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论文编号：	3633
作者编号：	2220090980
上传时间：	2011/11/4 15:34:04
中文题目：	我国城市商业银行市场定位研究——以天津银行为例
英文题目：	Market Positioning Research of Urban Commercial Bank in Our Country——Based on Bank of Tianjin
指导老师：	韩德昌
中文关键字：	关键词：城市商业银行;天津银行;市场定位
英文关键字：	Keywords: Urban Commercial Bank; Bank of Tianjin; Market Positioning
中文摘要：	随着我国金融业务的开放与发展，商业银行竞争环境异常激烈，城市商业银行是我国继国有银行，股份制银行后的“第三阶梯”，近几年，我国城市商业银行在获得了突飞猛进的发展，无论是在资产质量还是在市场份额上都取得了令人瞩目的成绩。然而，大多数城市商业银行在其发展过程中存在和暴露了不少值得注意的问题，在发展过程中突出地暴露出了资本充足率低、不良资产率高、单—城市制限制和产品创新水平差等问题。面对竞争城市商业银行处于不利地位，如何确定市场定位，在夹缝中求得生存，是我国城市商业银行丞待解决的问题，是保持健康、快速发展的关键。城市商业银行的市场定位是指商业银行根据自身的经营特点，在经营战略中确定客户—经营区域—产品(C—A—P)最佳组合的系统步骤和方法，以达到银行资源的最优配置和最佳利用。本文从阐述我国城市商业银行发展历史出发，分析城市商业银行外在经营环境及内在经营水平，确定影响城市商业银行市场定位的因素，根据SWOT分析，确定市场定位中的有利与不利因素。同时指出我国城市商业银行市场定位中存在的盲目性及同质性的误区，最终对我国城市商业银行的市场定位提出建议。笔者凭借在天津银行20余年的工作经验，对天津银行的发展背景，发展历程，发展现状有着深入的了解，并进行了详细的阐述。分析了天津银行经营中的外在地域环境，竞争环境，内在的经营模式，对天津银行市场定位现状进行了阐述，文中最后提出了笔者对天津银行市场定位的建议，建议天津银行结合自身的经营特点，经营能力确定长远的可持续的市场定位战略。
英文摘要：	As the open and development of financial business, living environment for Commercial banks is highly competitive. Urban commercial banks the third kind, after nationalized bank and joint-equity banks. Recent years, urban commercial banks have advanced by leaps and bounds. They have got achievement in both assets quality and market share. However, most urban commercial banks also exposed some problems, such as low Capital Adequacy Rate, high bad assets rate, single-urban system and poor Product Innovational level. Facing highly competitive, urban commercial banks are placing at a disadvantage. How to establish their positions and survive in such a “strategic chink” are problems which need prompt solutions and which are the key points to keep health and rapid development. Market positioning for urban commercial banks is a systematic process that is according to banks’ own conditions, to locate best combination among customs, operating area and products(C-A-P), in order to get best distributions and utilization rate. This paper begins with the description history of urban commercial banks’ development in our country to analysis exterior operating environment and internal operating level, in order to find out key elements influencing market positioning for urban commercial banks. On the basis of SWOF Analysis, this paper finds good and bad points of marketing positions. Then it shows the blindness and homogeneity clearly in the wrong place of marketing positions for urban commercial banks. Finally, some proposals are offered for marketing positions of urban commercial banks. The author draws upon past 20-year experience in Bank of Tianjin. She has thorough understanding of developing background, process and status quo which are stated explicitly in this paper. This paper also analyses external regional, competitive environment and internal operating model. And it states the status quo of marketing positions for Bank of Tianjin. In the end of this paper, the author comes up with some suggestions for marketing positions of Bank of Tianjin, which combines with both own operating characteristics and ability to make the strategic decision of long-term and sustainable developing market positioning.
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