欠发达地区基层国有商业银行走出经营困境的路径选择——DZ分行案例分析
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摘要
资产质量差、欠发达地区分支机构经营不景气是影响和困扰国有商业银行综合改革的两大难题。资产质量问题还可能有政策机遇加以解决，但分支机构经营不景气的问题，只能靠国有商业银行自己解决。笔者以欠发达地区的一家经营极不景气的某基层国有商业银行为案例，研究欠发达地区基层国有商业银行走出经营困境的基本路径、策略和办法，为欠发达地区基层国有商业银行的管理层提供一个可供参照的思路，解决当前困扰和束缚这类银行生存和发展的一些普遍性难题，以降低国有商业银行改革成本，更好地应对加入WTO后外资银行的挑战。
笔者运用现代管理学、市场营销学理论和现代商业银行经营管理原理，采取层层剥离的方法，通过对其外部经营环境、行业系统状况、同业竞争者进行综合分析比较，找出阻碍其经营发展的症结；在对宏观政策环境、微观经营实践活动的预测估价基础上，设计出欠发达地区基层国有商业银行走出经营困境的路径和方法。
论文分析的逻辑结构参照的是战略管理学中企业战略计划的框架内容，同时又结合银行业的具体特点而有所区别。分析中既有企业管理、商业银行经营管理、市场营销、人力资源管理等理论知识的运用，也有银行经营管理中一些实践经验的总结和推广，在理论运用和实践探索的紧密融合中完成本案例分析。
论文共分六个章节，主要内容包括区域经济发展状况、DZ分行现状分析、竞争者分析、DZ分行经营管理症结、DZ分行的改革发展目标及实现目标的路径、实现发展目标的策略和措施等。主要观点：欠发地区基层国有商业银行经营不景气虽有客观环境的深度影响，但自身在经营和管理两个方面存在的问题是其发展落后的主要原因；因此，在一定的政策扶持下，通过改进经营管理架构和营销策略方法，采取分“两步走”的路径，欠发地区基层国有商业银行是完全能够走出经营困境的。
论文的主要贡献：一是研究的课题是目前国内金融界关注的焦点
问题之一，通过对一个真实案例的全面剖析研究，能够引导国内金融界特别是欠发达地区国有商业银行一些人士正面认识、客观对待这个问题，纠正将基层银行落后的原因归结于经营环境差，认为发展就是伸手要政策等有失客观、科学的消积认识和观念；二是运用比较优势，提出了实施“亮点”业务工程的观点，即根据区域经济环境和金融资源特点，相对集中资源丰富、营销条件好、竞争成本低的业务，形成发展“亮点”，以点代面，提高效率，增强欠发达地区基层国有商业银行员工的发展信心，在发展中求得上级行的理解和支持，最终走出经营困境。
受本人学识和经验的限制，文中所提出的改革方案难免存在缺陷。我打算在今后的工作中，广泛征求同志们的意见，对它加以修改和完善，而且在实施中要根据环境条件的变化，作必要的调整，使它更切实可行。
Poor quality of the capital and Branches' depression in less developed areas are two problems which affect and hold back national Commerce Banks' all-round reforms. The quality problem of capital is likely to be solved through policy opportunities, but in order to solve the branches' depression, national Commerce Banks must depend on themselves. The writer takes a depressive national Commerce Bank in a backward area as an example to research basic methods and tactics which can lead the grassroots Commerce Banks out of difficult situations, and make it a reference for the management staff of those Commerce Banks so as to resolve the current problems which affect and restrict the survival and development of banks of this kind, and also lower the reform cost of national Commerce Banks so that they can face the challenges of foreign banks more effectively after China's entry into WTO.
The writer uses the theory of modern management science and market sales science as well as operation theory of modern Commerce Banks, with layer-by-layer stripping, through a comprehensive compassion and analysis about its outside environment, situation of professional system and professional competition, to find out the management crux which stops its development; and through forecasting and evaluation about macrocosmic policy environment and microcosmic practice to project a way which can let the grass-roots national Commerce Banks step out of their straits.
The logic structure of thesis analysis takes the frame and content of enterprise strategic plan in strategic management science as reference.At the same time it is different from that according to specific characters of bank trade. In the analysis, there are not only the usage of theory about enterprise management, commerce bank management, market sales, and human resources management, but also the conclusion and popularization
about experiences in banks' management. The case's analysis is completed through the fusion between the application of theory and the research into practise.
