本文通过立足甘肃跨境人民币市场，研究农行甘肃省分行业务经营中存在的问
题，找出该行发展跨境人民币业务可采取的具体行动策略与保障措施
本文首先介绍了农业银行甘肃省分行的整体概况，基于跨境人民币业务与传
统国际业务的密切关系，对农行甘肃省分行国际金融业务经营概况进行了介绍，
系统分析了甘肃农行跨境人民币业务发展状况，重点找出该行在跨境人民币业务
发展中存在的问题和问题成因。其次，对全国及甘肃省跨境人民币业务发展概况
进行介绍，运用“五力”模型分析甘肃省商业银行面临的市场竞争环境，运用
SWOT 分析该行发展跨境人民币具备的内部能力和存在的不足，概括该行所处外
部环境带来的机会和面临的威胁，为竞争战略选择提供依据。第三，运用三种基
本竞争战略模型分析甘肃农行跨境人民币业务所处的经营、竞争状态。第四，根
据上述分析结果，结合该行实际，对比分别采取三种竞争战略的可行性，确定甘
肃农行跨境人民币业务具体竞争战略为：实施集中化战略主攻核心客户。第五，
根据集中化竞争战略，制定具体发展策略和细化措施，包括市场营销策略制定与
实施、产品推广策略制定与实施、经营管理策略制定与实施、风险防控策略制定
与实施等四个方面的具体行动策略
本文通过定量研究与定性研究结合，积极探索甘肃农行跨境人民币业务发展
遇到的难题与瓶颈，并对症分析研究解决措施，以期提出一些有益帮助
关键词：商业银行；跨境人民币业务；竞争战略MBA学位论文 作者：赵彩霞 农行甘肃省分行跨境人民币业务竞争战略研究
II
Abstract
In recent years, with national macro policy and the market demand change, the RMB
gradually moved from its initial foreign currency to a truly international path. In 2016, the
currency used covering 220 countries and regions, in excess of the Mexican peso to become the
world&39;s eighth largest trading currency; The RMB joins the SDR basket as the global reserve
currency; Foreign institutions increase its stake in RMB bonds ; British and American offshore
RMB market is growing rapidly; The issuance of panda bonds has surged on the stock
exchange;Chinese foreign exchange market opens up the macroprudential regulation policy to
manage cross-border capital flows,which called heteronomy and self-discipline;The people&39;s
bank of China is exploring a new system for building and distributing digital RMB;All these
advantages bring opportunities for the Competitive of cross-border RMB business in commercial
Banks. But facing the fierce competition, how to innovate means of competition, take market
share, is the reality problem,which need every operators and managers of commercial Banks to
think about . In this paper, The author studies the problems existing in the cross-border RMB
business of ABC bank Gansu branch , points out the strategy and measures to develop the
cross-border RMB business.
First of all, The paper introduces the general situation of the Agricultural bank Gansu branch.
Based on the close relations between cross-border RMB business and the traditional international
business,The operation situations of the international financial business of the branch are
introduced. Secondly,the paper analyzes the development status of the cross-border RMB business
in Gansu branch, especially finding the problems and causes about the cross-border RMB business.
Thirdly, the paper introduces the development situation around the national and Gansu province ,
using five model analyzes the market competition environment around with commercial Banks
in Gansu , using SWOT analysis of tools find out the the shortage and internal ability,summarizes
the opportunities brought by the external environment and the threat in the development of
cross-border RMB,and then provide the basis for competitive strategy choice. Fourth, three basic
competitive strategy models are used to analyze the operation and competitive status of
agricultural bank&39;s cross-border RMB business in Gansu branch. According to the results of the
above analysis, combining with the actual, the paper contrast the feasibility of the three kinds ofMBA学位论文 作者：赵彩霞 农行甘肃省分行跨境人民币业务竞争战略研究
III
competitive strategy, determine the specific competitive strategy for the cross-border RMB
business of Gansu agricultural bank is: centralization strategy focusing on the core client. Fifth,
according to the focus strategy, formulate specific Competitive strategy and detailed measures,
including market Competitive, product innovation and customer marketing and promotion,
operation and management, risk prevention and control and so on four aspects of the
implementation of the strategy.
In this paper, Adopting both qualitative and quantitative methods , the author actively explore
the cross-border RMB business Competitive difficulties and bottlenecks in Gansu branch, and
analysis to formulate solutions, in order to offer some beneficial reference.
Key words: Commercial bank; Cross-border RMB business; Competitive Strategy.MBA学位论文 作者：赵彩霞 农行甘肃省分行跨境人民币业务竞争战略研究
IV
目 录
一、引言..........1
（一）研究背景与意义........1
（二）研究内容与思路........2
（三）研究工具........3
二、相关理论综述..... 4
（一）跨境人民币业务概述4
（二）相关理论........5
（三）分析工具........7
三、农行甘肃省分行跨境人民币业务经营现状与存在的问题.... 9
（一）农行甘肃省分行业务发展简介........9
（二）农行甘肃省分行国际金融业务经营概况..10
（三）农行甘肃省分行跨境人民币业务经营现状与存在的问题..........12
（四）农行甘肃省分行跨境人民币业务经营存在问题的成因..14
四、农行甘肃省分行发展跨境人民币业务面临的环境分析......16
（一）跨境人民币发展概况..........16
（二）基于“五力模型”的经营环境分析..........20
（三）基于 SWOT 的经营环境分析.........23
五、农行甘肃省分行跨境人民币业务竞争战略选择.......29
（一）战略分析与选择......29
（二）竞争战略实施目标选定......30
（三）竞争战略选择..........33
六、农行甘肃省分行跨境人民币业务竞争战略的实施策略......34MBA学位论文 作者：赵彩霞 农行甘肃省分行跨境人民币业务竞争战略研究
V
（一）市场营销策略制定与实施..34
（二）产品推广策略制定与实施..36
（三）经营管理策略制定与实施..37
（四）风险管理策略制定与实施..39
七、结论与展望....... 42
（一）主要结论......42
（二）存在的问题和不足..42
（三）下一步计划和展望..43
参考文献.......
。。。以上简介无排版格式，详细内容请下载查看
==>>