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论文编号：	4806
作者编号：	2120102638
上传时间：	2012/12/11 23:03:51
中文题目：	浦发银行天津分行差异化经营研究
英文题目：	Research on the Differentiated Operation of Shanghai Pudong Development Bank Tianjin Branch
指导老师：	王迎军
中文关键字：	商业银行，竞争优势，差异化经营
英文关键字：	Commercial Bank, Competitive Advantage, Differentiated Operation
中文摘要：	随着滨海新区纳入国家发展战略，内外资银行、股份制银行和大批城市商业银行纷纷在天津设立机构，天津地区的银行竞争格局发生了明显变化。截至2011年末在天津设立分支机构的银行已达60家，形成了全国性大型银行、本地法人机构银行、异地股份制银行、城市商业银行、政策性银行、邮政储蓄银行、外资银行、村镇银行的多元化银行体系。从表面上看，不同类型的银行市场定位不同，但在实际经营中，各家银行都在力图做大做强，同质化竞争现象十分明显。由于金融机构的增多，市场空间相对有限，银行间的竞争更为激烈，近年来浦发银行天津分行发展势头有所减弱，原有的以大企业为主要服务对象、以批发贷款为主要资产形式、以存贷利差为主要盈利来源、以规模大小为主要评价标准的经营方式已无法适用于新形势下的持续发展。 为此，本文运用比较分析法、实证分析法、专家访谈等研究方法，在基础理论回顾和竞争环境分析的基础上，对浦发银行天津分行实行差异化经营这一课题进行研究。阐述了浦发银行天津分行实行差异化经营的必要性，并提出在银行间同质化竞争的大趋势下，商业银行的经营不可能存在完全的差异化，浦发银行应通过“错位竞争”减小同质化竞争的不利影响，保持和提升现有比较优势的差异化经营内涵。随后对浦发银行天津分行实行差异化经营的有利条件、当前差异化经营现状和差异化经营目标等进行分析明确经营定位的差异化，提出实行差异化经营应着眼于市场细分、产品服务创新和局部优势放大。最后，从差异化的客户定位、优势领域的特色经营、持续性的创新驱动三个方面分析了浦发银行天津分行差异化经营的实施策略。
英文摘要：	Along with the Binhai New Area’s incorporation into the national development strategies, domestic and foreign banks, joint-stock commercial banks and a large number of city commercial banks have been racing to establish institutions in Tianjin. The competition environment of banking industry in Tianjin changed significantly. By the end of 2011, 60 banks had set up branches in Tianjin, forming a diversified banking system which includes large national banks, local legal-institution banks, non-local joint-stock commercial banks, city commercial banks, policy banks, postal savings banks, foreign banks and rural banks. Although, from appearance, they have different market positions, in their operations to achieve the business expansion, the homogenous competition is obviously severe. Contributed by the increase in the quantity of financial institutions, the limitation of market space and the intensive competition within banking industry, the development trend of Shanghai Pudong Development Bank Tianjin Branch has been weakened in recent years. The old business model of targeting large enterprises mainly, taking wholesale loans as the main assets, relying on depositing-lending spread as major profit resource, evaluating the performance largely with assets scale has been outdated, and cannot be adopted to maintain the sustaining development in new environment. To address the above problem, based on the literature review and the competitive environment analysis, this dissertation discusses the topic of the differentiated operation of Shanghai Pudong Development Bank Tianjin Branch by applying comparative analysis, empirical analysis, expert interviews and other research methods. It presents the necessity of differentiated operation of Shanghai Pudong Development Bank Tianjin Branch, but it also indicates that, in the trend of homogenous competition in banking industry, it is impossible for commercial banks to conduct completely differentiated operation. Shanghai Pudong Development Bank Tianjin Branch should minimize the adverse influence of homogenous competition through “dislocation competition”, also it should maintain and enhance the intrinsic value of differentiated operation of the existing comparative advantages. Then the dissertation clearly states the position of conducting the differentiated operation by Shanghai Pudong Development Bank Tianjin Branch through analyzing the advantages to take differentiated operation, the current situation of differentiated operation, and the goals of differentiated operation. Finally, it analyzes the practical strategy of conducting differentiated operation in Shanghai Pudong Development Bank Tianjin Branch from the aspects of differentiated clients positioning, characteristic operation in leading fields and the constant motivation of innovation.
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