II 摘要 FD银行作为云南省属最大的一家商业银行，在服务和促进云南省的经济社 会发展方面有着重大责任和使命，而旅游作为云南省的支柱产业，对云南省的 经济有着巨大贡献。在现行的经济环境下，商业银行之间的竞争日趋激烈。随 着利率市场化的到来，利差收紧，商业银行传统的盈利模式已不能满足自身发 展的需要，创建“特色银行“的战略规划迫在眉睫。旅游金融，正是FD银行在 面对激烈的商业银行竞争中实施的差异化战略，转型”旅游金融特色银行“的 重点工作。作为云南省属商业银行，相比其他商业银行，FD银行在政策响应、 决策半径、资金聚集、网点布局、合作基础等方面有着突出优势。发展旅游金 融，将本土自然资源优势与城商行优势充分结合，有效地为云南省旅游产业提 供金融供给，让旅游产业与FD”旅游金融特色银行“的品牌相互促进，共同实 现跨越式发展。产业的发展离不开金融的支持，产业金融是一个产业发展的金 融整体解决方案，从产业金融的视角设计和完善旅游金融运营方案管理方案， 能更加全面地发现和掌握旅游金融发展过程中的痛点和难点，在全局上更加贴 近省委省政府的战略规划。 由此本文首先介绍旅游金融的研究背景，研究意义和方法，梳理企业竞争 战略理论，产业金融、旅游金融以及运营管理的相关概念和理论，明确FD银行 旅游金融运营管理方案的理论指导。在理论基础上，通过对FD银行旅游金融现 状及问题的分析，找出运营过程中的难点，痛点。结合产业金融和运营管理的 基本原理，在运营基本原则，运营路径，运营管理模式及盈利模式四个方面对 FD银行旅游金融运营管理方案进行设计和完善，并提出保障措施。最后得出本 研究的核心结论，总结研究中存在的不足之处，进一步对后期研究进行展望， 为FD银行在设计旅游金融运营管理方案，进行旅游金融运营时提供参考和借鉴， 对FD银行转型“旅游金融特色银行“的战略变革有一定实践价值，同时，对特 色化金融产品和服务的运营管理研究提供案例探索与支持。 关键词：FD银行；旅游金融；产业金融；运营管理 Abstract III Abstract As the largest local commercial bank in Yunnan Province, FD Bank has a great responsibility and mission in serving and promoting the economic and social development of Yunnan Province. As a pillar industry of Yunnan Province, tourism has made a great contribution to the economy of Yunnan Province. In the current economic environment, the competition among commercial banks is becoming increasingly fierce. With the advent of interest rate liberalization and the tightening of interest rate margins, the traditional profit model of commercial banks has been unable to meet the needs of their own development, so the strategic planning of creating "characteristic Banks" is imminent. Tourism finance is exactly the focus of FD Bank's differentiation strategy and transformation of "Tourism Finance characteristic bank" in the face of fierce competition from commercial banks. As Yunnan provincial commercial bank, compared with other commercial banks, FD Bank has outstanding advantages in policy response, decision-making radius, capital accumulation, distribution network and he cooperation foundation. Developing tourism finance and combining the advantages of local natural resources with the advantages of FD Bank will effectively provide financial supply for Yunnan Province's tourism industry and let the tourism industry and FD's brand of "characteristic bank of tourism finance" promote each other and jointly realize leapfrog development. The development of an industry can’t leave the financial support behind; Industrial Finance is a whole financial solution program for the development of an industry. Designing the operation and management program of Tourism Finance under the point of Industrial Finance, we can find and master the pain points and difficulties in the process of financial development of tourism in a comprehensive way, and the project can be closer to the provincial government in terms of strategic planning. Therefore, this paper firstly introduces the research background, the research significance and the research methods of Tourism Finance, explains the theories of enterprise competitive strategy, Industrial Finance, Tourism Finance and operation management in order to clarify the theoretical guidance of FD Bank's Tourism Finance operation and management program. On the theoretical basis, through the analysis of FD Bank Tourism Finance current situation and problems FD Bank’s, find out the difficulties and pain points in the operation process. Based on the basic principles of Industrial Finance and operation management, this paper designs and improves the operation and management program of FD bank's Tourism Finance in four aspects, including the basic principles of operation, operation path, operation and Abstract IV management mode and profit mode. Then presents the guarantee measures. Finally, the core conclusions of this study are drawn, and the deficiencies in this study are summarized. The future of this study is further prospected, so as to provide reference for FD bank in designing the operation and management program of Tourism Finance and in the operation of tourism finance. At the same time, it also provides certain practical value for FD bank's strategic transformation of "Tourism Finance characteristic Bank", and provides case exploration and support for operation and management research of featured financial products and services. Key Words: Bank; Tourism Finance; Industrial Finance; operation and management 目 录 V 目录 第一章 绪论 ........................................................................................... 1 第一节 研究背景 ................................................................................... 1 一、 国内和云南省旅游发展现状 .................................. 1 二、 旅游业发展趋势及政策导向 .................................. 1 三、 旅游金融发展现状 .......................................... 2 第二节 研究意义和方法 ....................................................................... 3 一、 研究意义 .................................................. 3 二、 研究方法 .................................................. 3 第三节 论文要点和结构 ....................................................................... 4 一、 论文要点 .................................................. 4 二、 论文结构 .................................................. 5 第四节 论文研究成果 ............................................................................. 6 第二章 文献综述、相关概念及理论 ................................................... 7 第一节 文献综述 ................................................................................... 7 第二节 相关概念及理论 ....................................................................... 8 一、 企业竞争战略理论 .......................................... 8 二、 产业金融相关概念及理论 ................................... 8 （一） 产业金融的定义 .......................................... 8 （二） 产业金融的基本原理 ...................................... 8 （三） 产业金融的一体化 ........................................ 9 目 录 VI 三、 旅游金融相关概念和理论 ................................... 10 （一） 旅游金融的定义 ......................................... 10 （二） 开展旅游金融的意义 ..................................... 10 （三） 银行开展旅游金融的理论支持 ............................. 10 四、 运营管理相关概念和理论 ................................... 11 （一） 运营管理的定义 ......................................... 11 （二） 运营管理相关理论 ....................................... 12 第三章 FD银行旅游金融现状及问题分析 ....................................... 13 第一节 FD银行简介 ........................................................................... 13 第二节 FD银行竞争环境分析 ........................................................... 13 一、 PEST分析 ................................................ 13 （一） 政治环境分析 ........................................... 13 （二） 经济环境分析 ........................................... 14 （三） 社会环境分析 ........................................... 14 （四） 技术环境分析 ........................................... 15 二、 波特五力模型分析 ........................................ 17 （一）供应商的议价能力 ..............