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摘要
随着我国市场经济的迅速发展，互联网金融的蓬勃发展业已成为不可阻挡的
时代潮流，互联网+的战略发展思路已经广泛应用于生产生活的各行各业。中国互
联网金融协会发布的中国互联网金融年报(2016)指出，自2015年国内互联网支付
业务、个体网络借贷、互联网保险等各方面都得到了飞速发展,行业进入高速发展
期，未来互联网和金融将呈现出深度融合态势,互联网技术将对金融产品、业务、
组织和服务等方面产生更加深刻的影响。这就要求银行金融的战略发展必须立足
眼下互联网经济发展的新常态，抓住机遇转变银行业的战略发展和行业革新。2015
年，国家发布了《关于积极推进“互联网＋”行动的指导意见》、《关于促进互
联网金融健康发展的指导意见》，自上而下提出了互联网金融的战略发展方向
随着各种政策的密集出台，互联网金融在全社会的迅速发展，中国建设银行积极
做出反应，2016年下发《关于印发〈中国建设银行网络金融战略发展规划〉的通
知》（建总发〔2016〕256号）文件，为全系统的各级地方银行的互联网金融发展
提供了战略性的指导意见
随着网络技术的不断更新，互联网应用越来越广泛，网络金融的发展已遍布
全球，商业银行电子银行业务孕育而生。本文以中国建设银行准格尔分行电子银
行业务竞争战略研究为课题，通过引入PEST分析、SWOT分析法和波特五力模型等
战略分析工具，为战略分析提供科学依据。本文对准格尔旗分行的竞争战略环境
进行了重点分析，对基本情况和业务发展进行分析，并通过基于五力模型的行业
竞争分析，对潜在进入者、潜在的替代产品开发、银行客户还价能力、供应商还
价能力、同行企业竞争分析。进一步，基于SWOT分析，对自身优势，竞争劣势，
外部机遇以及外部威胁进行分析，进而提出了准旗分行电子银行业务差异化竞争
战略。最后，分析准格尔旗分行电子银行业务竞争战略实施路径保障
关键词：中国建设银行准格尔分行，电子银行，差异化战略
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Abstract
With the rapid development of China's market economy, the vigorous development
of Internet finance has become an irresistible trend of The Times. According to the
Chinese Internet financial annual report of the Internet financial association of China,
the Chinese Internet financial annual report (2016), the Chinese Internet finance, has
been rapidly developed since 2015, and the industry is in the middle of a high-speed
development, and the future of the Internet and finance will be a deep convergence, and
Internet technology will have a more profound impact on financial products, businesses,
organizations and services. This requires that the strategic development of bank finance
must be based on the current new normal of Internet economy development and seize
the opportunity to transform the strategic development and industry innovation of
banking industry. In 2015, the state issued the about promoting action guidance for
Internet + , the guiding opinions on promoting the healthy development of the Internet
financial, top-down Internet financial strategy development direction are put forward.
With the adoption of various policies, Internet finance has been developed rapidly in the
whole of society, China construction bank has actively responded and issued a notice in
2016 on publication of the notice on printing and issuing ofin the network financial
strategic development plan of China construction bank (building fa (fa) 256), which
provides a strategic guiding opinion for the development of Internet financial of local
Banks at all levels of the system.
With the continuous update of network technology, the Internet is more and more
widely used. The development of network finance has spread all over the world. This
paper takes the research on e-commerce competition strategy of China construction
bank junger branch as the subject, and provides scientific basis for strategic analysis by
introducing strategic analysis tools such as PEST analysis, SWOT analysis and porter's
five forces model. This paper focuses on the competitive strategic environment of
zengerqi branch, analyzes the basic situation and business development, and analyzes
the potential entrants, potential alternative product development, bank customers'
bargaining power, suppliers' bargaining power and competitors' competition through the
industry competition analysis based on the five forces model. Furthermore, based on
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SWOT analysis, this paper analyzes its own advantages, competitive disadvantages,
external opportunities and external threats, and then proposes a differentiated
competition strategy for electronic banking business of zhonghua branch. Finally, the
paper analyzes the path guarantee of the implementation of the strategy of electronic
banking competition in zengerqi branch.
Key words: China construction bank, e-bank, competitive strategy。