长沙银行差异化战略研究
发布时间：2019-01-30 15:01
【摘要】：城市商业银行作为中小金融机构,近年来面临着复杂的生存环境,一方面同业竞争加剧、利差空间缩小,影响着自身的规模扩张和盈利能力增强,事关生存与发展；另一方面银行服务与产品的同质化使得银行之间缺乏明显的特质,难以与竞争对手显现竞争优势。因此对城商行开展差异化战略研究,以期摆脱发展同质化的瓶颈,探索一条适应中小银行发展的路径,有着重大意义。 本文以长沙银行作为研究对象,在概述长沙银行发展现状的基础上,遵循企业战略理论-竞争战略理论-差异化战略理论,通过对长沙银行的内外部环境、SWOT模型框架下的竞争优劣势分析,并结合国内外中小银行的差异化战略发展的启示,对长沙银行实施差异化发展战略进行理论探讨及可行性论证。从区域定位、市场定位、金融产品、金融服务、产品定价等五个方面提出了差异化战略的具体建议,明确了长沙银行区域化发展目标、市场定位以及建立与之相配套的金融产品体系、金融服务体系和产品定价体系,充分发挥城市商业银行自身的独特优势,与其他银行进行错位竞争,实现自身的可持续发展,构筑核心竞争力。最后,本文从企业文化建设、考核机制建设、创新能力建设、人才队伍建设、风险管理技术手段等五个方面制订实施方案,从完善公司治理结构、设置风险容忍度、提升风险预警能力、优化资源配置、塑造品牌形象等五个方面建立保障措施,确保长沙银行差异化战略的顺利实施。
[Abstract]:City commercial banks as small and medium-sized financial institutions in recent years are faced with a complex living environment. On the one hand, the competition of the same industry is intensified, the margin of interest rate is reduced, which affects the expansion of their own scale and the enhancement of their profitability, which has a bearing on survival and development. On the other hand, the homogeneity of banking services and products makes it difficult for banks to show their competitive advantages. Therefore, it is of great significance to study the differentiation strategy of city commercial banks in order to get rid of the bottleneck of development homogenization and to explore a way to adapt to the development of small and medium-sized banks. This paper takes Changsha Bank as the research object, on the basis of summarizing the present situation of Changsha Bank, following the enterprise strategy theory-competition strategy theory-differentiation strategy theory, through the internal and external environment of Changsha Bank, Based on the analysis of competitive advantages and disadvantages under the framework of SWOT model, and combined with the enlightenment of the development of differentiation strategy of small and medium-sized banks at home and abroad, this paper makes a theoretical discussion and feasibility demonstration on the implementation of differentiation development strategy in Changsha Bank. From the five aspects of regional positioning, market positioning, financial products, financial services and product pricing, the paper puts forward specific suggestions on differentiation strategy, and clarifies the development goal of Changsha Bank's regionalization. Market orientation and the establishment of corresponding financial product system, financial service system and product pricing system, give full play to the unique advantages of urban commercial banks, and compete with other banks to achieve their own sustainable development. Build core competitiveness. Finally, this paper formulates the implementation plan from five aspects of the enterprise culture construction, the examination mechanism construction, the innovation ability construction, the talented person troop construction, the risk management technical means and so on, from consummates the company governance structure, sets up the risk tolerance, In order to ensure the smooth implementation of the differentiation strategy of Changsha Bank, we should improve the ability of risk early warning, optimize the allocation of resources, and build up the guarantee measures of brand image.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272;F832.33
本文编号：2418252
[Abstract]:City commercial banks as small and medium-sized financial institutions in recent years are faced with a complex living environment. On the one hand, the competition of the same industry is intensified, the margin of interest rate is reduced, which affects the expansion of their own scale and the enhancement of their profitability, which has a bearing on survival and development. On the other hand, the homogeneity of banking services and products makes it difficult for banks to show their competitive advantages. Therefore, it is of great significance to study the differentiation strategy of city commercial banks in order to get rid of the bottleneck of development homogenization and to explore a way to adapt to the development of small and medium-sized banks. This paper takes Changsha Bank as the research object, on the basis of summarizing the present situation of Changsha Bank, following the enterprise strategy theory-competition strategy theory-differentiation strategy theory, through the internal and external environment of Changsha Bank, Based on the analysis of competitive advantages and disadvantages under the framework of SWOT model, and combined with the enlightenment of the development of differentiation strategy of small and medium-sized banks at home and abroad, this paper makes a theoretical discussion and feasibility demonstration on the implementation of differentiation development strategy in Changsha Bank. From the five aspects of regional positioning, market positioning, financial products, financial services and product pricing, the paper puts forward specific suggestions on differentiation strategy, and clarifies the development goal of Changsha Bank's regionalization. Market orientation and the establishment of corresponding financial product system, financial service system and product pricing system, give full play to the unique advantages of urban commercial banks, and compete with other banks to achieve their own sustainable development. Build core competitiveness. Finally, this paper formulates the implementation plan from five aspects of the enterprise culture construction, the examination mechanism construction, the innovation ability construction, the talented person troop construction, the risk management technical means and so on, from consummates the company governance structure, sets up the risk tolerance, In order to ensure the smooth implementation of the differentiation strategy of Changsha Bank, we should improve the ability of risk early warning, optimize the allocation of resources, and build up the guarantee measures of brand image.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272;F832.33
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