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论文编号：	9086
作者编号：	2220150483
上传时间：	2017/6/5 21:26:28
中文题目：	中信银行直销银行竞争力研究
英文题目：	Research about the Core Competence of Direct Selling Bank of China Citic Bank
指导老师：	齐善鸿
中文关键字：	互联网金融；中信银行；直销银行；核心竞争力
英文关键字：	Internet banking; CITIC Bank; direct selling bank; core competence
中文摘要：	近年来，为了应对互联网金融冲击、优化业务结构、提高整体竞争力，中信银行积极发展直销银行业务。但是在各家商业银行均发力直销银行的大背景下，中信银行直销银行核心竞争力欠缺的问题日益突出。中信银行直销银行相关产品与服务与行业对手高度同质化，既影响了中信银行直销银行业务的发展，也制约了整体竞争力的提升。鉴于此，本研究综合运用文献法、SOWT分析法、波特五力模型分析法、资料分析法、案例分析法等方法，对中信银行直销银行竞争力构建进行了研究。本文共6个部分。第一部分为绪论，对研究背景、目的、意义、内容与方法进行了介绍，并回顾了国内外关于直销银行的文献。第二部分为直销银行及核心竞争力理论分析，介绍了相关的概念及理论。第三部分则对中信银行直销银行发展现状及问题进行了探讨，并以乐视买楼为案例，简要分析了中信银行直销银行业务情况。第四章以SWOT和波特五力模型作为分析工具，对中信银行直销银行环境进行了探讨。然后在第五章，对中信银行直销银行核心竞争力构建策略及路径进行了研究。最后对本研究进行了总结与展望。经过研究，得出如下结论：一是中信银行直销银行业务部自2012年成立以来，直销银行用户数、交易笔数、交易量快速增长，直销银行营业收入和净利润在全行总营收和净利润中的比值越来越大。不过，中信银行直销银行业务也存在产品同质化、过于依赖存量客户以及新旧业务形态关系尚未理顺等问题。二是分析了中信银行直销银行发展的环境。经过SWTO分析，认为中信银行直销银行发展具有先发优势、技术优势与资源整合优势。但是也存在人力资源短板、品牌劣势等。同时，互联网金融的发展以及国家对互联网金融的支持，为中信银行直销银行业务发展带来了机遇。不过，各类竞争压力也较为突出。波特五力模型分析结果则表明，中信银行直销银行业务面临着来自现有竞争者、潜在进入者以及替代产品的竞争压力。同时受制于存款利率市场化等金融改革的影响，中信银行直销银行业务还受到了供应商及用户议价能力的影响。三是根据中信银行直销银行发展现状，对构建直销银行核心竞争力的策略进行了分析。研究建议通过组合产品、服务、技术、市场、智力、战略联盟等策略，以构建属于中信银行直销银行业务的核心竞争力。最后从内部整合、服务提升、明确定位、战略联盟等角度就核心竞争力构建路径进行了探讨。
英文摘要：	In recent years, CITIC Bank actively has developed direct banking business in order to cope with the financial impact of the Internet, optimize the business structure, improve the overall competitiveness. But the lack core competitiveness of direct bank of CITIC Bank has become increasingly prominent. CITIC Bank direct bank related products and services and industry rivals a high degree of homogeneity, which has affected the development of CITIC Bank direct banking business, but also restricts the overall competitiveness of the upgrade. In view of this, this research uses literature method, SWOT analysis, Potter five forces model analysis, data analysis, case analysis and other methods, the core competence of CITIC Bank direct bank construction is studied. This thesis consists of 6 parts. The first part is the introduction, which introduces the research background, purpose, significance, content and methods, and reviews the domestic and foreign literatures about the direct selling banks. The second part is the analysis of the theory of the direct selling bank and the core competence, and introduces the related concepts and theories. The third part discusses the current situation of the development of CITIC Bank direct bank and problems, and to buy music as a case, a brief analysis of the CITIC Bank direct banking business. In the fourth chapter, SWOT and Potter five forces model as the analysis tool, the CITIC Bank direct banking environment are discussed. Then in the fifth chapter, it studies the strategy and path of the core competence of China's direct selling bank. At last, the research is summarized and prospect. After the study, the conclusions are: firstly, CITIC Bank direct banking business since its establishment in 2012, the rapid growth of direct banking users, the number of transactions, trading volume, direct bank operating income and net profit ratio and in total revenue and net profit in the greater. However, CITIC Bank direct banking business also exists product homogeneity, too dependent on the stock of customers and the old and new business forms relations have not been straightened out and so on. Two is the analysis of the development of China CITIC Bank direct banking environment. After SWOT analysis, that CITIC Bank direct banking development has a first mover advantage, technology advantage and resource integration advantages. But also has the human resources short board, the brand inferiority and so on. At the same time, the development of Internet banking and Internet banking support for the development of CITIC Bank direct banking business has brought opportunities. However, all kinds of competitive pressure is also more prominent. Potter five forces model analysis results show that CITIC Bank direct banking business faces from existing competitors, potential entrants and substitute competition. At the same time, subject to the impact of the deposit rate liberalization and other financial reforms, CITIC Bank direct banking business has also been affected by the bargaining power of suppliers and users. Three is based on the development situation of China CITIC Bank, the strategy of constructing the core competence of the direct bank is analyzed. The research suggests that the strategy of combining products, services, technology, market, intelligence, strategic alliances, etc., to build the core competitiveness of CITIC Bank direct banking business. Finally, from the point of view of internal integration, service promotion, clear positioning, strategic alliance and so on, the construction of the core competitive power is discussed.
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