本文選題：商業(yè)銀行 + 公司業(yè)務(wù)　； 參考：《山東大學(xué)》2015年碩士論文

【摘要】：當(dāng)前,我國(guó)的經(jīng)濟(jì)金融環(huán)境正在發(fā)生深刻變化,銀行業(yè)主要面臨著四大挑戰(zhàn)。一是經(jīng)濟(jì)增速放緩,保持業(yè)務(wù)平穩(wěn)增長(zhǎng)的難度增大。受經(jīng)濟(jì)增速放緩、利率市場(chǎng)化加速等多重因素影響,銀行業(yè)資產(chǎn)擴(kuò)張與利潤(rùn)增長(zhǎng)速度將繼續(xù)回落。二是社會(huì)資金流動(dòng)呈現(xiàn)新的特點(diǎn),給流動(dòng)性管理帶來(lái)挑戰(zhàn)。三是改革全面深化,對(duì)銀行應(yīng)變能力帶來(lái)挑戰(zhàn)。市場(chǎng)在資源配置中起決定性作用的機(jī)制強(qiáng)化后,對(duì)銀行業(yè)金融機(jī)構(gòu)經(jīng)營(yíng)自助決策、利率自主定價(jià)、風(fēng)險(xiǎn)自主擔(dān)責(zé)等會(huì)產(chǎn)生更大影響。四是資本、財(cái)務(wù)、市場(chǎng)和風(fēng)險(xiǎn)約束進(jìn)一步強(qiáng)化。在此背景下,銀行的經(jīng)營(yíng)環(huán)境發(fā)生了很大變化,在業(yè)務(wù)增長(zhǎng)趨于放緩、外部約束持續(xù)增強(qiáng)、風(fēng)險(xiǎn)防控壓力不斷加大的情況下,農(nóng)業(yè)銀行傳統(tǒng)的競(jìng)爭(zhēng)優(yōu)勢(shì)和服務(wù)模式面臨著嚴(yán)峻挑戰(zhàn),短板效應(yīng)開(kāi)始顯現(xiàn),各種制約因素日益凸顯,業(yè)務(wù)經(jīng)營(yíng)轉(zhuǎn)型迫在眉睫。HZ市地處平原,是多年的農(nóng)業(yè)大市,縣域經(jīng)濟(jì)接近80%,一方面伴隨農(nóng)業(yè)發(fā)展方式的快速轉(zhuǎn)變,農(nóng)村改革的全面深化,新型農(nóng)業(yè)經(jīng)營(yíng)主體的蓬勃興起,新型城鎮(zhèn)化的穩(wěn)步推進(jìn),縣域和“三農(nóng)”領(lǐng)域正成為新的經(jīng)濟(jì)增長(zhǎng)點(diǎn),為農(nóng)業(yè)銀行HZ分行帶來(lái)難得的發(fā)展機(jī)遇；但另一方面,縣域經(jīng)濟(jì)發(fā)展進(jìn)入新常態(tài),規(guī)模增速呈現(xiàn)回穩(wěn)趨勢(shì),縣域業(yè)務(wù)風(fēng)險(xiǎn)防控壓力加大,信貸客戶風(fēng)險(xiǎn)沿資金鏈、產(chǎn)業(yè)鏈、擔(dān)保鏈擴(kuò)散蔓延；同業(yè)競(jìng)爭(zhēng)持續(xù)加劇,傳統(tǒng)盈利模式受到?jīng)_擊,縣域信貸有效投放不足；中間業(yè)務(wù)收入、利潤(rùn)增速不同程度出現(xiàn)下滑態(tài)勢(shì),對(duì)縣域業(yè)務(wù)加快轉(zhuǎn)變發(fā)展方式提出更高要求。同時(shí),公司業(yè)務(wù)作為農(nóng)業(yè)銀行HZ分行利潤(rùn)的主要增長(zhǎng)點(diǎn),在業(yè)務(wù)收入的貢獻(xiàn)度比重高,是商業(yè)銀行業(yè)務(wù)的重要組成部分。在當(dāng)前形勢(shì)下,農(nóng)業(yè)銀行HZ分行公司業(yè)務(wù)的轉(zhuǎn)型顯得尤為重要。本文對(duì)當(dāng)前環(huán)境下的公司業(yè)務(wù)轉(zhuǎn)型方向進(jìn)行研究,在借鑒國(guó)內(nèi)外關(guān)于金融創(chuàng)新、金融轉(zhuǎn)型及營(yíng)銷(xiāo)理論研究的基礎(chǔ)上,提出本文的研究對(duì)象和內(nèi)容,通過(guò)對(duì)農(nóng)業(yè)銀行HZ分行的現(xiàn)狀分析,運(yùn)用SWOT分析法,詳細(xì)分析了HZ分行的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、面臨的威脅,然后從農(nóng)業(yè)銀行HZ分行目前面臨的宏觀經(jīng)濟(jì)環(huán)境、當(dāng)?shù)亟?jīng)濟(jì)環(huán)境以及當(dāng)?shù)亍叭r(nóng)”業(yè)務(wù)發(fā)展的情況等方面指出公司業(yè)務(wù)轉(zhuǎn)型的必要性,最后,結(jié)合以上情況分析,從目標(biāo)市場(chǎng)定位、營(yíng)銷(xiāo)策略、產(chǎn)品營(yíng)銷(xiāo)組合、服務(wù)方式、業(yè)務(wù)經(jīng)營(yíng)方式、營(yíng)銷(xiāo)管理體系、風(fēng)險(xiǎn)管理轉(zhuǎn)型等七個(gè)方面提出HZ分行公司業(yè)務(wù)發(fā)展的方向及思路。
[Abstract]:At present, China's economic and financial environment is undergoing profound changes, bank owners to face four major challenges. First, the economic growth rate is slowing, maintaining a steady growth of business is more difficult. Asset expansion and profit growth in the banking sector will continue to recede due to a number of factors, such as slowing economic growth and accelerating interest rate liberalization, among other factors. Second, social capital flow presents new characteristics, which brings challenges to liquidity management. Third, the overall deepening of the reform, the ability to bring about a challenge to the bank. After the market plays a decisive role in the allocation of resources, it will have a greater impact on the banking financial institutions' self-decision, interest rate pricing, risk independent accountability and so on. Fourth, capital, finance, market and risk constraints further strengthened. In this context, great