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MBA硕士毕业论文_州农商银行市场竞争战略优化研究PDF

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银行已从简单的“金融业”,逐渐变身为多功能的“服务业”,“金融业” 的地位降至“服务业”,迫使银行跨界改变自身,商业银行间的激烈竞争角逐, 也迫使江州农村商业银行在互联网时代迅猛发展的今天无法依赖传统的经营模式, 需要不断优化自身的市场竞争力,寻找顺应市场变化的新方法。近几年来,第三 方金融机构随着城市商业银行的步伐,逐渐进入柴桑区人民的视角,使江州农商 银行的基础客户越来越少,特别是农村地区的客户呈现持续性下降态势,农村网 点的业务量也随之减少,农商行的整体情况每况愈下。当前情形已经对农商银行 的存在产生了威胁,发展根基受到了影响,因此必须采取相应的措施,确保农商 银行的存在和持续健康发展。进一步实现减少客户地流失、稳住江州农商银行在 金融市场中的地位,无论是实现市场竞争战略还是促进农商银行的业务发展,都 具有十分重要的战略意义。 本文充分整理和归纳了现有的国内外关于市场竞争战略的文献资料和理论结 论,在此基础上对江州农商行的发展现状以及市场竞争战略的相关理论进行了全 面的梳理及分析。本文通过文献研究法和SWOT分析法对江州农商银行竞争战略 展开分析,研究首先从江州农商银行发展现状、问题及原因开始,其次是江州农 商银行的市场竞争战略目标规划,在目标规划中看到江州农商银行的市场竞争战 略定位和市场竞争战略实施方案,实施方案一步步将江州农商银行市场竞争愿景 描述出来,再次是通过分析江州农商银行的内外部发展环境,接着根据SWOT分 析法得出江州农商银行的优势、劣势、机遇及威胁,最后确定了江州农商银行总 体竞争战略目标,以及市场竞争战略的优化选择为差异化战略和目标聚集战略。 通过优化江州农商银行市场竞争战略,江州农商银行决定从引进优质人才、 提高科技水平、提升服务质量以及健全产品种类四个方面进行竞争战略优化,这 不仅有利于江州祛除陈规陋习、加强创新、完善机制,还能进而提升江州农商银 行市场地位,提高市场份额,具有重大的实践意义。 近年来的文献资料大多都是研究国有银行、大型商业银行的市场竞争战略,地 方中小银行的市场竞争战略分析研究较少。分析江州农商银行市场竞争战略,可 以增加中小银行市场竞争战略研究资料,抛砖引玉,完善银行业市场竞争战略优 化框架,具有一定的学术价值。 关键词:市场竞争战略,市场发展,战略优化,江州农商银行 2 Abstract Banks have gradually changed from a simple “financial industry” to a multi-functional “service industry”. The status of the “financial industry” has been reduced to a “service industry”, forcing banks to change themselves across borders, and fierce competition among commercial banks. It also forces Jiangzhou Rural Commercial Bank to be unable to rely on traditional business models in the rapid development of the Internet era. It needs to continuously optimize its market competitiveness and find new ways to adapt to market changes. In recent years, with the pace of city commercial banks, third-party financial institutions have gradually entered the perspective of the people of Chaisang District, making the basic customers of Jiangzhou Rural Commercial Bank less and less, especially in rural areas, showing a continuous decline in customers , The business volume of rural outlets has also decreased, and the overall situation of rural commercial banks has gone from bad to worse. The current situation has threatened the existence of Rural Commercial Bank and its development foundation has been affected. Therefore, corresponding measures must be taken to ensure the existence and sustainable and healthy development of Rural Commercial Bank. To further reduce the loss of customers and stabilize the position of Jiangzhou Rural Commercial Bank in the financial market, whether it is to achieve a market competition strategy or to promote the business development of Rural Commercial Bank is of very important strategic significance. This article fully collates and summarizes the existing domestic and foreign literature and theoretical conclusions about market competition strategy, and on this basis, it comprehensively sorts out and analyzes the development status of Jiangzhou Rural Commercial Bank and the relevant theories of market competition strategy. This paper analyzes the competitive strategy of JiangZhou Rural Commercial Bank through the methods of literature research and SWOT analysis. The research starts from the current situation, problems and reasons of the development of JiangZhou Rural Commercial Bank, followed by the target planning of the market competition strategy of JiangZhou Rural Commercial Bank. In the target