Category Number： Level of Secrecy：
Serial Number ： Student Number：52152346142
Master's Dissertation of Chongqing University of Technology
Research on the core competitiveness of
commercial Banks
_-Take XX the second branch of bank A
as an example
Postgraduate: Yang jiao
Supervisor:Professor Tang de xiang
Degree Category： Professional Degree
Specialty: MBA
Research Direction: Investment and financial
Training Unit: MBA Education Center
Thesis Deadline:Dec. 10, 2017
Oral Defense Date: May. 16, 2018
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I
摘 要
在全球经济一体化发展趋势下，我国个人财富水平在不断攀升，为国内的金融市
场发展创造了良好的条件。金融机构开始尝试创新更多的金融工具，同时越来越多的
外国金融机构也开始进入中国市场，金融机构之间的竞争激烈程度日益加剧，但也面
临着诸多机遇。作为金融机构中的传统一角——商业银行的竞争格局也发生着重大改
变，国有制银行的垄断局面被逐步打破，外资银行、新兴股份制商业银行以及大型国
有商业银行都成为市场中的竞争主体。未来商业银行要想在市场中占有一席之位，必
须提高其自身尤其是其二级支行的核心竞争力，这已经成为商业银行在激烈的竞争中
寻求生存和发展的必由之路
本文以A银行XX二级支行为研究对象，重点探讨了该二级支行所处的内外环
境，借鉴、剖析了国内外商业银行在面对金融体制改革方面作出的应对措施，讨论了
国内商业银行在建设网点以及服务营销方面所存在的诸多问题，提出了核心竞争力理
论。在本文的研究中，探讨了诸多影响二级支行核心竞争力的关键因素，包括管理、
营销理念、品牌形象、人力资源、产品创新、网点布局以及大数据技术等。笔者结合
在A银行XX二级支行的多年实践工作经验，通过与理论研究相结合，系统性探寻
了其所在二级支行核心竞争力的提升对策：一是关注人力资源优化；二是强化绩效考
核和提高员工综合素质；三是提高服务意识与服务能力；四是健全产品营销机制；五
是做好大数据运用。本文力求理论与实际紧密结合，为自身工作运用提供行之有效的
办法。由于本人理论水平限制，在研究中还存在诸多不足，希望通过本文的研究，能
够引起学者们的注意，未来多关注商业银行二级支行核心竞争力的研究
关键词：商业银行二级支行核心竞争力
III
Abstract
Under the trend of global economic integration, China's personal wealth level is rising.
Meanwhile, it also creates favorable conditions for the development of domestic financial
market, and more and more foreign financial institutions begin to enter the Chinese market.
Financial institutions to further innovation of financial tools, also exacerbated the degree of
competition among financial institutions, banks and other financial institutions with the
change in the pattern of competition, the monopoly of state-owned banks has been
gradually broken, foreign banks and new joint-stock commercial banks and large
state-owned commercial banks to become the market competition subject. Financial
institutions are facing many opportunities and challenges in the new round of competition.
Commercial banks must enhance their core competitiveness so that they can take a place in
the market. If the commercial banks want to survive and develop in the future, we must
improve the core competitiveness of the two tier branches of banks, which has become the
only way for commercial banks to expand their scale of development.
This paper focuses on the two branch of Wanda Bank branch, discusses the internal
and external environment, and further analyzes the domestic and foreign commercial banks,
in the face of financial system reform measures are made, discussed many problems exist
in the construction of domestic commercial bank outlets and service marketing aspects, put
forward the theory of core competence. In this paper, we discuss many factors that
influence the core competitiveness of the two tier sub branches, including management,
marketing concept, brand image, human resources, product innovation, network layout and
big data technology. In conjunction with the two branch Wanda bank many years of
practice experience, the method of systematic analysis of the two branch of the bank to
improve the core competitiveness, combined with the related theory, to explore the two
branch of A bank to enhance the core competitiveness of countermeasures: one is the
optimization of human resources; two is to strengthen the performance appraisal and
improve the overall quality of staff; the three is to enhance the service consciousness and
service ability; four is to improve the marketing mechanism; five is to make use of big data.
Based on case analysis and theoretical research, this paper further finds out the methods to
improve the core competitiveness of the two level branch. Because my theoretical
knowledge is very limited, there are still many deficiencies in the study of the core
competitiveness of the two tier sub branches. I hope this research can arouse the attention。