大连理工大学专业学位硕士学位论文
摘
要
在世界经济受疫情影响滑入衰退轨道，中国经济实施双循环促进战略，银行监管环
境持续趋严等因素影响下，同时在金融科技高速发展的催化下，中国银行业经营格局正
在发生深刻变革，尤其是银行零售业务面临着前所未有的竞争压力。出于提升对银行零
售业务研究的全面性等原因，同时为滨海银行 P支行谋划一条符合其现实情况和特色禀
赋的竞争能力提升道路，进而促进其健康持续快速发展，展开以下研究。
本文研究对象-滨海银行P支行地处滨海市城乡结合区域P区。P区目前虽面临发展
理念滞后、内生动力不足、经济矛盾突出等问题，但《滨海市 2049愿景规划》已明确
指出要将P区打造为绿色文明现代化的滨海市副中心城区，成为滨海市新的增长极；已
建设多年的辐射滨海市北部城乡区域的某医院和轻轨车站将在 2021年正式运营。在滨
海银行向“大零售转型”的整体战略下，P支行意欲借助区域发展和政策扶持顺势而上，
因地制宜，选择适当的竞争战略，解决支行长期存在的零售业务竞争能力孱弱问题，进
而推动支行零售业务规模和利润的健康持续快速增长。
本论文搜集分析了大量相关数据，基于国内外相关经验和迈克尔波特的竞争战略理
论等展开研究。首先运用PESTEL、波特五力等分析工具，对P支行所处宏观环境、竞争
环境等进行了全面梳理，厘清发展机遇与威胁；其次从人力、财务、组织、文化等方面
对P支行内部环境进行了解剖，明确竞争优势与劣势，进而总结出削弱P支行竞争能力
的三大原因，即：产品同质现象突出、客户服务流于形式、品牌形象受损严重；再次，
结合前述内容，运用 SWOT矩阵工具综合分析进行竞争战略选择，提出 P支行零售业务
竞争能力提升要选择差异化竞争战略，即产品营销差异化战略、服务体验差异化战略和
品牌形象差异化战略；最后，论文从设计完善考核奖励机制、提升零售队伍能力动力、
建立零售业务团队文化、强化金融科技业务支撑四个方面提出了若干针对性建议，为该
战略的顺利实施提供支持保障。
关键词：商业银行；城乡支行区域；零售业务；竞争战略
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滨海银行城乡支行区域零售业务竞争战略研究
Research on regional retail business competition strategy of urban and
rural branch of Binhai bank
Abstract
Under the influence of the epidemic, the world economy slipped into recession in a short
time, and China's economy implemented the double cycle promotion strategy, China's
Banking Retail business is facing unprecedented competitive pressure. In order to improve the
comprehensiveness of bank retail business research, the following research is carried out.
The research object of this paper - P branch of Binhai bank is located in zone P, the
urban-rural integration area of Binhai city. In the 2049 vision plan of Binhai City, it has been
clearly pointed out that district P should be built into the sub central urban area of Binhai city.
P sub branch intends to take advantage of the favorable opportunity of regional development,
select appropriate competitive strategy and promote the sustained, healthy and rapid growth
of retail business scale and profit of the sub branch.
This paper collects and analyzes a large number of real-time relevant data, and carries
out research based on Michael Porter's competitive strategy theory. Firstly, it
comprehensively combs the external environment faced by P branch to clarify the
development opportunities and threats; Secondly, it dissects the internal environment of P sub
branch from the aspects of manpower and finance, defines the competitive advantages and
disadvantages, and then extracts three constraints that weaken the competitiveness of P sub
branch, namely: prominent product homogeneity, formalistic customer service and serious
damage to brand image; Thirdly, according to the above analysis and main problems,
combined with SWOT matrix analysis, it is proposed that the future development of retail
business of P branch should choose differentiated competitive strategy, that is, product
marketing differentiation strategy, service experience differentiation strategy and brand image
differentiation strategy；the paper puts forward some targeted suggestions from four aspects:
designing and improving the assessment and reward mechanism, improving the ability and
motivation of retail team,establishing retail business team culture and strengthening financial
technology business support, so as to provide support and guarantee for the smooth
implementation of the differentiated competition strategy of retail business of P branch.
Key Words：Commercial Bank; Urban And Rural Branch; Retail Business; Competitive
Strategy
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大连理工大学专业学位硕士学位论文
目录
摘
要.............................................................................................................................I
Abstract ..............................................................................................................................II
1绪论.............................................................................................................................. 1
1.1研究背景、目的及意义................................................................................... 1
1.1.1研究背景................................................................................................ 1
1.1.2研究目的及意义.................................................................................... 2
1.2国内外研究现状............................................................................................... 3
1.2.1国外研究现状........................................................................................ 3
1.2.2国内研究现状........................................................................................ 4
1.3研究方法及内容............................................................................................... 5
1.3.1研究方法................................................................................................ 5
1.3.2研究内容................................................................................................ 6
2商业银行零售业务特点与相关理论.......................................................................... 8
2.1商业银行零售业务特点................................................................................... 8
2.2国内银行零售业务整体发展情况................................................................... 8
2.3相关理论......................................................................................................... 10
2.3.1企业竞争战略...................................................................................... 10
2.3.2竞争战略的基本类型.......................................................................... 12
3滨海银行P支行零售业务外部环境分析................................................................ 13
3.1外部环境分析................................................................................................. 13
3.1.1政治因素.............................................................................................. 13
3.1.2经济因素.............................................................................................. 13
3.1.3社会因素.............................................................................................. 15
3.1.4技术因素.............................................................................................. 16
3.1.5环境因素.............................................................................................. 16
3.1.6法律因素.............................................................................................. 17
3.2竞争环境分析................................................................................................. 17
3.2.1潜在进入者威胁.................................................................................. 17
3.2.2替代品的威胁...................................................................................... 18
3.2.3竞争者的竞争能力.............................................................................. 19
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。。。以下略