I 摘要 随着改革开放以及商业银行的不断发展，投资银行业务已经成为各家商业银行纷 纷涉足的业务领域，投资银行业务的行业竞争日渐激烈，商业银行投资银行业务的市 场份额和收入规模对商业银行的市场份额和整体利润影响重大。 本文以交通银行陕西省分行投资银行业务的发展战略为研究对象，阅读了前人关 于企业发展战略、商业银行投资银行业务发展的研究成果和相关资料，深入的学习钻 研了企业战略管理的相关理论，将前人的研究成果和自己对投资银行业务的发展战略 的理解进行了综合。通过运用 PEST理论对宏观环境进行分行，运用波特五力模型对行 业竞争力进行了分析，得出了当期的外部环境下发展投资银行业务风险与机遇并存， 机遇大于风险的结论。然后通过对交通银行陕西省分行的企业资源、组织架构、业务 能力、营销能力、风险管理能力等内部环境因素进行了分析，得出了交通银行陕西省 分行内部环境因素中的优势与劣势，并通过内部环境因素评估矩阵的得出了当前的内 部环境优势大于劣势的结论。 基于外部环境分析和内部环境分析得出机遇与风险、优势与劣势进行了 SWOT 模 型分析，得出了交通银行陕西省分行投资银行业务适合采用市场渗透和产品开发的成 长型战略（SO 战略）以及适合相关多元化战略（ST 战略）。随后又根据发展战略制 定了战略实施方案，并补充完善了战略实施保障措施，确保战略目标能够按计划完 成。 关键词，企业战略，发展战略，投资银行西北大学硕士学位论文 II ABSTRACT With the reform and opening-up and the continuous development of commercial banks, investment banking business has become a business area that commercial banks have been involved in. The competition of investment banking business is increasingly fierce. The market share and income scale of investment banking business of commercial banks have a significant impact on the market share and overall profits of commercial banks. Taking the development strategy of investment banking business of Shaanxi Branch of Bank of Communications as the research object, this paper has read the previous research results and relevant materials on enterprise development strategy and investment banking business development of commercial banks, studied deeply the relevant theories of enterprise strategic management, and summarized the previous research results and their own understanding of investment banking business development strategy. All right. Through the use of PEST theory to branch the macro environment, Porter's Five Forces Model is used to analyze the competitiveness of the industry, and the theory of mutual complementarity is used to supplement the competitiveness of the industry. It is concluded that the risks and opportunities coexist in the development of investment banking business under the current external environment, and the opportunities outweigh the risks. Then through the analysis of internal environmental factors such as enterprise resources, organizational structure, business ability, marketing ability and risk management ability of Bank of Communications Shaanxi Branch, the advantages and disadvantages of internal environmental factors of Bank of Communications Shaanxi Branch are obtained, and the conclusion that the current internal environmental advantages outweigh disadvantages is drawn through the internal environmental factors evaluation matrix. Based on the analysis of external environment and internal environment, the SWOT model is used to analyze the opportunities and risks, advantages and disadvantages. It is concluded that the investment banking business of Bank of Communications Shaanxi Branch is suitable to adopt the growth strategy of market penetration and product development (SO strategy) and the relevant diversification strategy (ST strategy). Subsequently, according to the development strategy, the implementation plan of the strategy was formulated, and theABSTRACT III safeguard measures for the implementation of the strategy were supplemented and improved to ensure that the strategic objectives could be accomplished as planned. Keywords ，Enterprise Strategy, Development Strategy, Investment Bank西北大学硕士学位论文 IV 目 录 摘要.....................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录.................................................................................................................................IV 第一章 导论....................................................................................................................... 1 1.1研究的背景与意义.................................................................................................. 1 1.1.1 研究的背景....................................................................................................... 1 1.1.2 研究的意义....................................................................................................... 1 1.2 文献综述.................................................................................................................. 2 1.2.1 国外研究综述................................................................................................... 2 1.2.2 国内研究综述................................................................................................... 3 1.3研究内容、方法与技术路线.................................................................................. 4 1.4论文可能的创新点.................................................................................................. 6 第二章 相关概念及理论基础........................................................................................... 7 2.1PEST分析理论........................................................................................................ 7 2.2波特五力模型分析理论.......................................................................................... 7 2.3波士顿矩阵理论......................................................................................................7 2.4外部因素评价矩阵（EFE矩阵）.......................................................................... 7 2.5内部因素评价矩阵（IFE矩阵）........................................................................... 7 2.6 SWOT分析法.......................................................................................................... 8 第三章 外部环境分析....................................................................................................... 9 3.1基于 PEST理论的宏观环境分析........................................................................... 9 3.1.1政治和法律环境............................................................................................... 9 3.1.2经济环境......................................................................................................... 11 3.1.3社会和文化环境............................................................................................. 