文本描述
近年来,政府对房地产行业的调控越来越频繁,行业政策陆续出台,以期达到稳定 房价、平稳调整经济结构的目的。在商业银行的业务中,信贷业务一直以来是其核心, 而房地产行业是银行重点支持的信贷行业,房地产行业的信贷业务是银行重要的收入来 源。与国家对房地产行业的政策调控相对应,银行监管部门对银行信贷支持房地产行业 也有相应的监管和政策要求。随着经济全球化的快速展开,中国经济越来越多的受到国 际经济形势的影响,越来越多的外资银行、民营银行、地方银行兴起,对 J 银行现有房 地产信贷业务形成巨大的冲击。面对这种情况,在多种因素的共同作用下,如何保持 J 银行在房地产信贷业务中的龙头地位并保证其可持续的发展势头,是一项迫切需要解决 的问题。所以本文由此为切入点,对 J 银行广东省分行的房地产行业信贷业务的竞争战 略进行研究,并提出相应的战略保障措施。本文对部分行业数据进行了修饰,不可引用 于专业研究。 本文主要是对 J 银行广东地区(除深圳,下同)的房地产信贷业务进行战略分析和 研究。首先通过分析 J 银行广东省分行所处的外部环境,运用 PEST 分析法和波特五力 模型分析法,整理了 J 银行所面临的机会与威胁。国家及广东省的多项宏观调控措施, 为 J 行广东省分行的房地产信贷业务发展提供了各种机遇,但同时 J 行也面临着竞争日 趋激烈、上下游企业议价能力普遍增强和房企信用风险上升的现状。 其次,本文通过分析 J 银行的内部资源能力,论述了 J 行所拥有的核心竞争力与其 所拥有的优势和劣势。J 行广东省分行的房地产信贷业务经过几十年的发展,具有传统 的品牌优势和优质的客户资源,且银行的网点、渠道和人力配备都较为充足,不仅如此, J 行还首创住房租赁贷款业务,营销能力也较强。另一方面,J 行也在审批流程、贷后检 查、公司联动等方面仍存在问题。 最后,通过运用 SWOT 分析法,笔者认为 J 行广东省分行不再适用于总成本领先战 略,而需要实施差异化的竞争战略,在住房信贷业务的新型业务发展时要做到产品、服 务和客户选择的差异化。与此同时,J 行还需要实行战略保障措施,统一全行差异化竞 争战略的思路;调整组织结构,发挥协同效应;加强人员激励;发展企业文化,保障差 异化竞争战略的有效实施。 关键词,竞争战略;房地产信贷;银行;PEST 分析;SWOT 分析II Abstract In recent years, the government published a serious of regulations and policies to control the house price and adjust the economic structure. Among all the business operated by the commercial banks, credit service is the key business, and the credit service for the real estate industry is an emphasis for the commercial banks because it is a crucial source of income. CRBC (China Banking Regulatory Commission) also have published related regulations. Moreover, with the fast development of the economic globalization, Chinese economy is more and more affected by the international economy. A large number of joint-stock banks, local banks and foreign banks also post a threat to the real estate credit business of J bank. In this case, how to maintain the status of J bank and prompt its fast and healthy development in the real estate credit business need to be seriously addressed. Thus, this article focuses on this issue, studies the competitive strategy of the real estate credit business of J bank Guangdong Branch and puts forward some related supporting measures. Some data has been modified in this paper, and cannot be used in professional research. This article mainly studies the real estate credit business of J bank Guangdong branch. Firstly, by analyzing the external environment, this article concludes the opportunities and threats of J bank by employing PEST analysis method and the five-force model. The policies enforced by the nation and Guangdong Province provide a variety of opportunities for J bank, however, it also faces the fiercer competition, increasing bargaining power of suppliers and consumers and more credit risks. Secondly, by analyzing the internal resources and abilities, this article summarizes the core competence, strong points and weaknesses of J bank Guangdong Branch. After decades of development, J bank has a famous brand and many good clients, it also possesses plenty of branches, channels and employees. Moreover, J bank originates the housing rental credit service and has excellent marketing ability. On the other hand, J bank does not deal well with the issues of approval process, post-loan inspection and corporate-person linkage. At last, by employing SWOT analysis method, the author asserts that overall cost leadership strategy is not suitable for J bank anymore. Instead, it should adopt the differentiation strategy. When new business is developing, differentiation should be realized in products, services and customer choices. Besides, security methods, such as unifying the thoughts, perfecting the organization, stimulating the personnel and developing the culture, should be conducted to ensure the effective implementation of this strategy.III Keywords: competitive strategy; real estate credit; commercial bank; PEST analysis; five-force modelIV 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义 ......................................................................................................... 1 1.1.1 研究的背景.............................................................................................................. 1 1.1.2 研究的意义.............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 战略管理理论.......................................................................................................... 2 1.2.2 竞争战略管理理论.................................................................................................. 3 1.2.3 房地产金融及房地产信贷业务.............................................................................. 7 1.3 研究的方法与内容 ......................................................................................................... 8 1.3.1 研究方法.................................................................................................................. 8 1.3.2 研究内容.................................................................................................................. 9 1.3.3 研究创新与不足.................................................................................................... 10 第二章 J 银行广东省分行外部环境分析 .............................................................................11 2.1 宏观环境分析 ............................................................................................................... 11 2.1.1 政策和法律环境.................................................................................................... 11 2.1.2 经济环境................................................................................................................ 16 2.1.3 社会环境................................................................................................................ 20 2.1.4 技术环境................................................................................................................ 22 2.2 行业环境分析 ............................................................................................................... 22 2.2.1 行业基本情况........................................................................................................ 23 2.2.2 客户需求分析........................................................................................................ 24 2.2.3 竞争结构分析........................................................................................................ 26 2.3 竞争对手分析 ..........................