本文關鍵詞： 競爭戰(zhàn)略 差異化戰(zhàn)略 德州建行　出處：《山東大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著國內經濟的發(fā)展,中國銀行業(yè)呈現(xiàn)快速發(fā)展態(tài)勢。國內各商業(yè)銀行紛紛通過增加分支機構、推出新的銀行產品等措施,來增強自身市場競爭力,以期在激烈的市場競爭中贏得一席之地。加之外資銀行金融機構紛紛進駐中國,爭奪市場份額,國內外銀行間的競爭日趨激烈。伴隨著我國金融市場的不斷開放及全球一體化的不斷深化,我國商業(yè)銀行面臨更加激烈的競爭環(huán)境,面臨更加嚴峻的挑戰(zhàn)。為應對入世以來銀行業(yè)呈現(xiàn)的各種機遇和挑戰(zhàn),伴隨國內銀行業(yè)外部競爭的日趨激烈,國內各商業(yè)銀行如何結合外部環(huán)境及自身資源條件確定自身的市場定位,進而制定科學可行的競爭戰(zhàn)略,實施有效的競爭戰(zhàn)略,充分利用外部機遇,發(fā)揮自身資源優(yōu)勢,不斷提高自身市場競爭力,已成為各商業(yè)銀行迫切需要解決的問題。 中國建設銀行作為四大國有商業(yè)銀行之一,同樣面臨著市場競爭的考驗。如何在激烈的市場競爭中尋找到出路,成為各管理層所面臨的問題。作為建行二級分行的德州建行的內外部條件也發(fā)生了很大的變化,迫切需要制定中長期的發(fā)展戰(zhàn)略以便積極應對外部機遇與挑戰(zhàn),發(fā)揮自身優(yōu)勢,在激烈的競爭中獲得優(yōu)勢地位。本文采用規(guī)范分析與案例研究相結合的方法,以德州建行為研究對象,借鑒國內外競爭戰(zhàn)略的相關理論與研究成果,在對德州建行內外部環(huán)境分析的基礎上,確立了適合其發(fā)展的競爭戰(zhàn)略——差異化戰(zhàn)略,并從產品差異化、客戶差異化、服務渠道差異化、人力資源管理差異化等幾個方面提出了差異化戰(zhàn)略實施的措施,構建了差異化戰(zhàn)略實施的保障體系。通過本研究發(fā)現(xiàn)：德州建行既面臨著外部競爭及外部監(jiān)管壓力不斷增大的威脅,同時又面臨當?shù)亟洕杆侔l(fā)展的外部機會；既有大型國有商業(yè)銀行自身的劣勢,又具備長期積淀下來的自身的優(yōu)勢。綜合考慮各種戰(zhàn)略選擇方案,本文認為在激烈的市場競爭環(huán)境下,差異化的戰(zhàn)略選擇更加符合德州建行的現(xiàn)實情況,是德州建行最佳的戰(zhàn)略選擇。這一研究對德州建行競爭形勢的分析及競爭戰(zhàn)略的選擇具有較為重要的指導意義。希望通過本文的研究為德州建行相關領導提供決策參考。
[Abstract]:With the development of domestic economy, China's banking industry is developing rapidly. Domestic commercial banks have increased their market competitiveness by increasing branches and introducing new banking products. In order to win a place in the fierce market competition. In addition, foreign banks and financial institutions have been stationed in China to compete for market share. The competition between domestic and foreign banks is becoming increasingly fierce. With the continuous opening of our financial market and the deepening of global integration, our commercial banks are facing a more intense competitive environment. Facing more severe challenges. In order to cope with the opportunities and challenges presented by the banking industry since China's entry into the WTO, the external competition of the domestic banking industry is becoming increasingly fierce. How to determine the market position of domestic commercial banks in combination with external environment and their own resource conditions, and then formulate scientific and feasible competitive strategies, implement effective competitive strategies, make full use of external opportunities, and give full play to their own resource advantages. Constantly improving their market competitiveness has become an urgent problem for commercial banks to solve. As one of the four state-owned commercial banks, China Construction Bank is also facing the test of market competition. How to find a way out in the fierce market competition, As a secondary branch of CCB, the internal and external conditions of CCB have also undergone great changes. It is urgent to formulate a medium- and long-term development strategy in order to actively respond to external opportunities and challenges and give play to its own advantages. In the fierce competition, this paper adopts the method of combining normative analysis and case study to study the behavior of Texas, and draws lessons from the relevant theories and research results of competitive strategy at home and abroad. On the basis of the analysis of the internal and external environment of Texas Construction Bank, the paper establishes the competitive strategy-differentiation strategy suitable for its development, and from the product differentiation, customer differentiation, service channel differentiation, Human resource management differentiation and other aspects of the implementation of differentiation strategy measures, Through this study, we find that Texas Construction Bank is faced with the threat of external competition and increasing external supervision pressure, and also faces the external opportunities of rapid economic development; There are not only the disadvantages of the large state-owned commercial banks, but also the advantages they have accumulated over a long period of time. Considering all kinds of strategic options, this paper thinks that in the fierce market competition environment, The strategic choice of differentiation is more in line with the reality of Texas Construction Bank. This study is of great significance to the analysis of the competitive situation and the choice of the competitive strategy of the Texas Construction Bank. It is hoped that the research in this paper will provide a decision reference for the relevant leaders of the Texas Construction Bank.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.3

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