12 3.1.4技术环境......................................................................................................... 13 3.2宏观环境分析结论................................................................................................ 14 3.3基于波特五力模型的行业竞争能力分析............................................................ 14目 录 V 3.3.1既有的行业竞争者的竞争力 .........................................................................15 3.3.2 潜在进入者的威胁.........................................................................................16 3.3.3 替代品的威胁 .................................................................................................16 3.3.4 供应商的议价能力 .........................................................................................17 3.3.5 买方的议价能力 .............................................................................................18 3.4行业竞争能力分析结果 ........................................................................................19 3.5基于 EFE矩阵的外部环境因素评价 ...................................................................19 3.5.1 对投资银行业务发展产生影响的外部因素.................................................19 3.5.2 外部因素评价矩阵（EFE矩阵）的构建.....................................................19 3.5.3 外部因素评价矩阵（EFE矩阵）的评估.....................................................20 第四章 内部环境分析.....................................................................................................22 4.1 企业资源分析 ........................................................................................................22 4.1.1 企业有形资源.................................................................................................22 4.1.2企业无形资源 .................................................................................................24 4.1.3企业人员资源 .................................................................................................24 4.2组织架构分析 ........................................................................................................26 4.3市场营销能力分析 ................................................................................................27 4.4业务能力分析 ........................................................................................................27 4.4.1债券发行业务 .................................................................................................27 4.4.2类信贷业务 .....................................................................................................28 4.4.3资本市场业务 .................................................................................................29 4.4.4财务顾问业务 .................................................................................................29 4.5风险管理能力分析 ................................................................................................29 4.6内部环境中的优势与劣势 ....................................................................................30 4.6.1 陕西省分行投资银行业务的优势.................................................................30 4.6.2 陕西省分行投资银行业务的劣势.................................................................31 4.7基于 IFE矩阵的内部环境因素分析.....................................................................31 4.7.1内部环境因素分析矩阵（IFE 矩阵）的构建...............................................31 4.7.2内部环境因素分析矩阵（IFE 矩阵）的分析评估.......................................32 第五章 投资银行业务战略选择.....................................................................................34西北大学硕士学位论文 VI 5.1投资银行业务战略目标........................................................................................ 34 5.2基于 SWOT的战略分析....................................................................................... 34 5.2.1 SO 战略........................................................................................................... 35 5.2.2 ST 战略........................................................................................................... 35 5.2.3 WO战略......................................................................................................... 35 5.2.4 WT战略.......................................................................................................... 35 5.3 投资银行业务战略选择........................................................................................ 36 5.3.1 一体化成长战略............................................................................................. 36 5.3.2 密集型成长战略............................................................................................. 36 5.4战略实施方案........................................................................................................ 37 5.4.1 营销战略实施方案......................................................................................... 38 5.4.2 人力资源战略实施方案................................................................................. 40 5.4.3 财务战略实施方案......................................................................................... 41 5.4.4 产品研究开发战略实施方案......................................................................... 42 5.4.5 品牌战略实施方案......................................................................................... 42 第六章 战略实施保障措施............................................................................................. 43 6.1进一步加强业务培训和人才培养........................................................................ 43 6.2加强重点客户营销和投行项目储备.................................................................... 43 6.3完善激励制度提升业务积极性............................................................................ 44 6.4不断创新全面提升综合服务能力........................................................................ 44 6.5提高风险识别和风险管控能力............................................................................ 44 第七章 结论与展望......................................................................................................... 46