本文選題：跨境人民幣 + 發(fā)展策略�。� 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：2009年4月8日，國務(wù)院常務(wù)會議決定，在上海市和廣東省廣州、深圳、珠海、東莞4城市開展跨境貿(mào)易人民幣結(jié)算試點，標(biāo)志著人民幣國際化戰(zhàn)略正式確立，跨境人民幣結(jié)算正式啟動。在全面推廣的兩年多時間里，我國跨境人民幣業(yè)務(wù)呈現(xiàn)出爆炸式的發(fā)展勢頭，業(yè)務(wù)增長迅速。從國家的角度來看，跨境人民幣結(jié)算是我國人民幣國際化進程的第一步，是一項關(guān)系全局、關(guān)系長遠(yuǎn)的戰(zhàn)略性業(yè)務(wù)；從商業(yè)銀行的角度來看，跨境人民幣業(yè)務(wù)關(guān)系各銀行未來5-10年核心競爭力的建立，其快速發(fā)展為商業(yè)銀行帶來巨大商機，促進商業(yè)銀行增強創(chuàng)新能力，推動商業(yè)銀行加快海外網(wǎng)絡(luò)建設(shè)的步伐，提高全球化服務(wù)能力和水平。人民幣國際化的關(guān)鍵是我國金融市場的開放和發(fā)展程度，要么人民幣走不出去，只成為區(qū)域性貨幣，要么機制不健全人民幣定價權(quán)丟掉了，而商業(yè)銀行在這個過程中將承擔(dān)重要的歷史使命，發(fā)揮重大作用。從近期看，跨境人民幣業(yè)務(wù)作為一項新興的、戰(zhàn)略性的業(yè)務(wù)，對于各行而言都在同一條起跑線上，誰認(rèn)識的清楚，誰的方向明確，誰推進的有力，誰就搶占了先機。本文從產(chǎn)品、渠道、營銷、風(fēng)險防范的角度分析了JS銀行吉林分行跨境人民幣發(fā)展策略，結(jié)合吉林省區(qū)域特征和JS銀行自身業(yè)務(wù)經(jīng)營管理模式分析了在具體執(zhí)行層面發(fā)展跨境人民幣業(yè)務(wù)遇到的一些問題，提出了發(fā)展跨境人民幣業(yè)務(wù)的思路和策略，以期指導(dǎo)實踐工作。 本文在結(jié)構(gòu)安排上分為五個部分：第一部分緒論，，介紹了我國跨境人民幣業(yè)務(wù)的背景和推廣進程、發(fā)展跨境人民幣業(yè)務(wù)的重要意義以及跨境人民幣業(yè)務(wù)發(fā)展中存在的問題；第二部分JS銀行吉林分行跨境人民幣業(yè)務(wù)現(xiàn)狀及問題，介紹了JS銀行吉林分行跨境人民幣業(yè)務(wù)發(fā)展?fàn)顩r，分析了當(dāng)前業(yè)務(wù)發(fā)展中存在的問題；第三部分JS銀行吉林分行跨境人民幣業(yè)務(wù)產(chǎn)品渠道建設(shè)策略分析，著重介紹了跨境人民幣業(yè)務(wù)創(chuàng)新產(chǎn)品和跨境人民幣清算渠道建設(shè)，以及商業(yè)銀行海外戰(zhàn)略布局建設(shè)；第四部分JS銀行吉林分行跨境人民幣業(yè)務(wù)市場定位與營銷措施，分別從客戶的關(guān)注點和客戶類型兩個維度對跨境人民幣市場細(xì)分和市場定位提出建議，運用4P理論進行市場營銷設(shè)計，對JS銀行吉林分行跨境人民幣業(yè)務(wù)拓展提出了具體建議；第五部分JS銀行吉林分行跨境人民幣業(yè)務(wù)的風(fēng)險防范，分析了跨境人民幣業(yè)務(wù)涉及的信用風(fēng)險、操作風(fēng)險、國家風(fēng)險、市場風(fēng)險、政策風(fēng)險，提出風(fēng)險防范措施，保證業(yè)務(wù)健康發(fā)展。
[Abstract]:On April 8, 2009, the executive meeting of the State Council decided to launch a cross-border trade RMB settlement pilot project in Shanghai and four cities in Guangzhou, Shenzhen, Zhuhai and Dongguan in Guangdong Province, marking the formal establishment of the RMB internationalization strategy. Cross-border RMB settlement officially launched. In more than two years of comprehensive promotion, cross-border RMB business in China showed explosive development momentum and rapid growth. From the national point of view, cross-border RMB settlement is the first step in the process of RMB internationalization in China, and it is a strategic business related to the overall situation and the long-term; from the perspective of commercial banks, The establishment of core competitiveness of banks in the next 5-10 years will bring huge business opportunities to commercial banks, promote commercial banks to enhance their innovative ability, and accelerate the pace of overseas network construction by commercial banks. To improve the ability and level of global services. The key to the internationalization of the RMB is the degree of openness and development of our financial market. Either the RMB cannot go out and become only a regional currency, or the pricing power of the RMB is lost if the mechanism is not perfect. Commercial banks will play an important role in this process. In the near future, as a new and strategic business, the cross-border RMB business is at the same starting line for all banks. Who knows clearly, whose direction is clear, who has the strength to advance, who will seize the first opportunity. This paper analyzes the cross-border RMB development strategy of JS Bank Jilin Branch from the point of view of product, channel, marketing and risk prevention. Based on the regional characteristics of Jilin Province and JS Bank's own business management model, this paper analyzes some problems encountered in the development of cross-border RMB business at the specific level of execution, and puts forward some ideas and strategies for developing cross-border RMB business. With a view to guiding practical work. This paper is divided into five parts: the first part introduces the background and promotion process of cross-border RMB business in China, the significance of developing cross-border RMB business and the problems existing in the development of cross-border RMB business. The second part of JS Bank Jilin Branch cross-border RMB business status and problems, introduced the JS Bank Jilin Branch cross-border RMB business development, analysis of the current business development problems; The third part of JS Bank Jilin Branch cross-border RMB business product channel construction strategy analysis, focusing on cross-border RMB business innovation products and cross-border RMB clearing channel construction, as well as commercial banks overseas strategic layout construction; The fourth part of JS Bank Jilin Branch cross-border RMB business market positioning and marketing measures, respectively from the customer focus and customer type two dimensions of cross-border RMB market segmentation and market positioning recommendations. Using 4P theory to carry on the marketing design, put forward the concrete suggestion to the JS bank Jilin branch cross-border RMB business expansion; part five JS Bank Jilin branch cross-border RMB business risk prevention, the fifth part JS bank Jilin branch cross-border RMB business risk prevention, the JS bank Jilin branch cross-border RMB business risk prevention, This paper analyzes the credit risk, operational risk, national risk, market risk and policy risk involved in cross-border RMB business, and puts forward the risk prevention measures to ensure the healthy development of the business.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.6

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