经济转型背景下c银行东莞分行发展战略研究.zip

经济转型背景下C银行东莞分行发展战略研究

中文摘要
在东莞市金融市场上，中、工、建国有商业银行股份制改革上市后，体制机制比较优势逐步显现，政策性银行通过职能调整和功能转型参与商业化市场竞争，农村信用社改革向纵深推进，邮政储蓄银行陆续挂牌并扩大业务范围。保险、基金、证券等货币市场和资本市场加速发展，资金分流渠道更加畅通，“银行主导型"金融市场格局正在发生改变，商业化的驱动和对利润的追逐使这种竞争变得越来越激烈。经过调整和发展，C银行东莞分行具备了较好的市场形象、市场基础，在市属四大国有商业银行中，存款增量连续三年保持第一，存量跃居第一位。东莞分行的跨越式发展引起了多方关注，其核心问题是：在现有激烈的市场竞争背景条件下，东莞分行需要选择什么样的竞争战略?
然而，在激烈的东莞市银行同业竞争中，东莞分行还没有完善的竞争战略。本文经过论证分析认为，东莞分行面临的机会是：良好的地方经济基础，比较发达的县域经济；威胁主要是：区域发展不平衡。东莞分行在品牌知名度、盈力能力、产品创新、网点布局、风险控制等方面具有比较优势；同时也清楚地看到在人力资源、成本控制等方面存在劣势。本文在分析方法上，运用波特的一般竞争理论、蓝海战略理论，运用五力模型等工具，在分析比较的基础上，制定出淄博市农行在动态环境中的竞争战略选择——低成本导向的差异化战略。然后，通过较为完整的研究，围绕东莞分行的竞争战略，提出了落实该战略的业务建议方案及战略保健措施。
研究、制定和实施东莞分行市场竞争战略，提高东莞分行市场竞争能力，是关系到东莞分行长期有效经营发展的关键，也为实现东莞分行改革与发展的整体目标提供了有力支撑点，对于促进商业银行及时适应经济金融环境的发展变化和可持续发展，东莞分行强化管理、提高盈利水平等具有广阔的现实意义。东莞分行是全国二级行的一个缩影，在一级法人体制下，具有非常大的相似性，本文对其他分支机构具有一定的参考和借鉴价值。同时，该战略与支持措施对改革中的其他银行，如信用社、农业发展银行和邮政储蓄银行也具有同样的指导意义，在这一方面有所创新。
关键词：C银行；竞争战略；低成本导向的差异化战略
 
ABSTRACT
In the financial market of DongGuan，the comparative advantages of the system and mechanism of the state-owned commercial banks like the Bank of China,the Industry and Commercial Bank of China and the Construction Bank of China gradually appear after the shareholding system reform and listing．The policy-related banks participate in competition of the commercialized market through the adjustment of duties and the transformation of functions，the rural credit cooperatives continue to deepen their reforms,the postal savings banks put up its plate to start business operations one after another and enlarge the business scope．The money market and the capital market like insurance,fund,security increase the speed of development,the channels of capital separation are more expedite,the pattern of the bank-dominated financial market is changing now,the drive of commercialization and pursuit of profit make this competition increasingly fierce．Through the adjustment and development over the past several years，CITC DongGuan Branch has gained better market image and market foundation in the financial market of zibo．Among the four state-owned commercial banks CITC DongGuan Branch has been No．1 for continuous 3 years for its deposit increase．Besides,its amount of deposits ranks first．Its leaping development becomes the epitome of local economy development,which at the same time draws much attention from many aspects，especially from the same industry．One issue which is focused on by the public is what kind of competitive strategies CITC DongGuan Branch needs if it wants to keep its trend to develope rapidly．
How ever,CITC DongGuan Branch has not got perfect competitive trategies in the horizontal competition of the banks of DongGuan．After the argumentation and analysis,this article holds the view that the CITC DongGuan Branch faces the opportunities like better local economic base and developed intra-county economy,at the same time it also faces threats like imbalance in regional development．The CITC DongGuan Branch has comparative advantages in terms of brand name recognition,profitability,product innovation， network allocation，risk control．At the same time,its disadvantages in human resource and cost control can be seen clearly．In terms of analytic technique，this article，on the basis of ayalysis and comparison,uses Potter’s common competitive theory and blue ocean strategy and applies tools like five competitive forces to constitute the competitive strategy choice in dynamic environment—low-cost oriented differentiation strategy．Then,concentrating on the competitive strategy of the CITC DongGuan Branch,it puts forward the business proposal scheme as well as the strategy health measures to carry out this strategy through relatively comprehensive research．
Both the research，constitution and implementation of market competitive strategies and the improvement of market competition ability of CITC DongGuan Branch arc the keys to the long-term and effective operating development of the bank．They also provide a powferful supporting point to realize the targets of the bank's reformation and development．Moreover,they play significant roles to encourage the bank to keep up m the changes and continuous development of the economic and financial environment,to strengthen the management and to raise the profit—making level．CITC DongGuan Branch is an epitome of the whole nation's second—grade banks，shows great similarity under the first-grade legal person system．
This thesis is of certain reference value for other financial institutions．At the same time，the strategy and supporting measures are instructive to other reforming banks．Such as rural credit cooperatives banks，postal savings banks for their innovations．

Key Words：CITC Bank of china；Market Competitive Strategy；Low-cost oriented differentiation strategy
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