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论文编号：	6601
作者编号：	2220110611
上传时间：	2014/11/27 16:37:23
中文题目：	我国商业银行后台运营服务的差异化策略研究——以中信银行为例
英文题目：	Study on differentiation strategy of background service operation of commercial banks in China-- Taking the case of CITIC bank
指导老师：	王迎军
中文关键字：	商业银行；后台运营服务；差异化策略；中信银行
英文关键字：	Commercial Banks;Background Operation Services;Differentiation Strategy; CITIC Bank
中文摘要：	运营是商业银行存在和成长的基础，在商业银行产品同质化的今天，我国的商业银行在品牌、产品、机构优势不明显的情况下，要想取得差异化的竞争优势，就必须要加强自身的运营能力，构建具有竞争力的后台运营服务体系。近年来,随着信息技术的迅猛发展和广泛应用,国内银行纷纷效仿国外银行进行后台系统化改造，利用网络信息科技打造流程银行，对银行后台进行重新改造，提高运营效率，促进后台流程银行建设。所以，后台运营服务支撑在商业银行的总体战略布局中的地位越来越举足轻重。后台营运服务能力的提高不仅加快了整体产品的运营速度，而且对前台建设也起到了促进作用，同时后台在新产品设计中也具有很大的潜力。为此,本文试图描述国有商业银行后台运营服务的发展背景、现状以及面临的主要问题。然后分析了商业银行实施差异化策略的必要性，实施差异化策略的原则和对商业银行后台运营服务差异化策略进行了进一步的思考。并在此基础上深入分析了中信银行的内外部环境和市场定位，并对中信银行后台运营服务差异化策略实施从理论与实践进行了深入剖析，然后对策略实施效果和目前仍然存在的问题进行了阐述。从而得出商业银行一定要从前后台整个流程再造方面深入重组，建立具有竞争优势的后台运营服务体系，满足客户个性化、多样化的服务需求，提高自身的竞争能力，以适应不断变化的市场。
英文摘要：	Operation is the foundation of commercial bank’s existence and growth . In the time of commercial bank’s homogenization of products today, our country commercial banks in the brand, product, organization advantage is not obvious, if they want to obtain the competitive advantages, they must strengthen the construction of operation mode and the background operation service system competitive. In recent years, with the rapid development and wide application of information technology, domestic and foreign banks have to reconstruct the business process and organization, innovate risk control mode, integrate the information technology systems, rebuild the operating service systems to seek the best operation solution. So, the background operation services supporting has strategic significance for commercial banks more and more. So that strengthening background operation support ability, is not only the background own things, but also directly related to the customer service and product offering. To enhance the market competitiveness of commercial banks, have more far-reaching significance. Therefore, this paper tries to describe the background operation services, the state-owned commercial bank's development background, actuality and what problems they are facing. Then analyzes the internal and external causes of differentiation strategy of commercial banks, and based on that analyze the CITIC Bank's internal and external environment and market positioning deeply, then analyze the differentiation strategy of background operation service of China CITIC Bank from the theory and the practice ，and describe the strategy implementation effect and the existing problems of our country commercial banks. In the end, present further thoughts and suggestions for the differentiation strategy of the background operation services of our country commercial banks. So that commercial banks must establish operation service system as the competitive advantage, to meet customer demand for personalized, diversified services, improve their competitive ability, to adapt to the changing market.
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