摘要
自加入世贸组织以来，我国经济发展一直领跑世界，随着我国与各国经济的
联系不断加强，有越来越多的外资银行选择在中国开展业务。由于中国政治、经
济、文化等方面的特殊性，这些外资银行在华开展业务并非一帆风顺，而本土化
策略成为外资银行的必然选择。在竞争的环境下分析 H 银行在我国的本土化策略
不仅对外资银行同时对中资银行发展都具有十分重要的现实意义。本论文首先，
对跨国经营及本土化相关理论进行了分析和阐述，通过对商业银行跨国经营理
论、全球化战略与本土化战略、国际直接投资理论等梳理与分析，进而为 H 银行
的本土化策略分析奠定了理论基础及研究框架；其次，在对外资银行本土化发展
现状与本土化战略目标进行了分析基础上，对外资银行本土化的内涵、外资银行
在中国本土化经营策略的背景与表现、外资银行在华的机构设置等方面展开深入
研究探讨；最后结合 H 银行的实际案例通过对 H 银行（中国）的发展现状、组
织结构与经营范围等情况的分析、运用 SWOT 分析等方法对 H 银行在中国本土
化经营过程中存在问题进行了分析论证。研究结果表明，H 银行在本土化实践过
程中，除了要准确分析中国不同地区的经济、政策、文化习惯等外部环境的影响
之外，还应该注重人才、监管等因素，通过协调各方因素，才能够使本土化战略
有效实施，最终实现全球化与本土化平衡的发展目标。在此基础上，提出了基于
人力资源本土化、渠道建设本土化、营销方式本土化、特色产品本土化和风险管
理本土化五个方面的本土化策略和优化建议

关键字：H 银行；外资银行；本土化；策略2
Research on the localization strategy of H bank in China
Abstract
In recent years, w ith the development and the rapid rise of global financial integration of
macroeconomic, huge market opportunity to attract foreign banks have entered China&39;s financial
market. After all these years of business operation, the business scope of fo reign banks to expand
steadily, rising market participation, brand benefits have gradually been affirmed in the market. In
this context, we selected H bank s ignificance in our localization strategy for the research will be
very important. In the specific study, this paper based on the theoretical analysis, strategic analysis
follow H&39;s foundation. In the theo retical analysis, this paper, the SWOT m odel analysis,
commercial bank transnational business motivation, globalization strategy and localization strategy,
international direct investment theory are discussed. Secondly, foreign banks to enter the current
development of China&39;s analysis and strategic objectives of the analysis, which were the definition
of foreign banks and institutions in China, set up to define the concept of localization of foreign
banks, foreign banks stra tegic goals and im plementation effect, Foreign banks in the context of
business strategy and performance localization in China, foreign banks depth study of same
issues in China localization business strategy exists. In some of the specific case studies, the paper
outlines H Bank (China) Limited, H Bank (China) organizational structure and business scope, H
Bank (China) SWOT analysis, localization business strategy exists the main problem for analysis.
Overall, the paper analyzes the status quo and by theoretical analysis, identify bottlenecks H bank
localization of development and problem s, in addition to overcome the effects of th e market
environment, policy, cultural envi ronment and other external c onditions, but also should pay
attention to m anagement factors, human factors, H bank onl y coordination and m anagement
factors, human factors, policies and legal factors, they can make effective implementation of H
bank&39;s localization strategy. H bank ultimately makes internationalization, localization
development goals. The discovery of the problem, based on the above paper problems, but also an
optimization proposal. T hat risk management to achieve locali zation, to achiev e localization
channel construction, marketing localization, product localization, localization of human resources
to achieve them saw five perspectives discussed.
Keywords: H bank；foreign banks；localization；strategy3
目录
1绪论...5
1.1研究背景与研究意义...5
1.1.1研究背景5
1.1.2选题意义6
1.2国内外研究综述...........7
1.2.1国外研究综述....7
1.2.2国内研究综述....7
1.3研究思路与方法...........8
1.4难点、创新与不足.......9
2研究的理论基础......10
2.1国际直接投资理论....10
2.2商业银行跨国经营理论........10
2.3全球化战略与本土化战略....11
3外资银行进入中国的发展现状与本土化战略.....13
3.1外资银行在中国的机构设置13
3.2外资银行本土化的概念........14
3.3外资银行在中国本土化经营的表现15
3.3.1人力资源本土化...........16
3.3.2产品本土化......17
3.3.3营销方式本土化..........17
3.3.4品牌本土化......18
4 H 银行中国的本土化发展现状与问题分析...........19
4.1 H 银行（中国）有限公司的概述.....19
4.2 H 银行（中国）的组织结构与经营范围.....20
4.3 H 银行（中国）本土化的 SWOT 分析.......214
4.3.1竞争优势...........21
4.3.2竞争劣势..........22
4.3.3发展机会..........23
4.3.4潜在威胁..........24
4.3.5 SWOT 分析小结..........24
4.4 H 银行中国的本土化经营存在的主要问题.25
4.4.1人才因素...........25
4.4.2监管因素..........26
5 H 银行中国的本土化经营策略.......28
5.1实现人力资源本土化.28
5.2实现特色产品本土化.....
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