I 摘要 近年来，由于银行国际业务风险系数和成本低、投资回报率高等原因，几乎所有 银行的国际业务布局都及时调整，应对变化，积极开拓该领域业务。各银行通过一系 列措施积极开拓新的国际业务，这有利于银行从产品、客户、业务三个维度优化结构， 提高效益，增加多元化的利润收入，为国际业务创造更加有利的发展平台。本文通过 研究分析A银行MY分行，运用波特三大竞争战略、波特五力模型理论，采用SWOT 研究方法研究了国际业务差异化战略问题，在对A银行MY分行国际业务差异化战略 选择充分分析的基础上，提出了其国际业务差异化战略实施保障的主要措施。 五力模型分析得出，银行国际业务市场竞争较为激烈，竞争者众多，由于产品同 质性严重，对大的购买者以及供应商的议价水平较低，长久来看潜在竞争者较多，但 目前进入市场有一定壁垒，金融脱媒的问题使得替代品挤压发展空间。该行自身国际 业务能力稳中上升，政策领悟执行情况优良，组织结构完善合理，有较强的国际业务 基础。 运用SWOT分析梳理出该银行的优势和劣势及其当前面临的机遇和挑战，在此基 础上做出了该商业银行国际业务差异化竞争战略选择。提出A银行MY分行国际业务 竞争战略的六项具体措施：（1）完善组织架构优化业务流程；（2）确定业务重点加强 产品创新；（3）加强人才队伍建设，组建国际业务人才团队；（4）严控风险，保障业 务安全稳健；（5）拓展渠道加强网点建设；（6）完善国际业务激励考核制度。 通过这些措施有效提升A银行MY分行在激烈市场环境下的核心竞争力，使A银 行MY分行能有效应对国际市场差异化严重的问题，同时为A银行MY分行国际业务 开拓提供参考和借鉴意义。 关键词：商业银行；国际业务；差异化战略 论文类型：应用研究 西南科技大学硕士学位论文 II ABSTRACT In recent years, the market layout of commercial Banks has undergone great changes. Due to its characteristics of low risk factor, low cost and high return on investment, international business has become a must for domestic commercial Banks to develop high-end business. By actively developing new international business, domestic commercial Banks can optimize their structure from three dimensions of products, customers and business, further improve economic benefits, and create more favorable competition barriers for commercial Banks with diversified profit and income structure. By studying and analyzing MY branch of bank A, this paper puts forward the international business development strategy for MY branch of bank A by combining theory with current situation. Firstly, this paper analyzes the current situation of MY branch of bank A in the international business sector with the tools of "porter's five forces model" and "SWOT". Finally, specific measures are proposed to ensure the differentiated development of international business of MY branch of bank A from five different dimensions (marketing approach, service, pricing, product and business development). The core of this study is A branch of MY bank A international business, and aims to put forward about the development of the business differentiation strategy, effectively enhance A bank MY core competitiveness in the fierce market environment, make A bank MY branch can effectively cope with the international market differentiation serious problem, at the same time provide A reference for A bank to MY international business development and significance. KEY WORDS: commercial bank； International business ; Differentiation strategy TYPE OF THESIS: Application Research 目录 III 目 录 摘要 ................................................................................................................................................................................ I ABSTRACT ............................................................................................................................................................................ II 目 录 .............................................................................................................................................................................. III 1 绪论 ................................................................................................................................................................................... 1 1.1 选题背景及研究意义 ...................................................................................................................................... 1 1.1.1 选题背景 ................................................................................................................................................. 1 1.1.2 研究的目的及意义 .............................................................................................................................. 1 1.1.3 研究的内容及方法 .............................................................................................................................. 2 1.2 文献综述 ............................................................................................................................................................. 4 1.2.1 国内研究综述 ........................................................................................................................................ 4 1.2.2 国外研究综述 ........................................................................................................................................ 5 1.2.3 研究评述 ................................................................................................................................................. 5 2 相关概念及理论基础 ................................................................................................................................................... 6 2.1 相关概念 ............................................................................................................................................................. 6 2.1.1 竞争战略 ................................................................................................................................................. 6 2.1.2 商业银行国际业务 .............................................................................................................................. 6 2.2 理论基础 ............................................................................................................................................................. 6 2.2.1 波特三大竞争战略 .............................................................................................................................. 6 2.2.2 波特五力模型 ........................................................................................................................................ 7 2.2.3 SWOT分析法 ......................................................................................................................................... 8 3 A银行MY分行国际业务现状及环境分析 ........................................................................................................ 9 3.1 A银行MY分行国际业务现状 ...................................................................................................................... 9 3.1.1 渠道设置 ................................................................................................................................................. 9 3.1.2 管理设置 ................................................................................................................................................. 9 3.1.3 国际业务种类简介 ........................................................................................................................... 10 3.1.4 MY市四大行外汇业务数据分析 .................................................................................................. 13 3.2 A银行MY分行国际业务竞争环境分析 ................................................................................................ 14 3.2.1 波特五力模型分析 ........................................................................................................................... 14 3.2.2 SWOT分析 .......................................................................................................................................... 18 4 A银行MY分行国际业务差异化战略的选择 .............................................................