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论文编号：	6884
作者编号：	2120122888
上传时间：	2014/12/8 10:20:27
中文题目：	BH银行互联网理财差异化战略分析
英文题目：	The differentiation strategy analysis of BH bank
指导老师：	古志辉
中文关键字：	差异化战略；互联网理财；竞争分析；价值创新；
英文关键字：	differentiation strategy; internet financing; competition analysis; value innovation
中文摘要：	当今中国国内银行业同质化竞争严重。2013年互联网理财浪潮席卷而来，互联网金融在对支付工具的替代、消费者行为的屏蔽、理财产品消费渠道分流及资金脱媒等方面，给商业银行带来了强有力的跨界竞争，对传统金融机构造成正面冲击，直接导致了银行业竞争力下降，更迫使得银行业走差异化道路进行产品创新。如何将差异化战略细化到理财这一单一业务层面，并根据竞争环境成功推出创新产品是我国每家银行，尤其是中小型商业银行面临的重大课题，对此的研究将对增强我国银行业竞争力具有重要的现实意义。 本文采用了实证研究、比较分析等方法，以BH银行为研究对象，在分析BH银行所面对的行业内外部竞争环境的基础上，运用SWOT模型和五力模型分析出BH银行所需进行的战略选择和实现路径；运用客户行为分析，重塑了互联网金融客户价值曲线；并根据SWOT模型和五力模型以及客户价值曲线总结出实现差异化战略的关键路径和产品创新点，总结出BH银行的战略实施路径和策略重点。以此与BH银行成功推出的创新产品--“添金宝”进行契合度比较，剖析其实现差异化战略的内部流程安排，并提炼出BH银行在推出此产品时的四大关键价值创新流程：客户流程、技术流程、运营管理流程和风险控制流程。并最终依此，总结出一整套适用于中小银行业务层面的通用实现路径模型--实现差异化战略的价值创新流程。 本文对BH银行在互联网理财浪潮兴起的背景下落实差异化战略成功推出创新产品的研究，对我国中小银行业具有借鉴意义。差异化战略的制定完成只是战略管理的一部分，更重要的是如何进行战略实施和战略控制，本文总结出的价值创新流程模型正是着眼于此，通过关键流程的战略落实和相互保障，最终完成产品（服务）创新，实现差异化战略。
英文摘要：	There is a serious domestic competition of banking homogeneity in today’s China. The internet financing wave swept from the year 2013. It brings vigorous cross-border competition to commercial banks and front strike to traditional financial institutions because of internet financial substitute of the payment tool， shielding of consumer behaviors， distribution of financial product consumption and financial disintermediation， which also directly leads to competitiveness decline in banking industries and forces the banking to take the paths of differentiation and conduct innovative products. How to refine the differentiation strategy to the single business level of financing and launch innovative products successively according to competitive environment are major issues for each bank in our country， especially for small and medium sized commercial banks. Therefore， doing research in this field is of great practical importance to strengthen banking competitiveness in our country. The methods of empirical research and comparative analysis are adopted in this paper. Taking BH bank as the research subject， and on the basis of analyzing severe external competitive environment of internet financing faced by BH bank， the SWOT model analysis is utilized to analyze the strengths， weakness， opportunities and threats of BH bank in the internet financial industrial competition. The five forces model is used to illuminate the competitive ability of BH bank from the following five aspects， the competition of current competitors， the bargaining abilities of buyers and suppliers， potential entrants and substitute products. Customer behaviors’ analysis is applied to remodel the value curves of internet financial customers. According to SWOT model， five forces model and customer value curves， the key path and product innovations of realizing differentiation strategy are summed up， and the strategy implementation approach and key points are also concluded. Then the fit comparison is conducted with the innovative product “Tian Jin Bao” launched successfully by BH bank， and the internal process arrangement to achieve differentiation strategy is analyzed. Furthermore， four key innovation processes to launch this product of BH bank are refined as customer process， technological process， operation management process and risk control process. Finally， based on the above， a set of universal realization path models applied to small and medium sized banking business is concluded， which is the value innovation process of implementing differentiation strategy. In this paper， the success of innovative products launched by BH bank to implement differentiation strategy is studied under the background of internet financing wave， which has valuable reference to small and medium sized banking industries in our country. The establishment of differentiation strategy is barely a part of strategy management， however， what more important is strategy implementation and control. Focus on this issue， the process model of value innovation conducted in this paper is based on strategy implementation and mutual guarantee to fulfill product innovation and realize differentiation strategy.
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