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论文编号：	10774
作者编号：	2120142765
上传时间：	2018/12/10 15:13:15
中文题目：	中国银行T分行保函业务差异化竞争策略研究
英文题目：	Study on Differentiated Competition strategy of Letter of Guarantee in Bank of China T Branch
指导老师：	武立东
中文关键字：	中国银行；保函；差异化竞争策略
英文关键字：	Bank of China; Letter of Guarantee; Differentiated Competition strategy
中文摘要：	二十一世纪以来，随着我国人民生活水平的提高和经济的腾飞，加入WTO组织与世界经济一体化进程的加快，“一带一路”国家战略的提出和实施，以及十九大提出的建设2025中国制造强国战略，这些都对银行业务中的国际结算产品提出更高的要求和市场适应性。保函业务作为中国银行T分行的一项传统优势产品，在国际结算业务中的中间业务收入占比高达30%以上，同时随着近年来国际进出口商合作紧密程度的加深以及中国企业走出去步伐的加快，保函业务也在T分行国际结算业务中扮演着越来越重要的角色。凭借中国银行的这块“金字招牌”和历史传承下来的良好信誉以及广布全球的海外网点优势，同时凭借在办理保函业务方面的专业能力和人才储备，保函业务一直都是中国银行T分行的传统优势业务，在同业中占据第一的市场份额，其中T分行境外担保业务更是占到全市境外担保保函业务的百分之六十以上，但随着同业竞争和市场竞争的加剧，要想在同业和市场竞争中始终处于优势地位，就必须对自身的发展现状和同业发展现状有清醒的认识和分析，并对未来的发展趋势做出预判，以此强化中国银行T分行的传统优势地位，稳固中国银行T分行在同业中的优势地位，突出中国银行T分行保函业务的专业性和全面性。 本文对比分析了中国银行T分行2017年和2018年上半年保函业务发展情况，剖析了发展现状中存在的主要问题，综合运用SWOT分析方法从优势与劣势、机遇与挑战四个方面对中行T分行保函业务发展进行了深入浅出的剖析，找出发展中存在的问题，再运用波特基本竞争战略进行战略定位并确定差异化竞争策略为T分行保函业务的竞争策略，从产品差异化、客户差异化、营销差异化三个维度给出保函业务差异化竞争策略的具体实施措施。同时，从三个维度提出竞争策略实施的保障措施。不仅适用于中国银行内体系，对其他商业银行也具有很好的借鉴和参考价值，同时对省一级分行的保函业务发展也具有很有价值的参照意义。
英文摘要：	Since the 21st century, with the improvement of people's living standards and economic take-off, the acceleration of the integration between China's accession to the WTO and the world economy, the proposal and implementation of the "One Belt And One Road" national strategy, and made in China 2025 which propose by the 19th National Congress, all of above have higher requirements and market adaptability for international settlement products in banking. The letter of guarantee is a traditional product of the Bank of China T branch and in the international settlement business, the ratio of the intermediary business income in the international settlement business is up to above 30%, while the letter of guarantee business is playing an increasingly important role in the global business as the deeply cooperation between the importers and exporters, as well as the globalization of Chinese company. With the "golden brand" of Bank of China T branch, the good reputation inherited from history and the advantages of overseas branches spreading all over the world, as well as the professional ability and talent reserve in handling Letter of guarantee business, it has always been the Bank of China T branch's traditional advantage business, occupying the first market share in the industry, T branch’s oversea Letter of guarantee business is accounted for more than sixty percent of the city's overseas letter of guarantee business. However, with the aggravation of the competition, if Bank of China T branch want to remain in a dominant position it must have a clear understanding and analysis of your current status and the status of the whole industry, Meanwhile we need to make a prediction on the future development trend. If we do so, dominant position will be strengthened; the professionalism and comprehensiveness of Letter of guarantee business will be highlighted. This thesis makes a comparative analysis for letter of guarantee business development of bank of China T branch in 2017 and the first half of 2018, analyzes the main problems existing in the development status, uses SWOT analysis method to analyze the development of guarantee business of bank of China T branch from four aspects :advantages, disadvantages, opportunities and challenges, finds out the problems existing in the business development, uses porter's generic competitive strategies for strategic positioning and determines the competitive strategy of differentiated competition strategy for T-branch guarantee business, and the specific implementation measures of differentiated competition strategy for letter of guarantee business are given from three dimensions of product differentiation, customer differentiation and marketing differentiation. At the same time, from the three dimensions of competition strategy implementation safeguard measures are put forward. It is not only applicable to the internal banking system of China, but also has a good reference value for other commercial Banks, as well as for the development of guarantee business of provincial branches.
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