本文關鍵詞： 股份制商業(yè)銀行 戰(zhàn)略轉(zhuǎn)型 競爭戰(zhàn)略　出處：《華南理工大學》2014年碩士論文　論文類型：學位論文

【摘要】：MS銀行是我國12家全國性股份制商業(yè)銀行中的佼佼者。經(jīng)過17年的發(fā)展，如今MS銀行資產(chǎn)總規(guī)模超過人民幣3萬億元，躋身全國中型銀行的隊列。在當前銀行業(yè)競爭白熱化的形勢下，，MS銀行高層決定向特色銀行和效益銀行的方向進行戰(zhàn)略轉(zhuǎn)型。廣州分行作為省屬分行，是MS銀行的重點分支機構(gòu)。雖然廣州分行近年來經(jīng)營業(yè)績一直處在行業(yè)前列，但是其發(fā)展定位仍不夠清晰，缺乏明確有效的競爭戰(zhàn)略。因此，當前研究廣州分行競爭戰(zhàn)略的作用和意義變得十分重要。研究結(jié)果可以為廣州分行未來的發(fā)展提供有效解決方案，同時也為中國股份制商業(yè)銀行的改革提供有益的參考。 本文針對MS銀行廣州分行的現(xiàn)狀，利用戰(zhàn)略管理理論知識，運用了PEST分析法、波特行業(yè)競爭結(jié)構(gòu)分析法以及SWOT分析法等方法對廣州分行競爭戰(zhàn)略進行詳細的闡述和研究。 全文一共分為五章內(nèi)容。第一章為緒論，在研究戰(zhàn)略管理理論的基礎上，對競爭戰(zhàn)略研究現(xiàn)狀進行了論述，提出了文章的研究內(nèi)容和方法。第二章對廣州分行的外部環(huán)境進行詳細分析，包括宏觀環(huán)境分析、行業(yè)環(huán)境分析、需求環(huán)境分析等。第三章對廣州分行的內(nèi)部環(huán)境進行詳細分析，包括業(yè)務的發(fā)展狀況概述、組織資源、人力資源、考核機制、技術(shù)資源、經(jīng)營能力和管理能力等。第四章在前兩章分析的基礎上制定廣州分行的競爭戰(zhàn)略，內(nèi)容包括SWOT分析匯總、廣州分行戰(zhàn)略發(fā)展的總體思路、客戶定位和業(yè)務定位等，最后確定廣州分行選擇差異取勝的競爭戰(zhàn)略。第五章主要闡述廣州分行競爭戰(zhàn)略的實施策略和保障措施。實施策略包括組織機構(gòu)調(diào)整、考核機制調(diào)整、建立創(chuàng)新業(yè)務模型等；保障措施包括組織保障、人力資源保障和財務保障。
[Abstract]:Ms Bank is one of the best 12 national joint-stock commercial banks in China. After 17 years of development, the total assets of MS Bank exceed RMB 3 tillion yuan. In the current situation of fierce competition in the banking industry, the senior management of MS Bank decided to carry out strategic transformation to the direction of characteristic bank and benefit bank. Guangzhou Branch is a provincial branch. Guangzhou Branch has been in the forefront of the industry in recent years, but its development position is still not clear enough, lack of clear and effective competition strategy. At present, it is very important to study the role and significance of Guangzhou Branch's competitive strategy. The research results can provide an effective solution for the future development of Guangzhou Branch. At the same time, it also provides a useful reference for the reform of China's joint-stock commercial banks. According to the current situation of MS Bank Guangzhou Branch, this paper uses the theory of strategic management and the PEST analysis method. Porter industry competition structure analysis method and SWOT analysis method to Guangzhou branch competition strategy detailed elaboration and research. This paper is divided into five chapters. The first chapter is the introduction, on the basis of the study of strategic management theory, the paper discusses the current situation of competition strategy research. The second chapter analyzes the external environment of Guangzhou Branch in detail, including macro environment analysis, industry environment analysis. The third chapter makes a detailed analysis of the internal environment of Guangzhou Branch, including the overview of business development, organizational resources, human resources, assessment mechanisms, technical resources. Chapter 4th formulates the competitive strategy of Guangzhou Branch on the basis of the analysis of the first two chapters, including the summary of SWOT analysis and the general thinking of the strategic development of Guangzhou Branch. Customer orientation and business positioning, finally determine the Guangzhou branch to choose the competitive strategy to win the difference. Chapter 5th mainly describes the implementation strategy of Guangzhou branch competition strategy and safeguard measures. The implementation strategy includes organizational adjustment. Adjustment of examination mechanism, establishment of innovative business model, etc. Security measures include organizational security, human resources security and financial security.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F271;F832.33

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本文編號：1491983