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MBA畢業論文_農行蘇州分行個人貸款業務發展戰略研究DOC

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農業銀行蘇州分行作為國有大型四大商業銀行之一,農業銀行在蘇州地區 的分支機構。經過多年經營,農業銀行蘇州分行在蘇州地區個人貸款業務中占 有一定市場份額。但是面對蘇州地區個人貸款增量每年始終保持在 21.6%以上 速度,而 2018 年農業銀行蘇州分行個人貸款余額只占本地區金融機構個人貸款 總余額的 16.3%。 當前,農業銀行蘇州分行面臨的行業環境復雜:首先,蘇州地區個人貸款 市場有高達 800 多家金融機構,這使得農業銀行蘇州分行個人貸款業務面臨激 烈的競爭環境和發展阻力。其次,國家金融管控越發嚴格,各級金融貸款額度 監控密集,銀行金融機構個人貸款業務傳統的經營模式必將面臨調整。以及, 當前金融界互聯網金融各類機構迅猛發展,各地經濟環境、人民消費理念和消 費水平不斷發展,使得銀行金融機構個人貸款業務市場也隨之發生變化,這些 情況也必定使得銀行金融機構對個人貸款業務重新思考,從而更好地面對未來 的機遇和挑戰。 為了保證農業銀行蘇州分行個人貸款業務良性發展和控制個人貸款管理風 險,面對上級機構相繼推出嚴格的管控政策,農業銀行蘇州分行個人貸款業務 將隨之發生變化。因此,如何探索未來個人貸款業務市場的機遇,采取哪種合 適的發展戰略來破解蘇州地區個人貸款業務發展所面臨的問題和危機,以及如 何使農業銀行蘇州分行個人貸款業務獲得持續發展動力是本文所要研究的方 向。 本文將理論分析與實際研究相結合,運用戰略管理的相關理論、模型和方 法,以農業銀行蘇州分行為研究對象,在總結農業銀行蘇州分行概況和個人貸 款業務發展現狀的基礎上,對農業銀行蘇州分行個人貸款業務供需關系和內外 部環境進行分析,并提出適合農業銀行蘇州分行個人貸款業務的未來戰略、實 施路徑和保障措施。 關鍵詞:農業銀行蘇州分行,五種競爭力模型,SWOT 分析,發展戰略II Development Strategy Research on the Personal Loan Business of Suzhou Branch of Agricultural Bank of China Abstract In Suzhou area, Suzhou Branch of Agricultural Bank of China is an embranchment of Agricultural Bank of China, one of the four large state-owned commercial Banks. After years of operation, Suzhou Branch of Agricultural Bank of China occupies a certain market share in the personal loan business in Suzhou area. However, according of the increase of personal loans maintaining at a rate of more than 21.6% per year in Suzhou area, the balance of personal loans of Suzhou Branch of Agricultural Bank of China accounted for only 16.3% of the total balance of financial institutions in the Suzhou’s region. Recently, Suzhou Branch of Agricultural Bank of China facing a complex industry environment. Firstly, according for more than 800 financial institutions in the personal loan market, Suzhou Branch of Agricultural Bank of China is facing a fierce competitive environment and development resistance in the personal loan business in Suzhou. Secondly, the national financial control has become more and more strict, and the supervision of all levels agencies in financial loan is dense, which make the traditional business model of personal loan business of banking financial institutions has to face adjustment. In addition, the rapid development of various institutions of internet finance in the financial world, the continuous development of economic environment, and people's consumption concept and consumption level, so that the bank financial institutions personal loan business market has to change for flexibility. These circumstances will also make it inevitable for banking and financial institutions to rethink their personal lending business in order to better face the opportunities and challenges in the future. According of the higher authorities successively issuing strict control policies, In order to ensure the benign development of the personal loan business and control the risk of personal loan management in Suzhou, personal loan business of Suzhou Branch of Agricultural Bank of China must change. Therefore, how to explore the opportunities of the future personal loan business market, which kind of appropriate development strategy can be adopted to solve the problems and crises faced by the development of personal loanIII business in Suzhou region, and how to make the personal loan business of Suzhou Branch of Agricultural Bank of China gain the impetus of sustainable development, all of these questions are the directions to be studied in this paper. This paper combines theoretical analysis with practical research, applies prospective that related strategic management theories, models and methods hold, regards Suzhou Branch of Agricultural Bank of China as research object, on the basis of summing up the general situation of Suzhou Branch of Agricultural Bank of China and the development status of personal loan business, This paper analyzes the supply and demand relationship and internal and external environment of the personal loan business of Suzhou Branch of Agricultural Bank of China, and puts forward the future strategy, implementation path and safeguard measures suitable for the personal loan business of Suzhou Branch of Agricultural Bank of China. Key words: Suzhou Branch of Agricultural Bank of China,Five Competitive- force Analysis Model,SWOT analysis,Development StrategyIV 目 錄 中文摘要.....................................................................................................................................I Abstract....................................................................................................................................... II 第一章 引言............................................................................................................................1 1.1 選題背景與研究問題................................................................................................. 1 1.2 研究目的和意義.......................................................................................................... 2 1.3 研究思路和方法.......................................................................................................... 