包商银行零售银行业务竞争战略研究

发布时间：2018-04-06 20:23

本文选题：零售银行　切入点：竞争战略　出处：《内蒙古大学》2017年硕士论文

【摘要】：随着我国经济进入新常态,利率市场化的基本完成,商业银行原先依靠传统的大客户赚取存贷利差的盈利模式已难以为继,银行间的竞争日趋激烈。零售银行业务由于其具备的客户稳定、资本占用低、风险较小、收益稳定等特点,逐步成为各家银行业务转型发展的重点。包商银行作为一家地方法人银行,以"立足地方、服务本地居民和小微客户"为己任,零售银行业务是该行未来发展的重点。如何更加全面分析研判自身所处的外部环境,发现其中的机遇和威胁,找寻自身存在的优势和不足,确定切合自身实际发展需要的零售银行业务竞争战略至关重要。本文将对该行的外部环境、内部条件进行深入客观的分析,探索出在当前经济金融环境下,如何确定零售银行业务竞争战略,以便获得竞争优势。本文在对国内外研究文献总结梳理的基础上,以包商银行零售银行业务为切入点,运用竞争战略的相关理论知识,通过对其所处的外部宏观环境、行业环境等方面的深入分析,指出了该行在发展零售银行业务中既面临宏观经济发展方式转变、地区经济快速增长、信息技术发展带来的巨大市场需求和发展机遇,又面临着混业经营、客户需求多样化、外部竞争日趋激烈等带来的挑战和威胁。通过对其自身具备的资源和条件的深入剖析,得出了该行在竞争战略、组织架构、地域环境、政府支持等方面具备较强的竞争优势,但在产品创新、渠道服务、资产规模、信息开发等方面仍存在较大的不足。运用SWOT矩阵分析法,形成了四种不同的战略方案,根据该行当前零售银行业务发展实际,对比各种方案的优缺点,得出该行应采取差异化的竞争策略,并指出产品、服务、渠道和市场四个方面将是该行未来差异化竞争的战略重点。最后,本文从人才培养、系统开发、产品创新、渠道建设等方面提出了明确的实施措施。以期为包商银行零售银行业务的发展提供有意义的参考咨询。
[Abstract]:With China's economy entering the new normal and the basic completion of interest rate marketization, commercial banks have been unable to continue to rely on the traditional profit model of large customers to earn deposit and loan interest rate difference, and the competition among banks is becoming increasingly fierce.Because of its stable customers, low capital occupation, low risk and stable income, retail banking business has gradually become the focus of the transformation and development of banking business.As a local corporate bank, the contractor bank is responsible for "serving local residents and small customers". Retail banking is the focus of the bank's future development.It is very important to analyze and judge the external environment, find out the opportunities and threats, find out the advantages and disadvantages, and determine the competitive strategy of retail banking.This paper analyzes the external environment and internal conditions of the bank and explores how to determine the competitive strategy of retail banking in the current economic and financial environment in order to obtain the competitive advantage.On the basis of summarizing and combing the domestic and foreign research literature, this paper takes the retail banking business of the contractor bank as the breakthrough point, applies the relevant theory knowledge of the competition strategy, through the deep analysis of the external macro environment, the industry environment and so on.It is pointed out that the bank is faced with the transformation of macroeconomic development mode, the rapid growth of regional economy, the huge market demand and development opportunity brought by the development of information technology, the mixed operation and the diversification of customer demand in the development of retail banking business.The challenges and threats brought by the increasingly fierce external competition.Through in-depth analysis of its own resources and conditions, it is concluded that the bank has a strong competitive advantage in competition strategy, organizational structure, regional environment, government support and so on, but in product innovation, channel service, asset scale, etc.There are still some shortcomings in information development.By using SWOT matrix analysis method, four different strategic plans are formed. According to the actual development of retail banking business in this bank, comparing the advantages and disadvantages of various schemes, the paper draws the conclusion that the bank should adopt the differentiated competitive strategy, and point out the products and services.The four aspects of channel and market will be the strategic focus of the future differentiation competition of the bank.Finally, this paper puts forward some specific implementation measures from the aspects of personnel training, system development, product innovation, channel construction and so on.In order to provide a meaningful reference for the development of the retail banking business of the contractor bank.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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