交通银行阜阳地区社区银行发展策略研究

发布时间：2018-09-05 14:02

【摘要】：社区银行的概念来自于美国等西方金融发达国家,其中的“社区”并不是一个严格界定的地理概念,既可以指一个省、一个市或一个县,也可以指城市或乡村居民的聚居区域。凡是资产规模较小、主要为经营区域内中小企业和居民家庭服务的地方性小型商业金融机构都可称为社区银行。正如社区银行的含义所述,社区银行的基本特征在于它的社区性,即依托所在社区的地缘人格信任关系网络开展信用中介活动。并且,员工充分了解本地市场,信息不对称的程度相对较小,使得他们能更清楚客户的需求,制定更科学、更个性化的金融方案。从经营特色和发展战略来看,社区银行具体服务于民营经济中的中小企业以及居民家庭的小型金融机构,其贷款主要面向附近社区的存款者及相关社区内的中小企业,是在特定社区范围内提供针对客户的个性化金融服务,并与客户保持长期性的业务关系;从资金运用方面来看,大型金融机构通常将其在一个地区吸收的存款转移到另外一个地区使用,而社区银行则主要将本地区吸收的存款继续投入到该地区,从而推动当地经济的发展。社区银行作为一股新兴力量,正在受到资本市场、行业、监管等各方的重视。未来金融机构间的利率差会越来越小,中小金融机构必须提供差异化服务,才能找到生存空间,而社区银行机构就是一个很好的方向。本文根据社区银行的相关行业及背景分析,结合国内外先进经验和成功案例,在理论研究方面,通过查阅大量的国内外文献、报刊文摘、研究成果等为论文提供了理论基础。并以各种分析方法为工具,对我国社区银行市场营销现状作出分析,如:运用SWOT分析法,对社区银行面临的优势、劣势、机会和威胁进行了全面分析;运用STP分析法,通过市场细分、目标市场、市场定位等分析方法,以得出其选址、布局、客户选择等方面的发展策略。同时通过二手数据的收集,进行比较、分析、归纳,做出总结。另外,结合了交通银行阜阳分行目前的发展现状,即阜阳当地居民多、储蓄规模较大、中小企业及个体业主数量多的特点为在当地发展社区银行提供了客户基础及发展空间,同时,面对当地现有同业银行的激烈竞争和自身物理网点及工作人员不足的现状,设立社区银行无疑是一条低成本、高集约的发展策略。根据这一发展策略,结合交通银行自身的优势(如:丰富且高收益的理财产品、标准且人性化的服务等),发展社区银行可以在当地获得更广阔的客户群体,产生较高的经济效益。通过这些分析,最终具体到我们的研究对象——交通银行阜阳地区的社区银行,得出了交通银行在阜阳地区发展社区银行的意义、机遇以及所面临问题,并结合国内外社区银行发展经验,指出发展社区银行是交通银行在阜阳地区差异化定位的重要选择之一,进而得出交通银行在阜阳地区设立社区银行的发展策略。
[Abstract]:The concept of community banking comes from western financial developed countries such as the United States, in which "community" is not a strictly defined geographical concept, which can refer to a province, a city or a county, can also refer to urban or rural residential areas. Local small commercial financial institutions that serve can be called community banks. As the meaning of community banks states, the basic characteristics of community banks lie in their communality, that is, credit intermediary activities are carried out by relying on the geo-personality trust network of the community in which they live. Moreover, the degree of information asymmetry is relatively high when employees fully understand the local market. From the perspective of business characteristics and development strategy, community banks specifically serve small and medium-sized enterprises in the private economy and small financial institutions of households. Their loans are mainly for depositors in neighboring communities and small and medium-sized financial institutions in the relevant communities. Corporations provide customized financial services for their customers within a specific community and maintain long-term business relationships with them; in terms of capital utilization, large financial institutions usually transfer deposits absorbed in one area to another area for use, while community banks mainly continue to use deposits absorbed in the region As a new force, community banks are being paid more and more attention by the capital market, industry and supervision. In the future, the interest rate gap between financial institutions will become smaller and smaller. Small and medium-sized financial institutions must provide differentiated services in order to find a living space. According to the related industry and background analysis of community banks, combined with the advanced experience and successful cases at home and abroad, this paper provides a theoretical basis for the theoretical research by consulting a large number of domestic and foreign literature, newspaper abstracts, research results and other papers. The marketing situation is analyzed, such as: using SWOT analysis method, the strengths, weaknesses, opportunities and threats faced by community banks are comprehensively analyzed; using STP analysis method, through market segmentation, target market, market positioning and other analysis methods, to obtain its location, layout, customer selection and other development strategies. In addition, combined with the current development situation of Fuyang Branch of Bank of Communications, that is, Fuyang has a large number of local residents, a large scale of savings, small and medium-sized enterprises and a large number of individual owners to provide a customer base and development space for the local development of community banks, while facing the existing local interbank. The establishment of community banks is undoubtedly a low-cost, high-intensive development strategy, which combines the advantages of Bank of Communications (such as rich and High-yielding financial products, standard and humanized services, etc.) to develop community banks. Through these analyses, we can find out the significance, opportunities and problems of the Bank of Communications in developing community banks in Fuyang, and combine the experience of community banks at home and abroad. The development of community banks is one of the important choices for the Bank of Communications to differentiate in Fuyang, and then comes to the development strategy for the Bank of Communications to set up community banks in Fuyang.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33

【相似文献】