本文關鍵詞： 發(fā)展策略 環(huán)境分析 SWOT分析 社區(qū)金融　出處：《北京交通大學》2017年碩士論文　論文類型：學位論文

【摘要】：社區(qū)金融的發(fā)展是以社區(qū)的出現(xiàn)為前提的。隨著城市的快速發(fā)展與擴張,新建的居民區(qū)的增多及發(fā)展,對日常金融服務產生了巨大的需求,但由于銀行網(wǎng)點布局不當、過于稀少以及發(fā)展滯后等原因,造成了很大金融服務空白。因此社區(qū)居民金融服務僅僅依靠銀行是滿足不了�，F(xiàn)如今,金融市場的競爭日趨激烈,XXX集團審視奪度,利用自身開發(fā)房地產市場,管理社區(qū)的經(jīng)驗,大舉進軍社區(qū)金融市場,由于XXX集團是跨業(yè)經(jīng)營,為了在市場能夠站住腳,避免同質競爭,謀求差異化經(jīng)營,對發(fā)展策略目標重新調整及優(yōu)化設計是必不可少的工作。本文在對社區(qū)金融概念、特點以及國內相關研究回顧的基礎上,針對XXX集團社區(qū)金融業(yè)務開展的實際情況,通過SWOT工具系統(tǒng)分析了發(fā)展社區(qū)金融業(yè)務,XXX集團面臨的優(yōu)勢、劣勢、機會與威脅。并針對面對的宏觀環(huán)境采取PEST分析模型,分別對政治環(huán)境、經(jīng)濟環(huán)境、社會環(huán)境、技術環(huán)境等四個方面進行了詳細的分析,為論文針對性的論證找準方向。在以上分析的基礎上,本文得到的結論:XXX集團社區(qū)在金融業(yè)務發(fā)展總體上要采取以客戶為中心、產品創(chuàng)新及業(yè)務均衡發(fā)展的策略。具體的策略執(zhí)行上要強化以下幾個方面的工作,一是提供差異化金融產品,避免同質惡性競爭;二是加強社區(qū)金融服務人才隊伍的建設,為業(yè)務擴大發(fā)展增加新鮮血液;三是采取針對社區(qū)居民融資特點的營銷渠道及營銷手段,增強市場開發(fā)力度;四是提高社區(qū)金融服務水平,促進社會聲譽的提高。文通過對XXX集團拓展社區(qū)金融業(yè)務發(fā)展時,要面對的市場環(huán)境進行了分析,結合其內部的優(yōu)、劣勢,優(yōu)化調整了其既有的發(fā)展策略。優(yōu)化后的發(fā)展策略,有利于其更好的認清市場形勢,規(guī)避發(fā)展上盲點,擴大自身優(yōu)勢,合理利用資源,獲得市場優(yōu)勢,并獲得資源使用的經(jīng)濟效益最大化。
[Abstract]:The development of community finance is based on the emergence of community. With the rapid development and expansion of cities and the increase and development of new residential areas, there is a huge demand for daily financial services. However, due to improper distribution of bank outlets, too few and development lags behind, resulting in a very large gap in financial services. Therefore, community financial services only rely on banks is not satisfied. Nowadays. The competition in the financial market is becoming more and more fierce. The XXX Group examines the grabbing degree, uses its own real estate market development, manages the community experience, and enters into the community financial market on a large scale, because the XXX Group is a cross-industry operation. In order to be able to stand up in the market, avoid homogeneous competition, and seek differentiated management, it is necessary to readjust and optimize the design of development strategy. This paper is on the concept of community finance. On the basis of the characteristics and domestic related research review, aiming at the actual situation of community finance business of XXX Group, this paper systematically analyzes the development of community finance business through SWOT tools. XXX Group is faced with strengths, weaknesses, opportunities and threats. In view of the macro environment facing the PEST analysis model, respectively to the political environment, economic environment, social environment. Technical environment and other four aspects of the detailed analysis for the paper targeted to find the right direction. On the basis of the above analysis. The conclusion of this paper is that the community of: xxx group should take customer-centered approach to the development of financial business in general. The strategy of product innovation and balanced development of business. The implementation of specific strategies should strengthen the following aspects of work: first, to provide differentiated financial products to avoid homogenous vicious competition; Second, strengthen the construction of community financial service personnel team, and increase the fresh blood for the expansion of business development; Thirdly, we should adopt the marketing channel and marketing means according to the characteristics of community residents' financing to strengthen the market development; The fourth is to improve the level of community financial services and promote the improvement of social reputation. This paper analyzes the market environment that XXX Group faces when it develops community financial business and combines its internal advantages and disadvantages. Optimized adjustment of its existing development strategy. The optimized development strategy is conducive to its better understanding of the market situation, avoid the blind spot in development, expand its own advantages, reasonable use of resources, and obtain market advantages. The economic benefits of resource utilization are maximized.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F832.39

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