摘 要
随着金融国际化进程的不断推进和国内金融服务市场的不断壮大，受到提高银
行产品收益水平和增强金融市场的竞争能力的内在驱使，我国商业银行目前正面临
着巨大的挑战。本文正是基于银行网点纷纷创新的大背景下，以兴业银行武汉中北
支行为研究对象，探讨该支行以后的发展战略问题，这对于提升该支行的综合竞争
实力有着非常重大的意义。
在 20 世纪 90 年代之后，在迅猛发展的高科技的推动和支持下，各银行不断增
加服务品种，不断拓宽服务渠道，再加上全面开放国内银行业政策的出台，外资银
行也在中国纷纷进行了大规模地扩张，这都对国内商业银行构成了直接的威胁。在
国有商业银行和外资银行的激烈竞争形势下如何生存下去，进一步地发展壮大，是
目前股份制商业银行亟待解决的重大课题。本文首先就介绍了研究背景与意义，然
后利用 PEST 方法分析了支行所处的外部环境，进而又从支行总体状况、人力资源状
况、产品状况和财务状况四个角度分析了支行所处的内部环境，之后结合支行所处
的内部环境和外部环境对其进行了 SWOT 分析和战略匹配与选择，提出该支行的战
略目标以及基本战略：主营业务发展战略要求在个人业务、公司业务和中间业务上
不断地改革创新；业务营销战略要求围绕客户和效益两个方面努力提升核心竞争力；
人力资源战略要求努力做好人才的培养与挖掘；公司品牌战略要求加强公司的宣传
和品牌形象的构建工作；公司文化战略要求努力构造独具特色的和谐企业文化；科
技信息战略要求有效利用高科技技术大力推广产品；风险防范战略要求要加强资本
约束的机制和业务行为的规范，最后对本文的研究做了简要总结，然后提出本文研
究的不足之处，最后对未来进行展望。
关键词：环境分析 SWOT 分析 发展战略
Abstract
With the continuous progress of the financial internationalization and domestic
financial services market, China's commercial banks are facing serious challenges
currently, because they are driven by improving the income level of banking products and
enhancing the competitiveness of the financial markets. How to survive and strengthen the
state-owned commercial banks in the fierce competitive situation is not only a major issue
to be solved but also a major issue in the whole financial industry, which will also be the
problem studied by the Industrial Bank Wuhan Central North Branch seriously in recent
years.
The paper first introduces the research background and significance of the Industrial
Bank Wuhan Central North Branch, then analyses the external and internal environment of
the branch, then describes the SWOT analysis of the bank and the match of strategic. Then
the paper introduces the strategic objectives and basic strategies, the main business
development strategy stresses on reforming the individual business, the company's
business and intermediary business; business marketing strategy is around customers and
benefits to enhance the core competitiveness; human resources strategy calls for
cultivation talented person; company's brand strategy calls for the strengthening of the
company's promotional and brand image building work; culture strategy aims to
constructing a unique harmonious corporate culture; science and technology strategy
requires promoting the use of high technology products; risk prevention strategies
strengthens the capital requirements constraint mechanisms and the norms of business
behaviors. At last, the paper summaries the study briefly and prospects the future.
Key words: The analysis of environment, The analysis of SWOT,
Development strategy