本文選題：德陽銀行　切入點(diǎn)：戰(zhàn)略定位　出處：《電子科技大學(xué)》2016年碩士論文

【摘要】：本文研究的德陽銀行的是一家典型的區(qū)域性小型城市商業(yè)銀行,以傳統(tǒng)存貸業(yè)務(wù)作為主要經(jīng)營方向,本文重點(diǎn)分析德陽銀行在新形勢下的競爭戰(zhàn)略定位及實(shí)施策略。由于我國金融監(jiān)管政策的導(dǎo)向和金融行業(yè)發(fā)展成熟度的限制,不同的銀行卻擁有著幾乎一致的競爭策略和戰(zhàn)略選擇。不管是競爭策略還是業(yè)務(wù)架構(gòu),各個(gè)銀行高度雷同,缺乏特色鮮明的戰(zhàn)略定位,幾乎所有的細(xì)分市場都出現(xiàn)了低水平重復(fù)競爭的現(xiàn)象。隨著利率市場化的推進(jìn)、資產(chǎn)證券化的發(fā)展以及互聯(lián)網(wǎng)金融的突飛猛進(jìn),國內(nèi)銀行業(yè)的發(fā)展環(huán)境出現(xiàn)了巨大的變化。金融脫謀趨勢加上金融創(chuàng)新的層出不窮,讓傳統(tǒng)的銀行有些應(yīng)接不暇,特別是對(duì)于國內(nèi)多數(shù)處于規(guī)模劣勢的小型城商行來說,認(rèn)清自身的產(chǎn)業(yè)位置,在金融價(jià)值鏈的分解和重組過程中找到適合自己的定位,才能在未來新的時(shí)代中生存和發(fā)展。未來,只有極少數(shù)銀行能夠成為全能化的銀行,大部分的銀行只有結(jié)合自身的優(yōu)勢,找準(zhǔn)戰(zhàn)略定位,才能夠立于不敗之地。在本論文中,我們先介紹了目前德陽銀行戰(zhàn)略發(fā)展現(xiàn)狀,然后通過德陽銀行宏觀環(huán)境分析(PEST模型)和行業(yè)環(huán)境分析(波特五力模型)對(duì)發(fā)展的環(huán)境進(jìn)行全面剖析。接著分析了德陽銀行面臨的外部機(jī)會(huì)、威脅、內(nèi)部的優(yōu)勢和劣勢,在此基礎(chǔ)上,運(yùn)用外部因素評(píng)價(jià)矩陣和內(nèi)部因素評(píng)價(jià)矩陣分別對(duì)德陽銀行戰(zhàn)略外部影響要素、內(nèi)部影響要素作了定量的評(píng)估,再運(yùn)用SWOT分析矩陣,進(jìn)一步明確了德陽銀行在新的形式下應(yīng)采取的發(fā)展戰(zhàn)略,既聚焦德陽本地中小企業(yè)及聚焦個(gè)人消費(fèi)信貸及理財(cái)業(yè)務(wù)。最后,通過對(duì)德陽銀行落地策略的詳細(xì)分析,為德陽銀行實(shí)施上訴戰(zhàn)略實(shí)施提出了我們的建議。
[Abstract]:Deyang Bank which is a typical regional small city commercial bank is studied in this paper. With the traditional deposit and loan business as the main management direction, this paper focuses on the competitive strategy positioning and implementation strategy of Deyang Bank in the new situation.Because of the guidance of the financial supervision policy and the restriction of the development maturity of the financial industry, different banks have almost consistent competitive strategies and strategic choices.No matter the competition strategy or business structure, the banks are highly similar, lack of distinctive strategic positioning, almost all segments of the market have appeared the phenomenon of low level of repeated competition.With the development of interest rate marketization, the development of asset securitization and the rapid development of Internet finance, the development environment of domestic banking has changed greatly.The trend of financial disengagement and the endless emergence of financial innovation have made traditional banks somewhat overwhelmed, especially for most of the domestic small city firms that are at a disadvantage in scale, recognizing their own industrial position.In the process of decomposition and reorganization of financial value chain, we can find a suitable position in order to survive and develop in the new era in the future.In the future, only a few banks can become universal banks, and most banks can be in an invincible position only by combining their own advantages and finding the right strategic positioning.In this paper, we first introduce the current situation of Deyang Bank's strategic development, and then analyze the development environment by Deyang Bank's macro-environment analysis model and industry environment analysis model (Porter's five-force model).Then it analyzes the external opportunities, threats, internal strengths and weaknesses faced by Deyang Bank. On this basis, it applies the external factor evaluation matrix and the internal factor evaluation matrix to the strategic external factors of Deyang Bank, respectively.The internal influence factors are evaluated quantitatively, and then the development strategy of Deyang Bank in the new form is further clarified by using the SWOT analysis matrix, focusing on the local small and medium-sized enterprises in Deyang as well as on the personal consumption credit and financial management business.Finally, through the detailed analysis of the landing strategy of Deyang Bank, the author puts forward our suggestions for the implementation of the appeal strategy of Deyang Bank.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F271;F832.33

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