中国建设银行作为四大国有商业银行之一,同样面临着市场竞争的考验。如
何在激烈的市场竞争屮寻找到出路,成为各管理层所面临的问题。作为建行二级
分行的德州建行的内外部条件也发生了很大的变化,迫切需要制定中长期的发展
战略以便积极应对外部机遇与挑战,发挥自身优势,在激烈的竞争中获得优势地
位。本文釆用规范分析与案例研究相结合的方法,以德州建行为研究对象,借鉴
国内外竞争战略的相关理论与研究成果,在对德州建行内外部环境分析的基础上,
确立了适合其发展的竞争战略——差异化战略,并从产品差异化、客户差异化、
服务渠道差异化、人力资源管理差异化等几个方面提出了差异化战略实施的措施,
构建了差异化战略实施的保障体系。通过本研究发现:德州建行既面临着外部竞
争及外部监管压力不断增大的威胁,同时又面临当地经济迅速发展的外部机会;
既有大型国有商业银行自身的劣势,又具备长期积淀下来的自身的优势。综合考
虑各种战略选择方案,本文认为在激烈的市场竞争环境下,差异化的战略选择更
加符合德州建行的现实情况,是德州建行最佳的战略选择。这一研究对德州建行
竞争形势的分析及竞争战略的选择具有较为重要的指导意义。希望通过本文的研
究为德州建行相关领导提供决策参考。
关键词:竞争战略差异化战略德州建行
山东大学硕士学位论文
ABSTRACT
With the development of the domestic economy, China's financial industry also
develops rapidly. In order to obtain more market share, commercial banks at home try
their best to make themselves more powerful through increasing branches or
introducing a variety of new financial products with difference, etc. What is more, with
China's financial market comprehensively opening to the outside world, the foreign
financial institutions come into China in succession which leads to fierce competition.
With China's financial development and globalization, the competition becomes much
fiercer. In response to the opportunities and challenges, China's banks should consider
their inside resources and the outside environment so as to make and carry out their
development strategies in order to improve their competitiveness, which is the problem
they must try to solve.
As one of the four major state-owned commercial banks, China Construction Bank
(CCB) also confronts the opportunities and challenges. With the internal and external
condition changed greatly, it is urgent for the Dezhou branch to develop medium and
long-term development strategy to foster strengths and circumvent weaknesses, draw on
the advantages and avoid disadvantages, and to establish the competitive advantage.
This article uses the theoretical research and practical research methods. On the base of
some strategic theories, this article analyzes the inside and outside situation of Dezhou
branch, CCB and find the best the best type of competitive strategy fore the bank. That
is,differentiation strategy. At last, this article also gives some suggestions to carry out
the strategy. Through analysis, we could find that the bank face both advantages and
disadvantages,and the differentiation strategy is the best troth. We wish that this article
could useful for the bank's leaders.
Keywords: Competitive Strategy; differentiation; Dezhou branch
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