摘要
金融是经济的核心,银欧亿·体育（中国）有限公司是金融业的重要组成部分。近年来,国内经济的
飞速发展,带动了金融业的持续繁荣,以银欧亿·体育（中国）有限公司为枢纽的金融业渗透于社会经济
生活中的各个方面,为促进国民经济的持续、快速、健康发展作出了巨大的贡献。

但与此同时,随着我国改革开放的日益深化和对外开放程度的不断提高,银行同
业市场的竞争更趋激烈,尤其是对公司银欧亿·体育（中国）有限公司务市场份额的争夺。公司银欧亿·体育（中国）有限公司务
地位的巩固,以及促进公司银欧亿·体育（中国）有限公司务的全面发展,对于银行的可持续发展至关重
要。

公司银欧亿·体育（中国）有限公司务,是银欧亿·体育（中国）有限公司务发展的主体和基础,是银行最重要的利润增长点
和未来竞争的潜在市场,在银行各项业务发展和利润贡献中发挥了举足轻重的作
用。公司银欧亿·体育（中国）有限公司务一直是ZC银行济南分行最具有竞争优势和服务特色的主营业务
之一,目前已经形成了传统业务和新型业务协同发展的雏形,在企业融资、投资
银行、国际业务、资金资本市场业务等方面始终处于当地中小商业银行甜列。

本文在借鉴国外成功经验和ZC银行济南分行公司银欧亿·体育（中国）有限公司务的实践经验的基础
上,通过对传统战略理论、竞争战略理论和商业银行发展战略理论的综合分析,
运用一般环境分析模型(PEST分析法)、欧亿·体育（中国）有限公司结构分析模型(波特五力模型)、SWOT
分析模型、内外部评价矩阵模型等分析工具,结合ZC银行济南分行的内部资源与
能力,最终得出ZC银行济南分行应该选择差异化竞争战略的结论。

ZC银行济南分行组织和实施公司银欧亿·体育（中国）有限公司务,主要通过营销、产品、客户和业
务转型等角度,制定差异化的竞争战略来实现。同时,为保证这一竞争战略的顺
利实施,ZC银行济南分行应该在组织架构、风险控制、内控管理、绩效考核、人
力资源以及IT建设等方面,制定相应的保障措施。

本文的研究不仅有助于培育ZC银行济南分行的核心竞争力,使之在激烈的市
场竞争中立于不败之地。同时,本文研究得出的结论还能够对其他股份制银行在
制定竞争战略时,提供一个可参考的范本,具有一定的指导意义。

关键词:商业银行;ZC银行;公司银行;竞争战略
ABSTRACT
Finance is the core of the economy. The banking industry, as an important part of
financial industry, plays a decisive role in national economy. Commercial Banks are
important themes in our nation's banking system and make great contribution to the
development of the national economy.
Corporate banking forms the main body and foundation of bank business and it
also plays an important role in profit. Along with China's deepening reform and
opening-up policy, domestic economy realized rapid development, which leads to the
continuous prosperity of financial industry.But the banking industry's competition is
more intense. So, how to compete with peers in corporate banking environment so as to
get more market share becomes fairly critical.
ZC Bank, which was founded in 1987, belongs to China ZC Group and is one of
the earliest commercial banks in China. In April 27, 2007, ZC Bank went public in The
Shanghai stock exchange and the Hong Kong Stock Exchange. After twenty-four years,
ZC bank has become one of the biggest commercial banks in China With rapid growth,
which won the best joint-stock banks Awards for several consecutive years. Corporate
banking business has been the ZC advantage of bank business and ZC bank maintains
good performance in various business sectors.
In recent years, the market environment changes quickly and customers wish for
more and more new demands. On the other hand, a lot of foreign banks establish
business in China which will bring new competition. So the new situation put new
requirement to domestic commercial banks and they will have to make new strive to
answer. In 2011, Leaders of ZC bank put forward new strategic thinking and we believe
this will be a new beginning to the bank.
As a manager in Ji'nan branch,I make a study on this problem. I analyze the
corporate banking business of ZC Ji'nan branch and present suggestions. My analysis
includes four parts. I wish my research does contribution to my company and also
provide some insights to other banks which face the same problems like us.
Key words : commercial banks ZC bank corporate banking competitive