吉林榆树农村商业银行竞争战略研究

发布时间：2018-04-12 07:51

本文选题：农村商业银行 + 竞争战略　；参考：《吉林大学》2017年硕士论文

【摘要】：伴随着中国银行业的快速发展,我国农村金融机构产权改革日益深化,农村信用社将农村商业银行作为其改革转型的主导方向,在支持地方经济发展中农村商业银行扮演着越来越重要的角色,日益成为支持“三农”发展、小微企业成长的金融主力军。农村商业银行是在农村信用社的基础上改制而来,基础差、历史包袱重,面临着严峻的竞争挑战,但随着我国社会主义新农村建设步伐的加快,农村商业银行同时也面临着发展机遇,如何克服自身的劣势,充分利用自身优势和发展机遇,应对日益激烈的金融竞争已成为农村商业银行迫切需要研究和探索的问题。本文以吉林榆树农村商业银行股份有限公司为研究对象,在分析其所处的市场竞争环境时,采用PEST工具,以政治、经济、社会和技术等四个维度为切入点,综合分析了榆树农商银行发展中所处的宏观经济因素,再辅以波特五力模型从供应商、客户、潜在竞争者、替代品、同业竞争者等五大因素透彻分析了榆树农商银行发展所处的行业环境,清晰地展现了吉林榆树农村商业银行所面临的日益激烈的竞争环境。在对大量经济数据进行系统分析的基础上,通过阅读国内外相关文献,结合榆树农商银行的发展历程,运用战略管理理论,结合吉林榆树农村商业银行的发展现状,对其内部环境进行了系统分析,为制定符合榆树农商银行发展实际的竞争战略奠定基础。在此基础上,本文运用SWOT模型对吉林榆树农村商业银行所面临的优势、劣势、机遇和挑战进行了剖析,对适合榆树农商银行发展的竞争战略进行了分析和设计,提出差异化的竞争战略是推动榆树农商银行可持续发展的明智选择。在明晰“打造现代化农村商业银行,实现员工快乐工作、幸福生活、健康成长”的发展愿景和“服务三农、服务小微、服务城乡居民”的市场定位的基础上,以产品差异化、服务差异化、定价差异化、渠道差异化为基调,建设特色金融品牌,逐步缩短与大型银行的距离,向“全国知名的一流农商银行”的目标大踏步迈进,再造竞争优势。最后,为确保吉林榆树农村商业银行差异化竞争战略的有效实施,本文结合国内外先进经验以及榆树农商银行自身实际情况,着重从进一步明确市场定位、制度改革、风险防控、互联网金融、管理信息系统建设等五个方面入手,系统地阐述了榆树农商银行在今后发展道路上厄待解决的问题和努力方向,借以辅助和支撑榆树农商银行差异化竞争战略的落地实施,推动吉林榆树农村商业银行可持续健康发展。
[Abstract]:With the rapid development of China's banking industry, the reform of rural financial institutions' property rights is deepening day by day. Rural credit cooperatives regard rural commercial banks as the leading direction of their reform and transformation.Rural commercial banks play a more and more important role in supporting the development of local economy and become the main financial force to support the development of agriculture, countryside and small enterprises.Rural commercial banks have been reformed on the basis of rural credit cooperatives, with poor foundation, heavy historical burden and severe challenges of competition. However, with the acceleration of the pace of construction of new socialist countryside in China,At the same time, rural commercial banks are also faced with opportunities for development. How to overcome their own disadvantages, make full use of their own advantages and development opportunities, and cope with the increasingly fierce financial competition has become an urgent need for research and exploration of rural commercial banks.This paper takes Jilin Yushu Rural Commercial Bank Co., Ltd. as the research object, when analyzing its market competition environment, adopts the PEST tool, taking four dimensions of politics, economy, society and technology as the breakthrough point.This paper synthetically analyzes the macroeconomic factors in the development of Elm Agricultural and Commercial Bank, which is supplemented by Porter's five-force model from suppliers, customers, potential competitors and substitutes.Five factors, such as competitors, have thoroughly analyzed the industry environment in which Yushu Agricultural Commercial Bank is developing, and clearly shows the increasingly fierce competitive environment that Jilin Yushu Rural Commercial Bank is facing.On the basis of systematic analysis of a large number of economic data, through reading the relevant literature at home and abroad, combining the development course of Yushu Agricultural Commercial Bank, applying the theory of strategic management, combining with the present situation of Jilin Yushu Rural Commercial Bank,A systematic analysis of its internal environment is carried out, which lays a foundation for the establishment of a competitive strategy in accordance with the actual development of Yushu Agricultural and Commercial Bank.On this basis, this paper analyzes the advantages, disadvantages, opportunities and challenges faced by Jilin Yushu Rural Commercial Bank by using SWOT model, and analyzes and designs the competitive strategy suitable for the development of Yushu Rural Commercial Bank.The competitive strategy of differentiation is a wise choice to promote the sustainable development of Elm Agricultural Commercial Bank.On the basis of clear development vision of "building modern rural commercial banks, realizing employees' happy work, happy life, and healthy growth" and the market orientation of "serving agriculture, countryside, small services, and urban and rural residents", the products are differentiated.Service differentiation, pricing differentiation and channel differentiation are the key points to construct the characteristic financial brand, to shorten the distance from the large banks, to stride forward to the goal of "the first class agricultural and commercial banks known in the country", and to reestablish the competitive advantage.Finally, in order to ensure the effective implementation of the differentiated competitive strategy of Jilin Yushu Rural Commercial Bank, this paper combines the advanced experience at home and abroad as well as the actual situation of Yushu Agricultural Commercial Bank, focusing on further defining the market position and system reform.Starting with the five aspects of risk prevention and control, Internet finance, management information system construction and so on, this paper systematically expounds the problems to be solved and the direction of efforts to be solved by Yushu Agricultural Commercial Bank in the future development road.In order to assist and support the implementation of the differentiated competitive strategy of Yushu Rural Commercial Bank, Jilin Yushu Rural Commercial Bank can develop in a sustainable and healthy manner.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.35;F271

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