联系我们

论文查询结果	返回搜索

论文编号：	11717
作者编号：	2320170392
上传时间：	2020/6/19 22:57:24
中文题目：	T农商银行零售业务竞争战略研究
英文题目：	Competitive Strategy Research On TRC Bank’s Retail Banking
指导老师：	刘向东
中文关键字：	竞争战略；差异化战略；农商银行；零售业务
英文关键字：	Competitive Strategy；Differentiation Strategy；Agribusiness Bank； Retail Business
中文摘要：	近几年，我国经济逐渐步入新常态，伴随着利率市场化的进程加速、互联网金融的迅速发展，商业银行曾经主要依靠公司大客户赚取存贷利差的盈利模式受到了巨大冲击，各家商业银行之间的竞争也变得愈发激烈。而零售银行业务由于兼具风险分散、收益稳定等特点，逐步受到各家商业银行的重视，成为转型发展的重点方向。T农商银行作为一家地方性农村金融机构，始终以坚持“助力三农、服务中小企业、大力发展社区银行零售业务”为目标，由此可见零售银行业务是该行未来发展的重点。因此本文将对该行的内、外部环境展开深入分析，发现其中的机遇和威胁，寻找其存在的优势和不足，探索出一条适合T农商银行的零售银行业务竞争战略，从而使其在日后的竞争中获得优势。 本文在借鉴国内外相关文献和理论基础上，运用各类数据与工具进行研究比较。首先运用PEST分析法和五力模型等工具对T农商银行的外部环境进行分析，总结出其所面临的威胁有：利率市场化带来的冲击；互联网金融带来的商业模式创新挑战；金融产品同质化程度高；客户议价能力增强；T农商银行零售业务起步晚、规模小，经营区域局限性大。所面临的机会有：市场环境趋势总体向好；互联网技术的发展带动银行零售业务快速发展；居民投资需求不断增加；小微企业对金融服务的需求较大；政策对“三农”相关业务支持力度较大；零售银行业务对规模依赖程度较小。 其次对T农商银行所处的内部环境以及零售业务价值链进行分析，发现其内部优势有：所在地区规模最大的农商银行；网点整体覆盖率高；员工整体素质逐步提高；优质文明服务市场声誉高；具有地域优势、人脉优势和政治支持；对于发展零售业务逐步重视，具有长期规划。劣势主要为：城乡业务规模发展不均衡；产品种类较单一，创新能力有待加强；风险控制手段和水平有待丰富；员工离职率较高，对于高级人才吸引力不强；渠道构建水平亟待加强。 综上分析并通过SWOT分析法，综合比较三种竞争战略的可行性，最终确定T农商银行应该采取差异化战略，并从网点功能、营销策略、产品开发、服务体系、人才队伍建设五个方面出发，为其制定各类差异化措施，以期为T农商银行零售业务的发展提供有意义的参考。
英文摘要：	In recent years, China's economy has gradually entered the new normal．With the acceleration of interest rate marketization and the rapid development of Internet finance, commercial banks have been experiencing big shocks on their traditional profit model, which mainly relies on earning the interest rate spread from major customers, while the competition between commercial banks is becoming more and more fierce．Retail banking business, due to the characteristics of risk dispersion and income stability, has gradually attracted the attention of commercial banks and become the key direction of transformation and development．As a local rural financial institution, T Agricultural and Commercial Bank always insists on "helping agriculture, rural areas, serving small and medium-sized enterprises and vigorously developing the retail business of community banks "．Thus, retail banking business would be the focus of the bank's future development．In this paper, I/we make an in-depth analysis on the internal and external environment of the bank, find out the potential opportunities and threats, reveal the existing advantages and disadvantages, and explore a competitive strategy suit for the retail banking business of T Agricultural and Commercial Bank, so as to gain an advantage in the future competition． Based on relevant literature and theory at home and abroad, various data and tools has been utilized in different context of the analysis．First, external environment of T agricultural and commercial banks is analyzed by means of PEST analysis and the five-force model．Threats can be summarized as: the impact of interest rate marketization, the innovation challenge of business model brought by Internet finance, the homogeneity of financial products, the raising bargaining power of customers, the late start of retail business of T agricultural and commercial banks, the small scale and the limitation of operation area, while opportunities can be summarized as: the general trend of market environment getting better; rapid development of bank retail business driven by the development of Internet technology; increasing capital investment demand for residents; large demand for financial services by small and micro enterprises; strong supports for policies related to business of agriculture, rural areas, and farmers; and small scale dependency for retail banking business． Then, for the internal environment of T Agricultural and Commercial Bank and the value chain of its retail business, I find that the bank’s internal advantages include: it being the largest agricultural and commercial bank in local region; high overall coverage of its network; improving quality of the bank’s employees; good reputation of the high-quality and civilized service market; geographical advantage, connection advantage and political support; and the fact that it gradually paying attention to the development of retail banking business, with long-term planning．Main disadvantages include: uneven development for urban and rural areas; singleness of product, with its innovation ability to be strengthened; ability for risk control to be enriched; high turnover rate of the employees, which is not attractive for senior talents; and its channel construction capability still to be strengthened． With the analysis above and after using SWOT analysis for a comprehensive comparison of the feasibility of the three competitive strategies, I/we can finally conclude that T agricultural and commercial banks should adopt the differentiation strategy, and formulate various differentiation measures from the aspect of network function, marketing strategy, product development, service system, and human resources construction in order to provide meaningful reference for the development of T of agricultural and commercial bank retail business．
查看全文：	预览  下载(下载需要进行登录)