【摘要】：社區(qū)銀行起源于美國，是一種被美國銀行業(yè)成功運(yùn)用的商業(yè)銀行發(fā)展模式。美國的社區(qū)銀行是一種植根于社區(qū)、資產(chǎn)規(guī)模較小、主要服務(wù)當(dāng)?shù)鼐用窈椭行∑髽I(yè)的小型商業(yè)銀行。而基于我國的經(jīng)濟(jì)現(xiàn)狀和銀行業(yè)發(fā)展水平，目前我國社區(qū)銀行的實(shí)質(zhì)是一種依托社區(qū)設(shè)立的簡易型銀行網(wǎng)點(diǎn)，服務(wù)對象為社區(qū)居民，農(nóng)戶和小微企業(yè)，相比于傳統(tǒng)網(wǎng)點(diǎn)，其經(jīng)營規(guī)模較小，人員配置較精簡，服務(wù)更加靈活便捷。由于我國各省市地區(qū)經(jīng)濟(jì)發(fā)展水平不同，發(fā)展社區(qū)銀行需要在借鑒西方社區(qū)銀行建設(shè)經(jīng)驗(yàn)的基礎(chǔ)上，制定因地制宜的發(fā)展戰(zhàn)略，以更好地服務(wù)區(qū)域經(jīng)濟(jì)。 本研究將長沙銀行作為主要研究對象，借助文獻(xiàn)研究法、個案分析法和調(diào)查問卷法，分析了長沙銀行構(gòu)建社區(qū)銀行的市場需求、建設(shè)資源及戰(zhàn)略定位等因素，并在此基礎(chǔ)上為長沙銀行社區(qū)銀行的發(fā)展制定了相應(yīng)的實(shí)施策略。 首先，本研究從經(jīng)濟(jì)原理和實(shí)踐經(jīng)驗(yàn)兩方面闡述了長沙銀行構(gòu)建社區(qū)銀行的相關(guān)理論。本研究先是運(yùn)用普惠金融理論、關(guān)系型借貸理論和企業(yè)競爭基本理論，探討了社區(qū)銀行在中國發(fā)展的必要性和可行性，再通過分析美國社區(qū)銀行的普遍發(fā)展模式和以北京銀行、上海農(nóng)商行、貴陽銀行為代表的我國社區(qū)銀行發(fā)展模式，，為長沙銀行社區(qū)銀行的發(fā)展提供了現(xiàn)實(shí)的借鑒經(jīng)驗(yàn)。其次，本研究在概述長沙銀行構(gòu)建社區(qū)銀行的市場需求后，通過調(diào)查目的與調(diào)查類型、取樣設(shè)計與數(shù)據(jù)采集方法、調(diào)查問卷設(shè)計、調(diào)查成果與討論等四個步驟，針對實(shí)際調(diào)查結(jié)果進(jìn)行描述性統(tǒng)計分析，總結(jié)得出長沙市社區(qū)居民、商戶的金融需求以及對長沙銀行構(gòu)建社區(qū)銀行的態(tài)度與期望。再次，本研究通過分析長沙銀行構(gòu)建社區(qū)銀行的戰(zhàn)略資源，從區(qū)域定位、功能定位、客戶定位及產(chǎn)品定位四方面對長沙銀行社區(qū)銀行的戰(zhàn)略定位進(jìn)行了剖析與闡述。最后，本研究基于上述討論成果為長沙銀行社區(qū)銀行的發(fā)展做出了策略建議，分述為構(gòu)建策略、管理策略、業(yè)務(wù)策略和文化策略四個方面，以期為長沙銀行構(gòu)建社區(qū)銀行提供全面化、科學(xué)化的理論支撐和策略參考。
[Abstract]:Community bank originated in America, is a successful commercial bank development model used by American banks. American community bank is a kind of small commercial bank which is rooted in the community and has small assets, mainly serving local residents and small and medium-sized enterprises. Based on the present economic situation and the level of banking development in our country, the essence of the community bank in our country is a kind of simple bank network based on the community, serving the community residents, farmers and small and micro enterprises, compared with the traditional network. Its management scale is smaller, the personnel configuration is simpler, the service is more nimble and convenient. Because the level of economic development in different provinces and cities of China is different, it is necessary to develop community banks on the basis of drawing lessons from the experience of the construction of western community banks, and formulate the development strategy according to the local conditions in order to better serve the regional economy. This study takes Changsha Bank as the main research object, with the help of literature research, case analysis and questionnaire method, analyzes the market demand, construction resources and strategic positioning of Changsha Bank to construct community bank. And on this basis for the development of Changsha Bank Community Bank to formulate the corresponding implementation strategy. First of all, this study expounds the theory of community bank construction in Changsha Bank from the aspects of economic principle and practical experience. This research first uses the inclusive finance theory, the relational loan theory and the enterprise competition basic theory, discusses the community bank development necessity and the feasibility in China, then through the analysis American community bank universal development pattern and the Beijing bank. The development model of community bank represented by Shanghai Agricultural and Commercial Bank and Guiyang Bank provides practical experience for the development of Changsha Bank Community Bank. Secondly, after summarizing the market demand of Changsha Bank to construct the community bank, this study adopts four steps: investigation purpose and survey type, sampling design and data collection method, questionnaire design, survey results and discussion. Based on the descriptive statistical analysis of the actual survey results, this paper summarizes the financial needs of the community residents and merchants in Changsha City, and the attitude and expectation to the Changsha Bank to construct the community banks. Thirdly, by analyzing the strategic resources of Changsha Bank to construct community bank, this paper analyzes and expounds the strategic positioning of Changsha Bank community bank from four aspects: regional positioning, function positioning, customer positioning and product positioning. Finally, based on the above discussion results, the paper makes some suggestions for the development of Changsha Bank Community Bank, including four aspects: construction strategy, management strategy, business strategy and cultural strategy. In order to provide comprehensive and scientific theoretical support and strategic reference for Changsha Bank to build community banks.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.3

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