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| 论文编号： | 11559 | |
| 作者编号： | 2120172928 | |
| 上传时间： | 2020/4/18 0:33:15 | |
| 中文题目： | ZD银行发展战略研究 | |
| 英文题目： | Research on Development Strategy of ZD Bank | |
| 指导老师： | 薛有志 | |
| 中文关键字： | ZD银行；住房储蓄；发展战略 | |
| 英文关键字： | ZD bank；Housing saving；Development strategy | |
| 中文摘要： | ZD银行是我国目前唯一一家住房储蓄银行，是在中、德两国时任总理的推动和见证下由中国JS银行和德国SH银行共同出资设立的。其设立目的是希望将德国SH银行的成功经验和先进技术与中国JS银行的强大资源优势相融合，在运用住房储蓄这种全新住房融资模式为中国消费者提供服务的同时，进一步丰富国家住房保障体系，进而促进我国住房金融市场的健康稳定发展。 然而，ZD银行自2004年成立至今已十载有余，经历了漫长的探索阶段，发展战略和方向也几经调整，虽然取得了一些成绩，但国内市场对住房储蓄融资模式的反响不明显，消费者对住房储蓄产品的关注和使用程度不高。ZD银行自身的发展也处于缓慢增长的状态。因此如何利用现有资源，运用何种发展战略，找寻一条合适的发展道路，是ZD银行亟待解决的问题。 本文运用战略管理理论设定战略目标、进行环境分析、进行战略选择与生成、战略实施等分析步骤，介绍了ZD银行的发展沿革、经营模式和现状。发现其在发展战略上具有发展方向不够明确、产品战略不够清晰等问题。笔者分别从外部环境、内部环境、竞争环境角度进行分析，并通过SWOT分析法进行其后续的战略选择，从布局定位、发展定位、产品定位等角度给出了相应的战略发展意见，以期ZD银行能够更好更快的发展，为中国消费者提供更符合市场需求的业务和产品。 本文收集、整理了ZD银行及相关行业发展的数据资料，运用理论分析、图表分析、数据对比等方法，对ZD银行的发展战略进行研究，以期进一步增强研究的实践意义。 | |
| 英文摘要： | ZD bank is the only bausparkasse bank in China, It was jointly funded by JS bank of China and SH bank of Germany under the promotion and witness of the then prime ministers of China and Germany. The purpose of its establishment is to integrate the successful experience and advanced technology of SH bank in Germany with the strong resource advantages of JS bank in China. While providing services for Chinese consumers with the new housing financing model of housing savings, it will further enrich the national housing security system and promote the healthy and stable development of China's housing financial market. Since its establishment in 2004, ZD bank has been more than ten years old. It has gone through a long period of exploration, and its development strategy and direction have been adjusted several times. Although there are some achievements, the domestic market's response to the housing savings financing model is not obvious. Consumers' attention and use of residential savings products are not high. The development of ZD bank is in a state of slow growth. Therefore, it is an urgent matter for ZD bank to find an appropriate development path by utilizing existing resources and applying development strategies. This paper uses the theory of strategic management to set strategic objectives, analyze the environment, select and generate strategies, implement strategies and other analytical steps, and introduces the development history, business model and current situation of ZD bank. It is found that its development strategy and product strategy is not clear enough .The author analyzes the external ，internal and competitive environment respectively, and carries out subsequent strategic selection through SWOT analysis, and gives corresponding strategic development suggestions from the perspectives of layout positioning, development positioning and product positioning, so that ?ZD bank can develop better and faster, and provide Chinese consumers with services and products more in line with market demands. This paper collects and sorts out the development data of ZD bank and related industries, and studies the development strategy of ZD bank by means of theoretical analysis, chart analysis and data comparison, as to further enhance the practical significance of the research. | |
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