招银金融租赁公司竞争战略研究 融资租赁是与传统租赁，分期付款和抵押贷款不同的交易模式，具有投资， 融资，促销和资产管理等功能。 1952年，美国租赁公司成立，成为现代融资租赁业的起点。至此，融资租 赁行业蓬勃兴盛起来，特别是在金融危机后的几年里，全球租赁业务继续增长。 特别是进入二十一世纪后，融资租赁行业的复合增长率在11%以上，而同期全球 的GDP增值仅为8%，由此看来，融资租赁在发达国家现已成为继银行、证券之 后的第三大融资模式。 在中国，融资租赁行业开端于二十世纪八十年代初，资金短缺已经大大的 限制了中国的改革开放，为了引进外资来推进改革发放，政府制定了租赁政策， 以开拓引进外资的途径。此后虽然经历了近20年的成长，但中国融资租赁行业 仍然整体发展缓慢，直到《金融租赁管理办法》在2007年颁布后，在银行系金 融租赁公司的推动下，中国融资租赁行业才开始跨越式发展。但是，我们也看 到，2017年我国的融资租赁渗透率仅9.8%，远远低于发达国家的15-20%之间， 而作为融资租赁大国的美国更是长期将融资租赁渗透率稳定在22％左右。但其 发展阶段仍然处于较低的层级。 招银金融租赁有限公司由招商银行独家投资成立，主营业务为融资租赁， 并已为近1500余家企事业单位解决了融资需求。招银金融租赁有限公司致力于 将公司打造成为具有可持续发展竞争优势和较强专业服务能力的行业专家，成 为中国最好的金融租赁公司。为达成上面战略目标，招银金融租赁有限公司加 深与招商银行的全面协作，利用母行的资源优势，确保公司的良好运营和持续 发展，进一步强化风险管理能力，持续提升资产质量。除此之外，招银金融租 赁有限公司还必须制定自己的竞争战略，通过创新走出一条差异化的道路，以 II 保持在融资租赁行业领先的业务实力。 在此背景下，本文以招银金融租赁有限公司作为案例，全方位的对招银金 融租赁有限公司的内外部环境进行了全方位的分析。先是对招银金融租赁所处 的宏观环境进行了分析，并通过PEST方法的得出目前招银金融租赁有限公司处 在竞争剧烈的市场竞争环境中；然后是对招银金融租赁的内部环境进行分析， 并通过SWOT方法详细分析了招银金融租赁有限公司的优势与劣势，又对竞争战 略的理论三种类型一一进行了比对分析，得出招银金融租赁的竞争战略应选择 差异化加上集中化的竞争战略；当然，为保证竞争战略能够得到实施，还应该 努力提高公司的人力资源管理、信息系统建设等方面。 关键词: 招银金融租赁；融资租赁；竞争战略； III Abstract Study on the Competition Strategy of CMB Financial Leasing Company Financial leasing is a different trading model from traditional leasing, installment and mortgage, with functions such as investment, financing, promotion and asset management. In 1952, the American leasing company was established and became the starting point of the modern financial leasing industry. At this time, the financial leasing industry flourished, especially in the years after the financial crisis, the global leasing business continued to grow. Especially after entering the 21st century, the compound lending growth rate of the financial leasing industry is above 11%, while the global GDP growth rate is only 8% during the same period. From this perspective, financial leasing has become a means of financing outside of banks and securities in developed countries. In China, the financial leasing industry began in the early 1980s. The shortage of funds has seriously restricted China's reform and opening up. In order to promote foreign investment and promote reform and distribution, the government has formulated a leasing policy to explore ways to attract foreign investment. Although it has experienced nearly 20 years of growth, China's financial leasing industry is still developing slowly. However, we also see that the penetration rate of China's financial leasing in 2017 is only 9.8%, far lower than the penetration rate of 15-20% in developed countries, so its development stage is still at a low level. CMB Financial Leasing Company was established by China Merchants Bank. Its main business is financial leasing, which has solved the financing needs of nearly 1,500 companies and institutions. CMB Financial Leasing Company is committed to building the company into an industry expert with sustainable development competitive advantages and strong professional service capabilities, and has become the best financial leasing company in China. In order to achieve the above strategic IV objectives, China Merchants Bank Financial Leasing Company has deepened the comprehensive cooperation with China Merchants Bank, utilized the resources advantages of the parent bank to ensure the company's good operation and sustainable development, further enhanced its risk management capabilities, and continuously improved asset quality. In addition, CMB Financial Leasing Company must also develop its own competitive strategy, and take the differentiated path through innovation to maintain its leading business strength in the financial leasing industry. In this context, this article takes CMB Financial Leasing Company as a case to comprehensively analyze the internal and external environment of all aspects of CMB Financial Leasing Company. Firstly, it analyzes the macro environment of China Merchants Bank's financial leasing. Through the PEST method,CMB Financial Leasing Company is currently in a highly competitive market environment; through SWOT method, it analyzes and analyzes the advantages and disadvantages of CMB Financial Leasing Company Compare three competition strategy theories. The conclusion is that the competitive strategy ofCMB Financial Leasing Company should be differentiated and centralized. Of course, in order to ensure the implementation of the competitive strategy, efforts should be made to improve the company's human resources management and information system construction.