經(jīng)濟(jì)轉(zhuǎn)型背景下C銀行東莞分行發(fā)展戰(zhàn)略研究

中文摘要
在東莞市金融市場(chǎng)上，中、工、建國有商業(yè)銀行股份制改革上市后，體制機(jī)制比較優(yōu)勢(shì)逐步顯現(xiàn)，政策性銀行通過職能調(diào)整和功能轉(zhuǎn)型參與商業(yè)化市場(chǎng)競(jìng)爭(zhēng)，農(nóng)村信用社改革向縱深推進(jìn)，郵政儲(chǔ)蓄銀行陸續(xù)掛牌并擴(kuò)大業(yè)務(wù)范圍。保險(xiǎn)、基金、證券等貨幣市場(chǎng)和資本市場(chǎng)加速發(fā)展，資金分流渠道更加暢通，“銀行主導(dǎo)型"金融市場(chǎng)格局正在發(fā)生改變，商業(yè)化的驅(qū)動(dòng)和對(duì)利潤的追逐使這種競(jìng)爭(zhēng)變得越來越激烈。經(jīng)過調(diào)整和發(fā)展，C銀行東莞分行具備了較好的市場(chǎng)形象、市場(chǎng)基礎(chǔ)，在市屬四大國有商業(yè)銀行中，存款增量連續(xù)三年保持第一，存量躍居第一位。東莞分行的跨越式發(fā)展引起了多方關(guān)注，其核心問題是：在現(xiàn)有激烈的市場(chǎng)競(jìng)爭(zhēng)背景條件下，東莞分行需要選擇什么樣的競(jìng)爭(zhēng)戰(zhàn)略?
然而，在激烈的東莞市銀行同業(yè)競(jìng)爭(zhēng)中，東莞分行還沒有完善的競(jìng)爭(zhēng)戰(zhàn)略。本文經(jīng)過論證分析認(rèn)為，東莞分行面臨的機(jī)會(huì)是：良好的地方經(jīng)濟(jì)基礎(chǔ)，比較發(fā)達(dá)的縣域經(jīng)濟(jì)；威脅主要是：區(qū)域發(fā)展不平衡。東莞分行在品牌知名度、盈力能力、產(chǎn)品創(chuàng)新、網(wǎng)點(diǎn)布局、風(fēng)險(xiǎn)控制等方面具有比較優(yōu)勢(shì)；同時(shí)也清楚地看到在人力資源、成本控制等方面存在劣勢(shì)。本文在分析方法上，運(yùn)用波特的一般競(jìng)爭(zhēng)理論、藍(lán)海戰(zhàn)略理論，運(yùn)用五力模型等工具，在分析比較的基礎(chǔ)上，制定出淄博市農(nóng)行在動(dòng)態(tài)環(huán)境中的競(jìng)爭(zhēng)戰(zhàn)略選擇——低成本導(dǎo)向的差異化戰(zhàn)略。然后，通過較為完整的研究，圍繞東莞分行的競(jìng)爭(zhēng)戰(zhàn)略，提出了落實(shí)該戰(zhàn)略的業(yè)務(wù)建議方案及戰(zhàn)略保健措施。
研究、制定和實(shí)施東莞分行市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略，提高東莞分行市場(chǎng)競(jìng)爭(zhēng)能力，是關(guān)系到東莞分行長期有效經(jīng)營發(fā)展的關(guān)鍵，也為實(shí)現(xiàn)東莞分行改革與發(fā)展的整體目標(biāo)提供了有力支撐點(diǎn)，對(duì)于促進(jìn)商業(yè)銀行及時(shí)適應(yīng)經(jīng)濟(jì)金融環(huán)境的發(fā)展變化和可持續(xù)發(fā)展，東莞分行強(qiáng)化管理、提高盈利水平等具有廣闊的現(xiàn)實(shí)意義。東莞分行是全國二級(jí)行的一個(gè)縮影，在一級(jí)法人體制下，具有非常大的相似性，本文對(duì)其他分支機(jī)構(gòu)具有一定的參考和借鑒價(jià)值。同時(shí)，該戰(zhàn)略與支持措施對(duì)改革中的其他銀行，如信用社、農(nóng)業(yè)發(fā)展銀行和郵政儲(chǔ)蓄銀行也具有同樣的指導(dǎo)意義，在這一方面有所創(chuàng)新。
關(guān)鍵詞：C銀行；競(jìng)爭(zhēng)戰(zhàn)略；低成本導(dǎo)向的差異化戰(zhàn)略
 
ABSTRACT
In the financial market of DongGuan，the comparative advantages of the system and mechanism of the state-owned commercial banks like the Bank of China,the Industry and Commercial Bank of China and the Construction Bank of China gradually appear after the shareholding system reform and listing．The policy-related banks participate in competition of the commercialized market through the adjustment of duties and the transformation of functions，the rural credit cooperatives continue to deepen their reforms,the postal savings banks put up its plate to start business operations one after another and enlarge the business scope．The money market and the capital market like insurance,fund,security increase the speed of development,the channels of capital separation are more expedite,the pattern of the bank-dominated financial market is changing now,the drive of commercialization and pursuit of profit make this competition increasingly fierce．Through the adjustment and development over the past several years，CITC DongGuan Branch has gained better market image and market foundation in the financial market of zibo．Among the four state-owned commercial banks CITC DongGuan Branch has been No．1 for continuous 3 years for its deposit increase．Besides,its amount of deposits ranks first．Its leaping development becomes the epitome of local economy development,which at the same time draws much attention from many aspects，especially from the same industry．One issue which is focused on by the public is what kind of competitive strategies CITC DongGuan Branch needs if it wants to keep its trend to develope rapidly．
How ever,CITC DongGuan Branch has not got perfect competitive trategies in the horizontal competition of the banks of DongGuan．After the argumentation and analysis,this article holds the view that the CITC DongGuan Branch faces the opportunities like better local economic base and developed intra-county economy,at the same time it also faces threats like imbalance in regional development．The CITC DongGuan Branch has comparative advantages in terms of brand name recognition,profitability,product innovation， network allocation，risk control．At the same time,its disadvantages in human resource and cost control can be seen clearly．In terms of analytic technique，this article，on the basis of ayalysis and comparison,uses Potter’s common competitive theory and blue ocean strategy and applies tools like five competitive forces to constitute the competitive strategy choice in dynamic environment—low-cost oriented differentiation strategy．Then,concentrating on the competitive strategy of the CITC DongGuan Branch,it puts forward the business proposal scheme as well as the strategy health measures to carry out this strategy through relatively comprehensive research．
Both the research，constitution and implementation of market competitive strategies and the improvement of market competition ability of CITC DongGuan Branch arc the keys to the long-term and effective operating development of the bank．They also provide a powferful supporting point to realize the targets of the bank's reformation and development．Moreover,they play significant roles to encourage the bank to keep up m the changes and continuous development of the economic and financial environment,to strengthen the management and to raise the profit—making level．CITC DongGuan Branch is an epitome of the whole nation's second—grade banks，shows great similarity under the first-grade legal person system．
This thesis is of certain reference value for other financial institutions．At the same time，the strategy and supporting measures are instructive to other reforming banks．Such as rural credit cooperatives banks，postal savings banks for their innovations．

Key Words：CITC Bank of china；Market Competitive Strategy；Low-cost oriented differentiation strategy
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