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1、I兴业银行经营转型策略研究摘 要如何使自身变得更为强大,更具竞争力是每一个商业银行最关心的问题。1988 年，作为经国务院、中国人民银行批准成立的首批股份制商业银行之一，兴业银行是在一个特殊的历史背景下诞生的。她克服了机构数量缺少,设施简陋、社会认知度低等很多困难,突破地域限制，发展至全国重要的经济地区,已经成为我国金融体系中一个重要的组成部分。但由于其本身的不足和外部环境的变化,兴业银行发展速度越来越慢,主要表现在以下几个方面,产品和营销策略差异化不明显,企业文化缺失,品牌宣传不深入，员工激励机制和风险控制机制有待完善等，这些都制约了实现做大做强的目标。因此,兴业银行要在做到完善风险管理体系
2、、企业文化、市场营销体系和资源保障体系的基础之上,通过有效的员工激励，提升品牌影响力，在技术开发和创新的支持下，在不断提高管理素质的前提下,实现质量和数量、效率和速度、效益和规模的全面发展。本人使用在工商管理硕士(MBA)中学习的知识, 结合兴业银行的实际工作, 并提出了关于兴业银行经营转型策略的一些建议,但由于能力有限,本人会将在MBA 课程中学习到的理论知识与兴业银行的实际工作结合起来，用学习到的理论知识指导实践，提出对兴业银行发展的建议，希望能解决兴业银行在转型发展过程中的一些问题，将理论知识转化为现实的生产力。但是，学生才疏学浅，需要在文章中加以改进请老师指正。本文从研究兴业银行的经营
3、现状出发,对兴业银行在转型过程中存在问题及原因分析的基础上,为了确保经营策略的顺利实施及营销问题的解决,给出了实施建议。本文在论述中注重理论分析与实证研究有机结合,具有一定的指导意义和较高的应用价值。对于提高兴业银行现代管理观念,争取做到具体问题具体分析，解决企业发展中遇到的问题，提供一些建议，应用性和指导性较强。制定有针对性的经营策略,提高人员素质,提升市场竞争能力具有重要的参考价值。关键词:兴业银行；经营转型；互联网金融IIResearch on the strategy of Industrial Banks business transformationAbstractHow to m
4、ake oneself become more powerful, more competitive is the problem that every commercial bank cares most. 1988, as the State Council, the peoples Bank of China approved the establishment of the first joint-stock commercial banks, the industrial bank is born in a special historical background. She has
5、 overcome many difficulties, such as lack of facilities, lack of facilities, low social awareness, and break through geographical restrictions, develop to the important economic regions of the country, and have become an important part of Chinas financial system. However, due to the lack of its own
6、and the external environment changes, industrial bank development is more and more slowly, mainly in the following aspects, product and marketing strategy is not obvious, the lack of corporate culture, brand awareness is not in-depth, employee incentive mechanism and risk control mechanism to be imp
7、roved, these are restricting the realization of bigger and stronger. Therefore, the industrial bank should improve the risk management system, corporate culture, marketing system and resource security system, based on the effective staff incentive, enhance brand influence, in the technology developm
8、ent and innovation, in the continuous improvement of quality management, quality and quantity, efficiency and speed, effectiveness and scale of comprehensive development.I use the knowledge of MBA in Business Administration (MBA), combined with the practical work of Industrial Bank, and put forward
9、some suggestions on the Industrial Banks business transformation strategy, but due to limited capacity, I will be in the course of study to learn the theoretical knowledge and practical work together, with the theory of knowledge to guide practice, and put forward suggestions for the development of
10、the Industrial Bank, the Industrial Bank in the transformation and development of the productive forces. However, students have little talent and IIIless learning needs to be improved to ask the teacher, in the article.This article from the study of the operating status of the Industrial Bank, the I
11、ndustrial Bank in the transformation process of the existing problems and reasons analysis, in order to ensure the smooth implementation of business strategy and marketing problems, the implementation of the proposed. In this paper, we pay attention to the combination of theoretical analysis and emp
12、irical research, which has a certain guiding significance and higher application value. To improve the Industrial Bank of modern management concepts, to achieve the specific problem analysis, solve the problems encountered in the development of enterprises, to provide some suggestions, the applicati
13、on and guidance of strong. It has important reference value to develop a targeted business strategy, improve the quality of personnel, and enhance the competitiveness of the market.Key words: Industrial Bank； business transformation； Internet； interest rateIV目 录摘 要 .IAbstract.II目 录.IV第一章绪论.11.1 选题背景及意义.11.1.1 选题背景.11.1.2 选题意义.21.2 文献综述.21.2.1 国外相关研究现状.21.2.2 国内相关研究现状.31.2.3 文献总结.
