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MBA毕业论文_A银行重点城市行竞争力评价和提升对策研究DOC

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基本简介
近年来,各种经济金融资源不断向大中型城市集聚和汇拢,城市成为金融业 最具价值和增长潜力的区域,是各家商业银行战略发展重点和同业竞争的“兵家 必争之地”。A银行业务规模不断扩大,总体经营效益可观,但是伴随着各种金 融新业态的入场,其原有传统优势逐步丧失,在重点城市的市场份额逐年下降, 竞争力持续下滑。 在此背景下,本文首先梳理相关数据资料,以证实重点城市行发展具备丰富 的资源和有利的客观条件,即提升重点城市行竞争力对A银行而言具有重要意 义。随后参考相关文献,借鉴国内外已有研究成果,构建城市行竞争力评价模型, 运用层次分析法确定各项评价指标权重,找到影响重点城市行竞争力的主要因 素。并基于高权重影响指标,分析A银行重点城市行存在的主要问题及成因。最 后从策略实施、转型变革、客户维护、队伍建设四个方面积极探寻改进之策,研 究提出增强A银行重点城市行竞争力的针对性策略和措施。 本文认为商业银行必须从可持续发展的高度,充分认识到提升重点城市行竞 争力的重要性。唯有运用科学方法,客观评价城市行竞争力,及时发现影响城市 行发展的制约因素与问题,针对性地提升竞争能力,才能在激烈的竞争中立于不 败之地。 关 键 词,银行,城市行,竞争力 论文类型,应用研究浙江工业大学硕士学位论文 A 银行重点城市行竞争力评价和提升对策研究 II THE COMPETITIVENESS EVALUATION AND IMPROVEMENT COUNTERMEASURES RESEARCH ON THE KEY CITIES’BRANCH OF A BANK ABSTRACT In recent years, various domestic economic and financial resources have been concentrated and converged to large and medium-sized cities. Cities have become the most valuable and growth potential areas for banking business and the strategic expansion focus for commercial banks. Cities have always been a place of contention among the banking industry. Bank A, a typical city bank, has gradually lost its original advantages during the rise of new form of financial business, while the scale of business is expanding with considerable profitability. In key cities, market share was declining year by year and the bank was losing its competitiveness. In this context, the paper firstly combing relevant data to illustrate that key city banks development have rich resources and favorable condition, which means to improve key city banks competitiveness means great importance to Bank A. Subsequently, drawing on the existing research results at home and abroad, this paper constructed a city line competitiveness evaluation model to determine the weights of indicators which accurately reflects the impact of different elements on competitiveness by analytic hierarchy process (AHP). Based on the high weight indicators, the paper analyzed the competitiveness status of Bank A’s branches in key cities, figured out the deficiencies and causes. Finally, the research paper explored the improvement strategies from the aspects of strategy implementation, transformation, customer service, and team building, to propound strategy and suggestions to enhance the competitiveness of Bank A's branches in key cities. This paper believes that commercial banks must fully understand the importance of improvement on its competitiveness in key cities’ branches on the perspective of sustainable development. Only evaluate the competitiveness of key cities’ branches objectively by scientific methods, identify the constraints that affect the development of key cities’ branches in a timely manner, and enhance their competitiveness in a targeted manner, can the bank be in an invincible position in the fierce competition. KEY WORDS: Bank; City Bank; Competitiveness TYPE OF THESIS: Application Researc浙江工业大学硕士学位论文 A 银行重点城市行竞争力评价和提升对策研究 III 目 录 1 绪论 ................................................... 1 1.1 研究背景 ......................................................1 1.2 研究意义 ......................................................2 1.3 研究内容 ......................................................3 1.4 研究方法 ......................................................3 1.5 技术路线 ......................................................4 2 相关理论和国内外研究综述 ............................... 5 2.1 相关理论概述 ..................................................5 2.1.1 企业竞争力................................................5 2.1.2 银行竞争力................................................5 2.1.3 银行竞争力评价............................................6 2.2 国内外研究综述 ................................................6 2.2.1 国外研究综述..............................................6 2.2.2 国内研究综述..............................................8 3 发展重点城市行的可行性和必要性研究 .................... 