JS银行吉林分行跨境人民币业务发展策略

发布时间：2018-06-01 06:51

本文选题：跨境人民币 + 发展策略　；参考：《吉林大学》2012年硕士论文

【摘要】：2009年4月8日，国务院常务会议决定，在上海市和广东省广州、深圳、珠海、东莞4城市开展跨境贸易人民币结算试点，标志着人民币国际化战略正式确立，跨境人民币结算正式启动。在全面推广的两年多时间里，我国跨境人民币业务呈现出爆炸式的发展势头，业务增长迅速。从国家的角度来看，跨境人民币结算是我国人民币国际化进程的第一步，是一项关系全局、关系长远的战略性业务；从商业银行的角度来看，跨境人民币业务关系各银行未来5-10年核心竞争力的建立，其快速发展为商业银行带来巨大商机，促进商业银行增强创新能力，推动商业银行加快海外网络建设的步伐，提高全球化服务能力和水平。人民币国际化的关键是我国金融市场的开放和发展程度，要么人民币走不出去，只成为区域性货币，要么机制不健全人民币定价权丢掉了，而商业银行在这个过程中将承担重要的历史使命，发挥重大作用。从近期看，跨境人民币业务作为一项新兴的、战略性的业务，对于各行而言都在同一条起跑线上，谁认识的清楚，谁的方向明确，谁推进的有力，谁就抢占了先机。本文从产品、渠道、营销、风险防范的角度分析了JS银行吉林分行跨境人民币发展策略，结合吉林省区域特征和JS银行自身业务经营管理模式分析了在具体执行层面发展跨境人民币业务遇到的一些问题，提出了发展跨境人民币业务的思路和策略，以期指导实践工作。本文在结构安排上分为五个部分：第一部分绪论，，介绍了我国跨境人民币业务的背景和推广进程、发展跨境人民币业务的重要意义以及跨境人民币业务发展中存在的问题；第二部分JS银行吉林分行跨境人民币业务现状及问题，介绍了JS银行吉林分行跨境人民币业务发展状况，分析了当前业务发展中存在的问题；第三部分JS银行吉林分行跨境人民币业务产品渠道建设策略分析，着重介绍了跨境人民币业务创新产品和跨境人民币清算渠道建设，以及商业银行海外战略布局建设；第四部分JS银行吉林分行跨境人民币业务市场定位与营销措施，分别从客户的关注点和客户类型两个维度对跨境人民币市场细分和市场定位提出建议，运用4P理论进行市场营销设计，对JS银行吉林分行跨境人民币业务拓展提出了具体建议；第五部分JS银行吉林分行跨境人民币业务的风险防范，分析了跨境人民币业务涉及的信用风险、操作风险、国家风险、市场风险、政策风险，提出风险防范措施，保证业务健康发展。
[Abstract]:On April 8, 2009, the executive meeting of the State Council decided to launch a cross-border trade RMB settlement pilot project in Shanghai and four cities in Guangzhou, Shenzhen, Zhuhai and Dongguan in Guangdong Province, marking the formal establishment of the RMB internationalization strategy. Cross-border RMB settlement officially launched. In more than two years of comprehensive promotion, cross-border RMB business in China showed explosive development momentum and rapid growth. From the national point of view, cross-border RMB settlement is the first step in the process of RMB internationalization in China, and it is a strategic business related to the overall situation and the long-term; from the perspective of commercial banks, The establishment of core competitiveness of banks in the next 5-10 years will bring huge business opportunities to commercial banks, promote commercial banks to enhance their innovative ability, and accelerate the pace of overseas network construction by commercial banks. To improve the ability and level of global services. The key to the internationalization of the RMB is the degree of openness and development of our financial market. Either the RMB cannot go out and become only a regional currency, or the pricing power of the RMB is lost if the mechanism is not perfect. Commercial banks will play an important role in this process. In the near future, as a new and strategic business, the cross-border RMB business is at the same starting line for all banks. Who knows clearly, whose direction is clear, who has the strength to advance, who will seize the first opportunity. This paper analyzes the cross-border RMB development strategy of JS Bank Jilin Branch from the point of view of product, channel, marketing and risk prevention. Based on the regional characteristics of Jilin Province and JS Bank's own business management model, this paper analyzes some problems encountered in the development of cross-border RMB business at the specific level of execution, and puts forward some ideas and strategies for developing cross-border RMB business. With a view to guiding practical work. This paper is divided into five parts: the first part introduces the background and promotion process of cross-border RMB business in China, the significance of developing cross-border RMB business and the problems existing in the development of cross-border RMB business. The second part of JS Bank Jilin Branch cross-border RMB business status and problems, introduced the JS Bank Jilin Branch cross-border RMB business development, analysis of the current business development problems; The third part of JS Bank Jilin Branch cross-border RMB business product channel construction strategy analysis, focusing on cross-border RMB business innovation products and cross-border RMB clearing channel construction, as well as commercial banks overseas strategic layout construction; The fourth part of JS Bank Jilin Branch cross-border RMB business market positioning and marketing measures, respectively from the customer focus and customer type two dimensions of cross-border RMB market segmentation and market positioning recommendations. Using 4P theory to carry on the marketing design, put forward the concrete suggestion to the JS bank Jilin branch cross-border RMB business expansion; part five JS Bank Jilin branch cross-border RMB business risk prevention, the fifth part JS bank Jilin branch cross-border RMB business risk prevention, the JS bank Jilin branch cross-border RMB business risk prevention, This paper analyzes the credit risk, operational risk, national risk, market risk and policy risk involved in cross-border RMB business, and puts forward the risk prevention measures to ensure the healthy development of the business.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.6

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