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论文编号：	13970
作者编号：	2320200636
上传时间：	2023/6/7 10:21:40
中文题目：	L银行个人商旅业务竞争战略研究
英文题目：	Research on the Competitive Strategy of L Bank''''''''s Personal Business Travel Business
指导老师：	樊振佳
中文关键字：	差异化竞争战略；城市商业银行；个人商旅业务
英文关键字：	Differentiated Competition; City Commercial Banks; Personal Business Travel
中文摘要：	截至2021年6月，我国共有城市商业银行130家，资产份额在我国银行业金融机构整体资产中占比达到13.3%，在促进国家金融业发展，提升地方金融服务等方面，发挥着越来越重要的作用。但随着我国加入WTO后金融政策放开、外资银行机构加入、全国各地城市商业银行改组改制，城市商业银行乃至整体商业银行出现了机构数量快速增加、管理架构日渐趋同、经营模式极度相似的局面，银行经营同质化问题日益突出，银行间竞争压力陡然加剧。特别是伴随利率市场化改革逐步深化，城市商业银行监管日渐收紧，互联网金融快速崛起，城市商业银行发展空间受到了严重的压缩，如何在银行业竞争红海中破局，如何打造城市商业银行差异化竞争战略，是每一家城市商业银行迫在眉睫需要解决的问题。 本文以一家具有代表性的城市商业银行L银行作为案例银行，以该银行个人商旅业务为研究对象，综合运用文献分析法、案例分析法、调研法等研究方法，对L银行个人商旅业务竞争战略进行全面、透彻的分析研究，发现其在设计和实施过程中存在的问题，在此基础上探讨相应的优化建议。本文首先对当前国内城市商业银行差异化竞争的现状进行阐述，包括城商行历史沿革、竞争环境、竞争难点三个方面；然后从差异化竞争理论、市场定位理论来阐述城商行竞争力理论基础；随后以城市商业银行L银行个人商旅业务为研究对象，介绍了L银行的发展状况，以及个人商旅业务内容及发展中的问题；其次，围绕宏观环境、行业环境对L银行个人商旅业务进行竞争环境分析，并完成对L银行个人商旅业务SWOT分析，得出适用于该业务的竞争战略；最后围绕L银行个人商旅业务打造差异化竞争战略方面提出了实施路径和实施保障，形成研究结论。 通过分析研究得出：L 银行作为一家代表性的城市商业银行，个人商旅业务符合自身定位，在提升银行差异化竞争力上起到了积极的作用。本文以点带面，透过L银行个人商旅业务差异化竞争战略的选择和实际效果，对城市商业银行这一群体如何结合自身禀赋打造差异化竞争力提供参考意义。
英文摘要：	By June 2021, there are 130 urban commercial banks in China, and their assets share in the total assets of Chinese banking financial institutions has reached 13.3%. They are playing an increasingly important role in promoting the development of national financial industry and improving local financial services. However, after China's accession to the WTO, the opening of financial policy, the accession of foreign bank institutions, and the restructuring of commercial banks in all parts of the country, urban commercial banks and even overall commercial banks have emerged a situation in which the number of institutions is increasing rapidly, the management structure is increasingly similar and the operation model is extremely similar. The problem of homogenization of bank management is becoming increasingly prominent and the pressure of competition between banks is intensifying sharply. Especially with the gradual deepening of interest rate liberalization reform, the tightening of regulation of city commercial banks and the rapid rise of Internet finance, the development space of city commercial banks has been severely compressed. How to break the Red Sea of banking competition and how to create a differentiated competition strategy of city commercial banks is an urgent problem that every city commercial bank needs to solve. This thesis takes L Bank, a representative city commercial bank, as the case bank, takes the bank's personal business travel business as the research object, comprehensively uses literature analysis, case analysis, investigation and other research methods to conduct a comprehensive and thorough analysis and research on the competitive strategy of L Bank's personal business travel business, and finds the problems existing in the design and implementation process. On this basis, the corresponding optimization suggestions are discussed. Firstly, this thesis expounds the current situation of differentiated competition of domestic city commercial banks, including three aspects: the history of city commercial banks, competitive environment and competitive difficulties. Then elaborates the theoretical basis of city firms' competitiveness from differentiation competition theory and market positioning theory. Then, taking the personal business travel business of L Bank, a city commercial bank, as the research object, this thesis introduces the development status of L Bank, as well as the contents and problems in the development of personal business travel business. Secondly, based on the macro environment and industry environment, the competitive environment of L Bank's personal business travel business is analyzed, and the SWOT analysis of L Bank's personal business travel business is completed. Finally, the thesis puts forward the implementation path and implementation guarantee in terms of L Bank's personal business travel business differentiation competitive strategy, and forms the research conclusion. Through the analysis and research, it is concluded that as a representative city commercial bank, L Bank's personal business travel business conforms to its own positioning and plays a positive role in enhancing the differentiation competitiveness of the bank. Based on the selection and actual effect of L Bank's differentiated competition strategy for personal business travel, this thesis provides reference significance for city commercial banks in how to combine their own endowments to build differentiated competitiveness.
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