【摘要】：近幾年金融市場動蕩不安，黃金作為一種能有效規(guī)避通貨膨脹風險的投資產(chǎn)品備受投資者關(guān)注。目前，國內(nèi)各大商業(yè)銀行都已推出黃金業(yè)務(wù)，在此背景下，廣發(fā)銀行長沙分行應(yīng)針對黃金業(yè)務(wù)制定出切實可行的競爭戰(zhàn)略，有效提升黃金業(yè)務(wù)的競爭力，以促使其贏得黃金業(yè)務(wù)的市場競爭。 本文運用多種戰(zhàn)略分析工具對廣發(fā)銀行長沙分行發(fā)展黃金業(yè)務(wù)的內(nèi)外環(huán)境進行深入分析，并結(jié)合廣發(fā)銀行長沙分行的實際情況，確定了其黃金業(yè)務(wù)的競爭戰(zhàn)略。本文還對廣發(fā)銀行長沙分行黃金業(yè)務(wù)競爭戰(zhàn)略的實施步驟、戰(zhàn)略實施過程中可能出現(xiàn)的障礙，及戰(zhàn)略實施保障措施進行了深入研究，并分析了競爭戰(zhàn)略的預(yù)期實施效果。 競爭戰(zhàn)略的選擇直接影響著企業(yè)競爭優(yōu)勢的獲取，對于廣發(fā)銀行長沙分行而言，在開拓新市場發(fā)展黃金業(yè)務(wù)時，可以實施集中戰(zhàn)略，但是，從長遠發(fā)展來看，，應(yīng)采取差異化戰(zhàn)略作為其發(fā)展黃金業(yè)務(wù)的競爭戰(zhàn)略，才能構(gòu)建起銀行獨特的核心競爭力，提升銀行黃金業(yè)務(wù)的市場占有份額。為了確保戰(zhàn)略能夠順利的貫徹實施，企業(yè)應(yīng)該采取必要的保障措施。本文認為廣發(fā)銀行長沙分行應(yīng)從調(diào)整組織結(jié)構(gòu)、創(chuàng)新業(yè)務(wù)流程、優(yōu)化資源配置、加強風險管理和突出品牌建設(shè)這5個方面做好黃金業(yè)務(wù)競爭戰(zhàn)略實施保障工作。最后，本文預(yù)期廣發(fā)銀行長沙分行黃金業(yè)務(wù)競爭戰(zhàn)略的實施將會有助于其提高黃金業(yè)務(wù)經(jīng)濟效益、提升分行內(nèi)部管理水平、提升“廣發(fā)金”的品牌知名度。
[Abstract]:In recent years, financial markets have been volatile, and gold, as an investment product that can effectively avoid inflation risk, has attracted much attention from investors. At present, all the major commercial banks in China have launched gold business. Under this background, the Changsha Branch of Guangfa Bank should formulate a practical competitive strategy for gold business, so as to effectively enhance the competitiveness of gold business. In order to win the gold business of the market competition. This paper makes a thorough analysis of the internal and external environment for the development of gold business in Changsha Branch of Guangfa Bank by using various strategic analysis tools, and determines the competitive strategy of its gold business according to the actual situation of Changsha Branch of the Bank. This paper also makes an in-depth study on the steps of implementation of the gold business competition strategy of Changsha Branch of Guangfa Bank, the possible obstacles in the implementation of the strategy, and the measures to ensure the implementation of the strategy, and analyzes the expected effect of the implementation of the competition strategy. The choice of competitive strategy has a direct impact on the acquisition of competitive advantages of enterprises. For the Changsha Branch of Guangfa Bank, when developing gold business in new markets, it can implement a centralized strategy. However, in the long run, The differentiation strategy should be adopted as the competitive strategy for the development of gold business in order to build up the unique core competitiveness of the bank and promote the market share of the bank's gold business. In order to ensure the smooth implementation of the strategy, enterprises should take the necessary safeguards. This paper holds that Changsha Branch of Guangfa Bank should do a good job in the implementation of gold business competition strategy from the following five aspects: adjusting the organizational structure, innovating business process, optimizing resource allocation, strengthening risk management and highlighting brand construction. Finally, this paper expects that the implementation of the gold business competition strategy in Changsha Branch of Guangfa Bank will help to improve the economic benefits of gold business, enhance the internal management level of the branch, and enhance the brand popularity of "Guangfa Gold".
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33

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