足；中间业务收入、利润增速不同程度出现下滑态势,对县域业务加快转变发展方式提出更高要求。同时,公司业务作为农业银行HZ分行利润的主要增长点,在业务收入的贡献度比重高,是商业银行业务的重要组成部分。在当前形势下,农业银行HZ分行公司业务的转型显得尤为重要。本文对当前环境下的公司业务转型方向进行研究,在借鉴国内外关于金融创新、金融转型及营销理论研究的基础上,提出本文的研究对象和内容,通过对农业银行HZ分行的现状分析,运用SWOT分析法,详细分析了HZ分行的优势、劣势、机会、面临的威胁,然后从农业银行HZ分行目前面临的宏观经济环境、当地经济环境以及当地“三农”业务发展的情况等方面指出公司业务转型的必要性,最后,结合以上情况分析,从目标市场定位、营销策略、产品营销组合、服务方式、业务经营方式、营销管理体系、风险管理转型等七个方面提出HZ分行公司业务发展的方向及思路。
[Abstract]:At present, China's economic and financial environment is undergoing profound changes, bank owners to face four major challenges. First, the economic growth rate is slowing, maintaining a steady growth of business is more difficult. Asset expansion and profit growth in the banking sector will continue to recede due to a number of factors, such as slowing economic growth and accelerating interest rate liberalization, among other factors. Second, social capital flow presents new characteristics, which brings challenges to liquidity management. Third, the overall deepening of the reform, the ability to bring about a challenge to the bank. After the market plays a decisive role in the allocation of resources, it will have a greater impact on the banking financial institutions' self-decision, interest rate pricing, risk independent accountability and so on. Fourth, capital, finance, market and risk constraints further strengthened. In this context, great changes have taken place in the operating environment of banks, where business growth tends to slow down, external constraints continue to increase, and risk prevention and control pressures continue to increase. The traditional competitive advantage and service mode of the Agricultural Bank of China are facing severe challenges, the short-board effect is beginning to appear, and all kinds of restriction factors are increasingly prominent. The city of .HZ is located in the plain, and it is a big agricultural city for many years. The county economy is close to 80%. On the one hand, with the rapid transformation of the mode of agricultural development, the overall deepening of rural reform, the vigorous rise of the new agricultural management body, and the steady progress of the new type of urbanization, The county area and the field of "agriculture, rural areas and farmers" are becoming a new economic growth point, which brings a rare development opportunity for the HZ branch of the Agricultural Bank. On the other hand, the county economy has entered a new normal, and the growth rate of the scale has shown a trend of stabilization. County business risk prevention and control pressure increased, credit customer risk spread along the capital chain, industry chain, guarantee chain spread; peer competition continues to intensify, the traditional profit model is impacted, county credit effectively insufficient; intermediate business income, Profit growth in varying degrees of decline, to accelerate the transformation of county business development mode put forward higher requirements. At the same time, as the main growth point of HZ branch profit of Agricultural Bank of China, the company's business contributes a high proportion in the business income, and it is an important part of the commercial bank business. In the current situation, agricultural bank HZ branch business transformation is particularly important. Based on the research of financial innovation, financial transformation and marketing theory at home and abroad, this paper puts forward the research object and content of this paper. By analyzing the current situation of HZ branch of Agricultural Bank of China and using SWOT analysis method, this paper analyzes in detail the advantages, disadvantages, opportunities and threats faced by HZ Branch, and then from the macroeconomic environment faced by HZ Branch of Agricultural Bank of China, The local economic environment and the development of local "agriculture, rural areas" business, etc., point out the necessity of the company's business transformation. Finally, combined with the above situation analysis, from the target market positioning, marketing strategy, product marketing mix, service mode, The business management mode, marketing management system, risk management transformation and other seven aspects of HZ branch company business development direction and ideas.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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