本文選題：光大銀行郴州分行 + 社區(qū)銀行��； 參考：《湘潭大學》2017年碩士論文

【摘要】：2015年以來,我國經濟發(fā)展進行“新常態(tài)”調整時期,各行各業(yè)面臨著新一輪的壓力,金融業(yè)首當其中,各銀行不良貸款率激增。另一方面,互聯(lián)網金融迅速發(fā)展進一步加劇了金融市場的競爭。此外,中央銀行在2015年期間多次“降準降息”,銀行業(yè)依賴“存貸高利差”生存發(fā)展的日子一去不復返。更需引起重視的是,2016年2月的金融風暴致使各大銀行股票受到重挫,直接導致全球金融市場的崩潰。這些外部沖擊給中小股份制銀行的經營帶來巨大挑戰(zhàn),因此各中小銀行以發(fā)展社區(qū)銀行來轉變發(fā)展策略,對社區(qū)銀行的發(fā)展策略進行研究無疑具有重要的實踐意義。本文首先對社區(qū)銀行的研究文獻進行了梳理,發(fā)現(xiàn)涉及具體的社區(qū)銀行發(fā)展分析的文獻較少。接著,筆者從社區(qū)銀行的定義、特征以及相關理論基礎進行研究,并分析了中美兩國社區(qū)銀行的發(fā)展,為下文研究的展開奠定理論基礎。隨后在使用C-A-P模型分析社區(qū)銀行市場定位的基礎上,分析了郴州分行社區(qū)銀行的現(xiàn)有狀態(tài)。與此同時,使用SWOT分析法對郴州分行社區(qū)銀行的內外部競爭環(huán)境和競爭條件進行進一步分析,并總結梳理郴州分行社區(qū)銀行發(fā)展的現(xiàn)狀和存在的問題。最后,筆者結合上下文的分析,從網點布局、發(fā)展模式選擇、市場定位、品牌營銷及產品服務創(chuàng)新五個方面提出了發(fā)展策略,并從文化及管理理念、基本制度兩個視角提出了相關保障措施。本文的主要觀點:(1)通過對相關理論的梳理,本文認為社區(qū)銀行通過融入社區(qū)、差異化競爭來保持核心競爭力,也是適應新型城鎮(zhèn)化、踐行普惠金融的現(xiàn)實需要。(2)郴州分行在發(fā)展社區(qū)銀行時,在網點布局方面應選擇標準化評分來確定,在選擇發(fā)展模式時應根據(jù)社區(qū)的特征對現(xiàn)有的三種基礎模式進行調整優(yōu)化,堅持差異化、求異化的市場定位,加強品牌營銷,并不斷創(chuàng)新服務、產品來滿足社區(qū)居民的需求。本文的創(chuàng)新之處在于:第一,基于相關理論論證了社區(qū)銀行的核心競爭力及發(fā)展基礎;第二,提出在現(xiàn)有的社區(qū)銀行發(fā)展模式上進行選擇時,應充分考慮社區(qū)的特征及需要。當然,受限于數(shù)據(jù)未形成規(guī)模、地區(qū)差異化等因素,本文仍存在一定的局限性。
[Abstract]:Since 2015, during the period of "new normal" adjustment of China's economic development, various industries are facing a new round of pressure, among which the financial industry is the first, and the non-performing loan ratio of the banks has increased sharply. On the other hand, the rapid development of Internet finance further intensifies the competition of financial markets. Moreover, the central bank cut interest rates several times during 2015, and the days when banks relied on "high deposit and loan spreads" for survival and development are gone forever. More important, the financial turmoil in February 2016 sent shares of major banks tumbling, leading directly to the collapse of global financial markets. These external shocks bring great challenges to the management of small and medium-sized joint-stock banks, so it is undoubtedly of great practical significance for small and medium-sized banks to change their development strategies by developing community banks and to study the development strategies of community banks. This paper firstly combs the research literature of community bank and finds that there are few documents involved in the development analysis of community bank. Then, the author studies the definition, characteristics and related theoretical basis of community banks, and analyzes the development of community banks in China and the United States, which lays a theoretical foundation for the following research. Then, on the basis of using C-A-P model to analyze the market orientation of community bank, this paper analyzes the current status of community bank in Chenzhou Branch. At the same time, we use SWOT analysis method to further analyze the internal and external competition environment and competition conditions of the community bank of Chenzhou Branch, and summarize the current situation and existing problems of the development of the community bank in Chenzhou Branch. Finally, based on the analysis of context, the author puts forward the development strategy from five aspects: network layout, development model selection, market positioning, brand marketing and product service innovation, and puts forward the development strategy from culture and management concept. Basic system two angles of view put forward the relevant safeguard measures. The main point of this paper is: (1) by combing the relevant theories, this paper believes that the community banks maintain their core competitiveness by integrating into the community and differentiated competition, which is also adapted to the new type of urbanization. In developing community banks, Chenzhou Branch should select standardized scores to determine the distribution of branches, and adjust and optimize the existing three basic models according to the characteristics of the community. Adhere to differentiation, seek alienation of the market positioning, strengthen brand marketing, and constantly innovate services, products to meet the needs of community residents. The innovations of this paper are as follows: first, the core competitiveness and development basis of community banks are demonstrated based on relevant theories; second, the characteristics and needs of the community should be fully considered when choosing the existing development mode of community banks. Of course, limited by the scale of data formation, regional differentiation and other factors, this paper still has some limitations.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.3

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