摘要
2009年7月,国家六部委联合公告宣布启动跨境人民币结算的
试点,揭丌了人民币国际化的序幕。自人民币国际化进程启动以来,
跨境人民币业务发展迅速,业务规模呈现爆发式增长,越来越多的企
业接受并使用人民币作为跨境贸易的结算货币。面临一项全新的业
务,商业银行谁能抓住历史机遇,抢先为企业提供优质服务,抢先进
欧亿·体育（中国）有限公司务创新,谁就能取得先发优势,从而提升自身竞争力。
本文以中国农业银行湖南省分行为对象,研究其跨境人民币结算
业务拓展策略。文章首先分析了跨境人民币结算业务发展历程及政
策,发现人民币跨境结算与外币跨境结算相比具有操作更加便捷、政
策更加宽.松的优势,提出了研究跨境人民币结算业务拓展策略的必要
性。然后通过开展调查问卷,对农行湖南省分行跨境人民币结算业务
现状进行分析,发现其在幵展跨境人民币结算业务上存在的问题。接
下来,运用PEST分析、波特五力模型和SWOT分析等理论工具全面分
析了农行湖南省分行面临的市场环境,得出其SWOT矩阵图。在构建
农行湖南省分行跨境人民币结算业务拓展策略前,对其市场进行了细
分,明确了跨境人民币结算业务的拓展目标,并运用市场营销策略组
合理论,对存量客户群、他行优质客户群和新成立的外商投资企业客
户群提出拓展策略建议。最后,设计了在组织管理模式、人力资源、
信息系统、财务资源和风险控制等方面的相应配套保障措施,以此来
支持跨境人民币结算业务拓展策略的有效实施。
关键词商业银行,跨境人民币结算,拓展策略
ABSTRACT
On July 2009,six Ministers of P.R.C announced the trial of RMB
Cross-Border settlement, which claims the start of RMB internationalism.
Since the initiation of internationalization of RMB, transnational RMB
business develops very fast, with exploding growth in business scale,
more and more companies accept and choose RMB as their settlement
currency. Faced with the new business, commercial banks, who can seize
the historical opportunity, and the first to provide quality services for the
enterprise, and the first to business innovation, who will be able to obtain
first-mover advantage, so as to enhance their competitiveness.
In this paper, the object of the Agricultural Bank of China Hunan
Branch, to study the cross-border RMB settlement business expansion
strategy. Firstly, the article analyzes the course of the development of
cross-border RMB settlement business and policy, discovers RMB
cross-border settlement comparing with foreign currency cross-border
settlement operation more convenient, more relaxed policy, presents a
study of cross-border RMB settlement business expansion strategy
necessity. Then, This paper, through the questionnaire, analyzes the
cross-border RMB settlement business status quo of Agricultural Bank of
China Hunan Branch, finds the problem exists to carry out cross-border
RMB settlement business. Next, using The PEST analysis, Poller's five
forces model and SWOT to analyze the market environment faced by the
Agricultural Bank of China Hunan Branch, this paper draws the SWOT
matrix, after Market segmentation, this paper proposes expansion
strategies, meanwhile, uses of the marketing strategies portfolio theory,
on the stock of the customer base, his line of high-quality customer base
and newly established foreign-invested enterprise customer base
expansion strategy recommendations. Finally, this paper designs the
appropriate supporting measures in the mode of organization and
management, human resources, information systems, financial resources
and risk control, and to expand the effective implementation of the
strategy to support cross-border RMB settlement business.
Keywords commercial banks, cross-border RMB settlement,
expansion strategy