The thesis has six chapters, the main contents contain developing situation of regional economy, analysis of the current situation of DZ Branch, analysis about competitors, the management crux of DZ Branch, goals of reform and development of DZ Branch and solution method, as well as the tactics and actions which can achieve the goals. The main viewpoints are as followed, although objective environment has deeply affected the depression of the Commerce Banks in less developed regions, yet the main reasons lie in their own management. Therefore, with some support of the policies, through the improvement of management structures and market tactics, with "two-step" strategy, the Commerce Banks in backward areas can completely step out of the straits.
Main contributions of the thesis: Firstly, the topic is one of the key topics which can get much attention in national economic field. Through a true case's all-round analysises and studys, it can lead the national economic field, especially those who work in Commerce Banks of backward regions to face the problem directly and objectively. At the same time it can correct the non-objective and passive cognitions and ideas that all the problems which cause the backward development should be owed to the poor management environment and to develop is to rely on policies. Secondly: with comparative advantages, the writer puts forward an idea of "sparking-point" project, that is, according to the environment of regional economy and characters of financial resources, the relative concentrating sources, doing those businesses which have abundant resources , wide market sales and competitive lower cost to form a "sparking point " . At the same time, promoting their working efficiency so as to use the experience to promote their work in the entire area to strengthen the staff's confidence in less developed regions. And also get the understanding and support from
superior banks in their development and find a way out in the end.
Limited by t
笔者运用现代管理学、市场营销学理论和现代商业银行经营管理原理，采取层层剥离的方法，通过对其外部经营环境、行业系统状况、同业竞争者进行综合分析比较，找出阻碍其经营发展的症结；在对宏观政策环境、微观经营实践活动的预测估价基础上，设计出欠发达地区基层国有商业银行走出经营困境的路径和方法。
论文分析的逻辑结构参照的是战略管理学中企业战略计划的框架内容，同时又结合银行业的具体特点而有所区别。分析中既有企业管理、商业银行经营管理、市场营销、人力资源管理等理论知识的运用，也有银行经营管理中一些实践经验的总结和推广，在理论运用和实践探索的紧密融合中完成本案例分析。
论文共分六个章节，主要内容包括区域经济发展状况、DZ分行现状分析、竞争者分析、DZ分行经营管理症结、DZ分行的改革发展目标及实现目标的路径、实现发展目标的策略和措施等。主要观点：欠发地区基层国有商业银行经营不景气虽有客观环境的深度影响，但自身在经营和管理两个方面存在的问题是其发展落后的主要原因；因此，在一定的政策扶持下，通过改进经营管理架构和营销策略方法，采取分“两步走”的路径，欠发地区基层国有商业银行是完全能够走出经营困境的。
论文的主要贡献：一是研究的课题是目前国内金融界关注的焦点
问题之一，通过对一个真实案例的全面剖析研究，能够引导国内金融界特别是欠发达地区国有商业银行一些人士正面认识、客观对待这个问题，纠正将基层银行落后的原因归结于经营环境差，认为发展就是伸手要政策等有失客观、科学的消积认识和观念；二是运用比较优势，提出了实施“亮点”业务工程的观点，即根据区域经济环境和金融资源特点，相对集中资源丰富、营销条件好、竞争成本低的业务，形成发展“亮点”，以点代面，提高效率，增强欠发达地区基层国有商业银行员工的发展信心，在发展中求得上级行的理解和支持，最终走出经营困境。
受本人学识和经验的限制，文中所提出的改革方案难免存在缺陷。我打算在今后的工作中，广泛征求同志们的意见，对它加以修改和完善，而且在实施中要根据环境条件的变化，作必要的调整，使它更切实可行。
Poor quality of the capital and Branches' depression in less developed areas are two problems which affect and hold back national Commerce Banks' all-round reforms. The quality problem of capital is likely to be solved through policy opportunities, but in order to solve the branches' depression, national Commerce Banks must depend on themselves. The writer takes a depressive national Commerce Bank in a backward area as an example to research basic methods and tactics which can lead the grassroots Commerce Banks out of difficult situations, and make it a reference for the management staff of those Commerce Banks so as to resolve the current problems which affect and restrict the survival and development of banks of this kind, and also lower the reform cost of national Commerce Banks so that they can face the challenges of foreign banks more effectively after China's entry into WTO.
