光大银行郴州分行社区银行的发展策略研究

发布时间：2018-05-07 06:33

本文选题：光大银行郴州分行 + 社区银行　；参考：《湘潭大学》2017年硕士论文

【摘要】：2015年以来,我国经济发展进行“新常态”调整时期,各行各业面临着新一轮的压力,金融业首当其中,各银行不良贷款率激增。另一方面,互联网金融迅速发展进一步加剧了金融市场的竞争。此外,中央银行在2015年期间多次“降准降息”,银行业依赖“存贷高利差”生存发展的日子一去不复返。更需引起重视的是,2016年2月的金融风暴致使各大银行股票受到重挫,直接导致全球金融市场的崩溃。这些外部冲击给中小股份制银行的经营带来巨大挑战,因此各中小银行以发展社区银行来转变发展策略,对社区银行的发展策略进行研究无疑具有重要的实践意义。本文首先对社区银行的研究文献进行了梳理,发现涉及具体的社区银行发展分析的文献较少。接着,笔者从社区银行的定义、特征以及相关理论基础进行研究,并分析了中美两国社区银行的发展,为下文研究的展开奠定理论基础。随后在使用C-A-P模型分析社区银行市场定位的基础上,分析了郴州分行社区银行的现有状态。与此同时,使用SWOT分析法对郴州分行社区银行的内外部竞争环境和竞争条件进行进一步分析,并总结梳理郴州分行社区银行发展的现状和存在的问题。最后,笔者结合上下文的分析,从网点布局、发展模式选择、市场定位、品牌营销及产品服务创新五个方面提出了发展策略,并从文化及管理理念、基本制度两个视角提出了相关保障措施。本文的主要观点:(1)通过对相关理论的梳理,本文认为社区银行通过融入社区、差异化竞争来保持核心竞争力,也是适应新型城镇化、践行普惠金融的现实需要。(2)郴州分行在发展社区银行时,在网点布局方面应选择标准化评分来确定,在选择发展模式时应根据社区的特征对现有的三种基础模式进行调整优化,坚持差异化、求异化的市场定位,加强品牌营销,并不断创新服务、产品来满足社区居民的需求。本文的创新之处在于:第一,基于相关理论论证了社区银行的核心竞争力及发展基础;第二,提出在现有的社区银行发展模式上进行选择时,应充分考虑社区的特征及需要。当然,受限于数据未形成规模、地区差异化等因素,本文仍存在一定的局限性。
[Abstract]:Since 2015, during the period of "new normal" adjustment of China's economic development, various industries are facing a new round of pressure, among which the financial industry is the first, and the non-performing loan ratio of the banks has increased sharply. On the other hand, the rapid development of Internet finance further intensifies the competition of financial markets. Moreover, the central bank cut interest rates several times during 2015, and the days when banks relied on "high deposit and loan spreads" for survival and development are gone forever. More important, the financial turmoil in February 2016 sent shares of major banks tumbling, leading directly to the collapse of global financial markets. These external shocks bring great challenges to the management of small and medium-sized joint-stock banks, so it is undoubtedly of great practical significance for small and medium-sized banks to change their development strategies by developing community banks and to study the development strategies of community banks. This paper firstly combs the research literature of community bank and finds that there are few documents involved in the development analysis of community bank. Then, the author studies the definition, characteristics and related theoretical basis of community banks, and analyzes the development of community banks in China and the United States, which lays a theoretical foundation for the following research. Then, on the basis of using C-A-P model to analyze the market orientation of community bank, this paper analyzes the current status of community bank in Chenzhou Branch. At the same time, we use SWOT analysis method to further analyze the internal and external competition environment and competition conditions of the community bank of Chenzhou Branch, and summarize the current situation and existing problems of the development of the community bank in Chenzhou Branch. Finally, based on the analysis of context, the author puts forward the development strategy from five aspects: network layout, development model selection, market positioning, brand marketing and product service innovation, and puts forward the development strategy from culture and management concept. Basic system two angles of view put forward the relevant safeguard measures. The main point of this paper is: (1) by combing the relevant theories, this paper believes that the community banks maintain their core competitiveness by integrating into the community and differentiated competition, which is also adapted to the new type of urbanization. In developing community banks, Chenzhou Branch should select standardized scores to determine the distribution of branches, and adjust and optimize the existing three basic models according to the characteristics of the community. Adhere to differentiation, seek alienation of the market positioning, strengthen brand marketing, and constantly innovate services, products to meet the needs of community residents. The innovations of this paper are as follows: first, the core competitiveness and development basis of community banks are demonstrated based on relevant theories; second, the characteristics and needs of the community should be fully considered when choosing the existing development mode of community banks. Of course, limited by the scale of data formation, regional differentiation and other factors, this paper still has some limitations.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.3

【参考文献】