changes have taken place in the operating environment of banks, where business growth tends to slow down, external constraints continue to increase, and risk prevention and control pressures continue to increase. The traditional competitive advantage and service mode of the Agricultural Bank of China are facing severe challenges, the short-board effect is beginning to appear, and all kinds of restriction factors are increasingly prominent. The city of .HZ is located in the plain, and it is a big agricultural city for many years. The county economy is close to 80%. On the one hand, with the rapid transformation of the mode of agricultural development, the overall deepening of rural reform, the vigorous rise of the new agricultural management body, and the steady progress of the new type of urbanization, The county area and the field of "agriculture, rural areas and farmers" are becoming a new economic growth point, which brings a rare development opportunity for the HZ branch of the Agricultural Bank. On the other hand, the county economy has entered a new normal, and the growth rate of the scale has shown a trend of stabilization. County business risk prevention and control pressure increased, credit customer risk spread along the capital chain, industry chain, guarantee chain spread; peer competition continues to intensify, the traditional profit model is impacted, county credit effectively insufficient; intermediate business income, Profit growth in varying degrees of decline, to accelerate the transformation of county business development mode put forward higher requirements. At the same time, as the main growth point of HZ branch profit of Agricultural Bank of China, the company's business contributes a high proportion in the business income, and it is an important part of the commercial bank business. In the current situation, agricultural bank HZ branch business transformation is particularly important. Based on the research of financial innovation, financial transformation and marketing theory at home and abroad, this paper puts forward the research object and content of this paper. By analyzing the current situation of HZ branch of Agricultural Bank of China and using SWOT analysis method, this paper analyzes in detail the advantages, disadvantages, opportunities and threats faced by HZ Branch, and then from the macroeconomic environment faced by HZ Branch of Agricultural Bank of China, The local economic environment and the development of local "agriculture, rural areas" business, etc., point out the necessity of the company's business transformation. Finally, combined with the above situation analysis, from the target market positioning, marketing strategy, product marketing mix, service mode, The business management mode, marketing management system, risk management transformation and other seven aspects of HZ branch company business development direction and ideas.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳欣美;;金融危機(jī)背景下我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)策略的選擇[J];中國(guó)管理信息化;2010年02期

相關(guān)重要報(bào)紙文章 前2條

1 特約嘉賓 趙衛(wèi)宏 江西師范大學(xué)商學(xué)院院長(zhǎng)、教授;[N];中國(guó)城鄉(xiāng)金融報(bào);2009年

2 商報(bào)記者 閆瑾;[N];北京商報(bào);2013年

，

本文編號(hào)：1788063