首页 > 资料专栏 > 论文 > 财税论文 > 财税审计论文 > MBA毕业论文_基于财务分析的兰州银行产品策略改进研究DOC

MBA毕业论文_基于财务分析的兰州银行产品策略改进研究DOC

兰州石化***
V 实名认证
内容提供者
热门搜索
资料大小:1883KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2020/8/9(发布于甘肃)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
财务数据是现代企业经营管理的最为全面、真实的表现,随着现代企业的经 营管理的精细化、科学化,财务分析对提高企业的经营管理水平具有更重要意义。 财务分析就是以财务报表和其他资料为依据和起点,采用专门方法,系统分析和 评价企业的财务状况、经营成果和现金流量状况的过程。财务分析既是过去经营 活动的总结,也是财务预测的前提。科学合理的分析企业财务指标,不仅能够为 企业经营发展提供决策依据,也对提升企业的经营管理能力和实现企业的经营目 标起到积极的作用。 兰州银行作为甘肃省第一家具有法人资格的股份制商业银行,经过 20 年的 发展,已经成为一家具有一定规模、经营稳健、治理规范的区域性城市商业银行。 作为西北资产规模最大的城市商业银行之一,兰州银行不断探索银行发展方向, 提升银行的持续经营能力与盈利能力。面对市场经济进一步深化改革,互联网金 融迅猛发展,金融行业对外开放程度的不断提高,兰州银行始终坚持问题导向的 原则,不断提高经营管理水平与银行产品核心竞争力,为兰州银行的持续稳健发 展提供有力保障。 本文主要研究兰州银行相关财务指标及产品策略方面问题。文章通过对兰州 银行 2014 至 2017 年连续四年的财务数据进行纵向分析,并采用 2017 年财务数 据与北京银行、南京银行、贵阳银行、成都银行进行了横向比较分析,以数据为 基点,结合工作实际,通过财务分析探索兰州银行在产品策略中存在的问题,深 入分析原因,提出具有可行性、有效性和针对性的产品策略及改进措施,以期为 兰州银行长期可持续快速发展提供合理建议。 论文以兰州银行为研究案例,将财务分析和产品策略的研究具体到银行业, 并且将本文作者自身工作与论文研究相结合,针对性的提出研究结论,丰富了财 务与产品营销的相关理论研究,具有一定的理论意义,并在一定程度上指导了工 作实践,对兰州银行的产品策略及银行业营销管理工作实践提供了一定指导建 议。 关键词:兰州银行;财务分析;产品策略Abstract With the refinement and scientization of the modern enterprise’s operation and management, financial analysis has more important significance for improving such level for its comprehensive and real performance. Financial analysis is the process of systematic analysis and evaluate the financial situation of enterprises, operating results and cash flow status which based on financial statements and other data. Financial analysis is not only the summary of a past business activities, but also the premise of financial forecasting. Scientific and reasonable analysis of enterprise financial indicators can not only provide decision-making basis for enterprise operation and development, but also play a positive role in improving the enterprise's management ability and achieving the enterprise's business objectives. As the first joint-stock commercial bank witch has the legal personality in Gansu province, Bank of Lanzhou has become a regional city commercial bank with certain scale, steady operation and standard governance after 20 years of development. As one of the largest urban commercial banks among the largest assets in northwest China, Bank of Lanzhou continuously explores the development direction of the bank and improves its continuous operation ability and profitability. Faced with the further deepening of the reform of the market economy, the rapid development of Internet finance and the continuous improvement of the opening up of the financial industry, Bank of Lanzhou has always adhered to the principle of problem-oriented, and continuously improved the level of operation and management and the core competitiveness of bank products, providing a strong guarantee for the sustained and steady development of Bank of Lanzhou This thesis focuses on issues related to Bank of Lanzhou's financial indicators and product strategies. With the consolidation and analysis of the financial data of Bank of Lanzhou for 4 consecutive years from 2014 to 2017, and by using the financial data of 2017, this paper makes a horizontal comparative analysis with Bank of Beijing, Bank of Nanjing, Bank of Guiyang and Bank of Chengdu.and take the data as starting point which combined with the actual work, this thesis found problems in product strategy of Bank of Lanzhou and analysis the reasons deeply. In such situation, this thesis put forward targeted, feasible and effective measures in order to provide reasonable advice for the bank's rapid and sustainable development. The thesis takes Bank of Lanzhou as a research case, concretes the research offinancial analysis and product strategy to the banking industry, combines its own working platform with the research of the dissertation, puts forward the research conclusions in a targeted way, and enriches the relevant theories of finance and marketing. This has a certain theoretical significance, and also guides the work practice to a certain extent. It has certain practical significance for Bank of Lanzhou’s processing of product strategy and marketing management as same to the banking industry. Keywords: Bank of Lanzhou; Financial analysis;Product strategyVI 目 录 中文摘要...................................................................................................II Abstract.................................................................................................... IV 目 录.......................................................................................................VI 第一章 绪论...............................................................................................1 1.1 研究背景和意义..........................................................................................1 1.1.1 研究背景.............................................................................................1 1.1.2 研究意义.............................................................................................2 