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论文编号：	1344
作者编号：	2220070894
上传时间：	2010/1/20 9:32:35
中文题目：	城市商业银行零售业务的战略研究
英文题目：	A Study of retail strategy in municipal commercial banks
指导老师：	王迎军
中文关键字：	城市商业银行 零售业务 战略选择 运营模式
英文关键字：	municipal commercial banks, retail banking, strategic positioning，operation model
中文摘要：	城市商业银行是经济改革的产物，是为社会中的新经济主体服务的金融机构，例如中小企业和非公经济体，社会对金融服务新需求，地方经济的发展，等等。随着国家的富强，人民生活水平的不断提高，消费作为拉动经济持续发展的作用日益重要，人们对于银行服务的要求愈加广化和深化；这一部分服务对银行的盈利贡献也日益增大，零售业务成为银行新的发展空间，客观上呼唤银行把个人客户群体作为一个主体来研究服务体系的建设。新的银行遇到新的发展机遇。 本文着重城市商业银行中的零售业务的战略研究，从三大类型商业银行的零售业务盈利贡献趋势分析展示零售业务发展的巨大潜力；从三大类型商业银行目前零售业务的发展现状分析，展示零售业务的差距以及发展重心之所在。 本文使用SWOT方法对城市商业银行零售业务的优势、劣势、机遇和挑战做了深入分析，在此基础上，运用战略五力理论、市场细分理论、资源异质性理论等，在经量化计算了的成本约束之下，对城市商业银行零售业务战略做出具体阐述，明确了城市商业银行零售业务战略的领域，包括产品、渠道、细分市场、核心能力等，战略的方式，战略的差异化设计，战略的发展顺序以及战略的盈利逻辑，即取得回报的模式。 作为一个战略的完整组成部分，本文还在上述战略的基础上，借鉴现有城市商业银行零售运营行之有效的模式，用平衡记分卡的方法，设计了城市商业银行零售战略的运营模式，包括战略实施的决策程序、运营体系、绩效评价与激励。目的在于从制度设计上保证运营体系的有效性和传导速度，激励作用的直接性，从而保证战略的正确有效的实施。
英文摘要：	The municipal commercial banks are products of economic reform. They are social financial institutions who offer service to the new economic subject, such as small and medium-sized enterprises and the non-public economic institutions, and the new requirements of society to financial services, and the development of local economy, etc. Along with the homeland become stronger and more prosperous, the people's living standard is improving, the consumption of sustainable development as economy is increasingly important, people send the service request to banks more widely and deepening; The contribution of profit in this part of service to bank is increasing, the bank retail business as a new development space. Objectively make banks treat the individual client group as a main body of researching service system construction. The new banks meet new opportunities for development. This treatise put emphasis on strategy of retail business of the city bank. To analysis contribution trend of profit in retail business of the three types of commercial banks shows the huge potential in development of retail business. From the three types of commercial Banks development situation of retail business at present, show the gravity of development of retail business. Based on SWOT method I make a thorough analysis on the strengths, weaknesses, opportunities and challenges of retail business of city bank. Using five strategic power theory, market subdivision theory, and the heterogeneous theory of resources, etc. Under the quantitative cost constraint, show the strategy of retail business in city bank, make clear the territory of city bank retail business strategy, including products, channel, market segments, core competence, etc. Strategic way, the differentiation strategy, strategic development design and logical sequence namely strategic profit return mode. As an integral part of the strategy in the above, this paper, use as a source of the strategy for the existing urban retail banking operation mode, the effective use of the balanced scorecard, the design method of the urban retail banking strategic operating mode, including strategy implementation of decision-making procedures, operating system, performance evaluation and incentive. From the system design aims to guarantee the effectiveness of operating system and conduction speed, incentive effect of direct, so as to ensure the correct implementation of effective strategies.
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