本文關鍵詞：我國商業(yè)銀行企業(yè)文化建設問題研究　出處：《東北財經(jīng)大學》2013年碩士論文　論文類型：學位論文

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【摘要】：隨著金融行業(yè)的全面開放,銀行業(yè)的競爭越來越激烈。國內各商業(yè)銀行的迅速崛起以及外資銀行的涌入,使得商業(yè)銀行面臨著巨大的競爭壓力。如何最大程度的搶占市場份額,提高企業(yè)經(jīng)濟效益是我國商業(yè)銀行面臨的主要問題。銀行業(yè)不同于普通的工業(yè)企業(yè),金融產(chǎn)品帶有很大的同質性,各銀行提供的金融產(chǎn)品種類相似,且新的產(chǎn)品一經(jīng)開發(fā)出來很快就會受到同行業(yè)的模仿,可見僅僅依靠產(chǎn)品的開發(fā)并不能提高銀行業(yè)的核心競爭力；此外,商業(yè)銀行提供的產(chǎn)品不同于一般企業(yè),它沒有實體的產(chǎn)品,而是一種虛擬的價值符號,銀行的經(jīng)營更需要一種信用文化的支撐。商業(yè)銀行的服務、品牌、效率、價格、質量、管理等一系列因素,構成了銀行的競爭力,而將這一系列因素融合起來為構建商業(yè)銀行企業(yè)文化奠定了堅實的基礎。因此,企業(yè)文化建設對商業(yè)銀行來說至關重要,優(yōu)秀的企業(yè)文化能夠提高商業(yè)銀行的競爭力,進而提高其經(jīng)濟效益。 在我國,商業(yè)銀行的企業(yè)文化建設的起步較晚,還處于摸索階段,同時,管理者對于企業(yè)文化的認識還存在著一定的誤區(qū),并且沒有足夠的重視。在金融業(yè)面臨著全面開放與激烈競爭的今天,如何創(chuàng)建優(yōu)秀的企業(yè)文化,樹立良好的品牌和形象,提高其競爭力、進而提高經(jīng)濟效益是商業(yè)銀行面臨的主要問題,因此,商業(yè)銀行企業(yè)文化的建設問題研究,具有重要的理論意義與實用價值。 本文將從四部分研究我國商業(yè)銀行企業(yè)文化建設存在問題,并提出解決方案。第一部分緒論,分別介紹本文的研究背景、研究目的、研究的方法與思路及研究的重點、難點分析。第二部分企業(yè)文化理論,主要介紹企業(yè)文化的定義、結構、內容與功能,詳細闡述了商業(yè)銀行企業(yè)文化的定義、特征及作用。第三部分,我國商業(yè)銀行企業(yè)文化建設中存在的問題分析。第四部分,加強商業(yè)銀行企業(yè)文化的路徑。主要從我國商業(yè)銀行企業(yè)文化建設應遵循的原則以及制度文化創(chuàng)新、領導工作創(chuàng)新、組織文化創(chuàng)新、企業(yè)服務創(chuàng)新、品牌營銷戰(zhàn)略創(chuàng)新等方面進行研究和分析,最終提出加強我國商業(yè)銀行企業(yè)文化的路徑、方,并提出對提高經(jīng)濟效益的啟示及指導作用。
[Abstract]:With the overall opening of the financial industry, the competition in the banking industry is becoming more and more fierce. The rapid rise of domestic commercial banks and the influx of foreign banks. Commercial banks are faced with enormous competitive pressure. How to maximize the market share and improve the economic benefits of commercial banks in China is the main problem. The banking industry is different from ordinary industrial enterprises. Financial products have a lot of homogeneity, the types of financial products provided by banks are similar, and the new products will soon be imitated by the same industry once they are developed. It can be seen that relying on the development of products alone can not improve the core competitiveness of the banking industry; In addition, the products provided by commercial banks are different from ordinary enterprises. It has no physical products, but a virtual value symbol. The operation of banks needs the support of a credit culture. Efficiency, price, quality, management and other factors constitute the competitiveness of banks, and the integration of these factors for the construction of a commercial bank corporate culture laid a solid foundation. The construction of corporate culture is very important to commercial banks. Excellent corporate culture can improve the competitiveness of commercial banks and then improve their economic benefits. In our country, the construction of corporate culture of commercial banks starts late and is still in the stage of exploration. At the same time, there are some misunderstandings in the understanding of corporate culture by managers. And not enough attention. In the financial industry is facing a comprehensive opening and fierce competition today, how to create an excellent corporate culture, establish a good brand and image, improve its competitiveness. Therefore, the research on the construction of corporate culture of commercial banks is of great theoretical significance and practical value. This paper will study the problems existing in the construction of corporate culture of commercial banks in China from four parts, and put forward solutions. The first part is an introduction, which introduces the research background and purpose of this paper. The second part introduces the definition, structure, content and function of corporate culture, and elaborates the definition of corporate culture in commercial banks. The third part is the analysis of the problems existing in the construction of corporate culture of commercial banks in China. Part 4th. The main ways to strengthen the corporate culture of commercial banks are the principles that should be followed in the construction of corporate culture of commercial banks in China, as well as the innovation of system culture, the innovation of leadership work, the innovation of organizational culture and the innovation of enterprise service. This paper studies and analyzes the innovation of brand marketing strategy, and finally puts forward the ways and means to strengthen the corporate culture of commercial banks in our country, and puts forward the enlightenment and guidance to the improvement of economic benefits.
【學位授予單位】：東北財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33;F270

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