【作者】 程伟；

【导师】 徐向艺；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 近年来,我国宏观经济水平不断提升,市场化日趋完善,我国的金融行业也在随着国家宏观经济水平的提升而不断进步,进而推动了我国市场中各家商业银行的进步。与此同时,大数据时代的来临、利率市场化进程加速在另一方面也加剧了银行间的竞争。产品同质化现象异常严重、创新能力严重不足、自身市场定位与战略目标不清晰是我国银行业面临的内在问题；非银行类金融企业市场参与度加强、电商平台快速崛起、外资银行未来可能发生的规模性的进入则是我国银行业面对的外在挑战。面对纷繁复杂的国内外经济形势,我国银行业内各家银行竞争战略的重新选择与制定在所难免,从国有银行到城市商业银行纷纷对自身产品及市场进行了重新的定位,针对现有资源与能力制定适合自身目标的竞争战略以及战略实施的具体保障机制。在当前我国银行业内部发展动力匮乏与外部市场竞争加剧的形势下,本文以中国建行济南分行的市场竞争战略为研究对象,在研究相关银行业战略管理理论和文献的基础上,对中国建行济南分行竞争战略的制定与战略实施的保障进行了深入的研究与探讨。首先,本文借助了五力模型与SWOT分析等模型工具对中国建行济南分行的内外部环境进行了分析与研究,从而总结出了中国建行济南分行的主要竞争优势包括：网点分布广泛的规模优势、多年来形成的中国建行优质的品牌优势以及优质人才选拔与培养机制优势；主要劣势包括：存款增长不稳定、业务发展不平衡、服务意识仍然薄弱；主要的机会有：新系统的上线、PPP项目及城镇化建设、海外资金的运作、投资银行业务规模的扩大；主要的威胁包括：来自同业的威胁、来自互联网金融的威胁、来自财务公司等影子银行的威胁、来自利率市场化的威胁。其次,本文通过分析与研究选择了差异化竞争战略作为中国建行济南分行的市场竞争战略,并结合中国建行济南分行的实际情况,把中国建行济南分行业务服务的差异化、客户选择的差异化以及产品创新的差异化作为差异化竞争战略实现的三个方面。最后,以建立完善高效的信息系统、积极联合金融同业及非金融机构、加大海外市场的探寻力度、完善营销模式与流程、加强文化建设与人才培养等方面作为中国建行济南分行竞争战略的保障措施,确保中国建行济南分行的竞争战略得到充分、有效的执行。本文的研究采用战略管理相关理论与中国建行济南分行具体实际相结合的方式,采用多项有效、普适的分析模型,重点分析了中国建行济南分行内外部环境与可能产生的影响,确定了中国建行济南分行差异化竞争战略的选择,最后,提出的五项具体的差异化竞争战略保障措施。本文的研究具有积极意义,且在国有银行内具有普适性,本研究为我国银行业内其他各家银行分支机构的竞争战略选择提供了样本及借鉴方案。更多还原

【Abstract】 In recent years, with the continuous development of China’s market economy, the reformation of China’s financial industry is gradually deepening. And thus promote the progress of commercial banks. At the same time, the coming of big data and interest rates both increased the competition between banks. Serious product homogeneity, lack of innovation capability is the inherent problem of China’s banking industry. Other financial enterprises, electronic business platform and foreign banks enter China’s banking industry is the external challenges of our mainland banks. Facing the complex economic situation at home and abroad, competition strategy’s reselection and formulation of China’s banking industry is inevitable. From state-owned banks to city commercial banks have their own products and market of repositioning, to match the commercial bank’s own goal of competition strategy and implementation for the existing resources and capabilities.Under the background of our country banking industry at home and abroad, this paper chooses the market competition strategy of Jinan Branch of China Construction Bank as the research object. On the basis of research related to the bank industry strategic management theory and literature, of China Construction Bank Jinan Branch competition strategy formulation and the strategy implementation were in-depth study and discussion. First of all, with the help of the China of Jinan branch of China Construction Bank’s internal and external environment model of five forces model and SWOT analysis tools to carry out the analysis and research, summed up the main competitive advantage Chinese including the Jinan branch of China Construction Bank: scale advantage, brand advantage, talent advantage. The main disadvantages include: deposit growth is imbalanced, business development is imbalanced, service consciousness is still weak. The main opportunities:the new on-line system, construction, project PPP and urban overseas capital operation and investment banking business scale. Major threats include:the threats from other banks in the industry, the threats from Internet Financial companies, the threats from financial companies and other shadow banking threats, the threats from the interest rate market. Secondly, this paper chose differentiated competitive strategy as the competition strategy of Jinan Branch of China Construction Bank through analysis and research. And combined with the actual situation of Jinan Branch of China Construction Bank, choose the differentiated services, customer differentiation, product differentiation as differentiated competitive strategy. Finally, to improve the marketing mode and process, data information platform establishment, cultural construction and talent training as the competition strategy of China Construction Bank Jinan Branch of safeguard measures to ensure the smooth implementation of differentiated competitive strategy.The research chooses theory and practice point of view, using a number of strategic analysis model, on a number of factors inside and outside environment of the China Construction Bank branch in Jinan, choose differentiated competitive strategy. At the same time, the paper also chooses the security measures to ensure the effective implementation of differentiated competitive strategy. The research of this paper has positive significance, and it is universal in the state-owned banks. This study provides a sample and a reference program for the competitive strategy choice of the other branches of Banks in China.更多还原