【作者】 王悦；

【导师】 曾华；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2010， 硕士

【摘要】 建设银行作为中国第二大零售银行,有着分布广泛的客户群体和遍布全国的零售网点,它凭借其个人住房贷款业务和建行龙卡的市场地位一直处于国内个人银行业务的前沿；沈阳地区建行秉承这一优势,储蓄存款规模和个人资产规模均排名全市第一,在沈阳市各金融机构中其个人银行业务各类指标靠前,处于个人银行业务市场领导者地位。面对现有的市场挑战者、跟随者和潜在竞争者构成的市场竞争态势,研究建行沈阳地区个人银行业务如何加强产品创新、提升服务质量,具体实施个人银行业务体制改革措施、开发并扩大本地区市场份额是非常必要的；分析建行沈阳地区个人银行业务目前面临的机遇和挑战,探讨其在沈阳市的市场竞争地位,确定其现实竞争者及潜在竞争者,并进而制定其市场竞争战略和实施是有现实意义和价值的。本文以此为背景,采用SWOT分析法分析建行沈阳地区个人银行业务面临的机遇和挑战,分析了在市场竞争态势中的优势和劣势。探讨了具体市场挑战者、跟随者和潜在竞争者及判断各类竞争者的不同反应类型,指出了工行沈阳分行和招行沈阳分行是建行沈阳地区个人银行业务的挑战者,中行沈阳分行、盛京银行、兴业沈阳分行和浦发沈阳分行是市场的跟随者,外资银行和外埠城商行是建行沈阳地区个人银行业务的潜在竞争者。沈阳地区建行应秉承“以市场为导向,以客户为中心”的经营理念,做好客户关系管理,与客户保持并加强长期互利的合作关系,加快中间业务发展势头,提高非利差收入占比,完善个人资产业务的内部治理,保持优势地位,改进和丰富个人银行业务销售渠道体系,以金融创新为切入点,以攻为守保持并扩大市场份额,以保证个人银行业务的市场份额可持续发展及市场领导者的地位。制定了建行沈阳地区个人银行业务市场竞争的战略及实施的保障。本文共分六章,第一章论文的研究背景及意义；第二章论文相关理论综述；第三章建行沈阳地区个人银行业务的竞争对手分析；第四章建行沈阳地区个人银行业务市场竞争力SWOT分析；第五章建行沈阳地区个人银行业务市场竞争战略研究；第六章总结与展望。更多还原

【Abstract】 As China’s second largest retail bank, CCB has a wide distribution of clients and bank outlets. It has been in frontier of domestic personal banking business by virtue of their individual housing loan business and the market position of Dragon card. With this advantage, savings deposit scale and personal asset scale of Shenyang Branch rank first in the city. Varied indicators ranking high, its personal banking business maintains a leading position among various financial institutions. Facing the existing market challengers, followers and potential competitors, it’s vital to study how to enhance products innovation and improve service quality, to specifically implement the system reform of personal banking, and to develop and enhance the market share of the region. It is also extremely valuable to analyze the current opportunities and challenges, to explore its market competitive position in Shenyang, to determine its real competitors and potential competitors, and thus to study its market competitive strategy.On the background of the above mentioned issues, using SWOT analysis the present paper gives an account of its opportunities and challenges of personal banking CCB is facing in Shenyang area, indicating its challengers, followers and potential competitors, determining the different types of various competitors and analyzing their advantages and disadvantages. It points out in the paper that ICBC Shenyang branch is the challenger, BOC Shenyang branch, Shengjing Bank, Societe Generale Shenyang branch and Pudong development Bank Shenyang branch are market followers, foreign banks and other city commercial banks are potential competitors. CCB of Shenyang area should follow the business philosophy of "market oriented, customer centered", maintain customer relationship management and enhance long-term and mutually beneficial partnership. It should also accelerate the momentum of intermediary business, increase non-income ratio, perfect the internal management of personal assets and maintain its advantage. CCB should improve and enrich sales distribution channel of personal banking business, financial innovation as the breakthrough point, keeping expanding market share through attack as a means of defense, so as to guarantee a sustainable development position of market share of personal banking, and to enhance CCB’s leading position of personal banking in Shenyang area.The present paper is divided into six chapters. Chapter One gives an account of the dissertation’s research background, research methodology and its structure. Chapter Two represents the related theoretical knowledge. Chapter Three discuss the analysis of competitors, which analyzes the competitors of CCB personal banking business in Shenyang area, clarifying the market challengers, followers and potential competitors. Chapter Four deals with SWOT analysis, analyzing the personal banking business of CCB in Shenyang area, thus indicates its internal and external environment strength, weakness, opportunities and challenges. Chapter Five analyzes market competitive strategy, presenting its market competitive strategy of CCB personal banking in the future. Chapter Six concludes the paper, further clarifying the development strategy of CCB personal banking business in Shenyang area and outlook the future study.更多还原