本文關(guān)鍵詞： 工行 江蘇省分行南京工行 公司金融業(yè)務(wù) 戰(zhàn)略 差異化　出處：《南京大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)工商銀行從1984年成立至今,經(jīng)歷過巨額的虧損,逼近過技術(shù)性破產(chǎn),通過國(guó)家一系列的剝離、注資等策略,用去27年的時(shí)間發(fā)展成為了目前世界上最大市值銀行、最大盈利銀行,資產(chǎn)規(guī)模超過15萬億。這是所有工行人共同努力取得的成果,在過去的發(fā)展當(dāng)中,公司金融業(yè)務(wù)作為工行重要的產(chǎn)品板塊之一,扮演了非常重要的角色。工行公司金融業(yè)務(wù)的高速增長(zhǎng),得益于經(jīng)濟(jì)的高速發(fā)展,市場(chǎng)的不斷擴(kuò)大,但未來隨著經(jīng)濟(jì)的不確定性增加,市場(chǎng)擴(kuò)張的速度減緩,如何保持過去幾年公司業(yè)務(wù)良好的發(fā)展勢(shì)頭,在發(fā)展中解決更為復(fù)雜的人才、機(jī)制、管理體系問題,讓公司金融業(yè)務(wù)成為工行的品牌業(yè)務(wù),是工行需要面對(duì)的問題。 江蘇省分行南京工行(文內(nèi)簡(jiǎn)稱：南京工行)是總行確定的六個(gè)一級(jí)分行南京工行之一,屬于工總行確定的重點(diǎn)發(fā)展的分支機(jī)構(gòu),在過去的幾年利潤(rùn)以近30%的年增幅增長(zhǎng)。公司金融業(yè)務(wù)一直以來也是南京工行的龍頭產(chǎn)品,但隨著南京市市場(chǎng)上金融機(jī)構(gòu)的增多,公司金融業(yè)務(wù)面臨了更多的市場(chǎng)競(jìng)爭(zhēng),同時(shí)南京市隨著2013年亞青會(huì)、2014年青奧會(huì)的召開,也孕育了很多的市場(chǎng)機(jī)會(huì)。我研究的論文就是希望通過對(duì)過往業(yè)績(jī)的分析、外部市場(chǎng)環(huán)境的梳理,確定南京工行公司金融業(yè)務(wù)的發(fā)展戰(zhàn)略,并明確具體的實(shí)施措施,保證公司金融業(yè)務(wù)能夠順應(yīng)市場(chǎng)潮流,保持持續(xù)增長(zhǎng)。 本文先對(duì)南京工行的公司金融業(yè)務(wù)現(xiàn)狀進(jìn)行了簡(jiǎn)單介紹,并對(duì)南京市場(chǎng)上的同業(yè)競(jìng)爭(zhēng)進(jìn)行了詳細(xì)的分析；然后從外部環(huán)境出發(fā),分析了我國(guó)經(jīng)濟(jì)發(fā)展的特點(diǎn)以及經(jīng)濟(jì)結(jié)構(gòu)中國(guó)有成分占比較大的緣由,強(qiáng)調(diào)了在利率管制的大背景下,銀行盈利的保障性以及未來金融改革的方向,還針對(duì)南京市的區(qū)域經(jīng)濟(jì)特點(diǎn),闡述了南京市十二五期間的經(jīng)濟(jì)規(guī)劃；接著深入分析了南京工行內(nèi)部現(xiàn)有的經(jīng)營(yíng)環(huán)境,重點(diǎn)剖析了已取得品牌、客戶資源、渠道等優(yōu)勢(shì)和體制、經(jīng)營(yíng)風(fēng)格等方面存在的不足；最后利用SWOT分析和五力模型分析,確定差異化是南京工行需要采取的戰(zhàn)略,同時(shí)相應(yīng)提出了在產(chǎn)品體系、目標(biāo)客戶、風(fēng)險(xiǎn)控制、人才儲(chǔ)備等多個(gè)方面確定具體舉措。
[Abstract]:The Industrial and Commercial Bank of China (ICBC) has experienced huge losses since its establishment in 1984, and has been approaching technical bankruptcy. Through a series of national divestiture and capital injection strategies, ICBC has developed into the world's largest bank, market value Bank, in the past 27 years. The largest profitable bank has more than 15 tillion assets. This is the result of the joint efforts of all ICBC people. In the past, the financial business of the company as one of the ICBC's important product sectors, ICBC has played a very important role. The rapid growth of ICBC's financial business has benefited from the rapid development of the economy and the continuous expansion of the market. But in the future, as the economic uncertainty increases, the rate of market expansion slows down. How to maintain the good development momentum of the company's business in the past few years, to solve the more complicated problems of talents, mechanism and management system in the development, and to make the financial business of the company become the brand business of ICBC, is the problem that ICBC needs to face. The Nanjing Industrial and Commercial Bank of Jiangsu Province (Nanjing ICBC) is one of the six first-level branches of ICBC determined by the head office and belongs to the branch of key development determined by ICBC. In the past few years, profits have increased at an annual rate of nearly 30%. The company's financial business has always been the leading product of ICBC in Nanjing, but with the increase of financial institutions in the Nanjing market, the company's financial business is facing more market competition. At the same time, with the convening of the Asian Youth Conference on 2013 and the Youth Olympic Games in 2014, Nanjing has also given birth to a lot of market opportunities. My research paper hopes that through the analysis of past achievements, the external market environment will be combed. The development strategy of Nanjing Industrial and Commercial Bank of China (ICBC)'s financial business is determined and the specific implementation measures are made clear to ensure that the company's financial business can keep up with the market trend and maintain a sustained growth. This paper first introduces the current situation of Nanjing Industrial and Commercial Bank of China (ICBC), and analyzes the competition of the same industry in Nanjing market in detail, and then proceeds from the external environment. This paper analyzes on the characteristics of China's economic development and the reasons for the relatively large proportion of economic structure in China, and emphasizes the guarantee of bank profits and the direction of financial reform in the future under the background of interest rate regulation. In view of the regional economic characteristics of Nanjing, the economic planning of Nanjing during the 12th Five-Year Plan period is expounded, and then the existing operating environment of ICBC in Nanjing is analyzed in depth, with emphasis on the advantages and systems of brands, customer resources, channels and so on. Finally, by using SWOT analysis and five-force model analysis, we determine that differentiation is the strategy that ICBC needs to adopt, and put forward the corresponding product system, target customer, risk control. Talent reserves and other aspects to determine specific measures.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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