XY社区银行发展战略研究

发布时间：2018-04-25 00:41

本文选题：社区银行 + 发展战略　；参考：《吉林大学》2017年硕士论文

【摘要】：近几年来,市场经济发展迅速,诸多银行都在筹备转型,走独特性的道路,社区分支行模式的设立是银行业的重大改革方向。针对越来越流行的互联网金融大潮,如何把握发展方向,采用何种新模式、新技术来进行社区银行的建设,和银行的发展特别是中小型银行在目前的金融环境之下的生存状况息息相关。当前,金融服务持续快速增长,形成前所未有的商业生态体系,传统银行经营发展环境更为复杂,更为严峻,面对利率市场化的来临,使得传统银行业务受到越来越大的冲击,亟需寻找低成本融资渠道和高收益投资渠道;而科技的进步,使得银行服务智能化、细分化的趋势越来越明显,传统银行业必须加快转变发展方式,积极应对,正确认识内外部环境的变化,既要看到社区银行发展带来的挑战,也要发现其中的机遇;既要避开发展弱势,又要发扬自身优点和长处,综合考虑内、外部各种优劣条件,选择最佳的经营战略。加快零售金融发展,是XY银行整体发展战略转型的需要。面对利率市场化和互联网金融的冲击,打通金融服务“最后一公里”的社区银行成为银行眼中的“香饽饽”,通过社区银行的进一步发展,强化营销,解决客户问题、产品问题和发展问题,才能在竞争中生存、发展,并保持固有优势,不断巩固、扩大可持续发展的动态优势。面对当前日趋复杂的经济形势,XY银行应采取有效措施,从长远发展的角度制定以市场为导向,以客户为中心的金融资产服务的产品和营销策略。XY银行社区银行战略目标:从长远来说,目标就是要成为中国的“富国银行”。未来3年内,XY银行计划建成3000家社区支行并不断提升网点产能。第一步,先搭建社区支行平台,外延扩张;第二步,在社区支行的平台上,不断丰富以上述四大“人生”品牌为统领的产品与服务内涵,线上线下联动,在谋利润的同时,把客户基础打牢,增强客户服务粘性,扩大产品的交叉销售,稳步扩大核心客户群。围绕社区银行发展战略目标及业务定位、服务定位,XY银行社区银行发展总体战略是:“关系金融”战略;“差异化金融”战略(对客户寻找差异化服务方案)。并从区域、产品、客户等方面制定具体的战略,为确保具体战略的实施,XY社区银行从硬件配备、利润提升目标下的品牌推广措施、社区银行客户服务体验升级措施、服务团队专业升级措施、完善社区银行风控体系等方面进行系统的保障。总而言之,社区银行必须找到自身优势,采取合理的差异化战略才有可能在激烈的竞争中找到适合的方向并取得成功。基于差异化的战略将让企业的服务、产品和形象等方面和竞争对手区分开来,形成企业的核心竞争优势。
[Abstract]:In recent years, with the rapid development of the market economy, many banks are preparing for the transformation and taking the unique road. The establishment of the community branch model is the major reform direction of the banking industry. In view of the increasingly popular tide of Internet finance, how to grasp the direction of development, what kind of new model and new technology to carry out the construction of community banks, And the development of banks, especially small and medium-sized banks in the current financial environment is closely linked to the survival of the situation. At present, financial services continue to grow rapidly and form an unprecedented commercial ecological system. The development environment of traditional banks is more complex and severe. In the face of the coming of marketization of interest rates, the traditional banking business is more and more impacted. It is urgent to find low cost financing channels and high income investment channels. With the progress of science and technology, the trend of intelligentization and differentiation of banking services is becoming more and more obvious. The traditional banking industry must speed up the transformation of its development mode and actively respond to it. To correctly understand the changes in the internal and external environment, we should not only see the challenges brought about by the development of community banks, but also discover the opportunities in them. We should not only avoid the development of weaknesses, but also develop our own strengths and strengths, and consider comprehensively the advantages and disadvantages of the internal and external factors. Choose the best business strategy. Accelerate the development of retail finance, is XY bank's overall development strategy transformation needs. Faced with the impact of marketization of interest rates and Internet finance, community banks with financial services "last kilometer" have become the "hot spots" in the eyes of banks. Through the further development of community banks, they can strengthen marketing and solve customer problems. The product problem and the development problem can survive and develop in the competition, and keep the inherent advantage, consolidate continuously, expand the dynamic advantage of the sustainable development. In the face of the increasingly complex economic situation, XY Bank should take effective measures to formulate market-oriented policies from the perspective of long-term development. The Product and Marketing Strategy of customer centered Financial Asset Service. XY Bank Community Bank Strategic objective: in the long run, the goal is to become China's "Wells Fargo Bank." Within the next three years, XY Bank plans to build 3000 community branches and increase network capacity. The first step is to set up the community branch platform first and extend it; the second step is to enrich the product and service connotation under the four "life" brands mentioned above on the platform of the community branch, and link up the line with the offline, so as to seek profits at the same time. Strengthen customer base, enhance customer service viscosity, expand cross-sales of products and steadily expand core customer base. The service orientation of community bank is as follows: "relationship finance" strategy and "differentiated finance" strategy. And from the regional, product, customer and other aspects of specific strategies, in order to ensure the implementation of specific strategies XY community banks from hardware equipment, profit promotion measures under the goal of brand promotion, community banking customer service experience upgrading measures, Service team professional upgrading measures, improve the community bank risk control system and other aspects of systematic protection. In a word, community banks must find their own advantages and adopt reasonable differentiation strategy to find the right direction and succeed in the fierce competition. The strategy based on differentiation will distinguish the service, product and image of the enterprise from the competitors, and form the core competitive advantage of the enterprise.
【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】：F832.2;F272

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