华融湘江银行发展战略研究

发布时间：2018-02-06 05:18

本文关键词： 商业银行华融湘江银行发展战略　出处：《湘潭大学》2015年硕士论文　论文类型：学位论文

【摘要】：股份制商业银行是我国经济发展和金融改革的产物,是银行业市场的重要组成部分,在推动我国金融总量增长同时,起到了增强银行领域竞争、完善银行业运行效率的作用。商业银行在取得高速发展的同时,也面临着各方面压力。随着我国银行业改革不断深入,国有商业银行股份制改造并上市,外资银行大量进入,农村信用社在优惠政策下加快改革,银行业的竞争压力显著增加。在此背景下,城市商业银行应该结合自身特征、思考市场定位、转变发展模式,制订符合自身条件的发展战略,以推动企业稳定有序的发展。作为湖南省重要的地区性商业银行,华融湘江银行同样处于发展转型期。随着近期湖南省经济环境变化、银行业竞争环境变化与金融市场产品需求变化,华融湘江银行需要对自身发展战略进行调整。为了提高市场竞争力,华融湘江银行应该从单个区域经营的地方商业银行向在多区域经营的区域性商业银行转变;应该从以粗放经营、关系营销、同质竞争向专业经营、综合营销、差异化竞争的商业模式转变。本文利用战略管理相关理论,对华融湘江银行发展战略进行研究。首先对研究理论基础进行探讨,通过梳理战略管理理论、企业治理理论与金融发展理论,为后文研究开展提供理论支撑;其次,对华融湘江银行发展环境进行考察,通过PEST分析来展示各种外部因素的影响,同时利用SWOT分析来研究华融湘江银行未来发展面临的优势、劣势、机会和威胁;再次,分析华融湘江银行的发展战略制定,通过确定市场定位与战略目标、对潜在市场的细分与选择,由此确定华融湘江银行的差异化战略与渗透化战略;最后,从治理结构完善、人力资源保障、风险管理制度与金融产品创新四个方面,探讨发展战略实施的保障措施。
[Abstract]:The joint-stock commercial bank is the product of our country's economic development and financial reform. It is an important part of the banking market. At the same time, it promotes the growth of the total amount of finance in our country and strengthens the competition in the banking field. At the same time, commercial banks are facing pressure from various aspects. With the deepening of banking reform, state-owned commercial banks have been reformed and listed on the stock market. Foreign banks enter in a large number, rural credit cooperatives accelerate the reform under preferential policies, and the competitive pressure of the banking industry increases significantly. In this context, urban commercial banks should consider market positioning in the light of their own characteristics. As an important regional commercial bank in Hunan Province, we should change the development model and formulate a development strategy which is in line with our own conditions in order to promote the stable and orderly development of enterprises. Huarong Xiangjiang Bank is also in the transition period of development. With the recent changes in the economic environment of Hunan Province, the banking competition environment changes and the financial market product demand changes. Huarong Xiangjiang Bank needs to adjust its own development strategy. In order to improve the market competitiveness, the Huarong Xiangjiang Bank should change from the local commercial banks operating in a single region to the regional commercial banks operating in multiple regions. We should change the business model from extensive management, relationship marketing, homogeneous competition to professional management, comprehensive marketing and differentiated competition. The development strategy of Xiangjiang Bank of Huarong is studied. Firstly, the theoretical basis of the research is discussed. Through combing the theory of strategic management, the theory of corporate governance and the theory of financial development, it provides theoretical support for the later research. Secondly, the development environment of Xiangjiang Bank of Huarong is investigated, and the influence of various external factors is demonstrated by PEST analysis. At the same time, the advantages of the future development of Xiangjiang Bank of Huarong are studied by SWOT analysis. Weaknesses, opportunities and threats; Thirdly, it analyzes the development strategy of Huarong Xiangjiang Bank, determines the market orientation and strategic objectives, subdivides and selects the potential market, and then determines the differentiation strategy and penetration strategy of Huarong Xiangjiang Bank. Finally, from four aspects of perfect governance structure, human resource guarantee, risk management system and financial product innovation, the paper discusses the safeguard measures of development strategy implementation.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

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