摘要
随着体制改革的深化、业务的逐渐发展和管理水平的提高,作为中国银行的地方性
分支机构和营口地区首家外汇指定银行,中国银行营口分行经营业绩稳步上升,在营口
地区的市场占有量一度处于领先位置。由于菱镁矿资源丰富、地理位置优越、民营企业
较多且普遍发展态势良好以及沿海产业基地的飞速发展,近年来,大量股份制银行及城
市商业银行纷纷进驻营口地区,并凭借其优秀的管理机制、服务质量和用人机制抢占营
口地区金融市场,给包括中国银行在内的四大国有银行带来了巨大的冲击。因此,对中
国银行营口分行如何进欧亿·体育（中国）有限公司务创新,如何争取优质客户进行深入研究,分析其面临的机
遇和挑战,探讨其在营口地区的市场竞争地位,确定其市场竞争者并加以分析,进而研
究其市场竞争战略极具参考价值。

本文将以市场竞争战略理论为基础,运用SWOT分析法和比较法,结合经济数据
和政策形势对中国银行营口分行的内、外部环境进行论述,结合存贷款、中间业务、人
力资源、管理体制等方面因素对中国银行营口分行的优势、劣势、面临的机遇与挑战进
行全面分析并加以总结,根据市场占有量的分析指出中国银行营口分行的现实竞争者和
潜在竞争者,对其竞争者的竞争实力、竞争目标和竞争策略进行详细论述,对中国银行
营口分行的市场竞争目标和市场竞争策略进行确定,并对其实施市场竞争战略旳措施及
保障进行深入研究。

关键词:中国银行营口分行;市场竞争战略;SWOT分析
II
东北大学硕士学位论文
Abstract
Research about the Market Competition
Strategy of Bank of China Yingkou Branch
Abstract
With the deepening of the reform of the system, the management and development
business gradually raise the level of, as the local Bank of China branches of \lngkou district
first foreign currency nominated bank,the bank of China branches of Yingkou business
performance steadily rising,Yingkou district in the leading position once the market share.
Because magnesite rich resources, the geographical position is superior, the private enterprise
development trend and generally more good as well as the rapid development of coastal
industrial base,in recent years, a lot of the joint-stock Banks and city commercial Banks in
succession in Yingkou district, and with its excellent management mechanism, the quality of
service, and the mechanism of %igkou district race to financial markets, to the Bank of
China, including four major state-owned Banks brought huge impact. Therefore, the Bank of
China branches of Yingkou how business innovation^ how to fight for customers high quality
research, analyzes the challenges and opportunities facing the, discussed the in Yingkou area
of the market competitive position, determine its market competitors and analyzed, and then
we study the market competition strategy most reference value.
This article will take market competition strategy theory as a foundation,SWOT analysis
and comparison method, combining economic data and policy situation on the Bank of China
branche of Yingkou internal and external environment is discussed, Combined with loan,
middle business, human resources,management system of the Bank of China branches
factors of Yin^cou the strengths, weaknesses,opportunities and challenges facing the
complete analysis and summarized, According to the analysis of the market share points out
that the reality of the Bank of China branches of Yingkou competitor and potential
competitors, to its competitors competitive strength, competition goals and competition
strategy in detail, the Bank of China branches of %igkou the market competition of the target
and market competition strategy for sure,and the implement market competition strategy
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