planning, we can see the strategic positioning and implementation plan of the market competition strategy of JiangZhou Rural Commercial Bank, and the implementation plan is step by step. The first step is to describe the market competition vision of JiangZhou Rural Commercial Bank. The 3 second step is to analyze the internal and external development environment of JiangZhou Rural Commercial Bank. Then, according to the SWOT analysis method, the advantages, disadvantages, opportunities and threats of JiangZhou Rural Commercial Bank are obtained. Finally, the overall competition strategic objectives of JiangZhou Rural Commercial Bank are determined, and the optimal choice of market competition strategy is differentiation strategy and target aggregation strategy. By optimizing the market competition strategy of JiangZhou Rural Commercial Bank, JiangZhou Rural Commercial Bank decided to optimize the competition strategy from four aspects: introducing high-quality talents, improving the level of science and technology, improving the quality of service and improving the types of products. This will not only help JiangZhou Rural Commercial Bank get rid of stereotypes, strengthen innovation and improve the mechanism, but also enhance the market position and market share of JiangZhou Rural Commercial Bank, It has great practical significance. In recent years, most of the literature is about the market competition strategy of state-owned banks and large commercial banks, and the analysis of market competition strategies of local small and medium-sized banks is less. The analysis of the market competition strategy of JiangZhou Rural Commercial Bank can increase the research materials of market competition strategy of small and medium-sized banks, and improve the optimization framework of market competition strategy of banking industry, which has certain academic value. Key words: market competition strategy; market development; strategy optimization; JiangZhou Rural Commercial Bank I 目 录 第一章 绪论 ....................... 1 1.1 研究背景及意义 ...... 1 1.1.1 研究背景 ........... 1 1.1.2 研究意义 ........... 1 1.2 研究方法与内容 ...... 2 1.2.1 研究方法 ........... 2 1.2.2 研究内容 ........... 2 1.3 文献综述 .................. 2 1.3.1 国外市场竞争战略研究文献综述 .. 2 1.3.2 国内市场竞争战略研究文献综述 .. 4 第二章 市场竞争战略相关理论 ...................... 8 2.1 波特五力模型理论 .. 8 2.1.1 供应商议价 ....... 8 2.1.2 购买者议价 ....... 8 2.1.3 同业竞争力 ....... 8 2.1.4 潜在竞争力 ....... 9 2.1.5 替代品威胁力 ... 9 2.2 波士顿矩阵理论 ...... 9 2.2.1 波士顿矩阵 ....... 9 2.2.2 销售增长率 ..... 10 2.2.3 市场占有率 ..... 10 2.3 公司竞争战略 ........ 10 2.3.1 成本领先战略 . 10 2.3.2 差异化战略 ..... 10 2.3.3 目标聚集战略 . 11 第三章 江州农商银行现行市场竞争战略分析 ........................... 12 3.1江州农商银行市场发展现状分析 ........ 12 3.1.1 江州农商银行简介 ........................ 12 3.1.2 江州农商银行市场发展现状 ........ 12 3.1.3 江州农商银行市场发展问题及原因 ........................... 12 3.2江州农商银行现行市场竞争战略规划情况 ....................... 13 3.2.1江州农商银行现行总体战略目标 . 13 II 3.2.2 江州农商银行现行市场竞争战略的定位 ................... 13 3.2.3 江州农商银行现行市场竞争战略具体实施方案 ....... 14 3.3 江州农商银行现行市场竞争战略评价 .............................. 15 3.3.1 江州农商银行现行市场竞争战略优势 ....................... 15 3.3.2 江州农商银行现行市场竞争战略劣势 ....................... 15 第四章 江州农商银行战略环境分析及市场竞争战略目标优化 .............................. 17 4.1 外部环境分析 ........ 17 4.1.1 一般环境分析 . 17 4.1.2 产业环境分析 . 20 4.2 内部环境分析 ........ 23 4.2.1 人力配置情况 . 23 4.2.2 资产负债情况 . 23 4.2.3 产品种类情况 . 24 4.3 江州农商银行SWOT分析 .................. 24 4.3.1 竞争优势分析