11 3.1 城市行资源优势分析 ...........................................11 3.1.1 重点城市的实力优势.......................................11 3.1.2 重点城市的潜力优势.......................................15 3.2 城市行同业战略分析 ...........................................18 3.2.1 聚焦型,工商银行、建设银行、农业银行.....................19 3.2.2 深耕型,招商银行、宁波银行、南京银行.....................19 3.2.3 均衡型,交通银行、中信银行、兴业银行.....................19 3.2.4 扩张型,北京银行、上海银行...............................20 4 A 银行重点城市行现状................................... 22 4.1 A 银行重点城市行简介 .........................................22 4.2 A 银行重点城市行竞争力概况 ...................................23 4.2.1 拨备前利润情况...........................................23 4.2.2 存款情况.................................................23 4.2.3 贷款情况.................................................24 4.2.4 中间业务收入情况.........................................25 4.2.5 不良贷款情况.............................................26浙江工业大学硕士学位论文 A 银行重点城市行竞争力评价和提升对策研究 IV 4.3 A 银行重点城市行现状总结 .....................................27 5 A 银行重点城市行竞争力评价模型构建 ..................... 29 5.1 构建评价指标体系 .............................................29 5.1.1 基本原则.................................................29 5.1.2 评价指标设置.............................................29 5.1.3 评价指标含义和计分规则...................................31 5.2 评价指标权重赋值 .............................................35 5.2.1 权重赋值方法.............................................35 5.2.2 构建层次递阶结构.........................................36 5.2.3 构建判断矩阵.............................................37 5.2.4 单排序及一致性检验.......................................39 5.2.5 评价指标权重结果.........................................40 5.3 模型结果验证 .................................................42 6 基于高权重要素的重点城市行短板分析 .................... 43 6.1 基于存款竞争力的短板分析 .....................................43 6.2 基于贷款竞争力的短板分析 .....................................44 6.3 基于效益竞争力的短板分析 .....................................45 6.4 基于客户竞争力的短板分析 .....................................46 6.5 竞争力短板成因分析 ...........................................47 6.5.1 成因一,策略短视化,经营资源错配投放.....................47 6.5.2 成因二,产品同质化,价格竞争吞噬利润.....................48 6.5.3 成因三,内部效率低,效益提升受到阻碍.....................48 6.5.4 成因四,服务不到位,客户粘性逐步稀释.....................49 6.5.5 成因五,管理粗放化,员工队伍支撑不足.....................50 7 A 银行重点城市行竞争力提升的对策建议 ................... 51 7.1 精准施策,提高存贷款竞争力 ...................................51 7.1.1 转变经营发展的导向.......................................51 7.1.2 加大重点贷款的投放.......................................51 7.1.3 优化稳固存款的策略.......................................52 7.1.4 突出资源调配的倾斜.......................................53 7.2 加速变革,提高效益竞争力 .....................................54 7.2.1 加快业务创新.............................................54 7.2.2 加快服务升级.............................................55浙江工业大学硕士学位论文 A 银行重点城市行竞争力评价和提升对策研究 V 7.2.3 加快内部改革.............................................56 7.3 分层维护,提高客户竞争力 .....................................56 7.3.1 以优质客户为突破.........................................57 7.3.2 以新型客户为动能.........................................57 7.3.3 以长尾客户为基石.........................................58 7.4 因人制宜,提供竞争原动力 .....................................59 7.4.1 科学规划,实现供求匹配...................................59 7.4.2 精细管理,促进效能提升...................................60 7.4.3 优化考核,激发员工动力...................................60 7.5 试点行竞争力提升成效 .........................................61 8 结论与展望 ............................................ 63 8.1 结论 .........................................................63 8.2 展望 .........................................................63