关于提高网点服务竞争力的研究——以中国银行信阳分行为例

摘　要

随着世界经济全球化趋势的加强，商业银行已经成为国际银行竞争的重要领域。在此形势下，中国银行一方面要面对日益激烈的国内市场竞争，另一方面也不可避免的面临国外银行的的严酷挑战。因此，对中国银行提升网点竞争力的研究就显得尤为重要。而面对金融同业之间日趋激烈的竞争，网点转型成为国内各家商业银行的战略共识。各大商业银行重新审视银行网点的定位和作用，从营业网点的硬件和流程改造，以及经营管理体制改革入手，实施专业化经营，大力提高网点经营效率和市场竞争能力。本文对中国银行行业的宏观环境进行详细分析，明确了中国银行信阳分行所处的宏观环境。然后，从中国银行信阳分行网点现状出发 ，运用迈克尔•波特在1980~1990年提出的“五力”模型对中国银行信阳分行进行了行业竞争环境分析，并运用SWOT分析法分析信阳分行营销策略状况，同时以信阳分行营业部和信阳龙江路支行进行对比分析，指出了不同网点提高服务竞争力应当注意的问题，使该调查具有一定的实用性。

关键词：服务竞争力； 波特五力模型；SWOT分析

Abstract

 With the world economy globalization trend strengthen, commercial banks have become the important field of international banking competition. In this situation, the Bank of China has to face the increasingly fierce competition in the domestic market, on the other hand also inevitably face the challenge of foreign banks. Therefore, Chinese banks to enhance competitiveness network research is particularly important. In the face of increasingly fierce competition in the financial industry, network transformation become the domestic commercial banks strategic consensus. Major commercial banks re-examine the position and role of bank outlets, from business outlets of hardware and the transformation process, and management system reform, the implementation of professional management, enhance the network management efficiency and market competition ability. This paper on China's banking industry environment are analyzed in detail, the Bank of China Xinyang branch of the macro environment. Then, from the Bank of China Xinyang branch network of the status quo, by Michael Potter in 1980 ~1990 put forward" Five Forces Model" on the Bank of China Xinyang branch of the industry competitive environment analysis, and by using the SWOT analysis method to analyze the marketing strategy of Xinyang branch.At the same time with the Xinyang branch of the business department and Xinyang Longjiang Road branch carries on the contrast analysis, pointed out the different outlets to improve service competitiveness should pay attention to the problem, the investigation has certain practicability.

Key words: service competitiveness; Potter model; SWOT

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】