互联网金融背景下GZ农商银行品牌战略研究

发布时间：2018-05-01 03:27

本文选题：品牌战略 + GZ农商银行　；参考：《广东财经大学》2017年硕士论文

【摘要】：当前,我国的金融行业特别是商业银行之间的竞争不断加剧。在竞争不断白热化的同时,银行间的产品服务同质化、利率市场化带来的传统利差空间收窄等问题导致更多的银行金融机构开始谋求新的出路。在这一情况下,更多的银行开始意识到品牌的重要性并通过发展建设自身的品牌战略来寻求并拓展新的蓝海。随着互联网思维成为影响并改变着传统金融业态的冲击力量,我国的银行、券商、基金、保险等传统金融机构都开始谋篇布局,中国也随之进入互联网金融元年。像百度、新浪、腾讯、阿里巴巴等我国互联网电商巨头都开始显露出在互联网领域打造新型产业链的态势。它们从技术、服务、产品、用户体验等多个角度都对传统金融行业特别是商业银行的生存和发展带来了极大地冲击。宏观上,我国整体发展环境平稳,国家能够敏锐地顺应互联网时代的到来,通过多种手段有力地助推互联网金融的发展,打造了一个良好的空间;消费者和其他市场主体的观念和消费习惯都在当前的大环境下发生翻天覆地的变化,这导致各行各业都开启新一轮更为残酷的淘汰赛。同时,就广州地区而言,城镇化脚步不断加快,互联网浪潮也随之并驾齐驱向城区和农村地区渗透,因而商业银行所处的宏观环境已经面临挑战,市场规则发生极大变化。就金融行业本身而言,在当前环境下将面临着较大的潜在竞争者进入市场的威胁,其作为卖方的议价能力整体上有下降的危险,而其客户作为买方的议价能力则在慢慢上升,其面对现有竞争者有一定的竞争力,但未来仍充满竞争,不可有丝毫懈怠,再加之银行本身同质化程度高,替代品威胁较大,因此商业银行整体在行业中的环境不容乐观。就个体银行而言,个体农商银行在当前背景下有着农村这一传统阵地、决策链条短以及网点数量多的优势;同时,产品同质化、渠道建设成本大以及仍然有较多客户对其存在认识上的误差依然是其劣势。面对复杂的环境,个体农商银行在农村市场和互联网金融席卷之下的市场也有着一线机遇,同时也面临着不小的挑战和来自竞争者的威胁。GZ农商银行是由当地农村信用合作联社改制而来,是立足广州本土,扎根三农,辐射全国的一家农村商业银行。在互联网金融的影响下,GZ农商银行应当如何调整并推进其品牌战略,从而让自身得到更加快速健康的发展,于广州这块金融热土上立于不败之地?本文将该行作为研究对象,通过剖析互联网金融浪潮给其带来的影响,分析阐述其在当前形势下面临的新变化与新特征,接着介绍GZ农商银行品牌战略的现状与不足,继而结合背景分析应当在其品牌战略上针对这些变化、特征与不足做出哪些调整和尝试。本研究是基于目标银行在新环境下面临的新问题展开的,提出的结论和建议在这一具体细分领域及对象上存在现实指导意义和针对性,同时也可以为近似类型的农商银行的品牌战略发展提供一定的参考。
[Abstract]:At present, the competition between the financial industry, especially the commercial banks in our country is intensifying. At the same time, the product service is homogenized and the traditional margin gap between the banks is narrowed by the interest rate marketization, and more bank financial institutions have begun to seek a new way out. In this case, more banks are open. Beginning to realize the importance of the brand and to develop its own brand strategy to seek and expand the new blue sea. With the Internet thinking as a impact force to influence and change the traditional financial industry, China's traditional financial institutions such as banks, securities firms, funds, insurance and other traditional financial institutions have begun to plot a layout, and China has also entered the Internet finance. In the first year, such as Baidu, Sina, Tencent, Alibaba and other Chinese ecommerce tycoons began to show a new industry chain in the Internet. They have brought great impact on the survival and development of the traditional financial industry, especially commercial banks, including technology, service, product and user experience. The overall development environment of the country is stable. The state can acutely comply with the advent of the Internet era, and promote the development of Internet finance through a variety of means, and create a good space. The concepts and consumption habits of consumers and other market subjects have changed dramatically in the current environment, which leads to all walks of life. At the same time, in the Guangzhou region, the pace of urbanization is accelerating, and the Internet tide is moving together to the urban and rural areas. Therefore, the macro environment of commercial banks is facing challenges and the market rules have changed greatly. As for the current environment, the financial industry itself is concerned. Under the threat of a larger potential competitor entering the market, the bargaining power of the seller as a whole has a risk of falling, while its customers' bargaining power is slowly rising as the buyer. It is competitive in the face of existing competitors, but the future is still full of competition, and the bank itself is homogeneous. As a whole, the environment of the commercial banks in the industry is not optimistic. As for the individual bank, the individual agro commercial bank has the traditional position in the current background, the chain of decision-making is short and the number of nodes is large; at the same time, the product is homogenized, the cost of the channel construction is large and there are still more customers. In the face of complex environment, the individual agro commercial bank has a line of opportunity in the rural market and the market which is under the Internet finance. At the same time, it also faces challenges and threats from competitors. The.GZ agricultural and commercial bank is reformed by the rural credit cooperative association. Under the influence of Internet finance, how should GZ agricultural and commercial bank adjust and promote its brand strategy so that it can get more rapid and healthy development and stand in an undefeated place on this financial hot soil in Guangzhou under the influence of Internet finance. This article takes the bank as the research object and through the analysis of Guangzhou. The impact of the Internet Finance wave on it, analyses the new changes and new features in the current situation, and then introduces the current situation and shortcomings of the brand strategy of GZ agricultural commercial bank, and then analyzes the changes, characteristics and inadequacy in its brand strategy based on the background analysis. This study is based on the aim of the study. The new problems faced by the standard banks in the new environment, the conclusions and suggestions put forward in this specific subdivision and target of practical guiding significance and targeted, and can also provide some reference for the development of the brand strategy of the approximate type of agricultural commercial bank.

【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.35

【参考文献】