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论文编号：	12419
作者编号：	2320180726
上传时间：	2021/6/10 17:52:41
中文题目：	C银行声誉风险管理机制研究
英文题目：	Research on Reputation Risk Management Mechanism of C Bank
指导老师：	张耀伟
中文关键字：	商业银行;声誉风险;声誉风险管理
英文关键字：	Commercial Bank;Reputation Risk;Reputation Risk Management
中文摘要：	摘要 声誉，是现代金融行业的主要核心竞争力之一，也是公众对于银行业品牌认知度和关注度的重要体现。商业银行经营过程中所产生的声誉风险在不同市场之间传染所造成的负面影响，会加速引发一系列经营危机和管理问题。在面对复杂的金融形势、开放的媒体环境、严格的监管压力和激烈的竞争趋势背景下，为了维护来之不易的声誉资本，如何对声誉风险管理进行整体规划安排，已成为商业银行管理中的重要课题。 在此背景下，本文以C银行声誉风险管理机制为研究主题，按照以“现实需求为导向-确定研究框架-梳理相关理论-对相关问题进行诊断分析-提出机制改进对策-提出实施保障措施”的研究思路和技术路线，以声誉理论为出发点，结合C银行声誉风险管理现状，对C银行声誉风险管理环境进行客观分析，参考Harris - Fombrun（哈里斯-丰布兰）声誉指数模型，结合行业标准和专家建议搭建适用于C银行的声誉风险评价指标体系，并采用模糊层次分析法对其进行诊断分析，深入剖析C银行声誉风险影响因素，总结出声誉风险管理意识淡薄、组织管理体系有待完善、风险防范预警机制缺位、声誉事件应对处置落后、危机公关声誉修复欠佳等管理中存在的问题。 在此基础上，从以上管理问题入手，按照积极主动、全局利益、全面预防、全员协作四个重要原则，本文依据危机管理理论模型系统地改进C银行声誉风险管理机制，具体从声誉风险管理组织设置改进、声誉风险防范和预警机制改进、声誉风险事件应对与处置提升、声誉修复和事后评价改进等四个方面分别进行优化。通过加强风险理念的引导、完善制度和流程建设、加强员工管理和培训、筑牢合规与稳健经营、提高产品与服务品质、提升品宣和公关能力、加强品牌和文化建设等七个方面的保障措施，保证机制改进顺利落地，从而为C银行声誉风险管理稳步改善打造完整的闭环。
英文摘要：	Abstract Reputation, as one of the core competence of the modern financial industry, which is also an important reflection of the public’s recognition and attention to the banking industry. The reputation risks caused during the operation of Commercial Banks, might bring about negative impact across different markets, and will accelerate a series of operational crises and management problems. Facing the background of complex financial situation, open media environment, strict regulatory pressure and fierce competition trends, in order to maintain the hard-won reputation capital for Commercial Banks, how to make overall planning and arrangement for reputation risk management which has become an important subject in the management of Commercial Banks. In this context, this paper takes C bank’s reputation risk management mechanism as the research subject, following the research idea and technical route of “Realistic demand oriented - Define research framework - Combine related theories - Diagnose and analyse management problems - Propose the idea of mechanism construction - Offer safeguards for implementation”. By starting from reputation theory, combining reputation risk management status quo of C bank, this paper objectively analyzed C bank reputation risk management environment. Referred to Harris - Fombrun reputation index model, established a reputation risk evaluation index system suitable for C Bank based on the industry standards and expert suggestions, used Fuzzy AHP to do the evaluation and analysis, and went deep into C bank reputation risk factors, and finally summarized existing management problems as Weak awareness of reputation risk management, Organization management system needs to be improved, Risk prevention and early warning mechanism is absent, Management of reputation incidents are backward, Weak PR after crisis etc.. Based on this, starting from the above management problems, in accordance with the four important principles of Pro-active, Overall interests, Comprehensive prevention and All staff cooperation, this paper systematically improves the reputation risk management mechanism of C bank according to the theoretical model of crisis management. The specific contents include 4 aspects as below: Optimize the reputation risk management organizational system, Improve the prevention and early warning mechanism, Perfect the response and disposal process, and Mature the post-evaluation and repair mechanism. In order to download this mechanism successfully, this paper proposed safeguard measures with 7 steps, including Enhance the guidance of risk philosophy, Optimize system and process construction, Improve staff management and training, Strengthen compliance and steady management, Improve the quality of products and services, Reinforce the ability of product publicity and PR, Sharpen brand and culture building. All these are now a complete close loop for C bank to improve reputation risk management step by step.
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