I 摘要 票据业务作为调节银行信贷资产结构、优化银行资产负债、促进流动性管理、 提升利润的一种重要的手段，在商业银行经营中作用越加凸显，而且票据业务也 成为银行业支持实体经济的重要方式，随着票据业务的不断快速发展，票据业务 在银行间的竞争越来越激烈，近几年，XY银行青岛分行不断提升票据业务在银 行业务发展方面的重要性，不断提升票据业务在当前市场的竞争力，然而，面对 各家银行在票据业务方面层出不穷的发展手段，如何加快票据业务发展成为XY 银行青岛分行面临的一个重要课题。 本文以XY银行青岛分行作为研究对象，通过对该银行票据业务发展及存在 问题分析，从票据定价、业务流程、票据产品、营销策略等方面，指出其存在定 价方式不合理、业务流程繁琐、票据产品创新不足、营销观念滞后等问题；其次， 分析了XY银行青岛分行票据业务的竞争环境，通过PEST分析法分析了该银行面 临的宏观环境；应用了波特五力法分析模型对XY银行青岛分行发展票据业务的 内部和外部环境进行分析，采用了SWOT 的方法，系统评价了该银行在票据市场 中的优劣势、机会和挑战；再者，本文汲取了国内外经典理论和成功经验，优化 与调整了XY银行青岛分行现有的票据策略，从定价模式、营销模式、流程再造 等几个方面就加速推进票据业务的发展进行了策略优化。最后，为了保障优化策 略的顺利推进，从品牌建设、人员培训、内控机制完善等角度着手，提出了一系 列的保障措施，希望对XY银行青岛分行票据业快速发展提供重要的参考和借鉴。 关键词：票据业务 商业银行 竞争策略 Abstract II Abstract As an effective and efficient instrument to adjust the structure of credit assets, optimize the balance of assets and liabilities, manage liquidity, and enhance profitability, Bill business has become increasingly important in the operation of commercial banks. Since bill business is an important approach for commercial banks to support the real economy, along with the constantly fast development of Bill business, the competition of Bill business has been intensified among the bank system. Recently, Bill business has gained significant weight in Qingdao branch of XY bank. Thus, it is definitely a remarkable issue for Qingdao branch of XY bank to boost the development of bill business given such an intensely competitive marketplace. Qingdao branch of XY bank is the subject of my research. By analyzing the current strategy and existed problems of bill business development, including pricing, process, product and marketing strategy, following flaws are identified: unreasonable pricing method, redundant process, lack of innovations, and outdated marketing strategy. Secondly, This paper analyzes the competitive environment of bill business of bank XY Qingdao Branch, and analyzes the macro environment the bank is facing through PEST . The analysis of the internal and external competitive environment of Qingdao branch of XY bank applies with Porter 5 force model , and SWOT is managed to identify the competitive advantages and disadvantages of Qingdao branch, and potential challenges and opportunities . Moreover, based on domestic and foreign successful practices and classic theories, I recommend a series modifications to optimize and adjust the strategy of bill business from following aspect: pricing pattern, marketing approach and process redesign. Last but not the least, to ensure the recommended optimization run smoothly, I also recommend a series of approaches and techniques including promoting brand value, improving training quality, and enhancing the mechanism of internal control. I hope this paper could provide valuable reference for the rapid development of bill business of Qingdao branch of XY bank. Key Words：Bill business, Commercial banks, Strategy of Competition 目录 III 目录 第一章 绪论 .............................................. 1 第一节 研究背景及研究意义 ....................................... 1 一、研究的背景 .......................................................... 1 二、研究的意义 .......................................................... 1 第二节 国内外研究综述 ........................................... 2 一、国外研究综述......................................................... 2 二、国内研究综述......................................................... 4 第三节 研究内容及研究框架 ....................................... 5 一、研究内容 ............................................................ 5 二、研究框架 ............................................................ 6 第四节 研究的主要方法 ........................................... 7 第二章 相关概念及理论基础 ................................ 8 第一节 相关概念 ................................................. 8 一、票据的概念 .......................................................... 8 二、票据业务的类型及划分 ................................................. 9 第二节 理论基础 ................................................ 12 一、经营策略 ........................................................... 12 二、基本竞争战略........................................................ 13 第三章 XY银行青岛分行票据业务发展现状及存在问题的分析 ... 14 第一节 票据业务发展现状 ........................................ 14 一、业务发展基本情况.................................................... 15 二、在XY银行系统内发展情况 ............................................. 15 三、在青岛当地市场情况 .................................................. 16 第二节 票据业务发展存在的问题 .................................. 17 一、票据业务定价没有竞争优势 ............................................ 17 二、业务流程弱化较严重 .................................................. 20 三、业务营销手段和能力有待提高 .......................................... 22 目录 IV 四、票据产品创新不足.................................................... 23 五、人员专业化程度不够 .................................................. 25 第四章 票据业务市场行业环境分析 ......................... 28 第一节 外部环境的分析 .......................................... 28 一、政治环境 ........................................................... 28 二、经济环境 ........................................................... 29 三、市场环境 ........................................................... 30 四、技术环境 ........................................................... 31 第二节 内部环境分析 ............................................ 31 一、经营管理 ........................................................... 32 二、内控管理体系........................................................ 32 三、票据操作管理........................................................ 33 四、产品竞争力 ......................................................... 33 第三节 行业竞争分析（波特五力模型分析） ........................ 34 一、行业内竞争者........................................................ 34 二、潜在竞争者 ......................................................... 34 三、替代产品 ........................................................... 34 四、供应商议价能力...................................................... 35 五、客户议价能力........................................................ 35 第四节 SWOT分析 ................................................ 35 一、票据业务的优势...................................................... 36 二、票据业务的劣势...................................................... 36 三、票据业务发展的机会 .................................................. 37 四、票据业务面临的威胁 .................................................. 38 五、SWOT战略矩阵 ....................................................... 39 第五章 XY银行青岛分行票据业务发展策略优化方案设计 ....... 40 第一节 定价策略的优化 .......................................... 40 一、优化内部FTP定价.................................................... 40 二、差异化定价策略...................................................... 41 三、综合收益定价策略.................................................... 42 第二节 业务流程的优化 .......................................... 42 目录 V 一、优化岗位职责........................................................ 43 二、加速推动线上化操作 .................................................. 43 三、操作手册实时更新.................................................... 44 第三节 营销策略的