中国农业银行湖南省分行跨境人民币结算业务拓展策略研究

发布时间：2018-04-23 17:36

本文选题：商业银行 + 跨境人民币结算　；参考：《中南大学》2012年硕士论文

【摘要】：2009年7月,国家六部委联合公告宣布启动跨境人民币结算的试点,揭开了人民币国际化的序幕。自人民币国际化进程启动以来,跨境人民币业务发展迅速,业务规模呈现爆发式增长,越来越多的企业接受并使用人民币作为跨境贸易的结算货币。面临一项全新的业务,商业银行谁能抓住历史机遇,抢先为企业提供优质服务,抢先进行业务创新,谁就能取得先发优势,从而提升自身竞争力。本文以中国农业银行湖南省分行为对象,研究其跨境人民币结算业务拓展策略。文章首先分析了跨境人民币结算业务发展历程及政策,发现人民币跨境结算与外币跨境结算相比具有操作更加便捷、政策更加宽松的优势,提出了研究跨境人民币结算业务拓展策略的必要性。然后通过开展调查问卷,对农行湖南省分行跨境人民币结算业务现状进行分析,发现其在开展跨境人民币结算业务上存在的问题。接下来,运用PEST分析、波特五力模型和SWOT分析等理论工具全面分析了农行湖南省分行面临的市场环境,得出其SWOT矩阵图。在构建农行湖南省分行跨境人民币结算业务拓展策略前,对其市场进行了细分,明确了跨境人民币结算业务的拓展目标,并运用市场营销策略组合理论,对存量客户群、他行优质客户群和新成立的外商投资企业客户群提出拓展策略建议。最后,设计了在组织管理模式、人力资源、信息系统、财务资源和风险控制等方面的相应配套保障措施,以此来支持跨境人民币结算业务拓展策略的有效实施。
[Abstract]:In July 2009, six ministries and commissions announced the launch of cross-border RMB settlement pilot, which opened the prelude of RMB internationalization. Since the beginning of RMB internationalization, cross-border RMB business has developed rapidly and the scale of business has exploded. More and more enterprises accept and use RMB as the settlement currency of cross-border trade. In the face of a new business, who can seize the historical opportunity, preemptive to provide high quality service for the enterprise, preemptive for business innovation, who can obtain the advantage of first-mover, thus enhance their own competitiveness. In this paper, the agricultural bank of China Hunan Branch as an object, research its cross-border RMB settlement business expansion strategy. Firstly, the paper analyzes the development course and policy of cross-border RMB settlement, and finds that the cross-border settlement of RMB has the advantages of more convenient operation and looser policy than that of cross-border settlement in foreign currency. The necessity of studying the expansion strategy of cross-border RMB settlement is put forward. Then through the questionnaire, this paper analyzes the current situation of cross-border RMB settlement business of Agricultural Bank of Hunan Branch, and finds out the problems in carrying out cross-border RMB settlement business. Then, the paper analyzes the market environment faced by Agricultural Bank of China Hunan Branch by using PEST analysis, Porter's five force model and SWOT analysis, and obtains its SWOT matrix diagram. Before constructing the expansion strategy of the cross-border RMB settlement business of Agricultural Bank of Hunan Branch, the market is subdivided, the development target of cross-border RMB settlement business is defined, and the stock customer base is analyzed by using the combination theory of marketing strategy. He bank high-quality customer base and newly-established foreign-invested enterprise customer base proposed expansion strategy suggestions. Finally, the corresponding supporting safeguard measures in the aspects of organization management mode, human resources, information system, financial resources and risk control are designed to support the effective implementation of cross-border RMB settlement business expansion strategy.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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