1.2 研究主要内容..............................................................................................2 1.3 研究思路和方法..........................................................................................3 1.3.1 研究思路.............................................................................................3 1.3.2 研究方法.............................................................................................4 第二章 相关理论及文献综述...................................................................6 2.1 相关理论.......................................................................................................6 2.1.1 财务分析基本概念..............................................................................6 2.1.2 市场营销理论相关概念......................................................................8 2.1.3 产品策略与财务指标的关系............................................................11 2.2 研究文献综述.............................................................................................11 2.2.1 财务分析文献综述...........................................................................11 2.2.2 银行财务分析文献综述...................................................................13 2.2.3 财务分析与产品策略关联性研究文献综述..................................14 第三章 兰州银行产品经营现状............................................................ 18 3.1 兰州银行简介............................................................................................18 3.2 总体经营情况............................................................................................18 3.3 主要财务指标............................................................................................20 3.3.1 资产、负债结构现状......................................................................22 3.3.2 全行收入结构现状...........................................................................28 3.3.3 其他情况..........................................................................................29VII 3.4 财务指标分析.............................................................................................31 3.4.1 行业对标企业选择...........................................................................31 3.4.2 专项能力对比分析...........................................................................33 3.4.3 发展能力分析...................................................................................37 3.4.4 现金流量对比分析..........................................................................40 3.5 财务综合分析与评价................................................................................40 3.6 产品策略问卷调查分析............................................................................41 第四章 财务分析反映出来的产品策略问题........................................44 4.1 发展能力....................................................................................................44 4.1.1 优质营销方向缺失,无法满足发展需求......................................45 4.1.2 营销方向过度集中,风险分散化程度低......................................46 4.2 产品创新能力............................................................................................47 4.2.1 产品创新层次低,同质化现象严重..............................................48 4.2.2 产品创新机制不畅,客户需求把握不足......................................49 4.2.3 产品创新结构失衡,产品功能附加值低......................................49 4.2.4 产品创新的保障机制不健全..........................................................50 4.3 盈利能力....................................................................................................50 4.3.1 产品定价机制缺失..........................................................................51 4.3.2 产品成本过高..................................................................................52 第五章 兰州银行产品策略改进措施.................................................... 53 5.1 产品定位....................................................................................................53 5.1.1 市场定位现状和客户群体特征.......................................................53 5.1.2 企业类客户营销方向转变...............................................................54 5.1.3 个人类客户营销方向的转变...........................................................54 5.2 产品创新....................................................................................................54 5.2.1 产品创新与市场对接.......................................................................55 5.2.2 产品创新项目组构建.......................................................................56 5.2.3 产品创新流程构建...........................................................................58 5.3 产品定价....................................................................................................60 5.3.1 产品定价总行层面...........................................................................61 5.3.2 产品定价支行层面...........................................................................62VIII 第六章 结论与展望.................................................................................65 6.1 研究结论....................................................................................................65 6.2 研究展望....................................................................................................66