建行吉林省分行电子银行业务发展战略研究

发布时间：2018-02-27 23:31

本文关键词： 电子银行战略实施态势分析法　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：在金融全球化、信息网络技术快速发展的情况下，，借助互联网的迅速兴起和电子商务蓬勃发展，全球银行业的开放化程度日益加深。为了争夺优质客户资源，抢占市场份额，全球银行业不断推出各种金融创新产品，改善服务质量。电子银行应运而生，它的出现弥补了传统银行业无法或者不便涉及的领域，人们迅速接受其灵活、快捷、安全和方便等特性，银行业也逐渐告别传统银行而向电子银行迈进。我国自1999年招商银行推出网上银行服务以来，国内各家商业银行纷纷投入巨资进行重点规划，并且不断加强电子银行业务发展和产品创新，初步实现了从以实体网点为主的传统银行向实体网点和电子银行共同发展、协同互补的现代银行服务模式的转变。能否及时、有效的在电子银行领域占有一席之地,不仅关系到能否保持商业银行现有的市场份额,也将决定其未来的市场结构。在10多年的发展中，国内电子银行业务取得了突飞猛进的进步。在以客户为中心的经营理念下，发展电子银行业务成为中国建设银行应对第三方支付冲击、助推业务转型、降低运营成本、拓展维护客户、增加中间业务收入、提升核心竞争力、提升客户满意度和忠诚度等方面的必然选择。电子银行已经成为网络经济时代商业银行的发展潮流，代表着金融服务业务发展的未来，有着巨大的潜力和广阔的发展空间。作为中国建设银行股份有限公司的一个缩影，中国建设银行股份有限公司吉林省分行（以下简称：建行吉林省分行）在面临经济环境较落后，同业竞争激烈的情况下，极度需要依靠发展电子银行来保证客户的稳定并提升竞争能力。通过研究建行吉林省分行电子银行业务发展现状，存在的问题和不足，以及今后的发展方向对中国建设银行股份有限公司乃至整个国有商业银行电子银行范畴而言，都有比较典型的代表意义。本文围绕建行吉林省分行电子银行业务的发展进行了详细的研究，阐述了建行吉林省分行电子银行业务的定义、分类、功能及发展态势。重点通过对建行吉林省分行电子银行业务与区域内商业银行电子银行业务的比较，总结出建行吉林省分行现阶段电子银行业务发展中存在的问题，并分析问题产生的原因。通过分析建行吉林省分行内外部发展战略环境，利用SWOT分析法进行分析，指出建行吉林省分行只能采取SO策略迎接挑战，利用人员、网点、客户和科技优势，快速发展，才能取得竞争优势。最后提出建行吉林省分行电子银行业务电子银行业务的战略目标以及相应的实施方法和保障措施，继而高效推动建行吉林省分行电子银行业务快速发展，提升市场份额，使之成为银行业务发展的交易主渠道，宣传主渠道、收入主渠道。
[Abstract]:Under the circumstance of financial globalization and rapid development of information network technology, with the rapid rise of the Internet and the vigorous development of electronic commerce, the opening degree of the global banking industry is deepening day by day. The global banking industry has continuously introduced a variety of financial innovation products to improve the quality of service. Electronic banking emerged as the times require, and its emergence made up for areas that the traditional banking industry could not or was inconvenient to deal with, and people quickly accepted it as flexible and fast. Security and convenience and other characteristics, the banking industry is gradually moving away from traditional banks to electronic banking. Since China Merchants Bank launched its online banking service in 1999, domestic commercial banks have invested a lot of money to carry out key planning, and have constantly strengthened the development of electronic banking business and product innovation. Has initially realized the transformation from the traditional bank with the entity network as the main body to the entity network and the electronic bank common development, the cooperation complementary modern bank service pattern, whether in time, effectively occupies a place in the electronic bank domain, It is not only related to whether commercial banks can maintain their existing market share, but also to their future market structure. In the development of more than 10 years, the domestic electronic banking business has made rapid progress. The development of electronic banking business has become China Construction Bank's response to the impact of third-party payments, promote business transformation, reduce operating costs, expand and maintain customers, increase intermediate business revenue, enhance core competitiveness, Electronic banking has become the trend of the development of commercial banks in the era of network economy, representing the future of the development of financial services business. As a microcosm of China Construction Bank Co., Ltd., The Jilin Branch of China Construction Bank Co., Ltd. (hereinafter referred to as the Jilin Branch of China Construction Bank) is facing a relatively backward economic environment and fierce competition among its peers. It is extremely necessary to rely on the development of electronic banking to ensure customer stability and enhance competitiveness. By studying the current situation of the development of electronic banking business in China Construction Bank Jilin Branch, there are problems and shortcomings. And the future development direction of China Construction Bank Co., Ltd. and even the entire electronic banking category of state-owned commercial banks, have a more typical representative significance. This paper makes a detailed study on the development of electronic banking business in Jilin Branch of China Construction Bank, and expounds the definition and classification of electronic banking business in Jilin Branch of China Construction Bank. Through the comparison between the electronic banking business of the Jilin Branch of China Construction Bank and the electronic banking business of the commercial banks in the region, the problems existing in the development of the electronic banking business of the Jilin Branch of the Construction Bank at the present stage are summarized. By analyzing the internal and external development strategy environment of the Jilin Branch of CCB, and using the SWOT analysis method, the author points out that the Jilin Branch of CCB can only take so strategy to meet the challenge, make use of the personnel and network, Customer and scientific and technological advantages, rapid development, in order to obtain competitive advantage. Finally, put forward the strategic objectives of electronic banking business of Jilin Branch of China Construction Bank, and the corresponding implementation methods and safeguard measures. Then it can promote the rapid development of electronic banking business in Jilin Branch of China Construction Bank, promote market share, and make it become the main trading channel for the development of banking business, propaganda main channel and main revenue channel.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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