MS银行东营分行公司业务竞争战略研究

发布时间：2018-08-24 11:09

【摘要】：商业银行高额利润增长的情况已经成为过去。MS银行是我国首批成立的民营股份制银行,MS银行济南分行成立于2001年,MS银行东营分行为MS银行济南分行辖下二级分行,成立于2011年2月。东营市中,除5大国有银行还有10家全国性的股份制商业银行和6家城市商业银行,竞争非常激烈。本文的主要研究对象是MS银行东营分行的公司业务。公司业务一直是MS银行东营分行的主要利润来源,其外部环境的机会主要有:国家稳定的经济环境和货币政策,东营地区巨大的发展潜力,资本市场的开放促进公司业务多样化,客户需求呈现出差异化,当地同类银行尚未充分重视中间业务等;面临的威胁主要有:公司业务同质化竞争严重,大型集团强势的议价能力,监管和法规日趋从严,"金融脱媒"的发展态势等。其内部环境优势主要有:合理的组织架构、优秀的公司治理,高效的业务流程,全面的风险管理,重视中间业务发展,人力资源建设完善等;劣势主要有:相对大型国有银行的规模劣势,揽储能力下降,营销动力不足,创新型业务定价管理混乱,专业人才的缺乏等。本文旨在为MS银行东营分行的公司业务研究和制定竞争战略。利用SWOT分析工具和定量战略计划矩阵(QSPM矩阵)对三种基本竞争战略进行对比分析,确定采取差异化的竞争战略。实施措施包括:确定目标市场定位,实行客户分类管理,实施定价差异化、产品差异化、营销差异化,优化服务质量。保障措施包括:培育优秀的企业文化,优化组织结构、改善业务流程,加强人力资源建设,落实全面风险管理,提高对信息技术的应用、强化财务管理。本文希望为MS银行东营分行进一步保持与提升公司业务竞争力提供科学依据,也希望能为其他商业银行的管理者提供信息支持和决策参考。
[Abstract]:The high profit growth of commercial banks has become the past. Ms Bank is the first privately owned joint-stock bank established in our country. The Jinan Branch of MS Bank was established in 2001. The Dongying Branch of MS Bank is a secondary branch of Jinan Branch of MS Bank. Founded in February 2011. In Dongying City, there are 10 national joint-stock commercial banks and 6 city commercial banks in addition to 5 state-owned banks, and the competition is very fierce. The main research object of this paper is the company business of MS Bank Dongying Branch. The company's business has always been the main source of profit for the Dongying Branch of MS Bank. The opportunities for its external environment include: the country's stable economic environment and monetary policy, and the great development potential of the Dongying region. The opening of the capital market promotes the diversification of the company's business, the customer demand is different, the local banks have not paid enough attention to the intermediate business, and so on. Large groups strong bargaining power, regulatory and regulatory tightening, "financial disintermediation" development trend. Its internal environmental advantages are: reasonable organizational structure, excellent corporate governance, efficient business processes, comprehensive risk management, attach importance to the development of intermediate business, human resources construction and so on; The main disadvantages are: relative to the large state-owned banks, the size of the inferiority, the ability to take stock of the decline, lack of marketing motivation, innovative business pricing management confusion, lack of professionals and so on. The purpose of this paper is to research and develop competitive strategy for MS Bank Dongying Branch. By using SWOT analysis tool and quantitative strategic planning matrix (QSPM matrix), three basic competitive strategies are compared and analyzed, and a differentiated competitive strategy is determined. The implementation measures include: to determine the target market position, to implement customer classification management, to implement pricing differentiation, product differentiation, marketing differentiation, and to optimize service quality. The guarantee measures include cultivating excellent corporate culture, optimizing organization structure, improving business process, strengthening human resource construction, implementing comprehensive risk management, improving the application of information technology, and strengthening financial management. This paper hopes to provide a scientific basis for the MS Bank Dongying Branch to further maintain and enhance the business competitiveness of the company, and also to provide information support and decision-making reference for the managers of other commercial banks.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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