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论文编号：	2969
作者编号：	2220081028
上传时间：	2011/3/28 15:39:07
中文题目：	新型城市商业银行渠道竞争力提升路径与实施策略研究——以北京银行为例
英文题目：	New Channels of City Commercial Banks and the Implementation of the Competitiveness Strategy of the Path
指导老师：	严建援
中文关键字：	关键词：新型城市商业银行 渠道竞争力 渠道整合 电子渠道
英文关键字：	Key words: The new city commercial bank, Competitiveness channel, Channel integration, Electronic channel
中文摘要：	摘要 随着我国银行业改革进程的日益深入，在我国银行业构成中出现了新型城市商业银行这样一个新的群体。实施跨区域发展战略是新型城市商业银行谋求更大发展的一项重大举措，但受制于网点资源稀缺，新型城市商业银行在进入新市场拓展业务时面临很大难题。电子银行的出现为新型城市商业银行提供了一个可突破网点局限的业务拓展平台，为新型城市商业银行创造了在新市场参与公平竞争的机会。但电子渠道同其他渠道一样有其自身的不足之处，单纯依靠电子渠道独立发展无法帮助新型城市商业银行构建起真正的渠道竞争力。如何在多渠道运营环境下，通过集成各渠道优势资源，充分发挥电子渠道的作用，从而提升新型城市商业银行的渠道竞争力，是本文的研究重点。 本文从分析新型城市商业银行所处的竞争环境和在当前发展中遇到的问题入手，指出破解发展难题的关键在于提升自身渠道竞争力；继而概要性回顾商业银行渠道建设历程，对不同时期发展起来的各条银行渠道的特性进行了多维度分析，结合新型城市商业银行资源禀赋特点，提出新型城市商业银行提升渠道竞争力的路径选择应是以渠道整合为切入，同时大力发展电子渠道；在全面总结渠道整合的国内外实践情况后，简要介绍渠道整合的理论应用，为推进本文研究提供理论支持；以此为基础，构建渠道整合模式，深入分析渠道整合的实施和管理策略。在文章的这一重点论述部分，首先明确渠道整合中各渠道定位，继而详细论述建设客户经理渠道在实施渠道整合中所能发挥的重要作用，并重点探讨渠道整合背景下电子渠道的发展策略。最后，通过北京银行电子银行发展实践和渠道整合案例介绍，对本文中的主要理论和重要结论进行佐证。
英文摘要：	Abstract As China's banking reform is processing in China, the new city commercial Banks appeared in China’s banking industry. Implementing cross-regional development strategy is a major initiative for the new city commercial Banks to seek greater development. Subject to the network resources are scarce, the city commercial Banks facing great difficulties to enter the new market to expand business. The emergence of electronic banking offers a breakthrough in the limitations of network business development, and provides a platform for the new city commercial banks to participate in the new market opportunities for fair competition. However, electronic channels just like other channels have their own shortcomings, so simply relying on electronic channels cannot help to build the real channel competitiveness for the new city commercial banks. This article is focusing on following research: how to operate the electronic channel in the multi-channel environment, through integrate the various channels advantage resources, thereby enhancing the electronic channels’ competitiveness. By analyzing the city commercial Banks’ problems incurred in the competitive environment and current development, this article points out improving the competitiveness of its own channels is the key resort to crack the problems; Then briefly review commercial banks and the various channel construction in different development period, and analysis the multidimensional of various bank channel characteristic. By analyzing the characteristics of new city commercial banks resources, the article come up with the path to improve the competitiveness of the new commercial banks channels, should be based on channel integration, and developing electronic channels in the same time; In the comprehensive summary of integration and practical channels briefly introduced, the theory and application of integrated channels are the theoretical support to promote this study. Based on this, constructing the integrate channels mode, and in-depth analysis the implementation and integration of channel management strategy of integration model. In this article’s emphasis section, first clear each channel’s positions, then particular discuss the important effect of constructing the customer manager channels, and the role of the construction for the channels’ integration. The other important part is to focus on the electronic channel development strategy under the background of the channels integration. Finally, through the Bank of Beijing’s electronic banking development, the channels practice and cases are introduced, to prove the main integration theories and the important conclusions.
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