花旗银行长沙分行中小企业业务拓展策略研究
II
摘要
随着中国金融市场的全面开放，外资银行从2007年开始分别在境内成立各自
的法人银行，设点布局，抢占市场。近些年，全球金融危机持续影响，商业银行
市场竞争日益激烈。作为一家入湘时间不久的外资银行，花旗银行长沙分行的发
展遭遇了“水土不服”的危机：客户资源有限，业务拓展乏力，操作流程复杂，
管理体制难以适应本土的市场环境等。如何发挥自身核心竞争力，拓展在湘业务
的市场份额，解决持续经营并盈利的生存压力，是当前花旗银行长沙分行所面临
的最大问题。在银行业白热化的竞争状态下，正确有效的发展策略以及业务拓展
能力已经成为银行竞争的关键
在此背景下，本文以花旗银行长沙分行中小企业业务为研究对象，首先客观
分析其当前的业务发展现状，结合所面临的环境，运用SWOT法找出发展的机会、
威胁、优势和劣势；然后根据花旗银行长沙分行的战略发展规划，借鉴本地其它
银行以及花旗其它城市分行的成功经验，结合湖南省内中小企业自身特点，从行
业选择、客户关系、服务营销、风险管理、数据库建立等5个方面整合制定业务
拓展策略；最后设计花旗银行长沙分行中小企业业务拓展策略的实施步骤，同时
为了保障上述策略得以有效实施，从组织、人员、制度和系统等4个角度出发提
出建议，并评价实施上述业务拓展策略预期取得的经济效益和社会效益
研究发现，花旗银行长沙分行虽然面临同业竞争压力和本地市场目标客户数
量的局限，但可以利用母行强大的品牌和全球网络优势，加强业务产品创新，通
过本地人才的培养，重视客户关系管理与服务营销，优化业务办理流程，转变分
行管理模式等方面的努力，形成核心竞争力，占领一定的市场份额，实现分行的
盈利与长远发展
关键词：花旗银行长沙分行；中小企业；业务拓展；服务营销；信贷风险管
理
工商管理硕士学位论文
III
Abstract
With the acceleration of financial globalization in China, the financial market is
gradually opening up. Foreign banks have established its own legal entity in mainland
China since 2007. However, with the impact of global economic crisis and increasingly
fierce banking competition, Changsha Branch of Citibank faces how to survive in such
environment. As a comer to Hunan, Changsha Branch of Citibank also encounters
difficulties: poor business development, very limited customer resources, branch
operation not adaptable to local market, etc. Thus, it is crucial for Changsha Branch of
Citibank to formulate new business development strategy and adapt itself into the local
market. At present, marketing and service ability has become the key to banks’
competency.
This paper focuses on the Small Medium Enterprises (SME) business of Changsha
Branch of Citibank. Having analyzed the current situation of the bank and its 5-year
development plan, this study demonstrates the opportunity, threat, advantage and
weakness, using SWOT model. We have also learned successful experience from other
banks, and integrate and generate service marketing strategy. Finally, this study designs
the SME business development plan and work out several steps from the perspectives of
organization, personnel, procedures and systems to make sure the strategy well carried
out. Finally, the paper analyses the economic and social benefits gained through the
implementation of such SME business development strategy.
The research shows that Changsha Branch of Citibank faces survival pressure in
Hunan market. However, it could make full use of its parent company of outstanding
brand, abundant strength and traditional advantages of business, which could attach
importance to its business development. Based on above research, the paper concludes
that Changsha Branch of Citibank should make efforts to enhance business exploring,
strengthen customer relationship maintenance and well manage credit risk so as to
formulate the key success factor of the bank, which would lead a better reward in a long
run.
Key Words: Changsha Branch of Citibank; Small medium enterprises; Business
development; Service marketing; Credit risk management
花旗银行长沙分行中小企业业务拓展策略研究
IV
目录
学位论文原创性声明和学位论文版权使用授权书 ·· I
摘要 ·· II
Abstract ·· III
插图索引 · VI
附表索引VII
第1章绪论1
1.1 研究背景与研究意义1
1.1.1 研究背景 · 1
1.1.2 研究意义 · 2
1.2 理论基础与文献综述3
1.2.1 理论基础 · 3
1.2.2 文献综述 · 7
1.3 研究方法与研究内容 · 11
1.3.1 研究方法 ·· 11
1.3.2 研究内容 ·· 12
第2章花旗银行长沙分行中小企业业务拓展环境分析14
2.1 花旗银行长沙分行及其中小企业业务概况 · 14
2.1.1 花旗银行(中国)有限公司及长沙分行介绍14
2.1.2 花旗银行长沙分行中小企业业务发展现状 ·· 16
2.2 花旗银行长沙分行中小企业业务外部环境分析 · 19
2.2.1 宏观环境 ·· 19
2.2.2 行业环境 ·· 20
2.2.3 竞争对手分析 ·· 22
2.3 花旗银行长沙分行中小企业业务拓展内部环境分析 · 24
2.3.1 内部资源 ·· 24
2.3.2 核心竞争力 ·· 25
2.4 花旗银行长沙分行中小企业业务拓展SWOT分析27
2.4.1 优势 ·· 27
2.4.2 劣势 ·· 29
2.4.3 机会 ·· 30
2.4.4 威胁 ·· 31。。。。。。