MS银行广州分行竞争战略研究

发布时间：2018-02-05 03:26

本文关键词： 股份制商业银行战略转型竞争战略　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：MS银行是我国12家全国性股份制商业银行中的佼佼者。经过17年的发展，如今MS银行资产总规模超过人民币3万亿元，跻身全国中型银行的队列。在当前银行业竞争白热化的形势下，，MS银行高层决定向特色银行和效益银行的方向进行战略转型。广州分行作为省属分行，是MS银行的重点分支机构。虽然广州分行近年来经营业绩一直处在行业前列，但是其发展定位仍不够清晰，缺乏明确有效的竞争战略。因此，当前研究广州分行竞争战略的作用和意义变得十分重要。研究结果可以为广州分行未来的发展提供有效解决方案，同时也为中国股份制商业银行的改革提供有益的参考。本文针对MS银行广州分行的现状，利用战略管理理论知识，运用了PEST分析法、波特行业竞争结构分析法以及SWOT分析法等方法对广州分行竞争战略进行详细的阐述和研究。全文一共分为五章内容。第一章为绪论，在研究战略管理理论的基础上，对竞争战略研究现状进行了论述，提出了文章的研究内容和方法。第二章对广州分行的外部环境进行详细分析，包括宏观环境分析、行业环境分析、需求环境分析等。第三章对广州分行的内部环境进行详细分析，包括业务的发展状况概述、组织资源、人力资源、考核机制、技术资源、经营能力和管理能力等。第四章在前两章分析的基础上制定广州分行的竞争战略，内容包括SWOT分析汇总、广州分行战略发展的总体思路、客户定位和业务定位等，最后确定广州分行选择差异取胜的竞争战略。第五章主要阐述广州分行竞争战略的实施策略和保障措施。实施策略包括组织机构调整、考核机制调整、建立创新业务模型等；保障措施包括组织保障、人力资源保障和财务保障。
[Abstract]:Ms Bank is one of the best 12 national joint-stock commercial banks in China. After 17 years of development, the total assets of MS Bank exceed RMB 3 tillion yuan. In the current situation of fierce competition in the banking industry, the senior management of MS Bank decided to carry out strategic transformation to the direction of characteristic bank and benefit bank. Guangzhou Branch is a provincial branch. Guangzhou Branch has been in the forefront of the industry in recent years, but its development position is still not clear enough, lack of clear and effective competition strategy. At present, it is very important to study the role and significance of Guangzhou Branch's competitive strategy. The research results can provide an effective solution for the future development of Guangzhou Branch. At the same time, it also provides a useful reference for the reform of China's joint-stock commercial banks. According to the current situation of MS Bank Guangzhou Branch, this paper uses the theory of strategic management and the PEST analysis method. Porter industry competition structure analysis method and SWOT analysis method to Guangzhou branch competition strategy detailed elaboration and research. This paper is divided into five chapters. The first chapter is the introduction, on the basis of the study of strategic management theory, the paper discusses the current situation of competition strategy research. The second chapter analyzes the external environment of Guangzhou Branch in detail, including macro environment analysis, industry environment analysis. The third chapter makes a detailed analysis of the internal environment of Guangzhou Branch, including the overview of business development, organizational resources, human resources, assessment mechanisms, technical resources. Chapter 4th formulates the competitive strategy of Guangzhou Branch on the basis of the analysis of the first two chapters, including the summary of SWOT analysis and the general thinking of the strategic development of Guangzhou Branch. Customer orientation and business positioning, finally determine the Guangzhou branch to choose the competitive strategy to win the difference. Chapter 5th mainly describes the implementation strategy of Guangzhou branch competition strategy and safeguard measures. The implementation strategy includes organizational adjustment. Adjustment of examination mechanism, establishment of innovative business model, etc. Security measures include organizational security, human resources security and financial security.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F832.33

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