【摘要】：隨著信息技術(shù)的發(fā)展和普及,金融業(yè)正經(jīng)歷著新的變革,在這個(gè)時(shí)代背景下催生了電子銀行。電子銀行經(jīng)過(guò)這些年的發(fā)展,從開(kāi)始的緩慢發(fā)展,到現(xiàn)在幾乎是井噴式發(fā)展,電子銀行已經(jīng)成為現(xiàn)代商業(yè)銀行新的戰(zhàn)略性業(yè)務(wù)、利潤(rùn)增長(zhǎng)點(diǎn)和搶占市場(chǎng)的一把利器。廣西農(nóng)村信用社作為廣西壯族自治區(qū)重要的銀行之一,電子銀行業(yè)務(wù)還處于初步發(fā)展階段,在電子銀行快速發(fā)展的今天,面臨著巨大的機(jī)遇和挑戰(zhàn),為了抓住機(jī)遇迎接挑戰(zhàn),必須做好電子銀行業(yè)務(wù)發(fā)展戰(zhàn)略規(guī)劃。 文中首先闡述了電子銀行相關(guān)概念、發(fā)展電子銀行意義、存在的問(wèn)題,隨后介紹相關(guān)的戰(zhàn)略理論：藍(lán)海戰(zhàn)略理論,創(chuàng)新戰(zhàn)略理論和差異化競(jìng)爭(zhēng)戰(zhàn)略理論等基本理論。 然后對(duì)廣西農(nóng)信電子銀行業(yè)務(wù)內(nèi)外部環(huán)境分別進(jìn)行定性和定量的分析,得出廣西農(nóng)信電子銀行業(yè)務(wù)的內(nèi)部?jī)?yōu)勢(shì)大于內(nèi)容弱點(diǎn),內(nèi)部因素則處于強(qiáng)勢(shì),外部機(jī)會(huì)大于外部威脅,表明廣西農(nóng)信發(fā)展電子銀行業(yè)務(wù)內(nèi)外部因素十分有利發(fā)展電子銀行業(yè)務(wù)的發(fā)展。 本文借助SWOT分析法和波士頓矩陣分法對(duì)廣西農(nóng)信電子銀行業(yè)務(wù)戰(zhàn)略進(jìn)行定性分析,分析得出電子銀行業(yè)務(wù)發(fā)展的機(jī)遇大于威脅、優(yōu)勢(shì)大于劣勢(shì),電子銀行業(yè)務(wù)屬于明星類業(yè)務(wù),因此應(yīng)重點(diǎn)采取進(jìn)取式0S戰(zhàn)略；接著又對(duì)廣西農(nóng)信的領(lǐng)導(dǎo)人和戰(zhàn)略模式進(jìn)行匹配分析,得出廣西農(nóng)信的領(lǐng)導(dǎo)人與戰(zhàn)略的匹配度比較高。在制定廣西農(nóng)信電子銀行業(yè)務(wù)發(fā)展戰(zhàn)略之前,確定了“立足廣西走向全國(guó),轉(zhuǎn)變創(chuàng)新理念、加快創(chuàng)新,轉(zhuǎn)變盈利模式,塑造電子銀行一流品牌”的戰(zhàn)略目標(biāo),接著根據(jù)戰(zhàn)略目標(biāo)的指導(dǎo),加上戰(zhàn)略相關(guān)理論,結(jié)合具體實(shí)際情況,制定了“創(chuàng)新戰(zhàn)略理論+藍(lán)海戰(zhàn)略和創(chuàng)新戰(zhàn)略理論+差異化戰(zhàn)略”相結(jié)合的總體戰(zhàn)略。 最后,在總體戰(zhàn)略和戰(zhàn)略目標(biāo)的指導(dǎo)下,從外部發(fā)展、內(nèi)部發(fā)展兩個(gè)方面,給出了廣西農(nóng)信電子銀行具體實(shí)施措施。外部采用農(nóng)信體系戰(zhàn)略聯(lián)盟,同業(yè)戰(zhàn)略聯(lián)盟,橫向聯(lián)盟,前向、后向聯(lián)盟四種戰(zhàn)略聯(lián)盟來(lái)實(shí)施。內(nèi)部從業(yè)務(wù)產(chǎn)品線戰(zhàn)略、加大人力資源開(kāi)發(fā)、優(yōu)化組織架構(gòu)、加強(qiáng)市場(chǎng)營(yíng)銷、打造獨(dú)特電子銀行品牌四個(gè)方面制定具體實(shí)施措施。 本文使用理論分析和實(shí)踐相結(jié)合的方法,借助本人多年的金融從業(yè)經(jīng)驗(yàn),參考前沿的研究文獻(xiàn)和統(tǒng)計(jì)資料,搜集整理了大量的數(shù)據(jù),提出了對(duì)廣西農(nóng)信電子銀行業(yè)務(wù)切實(shí)可行的發(fā)展戰(zhàn)略,促進(jìn)廣西農(nóng)信電子銀行業(yè)務(wù)快速持續(xù)健康的發(fā)展,打造其一流的電子銀行品牌。
[Abstract]:With the development and popularization of information technology, the financial industry is undergoing new changes. After the development of these years, the electronic bank has become a new strategic business, profit growth point and a sharp weapon to seize the market of modern commercial banks, from the slow development at the beginning to the almost blowout development. As one of the important banks in Guangxi Zhuang Autonomous region, Guangxi Rural Credit Cooperatives are still in the initial stage of development. Today, with the rapid development of electronic banking, they are facing enormous opportunities and challenges, in order to seize the opportunities to meet the challenges. Must do a good job electronic banking business development strategy plan. In this paper, the related concepts of electronic banking, the significance of the development of electronic banking, the existing problems, and then the related strategic theory: blue sea strategy theory, innovation strategy theory and differentiated competitive strategy theory are introduced. Then the internal and external environment