本文關(guān)鍵詞： 國際業(yè)務(wù) 競爭策略 營銷體系 人才建設(shè) 考核機制　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：國際經(jīng)濟一體化、金融全球化的演進給我國商業(yè)銀行帶來了前所未有的機遇和挑戰(zhàn),對國有商業(yè)銀行形成了強烈的沖擊,更是將銀行的國際業(yè)務(wù)帶到了一個嶄新的領(lǐng)域。隨著國與國之間貿(mào)易往來的日益頻繁,國際業(yè)務(wù)的覆蓋范圍也隨之?dāng)U大,這使得國際業(yè)務(wù)有望成為銀行新的利潤增長點。銀行業(yè)全面開放對外資銀行的引入又進一步加劇了銀行之間對客戶資源的搶奪,使得銀行業(yè)的競爭趨于白熱化。WZ農(nóng)業(yè)銀行國際業(yè)務(wù)發(fā)展歷史較短,各項相關(guān)體制尚不健全,迫切需要建立一套完整的競爭策略以對國際業(yè)務(wù)的健康、穩(wěn)定、高速發(fā)展提供充分保障。 本文首先介紹了關(guān)于企業(yè)競爭力的相關(guān)理論,對波特競爭戰(zhàn)略、波士頓矩陣以及SWOT分析法做了詳細闡述。進而對WZ農(nóng)業(yè)銀行國際業(yè)務(wù)的現(xiàn)狀進行五力模型分析、波士頓矩陣分析、SWOT分析。 其次,根據(jù)以上分析提出WZ農(nóng)行國際業(yè)務(wù)在產(chǎn)品研發(fā)和推廣策略、營銷組織體系建設(shè)策略、人才隊伍建設(shè)策略和考核激勵策略方面存在的問題。分析發(fā)現(xiàn)WZ農(nóng)業(yè)銀行金融產(chǎn)品研發(fā)能力較同業(yè)優(yōu)勢行落后,營銷能力比較薄弱,且未建立健全成熟的國際業(yè)務(wù)分銷渠道,國際業(yè)務(wù)相關(guān)領(lǐng)域缺乏專業(yè)的團隊,國際業(yè)務(wù)部在業(yè)績考核中所占比重不大且激勵政策穿透力不夠。 最后,通過對發(fā)現(xiàn)以上問題進行探討,我們對國際業(yè)務(wù)在產(chǎn)品和服務(wù)、營銷體系、人才建設(shè)和考核機制方面的競爭策略進行優(yōu)化研究,并給出了國際業(yè)務(wù)競爭策略優(yōu)化的具體實施安排。對于國際業(yè)務(wù)產(chǎn)品和服務(wù),應(yīng)當(dāng)發(fā)揮國際業(yè)務(wù)價值創(chuàng)造功能、推進貿(mào)易融資集約化經(jīng)營、做大國際業(yè)務(wù)同業(yè)合作、深化境內(nèi)外聯(lián)動產(chǎn)品創(chuàng)新、推動國際業(yè)務(wù)結(jié)構(gòu)調(diào)整。針對營銷組織體系優(yōu)化,進行國際業(yè)務(wù)專營機構(gòu)建設(shè),加強國際業(yè)務(wù)渠道分銷能力,調(diào)整國際業(yè)務(wù)營銷機制要。對于人才建設(shè),要著重加強隊伍基礎(chǔ)建設(shè)、積極開展第二輪外匯普及、積極開展多層次業(yè)務(wù)培訓(xùn)。對于考核機制,應(yīng)當(dāng)提高業(yè)績考核中國際業(yè)務(wù)指標(biāo)占比、嚴格貫徹落實激勵政策、完善產(chǎn)品經(jīng)理考核機制。
[Abstract]:The evolution of international economic integration and financial globalization has brought unprecedented opportunities and challenges to the commercial banks of our country, which has formed a strong impact on the state-owned commercial banks. It also brings the international business of banks to a new field. With the increasingly frequent trade between countries, the scope of international business has also expanded. This makes international business expected to become a new profit growth point for banks. The introduction of foreign banks into the banking industry has further aggravated the snatch of customer resources among banks. WZ Agricultural Bank of China has a short history of international business development, and the relevant systems are not perfect. Therefore, it is urgent to establish a set of complete competition strategy in order to be healthy and stable to the international business. High-speed development provides adequate protection. First of all, this paper introduces the relevant theories about the competitiveness of enterprises and the competitive strategy of Porter. Boston matrix and SWOT analysis are described in detail, and then the five-force model analysis of WZ Agricultural Bank's international business is carried out, and the Boston Matrix Analysis is used to analyze the current situation of WZ Agricultural Bank's international business. Secondly, according to the above analysis, put forward the WZ Agricultural Bank of International Business in product development and promotion strategy, marketing organization system construction strategy. The analysis found that WZ Agricultural Bank financial product R & D ability lags behind that of the same industry, marketing ability is relatively weak. In addition, there are no mature international business distribution channels, lack of professional teams in related fields of international business, small proportion of international business department in performance appraisal and insufficient penetration of incentive policies. Finally, by exploring the above problems, we optimize the competitive strategy of international business in the aspects of product and service, marketing system, talent construction and examination mechanism. It also gives out the specific implementation arrangements for the optimization of international business competition strategy. For international business products and services, we should give full play to the value creation function of international business and promote the intensive management of trade financing. To expand international business cooperation, deepen domestic and foreign product innovation, promote the restructuring of international business, optimize the marketing organization system, and carry out the construction of international business franchises. Strengthen the international business channel distribution ability, adjust the international business marketing mechanism. For talent construction, we should focus on strengthening the team infrastructure, actively carry out the second round of foreign exchange popularization. It is necessary to improve the proportion of international business indicators in the performance appraisal, strictly implement the incentive policy, and perfect the appraisal mechanism of product managers.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

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