工商银行兰州分行国际业务竞争战略研究
中文摘要
在兰州地区，工行兰州分行自 1993年开办国际业务以来，凭借工总行的品
牌、产品、清算等优势，市场份额始终排名第二。近几年随着开办国际业务的商
业银行越来越多，工行的市场份额不断被摊薄，客户、专业人才流失严重。2020
年，国际业务环境有了新的变化，受新冠疫情影响，全世界经济严重下挫，国际
贸易局势将更显严峻，此时工总行制定“打造外汇首选银行”的目标，并下发各
级分行要求落实。通过对工行兰州分行国际业务竞争战略进行研究，以指引其在
新形势下的业务发展，重回市场领先地位已经十分必要。
本文通过 PEST模型、波特五力模型、CPM矩阵等工具，通过深入分析工
商银行兰州分行国际业务外部宏观环境、行业环境及市场环境，总结企业所面临
的机会与威胁；通过对企业业务资源、企业能力和经营现状的梳理，总结工行兰
州分行国际业务内部环境，以及优势及劣势。
本文首先对中国工商银行兰州分行国际业务的宏观经济环境、内部环境、主
要竞争者进行了比较具体的剖析，对重要外部因素如国内政局稳定、经济发展势
头良好、中美贸易摩擦、新冠疫情影响等加以权重赋值分析，综合衡量了外部机
遇和危险，得出加权平均分 2.94分，高于 2.5分，说明了企业能够合理运用机遇
对冲危险；对重要内部因素如良好的品牌形象、广泛的清算网络、健全的产品体
系、逐渐流失的人才、客户基础薄弱等加以权重赋值分析，综合衡量了内在优势
和劣势，得出加权平均 2.62分，高于 2.5分，表明企业能够合理运用优势克服内
在优劣，对机遇、威胁、优势、劣势等运用 SWOT矩阵加以综合剖析，提出了
多项备选战略，利用 QSPM矩阵加以优选，确定了“差异化竞争战略”是提升
中国工商银行兰州分行国际业务竞争力所应采用的战略方案。
为了保障“差异化竞争战略”的有效执行，提出了产品差异化、营销差异化、
服务差异化三个实施措施，并提出了相匹配的责任细分、整合营销资源、加快网
点建设、加强风险防控、建设人才队伍五个执行保障举措，最后提出通过强化考
核，完善绩效管理机制的动态风险管控措施，有助于实现工商银行兰州分行在国
际业务上良好的竞争势头。
关键词：工商银行，国际业务，差异化战略，风险管理
I
RESEARCH ON THE COMPETITION
STRATEGY OF INTERNATIONAL BUSINESS OF
INDUSTRIALAND COMMERCIAL BANK OF
CHINA LANZHOU BRANCH
Abstract
In Lanzhou,since the opening of international business in 1993,ICBC Lanzhou
Branch hasalways rankedsecond inmarket shareby virtue ofthe brand,
products,clearing and other advantages of ICBC head office. In recent years, with
more and more commercial banks opening international business, ICBC’s market
share has been continuously diluted, and the loss of customers and professionals is
serious. In 2020, the international business environment has undergone new changes.
Influenced by COVID-19, the world economy is seriously down. The international
trade situation will be even more serious. At this time, the head office has formulated
the goal of building the 'first choice bank for foreign exchange', and issued the
requirements of all branches at all levels. Through the research on the international
business competition strategy of ICBC Lanzhou Branch, it is very necessary to guide
its business development under the new situation and return to the leading position in
the market.
Through PEST model,Porter's five forces model, CPM matrix and other tools,
this paper summarizes the opportunities and threats faced by enterprises through
in-depth analysis of the external macro environment, industry environment and
market environment of international business of Lanzhou Branch of industrial and
Commercial Bank of China; By combing the enterprise business resources, enterprise
capacity
and
operation
status,this
paper
summarizes
the
internal
environment,advantagesand disadvantagesof internationalbusinessof ICBC
Lanzhou Branch.
II
This article first makes a concrete analysis of the macroeconomic environment,
internal environment and main competitors of the international business of ICBC
Lanzhou branch. It weighs the external opportunities and risks by weighing the
important externalfactorssuch asdomestic politicalstability,good economic
development momentum,Sino US trade friction,COVID-19 influence and so on. The
weighted average score is 2.94 points higher than 2.5 points. It shows that the
enterprise can reasonably use opportunities to hedge risks. The weight assignment
analysis of important internal factors such as good brand image,extensive clearing
network,sound product system,gradually losing talents and weak customer base is
carriedout. Theinternal advantagesanddisadvantages arecomprehensively
measured,and the weighted average score is 2.62 points higher than 2.5 points,
indicating that the enterprise can reasonably use its advantages to overcome the
impact of internal advantages and disadvantages on opportunities,threats,advantages
The disadvantages are comprehensively analyzed by using the wot matrix, a number
of alternative strategies are put forward,and the QSPM matrix is used for optimization.
It is determined that the "differentiated competition strategy" is the strategic scheme
that should be adopted to enhance the international business competitiveness of
Lanzhou Branch of industrial and Commercial Bank of China.
In order to ensure the effective implementation of the "differentiated competition
strategy",threeimplementationmeasuresofproductdifferentiation,marketing
differentiation and service differentiation are put forward,and five implementation
guarantee measures of matching responsibility segmentation,integrating marketing
resources,accelerating network construction,strengthening risk prevention and control
and buildingtalent team areput forward. Finally,itis proposed to passthe
strengthened assessment,Improving the dynamic risk control measures of performance
management mechanism will help to realize the good competitive momentum of
industrial and Commercial Bank of China Lanzhou Branch in international business.
Keywords:ICBC,internationalbusiness,competitivestrategy,differentiation
strategy,functional strategy,risk control.
III