of Guangxi Rural Electronic Bank is analyzed qualitatively and quantitatively. It is concluded that the internal advantages of Guangxi Rural Electronic Bank are greater than the content weaknesses, the internal factors are in a strong position, and the external opportunities are greater than the external threats. It shows that the internal and external factors of developing electronic banking business in Guangxi Agricultural Credit Corporation are very favorable to the development of electronic banking business. With the help of SWOT analysis and Boston matrix analysis, this paper makes a qualitative analysis on the business strategy of Guangxi Rural Credit Electronic Bank, and concludes that the opportunities for the development of electronic banking are greater than the threats, the advantages are greater than the disadvantages, and the electronic banking business belongs to the star business. Therefore, we should focus on the aggressive 0S strategy, and then make a matching analysis on the leaders and strategic patterns of Guangxi Rural Credit, and draw a conclusion that the matching degree between the leaders and the strategy of Guangxi Rural Credit is relatively high. Before formulating the business development strategy of Guangxi Rural Credit Electronic Bank, the strategic goal of "base on Guangxi to go to the whole country, change the idea of innovation, speed up innovation, change the profit model, shape the first-class brand of electronic bank" was set. Then, according to the guidance of the strategic objectives, combined with the relevant theories of strategy, combined with the actual situation, the author formulated the overall strategy of combining "the blue sea strategy of innovation strategy theory with the differentiation strategy of innovation strategy theory". Finally, under the guidance of the overall strategy and the strategic goal, the paper gives the concrete implementation measures of Guangxi Agricultural Credit Electronic Bank from two aspects of external development and internal development. Four kinds of strategic alliances are adopted: agricultural credit system strategic alliance, peer strategic alliance, horizontal alliance, forward alliance and backward alliance. Internal from the business product line strategy, increase human resources development, optimize the organizational structure, strengthen marketing, create a unique electronic banking brand to formulate specific implementation measures. This article uses the method of combining theory analysis and practice, with the help of my many years of experience in financial industry, referring to the frontier research literature and statistical data, collecting and arranging a large number of data. This paper puts forward a feasible development strategy for Guangxi Agricultural Credit Electronic Bank, which promotes the rapid, sustainable and healthy development of Guangxi Agricultural Credit Electronic Bank, and builds its first-class electronic banking brand.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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