中国建设银行“蓝海工程”战略案例研究 中国经济正逐步从高速增长走向高质量发展的新阶段，从1998年国务院《关 于进一步深化城镇住房制度改革 ，加快住房建设的通知》发布以来，房地产业 的快速发展为经济、社会和人民生活带来了很大的变化，但同时也出现房地产 投资过热、房价飙升、供给结构不合理、公共资源分 配不均等矛盾。党和国家 高度关注住房领域的问题，习近平总书记在中国共产党第十九次全国代表大会 报告中强调：“坚持房子是用来住的，而不是用来炒的。加快建立多主体 供应、 多渠道保障、租购并举的住房制度，让所有人都能安居乐业。” 由于近期国家推出了一系列的优惠政策，住房租赁市场在蓬勃的发展的同 时，也隐藏着相当大的风险。面 对这个充满机遇和挑战的“蓝海”，商业银行应 该充分发挥自身优势，积极探索新的商业模式，加快转型，追求新的利润增长 点，为这个市场注入新的活力。 在解决房地产业供 需不平衡这一问题上，中国建设银行一直在进行积极的 探索。一方面，这是建设银行应当承担起的社会责任；另一方面，建设银行可 以通过银行信用担保，提供金融商品来缓解 这一矛盾，以充分发展住房租赁业 务。基于此，中国建设银行通过进行商业转型升级、推出多种金融产品等方法， 探索新的业务发展途径。在经济发展的新阶段，在新兴金融技 术的影响下，充 分利用各种便利条件进行革新和转型，将会为中国建设银行的未来带来新的机 会。 总体而言，我国的住房租赁市场目前处于一种待发展的阶段，缺少完善的 监 管体系，并且其规模远不如商品房交易市场。我国租赁住房的市场份额与住 房销售市场份额的比率仅仅为1:4，该数值远不如发达国家的一半。与此同时， 政府缺少完善的监督管 理手段，导致房屋租赁市场无法完全发挥出满足住房需 求的基本功能，整个市场依然存在很多不规范的地方。基于这种现实状况，建 IV 设银行积极开拓住房租赁市场业务。一方 面，这是中国建设银行承担社会责任 的体现，因为建行具备利用信贷支持和金融工具解决住房领域失衡和矛盾的能 力；另一方面，是改造和提升建行自身业务，丰富盈利方式的 创新探索。在经 济发展的新阶段，在新兴金融技术的影响和冲击下，充分利用金融科技创新改 造传统科技型金融，中国建设银行必将迎来新的时代和新的机遇。 根据建设银行的 业务特点和租赁模式，本文以管理经济学、行为科学理论 为基础，辅以综合分析、市场调查、定量分析等手段完成对中国建设银行住宅 租赁市场开发战略的分析和研究。文章在 总结有关文献资料和理论著述的基础 上，根据建设银行自身实际情况，结合“蓝海工程”住房租赁项目战略，采用 文献研究及实地调研的研究方法，讨论建设银行支持本地住房 租赁市场发展的 模式、路径和策略的优势与前景。 关键词：蓝海工程；战略管理； 案例研究 V Abstract Study on the Strategic Development of“Blue sea” Programme Of China Construction Bank The report of the Nineteenth National Congress clearly pointed out: insist that houses are used for living, not for speculation. Supported by a number of favorable policies, the housing rental market has developed vigorously, while exposing considerable risks. Faced with this "blue sea" full of opportunities and challenges, commercial banks give full play to their advantages, actively explore new business models, accelerate transformation, pursue new profit growth points, and inject new vitality into this market. China has been transforming from high-speed growth to another new period of high-quality development little by little. As the State Council issued the Notice on Further Deepening the Reform of Urban Housing System and Accelerating Housing Construction in 1998, the high-speed increase about the real estate industry has lead to great changes to Chinese economy, society and nation's lives, however,meanwhile, Chinese real estate has also appeared. The contradictions on overheating investing, rocketing housing prices, uncommon supply formation and uneven distribution of common resources are not sufficient. The Party and the state are specially caring about housing issues. In the description of the Nineteenth National Congress, General Secretary Xi insisted that "we should adhere to the orientation that houses are used for living, not for speculation, and accelerate the establishment of a housing system featuring multi-stakeholder supply, multi-channel security and simultaneous rent and purchase, so that all people can live in it." The Construction Bank actively develops the housing rental market business. On the one hand, it is a powerful means for the Construction Bank to assume social responsibility and resolve the insufficient contradictions in the housing sector by credit support and financial instruments. On the other hand, it is also an innovative exploration for the transformation and upgrading of its own business and enriching its profit-making methods. In the new stage of economic development, under the VI influence and impact of emerging financial science and technology, China Construction Bank will usher in a new era and new opportunities by making good use of financial science and technology, innovating and transforming traditional and technological enabling finance. On the basis of summarizing relevant literature and theoretical writings, based on the actual situation of China Construction Bank and the strategy of "Blue Sea Project", this paper adopts the research methods of literature research, field investigation, qualitative analysis and quantitative analysis, and puts forward some suggestions that are suitable for China Construction Bank to support the development of local housing rental market. Patterns, paths and strategies. Key words: Blue Sea Project; Strategic Management; Case Study 1 目 录 摘要 ................................................................................................................................... I ABSTRACT ....................................................................................................................... V 第1章 绪论 ...................................................................................................................... 1 1.1 案例研究背景与意义 ............................................................................................ 1 1.1.1 案例研究背景 ................................................................................................... 1 1.1.2 案例研究意义 ................................................................................................... 2 1.2 案例研究思路与方法 ............................................................................................ 2 1.2.1 案例研究思路 ................................................................................................... 2 1.2.2 案例研究方法 ................................................................................................... 3 1.3 理论基础和文献综述 ............................................................................................ 4 1.3.1理论基础 ............................................................................................................ 4 1.3.1文献综述 ............................................................................................................ 5 第2章 案例正文 .............................................................................................................. 9 2.1中国建设银行“蓝海工程”简介 .......................................................................... 9 2.2案例背景 ................................................................................................................ 11 2.3战略实施的机遇 .................................................................................................... 12 第3章 案例分析 .......................................................................................................... 14 3.1 “蓝海工程”战略管理理论相关分析 ............................................................... 14 3.1.1使用金融科技手段为自身赋能 ...................................................................... 14 3.1.2优化组织架构形式 .......................................................................................... 14 3.1.3改造传统业务模式 .......................................................................................... 15 3.2 “蓝海工程”战略实施中遇到的问题 ....