中国建设银行“善融商务”发展战略研究

发布时间：2018-05-05 08:14

本文选题：中国建设银行 + 善融商务　；参考：《山东大学》2014年硕士论文

【摘要】：在经济下行、利率市场化以及蓬勃发展的互联网金融业务的形势面前,银行面临巨大的生存压力,各家商业银行纷纷致力于在传统的存贷款业务之外寻找新的利润增长点,进军电子商务领域成为它们面临的巨大机遇和挑战,如何更好的发展具有金融特色的电子商务成为目前研究的热点。现阶段,研究银行发展电子商务有着十分重要的理论和现实意义：一是可以探索银行电子商务模式的特征,有利于电商经济学的学科全方位扩展,完善银行电商管理理论；二是可以促进银行业务的成功转型。本文首先介绍了传统电商从商品服务向互联网金融的拓展、银行电商目前的发展模式,银行电商发展的必要性和可行性；其次分析中国建设银行“善融商务”的业务范围、取得的成绩和存在的问题；采用PEST分析法概括“善融商务”发展的宏观环境,结合内部环境的分析,和建设银行发展“善融商务”的战略定位和战略愿景,明确提出了银行做电商主要为了掌握电商平台上大量的交易数据,解决传统信贷中银行与企业信息不对称的问题,通过SWOT分析模型提出建议采取的发展战略规划,即扩张发展战略和错位发展战略；最后结合内外部分析“善融商务”战略实施的保障措施,提出加大电子商务金融服务创新思路,并得出结论：银行发展电子商务的必要性和可行性决定了银行必须大力发展电子商务,一方面通过“量”的方面的扩张来强化优势的策略；另一方面利用自己在电商市场上的相对优势重点发展,即采取错位发展战略,才能真正形成新的经营和盈利模式。本文研究的电商企业、银行电商数量较多,在实例筛选上选取了近年来发展较好且特点鲜明的电子商务企业以及五大银行的电子商务平台,这些实例可以基本展现现阶段电子商务和金融电商行业的发展形态。结合善融商务发展面临的内、外部环境,在战略选择中通过使用PEST和SWOT分析工具,根据建设银行战略定位分析,得出建设银行发展电子商务应采取扩张发展战略和错位发展战略,同时结合对信贷知识的掌握,对银行电商区别于传统电商最大的融资业务如何操作进行重点建议。笔者供职于中国建设银行,对银行面临的环境有更深刻直接的感受,且亲身从事过电子银行业务的推广与发展,使笔者在本文撰写过程中对实例的选取、战略的分析更有针对性。
[Abstract]:In the face of the economic downturn, marketization of interest rates and booming Internet financial business, banks are facing enormous pressure for survival. Commercial banks are devoting themselves to looking for new profit growth points in addition to the traditional deposit and loan business. It has become a great opportunity and challenge for them to enter the field of electronic commerce, and how to better develop the electronic commerce with financial characteristics has become a hot research topic at present. At the present stage, it is of great theoretical and practical significance to study the development of electronic commerce in banks. Firstly, it can explore the characteristics of the mode of electronic commerce of banks, which is conducive to the omnidirectional expansion of the subject of ecommerce economics and the perfection of the management theory of bank e-commerce. Second, it can promote the successful transformation of banking business. This paper first introduces the expansion of traditional e-commerce from commodity services to Internet finance, the current development model of bank e-commerce, the necessity and feasibility of bank e-commerce development, and then analyzes the business scope of China Construction Bank. Using PEST analysis method to summarize the macro environment of the development of "good financial commerce", combined with the analysis of internal environment, and the strategic orientation and strategic vision of the development of "good financial commerce" of China Construction Bank. It is clearly put forward that the main purpose of bank e-commerce is to master a large number of transaction data on the e-commerce platform, to solve the problem of asymmetric information between banks and enterprises in traditional credit, and to put forward the development strategy plan through SWOT analysis model. That is, expansion development strategy and dislocation development strategy; finally, combining with internal and external analysis of the implementation of the "good integration business" strategy, the paper puts forward the idea of increasing the innovation of electronic commerce financial service. The conclusion is as follows: the necessity and feasibility of the bank's development of electronic commerce determine the bank must vigorously develop the electronic commerce, on the one hand, through the expansion of "quantity" to strengthen the strategy of advantage; On the other hand, the new management and profit model can be formed by taking advantage of their relative advantages in the e-commerce market, that is, adopting the dislocation development strategy. The number of e-commerce enterprises studied in this paper is more than that of banks. In the selection of examples, the e-commerce enterprises which have developed well in recent years and the e-commerce platforms of the five major banks have been selected. These examples can basically show the development pattern of e-commerce and financial e-commerce at this stage. Combined with the internal and external environment facing the development of good finance business, through the use of PEST and SWOT analysis tools in the strategic choice, according to the strategic positioning analysis of China Construction Bank, It is concluded that the construction bank should adopt the expansion development strategy and the dislocation development strategy in the development of electronic commerce. At the same time, combining with the knowledge of credit, the paper puts forward some key suggestions on how to operate the biggest financing business which is different from the traditional ecommerce. I work in China Construction Bank, have a deeper and more direct feeling to the environment that the bank faces, and have personally engaged in the promotion and development of the electronic banking business, which makes the author choose the example in the process of writing this article. The analysis of strategy is more targeted.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F724.6

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