【作者】 刘军；

【导师】 赵奕；

【作者基本信息】 沈阳大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 近年来,随着国家对基准利率的逐步放开,使行业的竞争不断加剧,银行的营业利润不断下滑,如何减少其他银行对自身的冲击,保持自身的市场份额占有率成为了银行发展的首要任务。LYNY银行为保持自己在本地市龙头银行位置,积极寻求转型,但转型初期,受体制等各方面的约束,面临种种困难,如何克服困难,从而实现尽快、彻底的转型,是摆在当下非常重要的一个问题。本文基于理论结合实际的原则,通过调查研究、文献研究和经验总结等方法,运用战略管理及相关理论,深入分析银行发展面临的内外环境,尝试创建LYNY银行今后行业竞争战略,为实现LYNY银行发展过程中面临的各种问题的解决,提供有效帮助,为LYNY银行长期保持全市场份额第一位提供切合实际的意见。本文共包含六部分:第一部分,绪论。对论文研究背景、研究价值进行阐述,并介绍研究内容、研究思路及方法;第二部分,为各项研究理论基础及文献综述。全面分析战略内容及竞争战略理论,从而奠定论文创作的理论基础;第三部分,LYNY银行内外部发展环境分析,采用PEST分析方法、五力模型分析法对LYNY银行所处战略环境进行分析,在此基础上找出其优势与劣势,并对其进行全面的SWOT分析,为下一步差异化战略的制定打下基础;第四部分,LYNY银行差异化战略的制定,在前文详尽分析的基础上,找出LYNY银行的总体发展思路与目标,并对其主要客户和业务进行定位,最后在三种基本战略比较的基础上,为其选择差异化战略;第五部分,LYNY银行差异化战略实施建议。根据LYNY银行战略实施的总体思路,针对业务创新、组织结构、营销体系、品牌形象等内容,提出差异化战略发展思路,制定并实施相应措施;第六部分是保障措施,提出各种保障措施,来优化人力资源管理体系、提升风险管理水平、建设企业核心文化、加强财务保障等,确保银行差异化战略的顺利落实;最后是本文的结论与展望。更多还原

【Abstract】 In recent years,with the gradual liberalization of the benchmark interest rate by the state,the competition in the industry has been intensified,and the operating profit of banks has been declining.How to reduce the impact of other banks on themselves and maintain their market share has become the primary task of the development of banks.LYNY Bank actively seeks transformation in order to maintain its position as the leading bank in the local city.However,in the early stage of transformation,it is faced with various difficulties in terms of restraint of acceptance system and other aspects.How to overcome these difficulties so as to realize the transformation as soon as possible and thoroughly is a very important issue at present.Based on the principle of theory and practice,this paper analyzes the internal and external environment of the bank through the methods of investigation,literature research and experience summary,and explores the strategy of LYNY bank competition in the future,and solves a series of problems in the development of LYNY bank,and maintains the whole market share of LYNY bank for a long time.The position provides the practical opinion.The main contents of this paper are divided into six parts: the first part is introduction.The research background,significance,research review at home and abroad,the contents,ideas and methods used in this paper are introduced,and the second part,the theoretical basis and literature review.On the definition and development of the strategy,the theory of competition strategy is deeply studied,and the theory is prepared for the thesis writing;the third part,the analysis of the external and internal development environment of LYNY bank.The PEST analysis method and five force model analysis method are used to analyze the external and internal strategic environment of LYNY bank,on the basis of which to find out its advantages and disadvantages,and to carry out a comprehensive SWOT analysis,which lays the foundation for the formulation of the next step of differentiation strategy;The fourth part,the formulation of the LYNY bank differentiation strategy,on the basis of the detailed analysis of the previous article,to find out the overall development ideas and goals of the LYNY bank,and to its main customers and business progress.Finally,based on the comparison of the three basic strategies,the strategy of differentiation is chosen.The fifth part is the implementation suggestion of LYNY bank’s differentiation strategy.According to the general idea of LYNY bank strategy implementation,the specific measures are put forward in the aspects of business innovation,organization structure,marketing system,brand image,and so on.The sixth part is the safeguard measures,the design and improvement of the human resource management system,the promotion of risk management,the construction of the core culture of the enterprise,and the strengthening of the finance.Safeguards and other safeguard measures ensure the implementation of the banking differentiation strategy.Finally,the conclusions and prospects of this paper.更多还原