The writer uses the theory of modern management science and market sales science as well as operation theory of modern Commerce Banks, with layer-by-layer stripping, through a comprehensive compassion and analysis about its outside environment, situation of professional system and professional competition, to find out the management crux which stops its development; and through forecasting and evaluation about macrocosmic policy environment and microcosmic practice to project a way which can let the grass-roots national Commerce Banks step out of their straits.
The logic structure of thesis analysis takes the frame and content of enterprise strategic plan in strategic management science as reference.At the same time it is different from that according to specific characters of bank trade. In the analysis, there are not only the usage of theory about enterprise management, commerce bank management, market sales, and human resources management, but also the conclusion and popularization
about experiences in banks' management. The case's analysis is completed through the fusion between the application of theory and the research into practise.
The thesis has six chapters, the main contents contain developing situation of regional economy, analysis of the current situation of DZ Branch, analysis about competitors, the management crux of DZ Branch, goals of reform and development of DZ Branch and solution method, as well as the tactics and actions which can achieve the goals. The main viewpoints are as followed, although objective environment has deeply affected the depression of the Commerce Banks in less developed regions, yet the main reasons lie in their own management. Therefore, with some support of the policies, through the improvement of management structures and market tactics, with "two-step" strategy, the Commerce Banks in backward areas can completely step out of the straits.
Main contributions of the thesis: Firstly, the topic is one of the key topics which can get much attention in national economic field. Through a true case's all-round analysises and studys, it can lead the national economic field, especially those who work in Commerce Banks of backward regions to face the problem directly and objectively. At the same time it can correct the non-objective and passive cognitions and ideas that all the problems which cause the backward development should be owed to the poor management environment and to develop is to rely on policies. Secondly: with comparative advantages, the writer puts forward an idea of "sparking-point" project, that is, according to the environment of regional economy and characters of financial resources, the relative concentrating sources, doing those businesses which have abundant resources , wide market sales and competitive lower cost to form a "sparking point " . At the same time, promoting their working efficiency so as to use the experience to promote their work in the entire area to strengthen the staff's confidence in less developed regions. And also get the understanding and support from
superior banks in their development and find a way out in the end.
Limited by t
引文
1、杨文士 张 雁 《管理学原理》 北京:中国人民大学出版社,1995
2、唐汉良 赵 雯 纪益良 李中钦 《现代金融企业营销管理》 北京:企业管理出版社,1998.9
3、黄兰民 蔡普军 《商业银行服务之道》 北京:经济科学出版社,2001.5
4、赵 毅 《中国国有商业银行不良资产的形成与处置》 北京:中国物价出版社,2001.8
5、郝建民 《市场学概论》 北京:中国广播电视大学出版社,1996.8
6、刘 逖 《跨国银行与金融深化》 上海:上海远东出版社,1998.7
7、查理士.恩诺克，约翰.格林 《银行业的稳健与货币政策—全球经济中的一些问题及经验教训》 北京：中国金融出版社，1999.9
8、彭雷清 《银行业市场营销》 广东：广东出版社，2002.7
9、王德中《企业战略管理》 四川：西南财经大学出版社，2002.8
10、郑先炳 《西方商业银行最新发展趋势》 北京：中国金融出版社，2002.7
11、蒋明新《人力资源开发与管理》 四川：西南财经大学出版社，1999.9
2、唐汉良 赵 雯 纪益良 李中钦 《现代金融企业营销管理》 北京:企业管理出版社,1998.9
3、黄兰民 蔡普军 《商业银行服务之道》 北京:经济科学出版社,2001.5
4、赵 毅 《中国国有商业银行不良资产的形成与处置》 北京:中国物价出版社,2001.8
5、郝建民 《市场学概论》 北京:中国广播电视大学出版社,1996.8
6、刘 逖 《跨国银行与金融深化》 上海:上海远东出版社,1998.7
7、查理士.恩诺克，约翰.格林 《银行业的稳健与货币政策—全球经济中的一些问题及经验教训》 北京：中国金融出版社，1999.9
8、彭雷清 《银行业市场营销》 广东：广东出版社，2002.7
9、王德中《企业战略管理》 四川：西南财经大学出版社，2002.8
10、郑先炳 《西方商业银行最新发展趋势》 北京：中国金融出版社，2002.7
11、蒋明新《人力资源开发与管理》 四川：西南财经大学出版社，1999.9