3 1.3.1 研究思路................................................................................................................ 3 1.3.2 研究方法................................................................................................................ 4 第二章 理論基礎..................................................................................................................6 2.1 戰略管理理論 .............................................................................................................. 6 2.1.1 組織戰略的重要性.............................................................................................. 6 2.1.2 組織戰略管理思路.............................................................................................. 6 2.2 競爭力分析模型.......................................................................................................... 7 2.2.1 五種競爭力量....................................................................................................... 7 2.2.2 五種競爭力量的影響 ......................................................................................... 9 2.3 SWOT 分析模型.........................................................................................................10 2.3.1 SWOT 分析的概念.............................................................................................10 2.3.2 SWOT 分析的步驟與方法...............................................................................11 第三章 農業銀行蘇州分行個人貸款業務發展分析.....................................13 3.1 農業銀行及蘇州分行概況......................................................................................13 3.2 農業銀行及蘇州分行個人貸款業務現狀 ..........................................................15 3.3 農業銀行蘇州分行個人貸款業務供需分析......................................................17 3.3.1 蘇州地區個人貸款業務市場需求分析 .......................................................17 3.3.2 蘇州地區個人貸款業務市場及農業銀行蘇州分行供給分析...............18V 3.4 農業銀行蘇州分行個人貸款業務競爭環境分析.............................................19 3.4.1 現有競爭者之間的競爭...................................................................................19 3.4.2 新進入者的威脅 ................................................................................................19 3.4.3 總行貸款政策.....................................................................................................20 3.4.4 銀行客戶的議價能力 .......................................................................................20 3.4.5 個人貸款替代品的威脅...................................................................................20 3.4.6 五種競爭力量分析結果...................................................................................21 3.5 農業銀行蘇州分行個人貸款業務 SWOT 分析................................................23 3.5.1 農業銀行蘇州分行面臨的機會 .....................................................................23 3.5.2 農業銀行蘇州分行潛在的威脅 .....................................................................24 3.5.3 農業銀行蘇州分行具備的優勢 .....................................................................24 3.5.4 農業銀行蘇州分行存在的劣勢 .....................................................................26 3.5.5 農業銀行蘇州分行 SWOT 分析結果 ..........................................................26 第四章 農業銀行蘇州分行個人貸款業務發展戰略制定與選擇...........28 4.1 農業銀行蘇州分行個人貸款業務發展戰略定位和發展目標......................28 4.1.1 農業銀行蘇州分行個人貸款業務發展戰略定位 .....................................28 4.1.2 農業銀行蘇州分行個人貸款業務發展發展目標 .....................................29 4.2 農業銀行蘇州分行個人貸款業務發展戰略制定.............................................30 4.2.1 蘇州城區加強型戰略的制定..........................................................................30 4.2.2 周邊地區差異化戰略的制定..........................................................................31 4.3 農業銀行蘇州分行個人貸款業務發展戰略選擇.............................................31 4.3.1 蘇州城區加強型戰略 .......................................................................................31 4.3.2 周邊地區差異化戰略 .......................................................................................32 第五章 農業銀行蘇州分行個人貸款業務發展戰略實施和保障措施34 5.1 農業銀行蘇州分行個人貸款業務發展戰略實施.............................................34 5.1.1 蘇州城區加強型戰略實施 ..............................................................................34VI 5.1.2 周邊縣域差異化戰略實施 ..............................................................................36 5.2 農業銀行蘇州分行個人貸款業務發展戰略保障措施....................................38 5.2.1 加強個人貸款部門組織建設..........................................................................38 5.2.2 打造專業的個人貸款客戶經理團隊............................................................39 5.2.3 優化個人貸款受理及審批流程 .....................................................................40 5.2.4 健全風險控制體系............................................................................................40 第六章 結論與展望..........................................................................................................42 6.1 結論 ..............................................................................................................................42 6.2 展望 ..............................................................................................................................44
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