华夏银行长春分行发展战略研究

发布时间：2018-06-24 23:00

本文选题：发展战略 + SWOT分析　；参考：《吉林大学》2013年硕士论文

【摘要】：2006年以来，外资银行纷纷进驻中国，我国银行业竞争日趋激烈。股份制商业银行作为中国金融市场“新锐”，为了在国有四大银行和外资银行夹击中生存，把制定科学合理的银行发展战略作为获取快速、可持续发展的重要手段之一。 2007-2010年,多家全国性的股份制商业银行陆续进驻长春市，经历了高额信贷投放帮助中国度过国际金融危机时期，实现了资产负债规模快速扩张。在这种背景下，华夏银行长春分行于2011年8月开业。开业之初就面临着外部环境和监管政策的一系列重大变化。一是宽松货币政策转为稳健货币政策，无法复制他行依靠高额信贷投放快速扩张规模的发展模式；二是利率市场化步伐不断加快，银行也面临银行盈利模式转型压力；三是金融脱媒化趋势加剧和资本约束加强，抑制了信贷投放规模增长，对银行业务发展和收益提升带来压力；四是新一轮欧债危机影响、房地产调控和政府融资平台清理等国内多类风险叠加，导致风险管控面临较大压力。可以说，复杂多变的经济金融形势给一家新建分行带来了严峻的挑战，需要审慎选择后危机时代的发展战略。从华夏银行长春分行经营现状看，由于受自身采取的稳健经营思想和外部经营环境恶化影响，同期发展速度较慢。因此，笔者从亲历者的角度，回首华夏银行长春分行一年多的成长历程，着眼于现状并放眼未来，分析了分行发展中的优势、劣势、面临的机遇和挑战，提出了分行未来几年的战略目标及市场定位，并从业务条线角度提出了具体实施措施，力求在新的竞争局面中取得优势地位：长春分行坚定实施“中小企业金融服务商”战略，按照“融入地方主流经济”和“跟随地方先进同业”的基本思路，以地区优势产业客户为主要目标，以中小型客户为发展重点，，巩固和依托传统业务，创新和发展新兴业务，集中精力强化地区银政合作、定位主流产业、抢抓市场机遇、突出细分领域，快速拓展客户规模、扩大市场份额，未来五年力争跻身当地同业中游水平。
[Abstract]:Since 2006, foreign banks have been stationed in China, and the competition of China's banking industry is becoming increasingly fierce. As the "new sharp" of Chinese financial market, joint-stock commercial banks, in order to survive in the attack of the four state-owned banks and foreign banks, take the development strategy of scientific and reasonable banks as a fast way to acquire them. One of the most important means of sustainable development. From 2007 to 2010, a number of national joint-stock commercial banks moved into Changchun City one after another, experiencing a period of high credit to help China through the international financial crisis. To achieve a rapid expansion of the scale of assets and liabilities. In this context, the Changchun branch of Huaxia Bank opened in August 2011. At the beginning of the opening, it was faced with a series of major changes in the external environment and regulatory policy. One is that the loose monetary policy turns into the steady monetary policy, and the other is unable to replicate the development model of other banks which rely on the rapid expansion of high credit, the second is that the interest rate marketization is quickening, and the banks are also facing the pressure of the transformation of the bank's profit mode. Third, the intensification of the trend of financial disintermediation and the strengthening of capital constraints have restrained the growth of the scale of credit and brought pressure to the development of banking business and to the increase of returns; fourth, the impact of the new round of European debt crisis. Real estate regulation and government financing platform clean-up and so on domestic many kinds of risk superposition, causes the risk control to face the big pressure. It can be said that the complex and changeable economic and financial situation has brought a serious challenge to a new branch, and it is necessary to carefully choose the development strategy of the post-crisis era. From the view of the current situation of Changchun branch of Huaxia Bank, the speed of development in the same period is relatively slow due to the influence of the steady management thought adopted by itself and the deterioration of external operating environment. Therefore, the author looks back at the growing course of Changchun Branch of Huaxia Bank from the perspective of the person who has experienced it, focusing on the present situation and looking forward to the future, and analyzes the strengths, weaknesses, opportunities and challenges in the development of the branch. This paper puts forward the strategic objectives and market orientation of the branch in the next few years, and puts forward the concrete implementation measures from the point of view of the line of business, in order to gain an advantage position in the new competitive situation: Changchun Branch firmly implements the strategy of "small and medium-sized enterprise financial service provider". In accordance with the basic ideas of "integrating into the local mainstream economy" and "following the local advanced industry", the main objective is to take the customers of the regional advantageous industries as the main objectives, and the focus of development is to take the small and medium-sized customers as the development focus, consolidate and rely on the traditional business, innovate and develop the new business. Focus on strengthening regional cooperation between banks and governments, positioning mainstream industries, seizing market opportunities, highlighting subdivision areas, rapidly expanding customer size, expanding market share, and striving to join the local mid-stream level in the next five years.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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