而我国商业零售业务由于历史，存在一些问题，在此大背景下，我们需要更
加充分认识到商业银行零售业务转型，是一个复杂、庞大的工程，必须结合
当前先进的零售业务理论，有的放矢的讨论对策、寻找方法，提出切合实际
的转型策略，真正助推我国商业银行零售业务的发展
金融是国家经济的命脉，大型国有银行是国家的基石，研究国有四大银
行之一的农业银行的零售业务转型，因其网点和人员数量最多且情况最为复
杂，更具有深刻意义。笔者就职于传统国有商业银行之一的农业银行，是
DZ 分行下属的网点主任，在日常工作中，常常感受到外部变革对银行的利
润来源和经营模式带来的深刻影响，想通过对零售业务的转型研究，提高网
点运营及营销效率。本文以笔者所工作的农业银行 DZ 分行来举例，并且通
过查阅内外部部资料，归类总结、分析，阐述现在零售业务转型的发展趋势，
在具体探讨农业银行 DZ 分行在零售业务发展中遇到的问题，总结了零售业
务发展中取得的经验后，以此作为突破目前零售业务发展停滞不前的策略，
同时通过相关保障措施，进一步为农业银行 DZ 分行转型保驾护航，并且希
望能够借助这次研究来对农行银行零售业务的发展提供一些新的思路
本文共有 5 章，第 1 章为绪论，主要简述本篇文章的研究背景、意义以
及国内外研究现状，同时也对提出了本文的研究思路和研究方法；第 2 章为
农业银行 DZ 分行零售业务现状现状，在本章中，明确了商业银行零售业务
定义和分类，对零售业现状进行分析，结合农业银行发展现状，为后面具体
分析做好铺垫；第 3 章运用 PEST 和 SWOT 分析法，通过相关数据，分析了
农行 DZ 分行零售业务转型所面临的机会、威胁、优势、劣势，得出转型势农业银行 DZ 分行零售业务转型研究在必行的结论，同时提出转型策略应该解决的问题；第 4 章是本章的中心，
面对农业银行 DZ 分行提出的发展目标，归纳提出 DZ 分行所需要采取的应
对策略，以提高网点单点产能角度，提出推进网点标准化、优化劳动组合、
建设营销团队、优化服务流程四方面来实现 DZ 分行零售业务转型，同时，
给出了实施零售业务转型的保障措施；第 5 章为结论和展望，得出了农业银
行 DZ 分行零售业务转型的必要性和未来发展方向
零售业务具有与经济周期关联都低、潜力巨大、抗风险强的特点，农业
银行 DZ 分行也将零售业务转型列为重点发展方向，经过前期的网点硬件建
设和服务标准导入，农业银行 DZ 分行零售业务取得了一定的成绩，但也显
现了发展后劲乏力的问题，面临上述问题，本文提出有针对性和操作性的策
略，具有重要的现实意义
关键词：商业银行 零售业务 转型AbstractAbstract
With the economic globalization accelerating rapidly, internet finance has
developed and has been affected continuously, and Interest rate of the market
reform has started, and also the private banks have been open. It is unsustainable
that commercial banks rely on the traditional scale expansion and deposit and loan
differential model. Retail business transformation has become an important means
of domestic and foreign banks to seize market share. And we should admit that it is
a complex and huge project to transform commercial bank retail business because
of their problems. Realistic transformation strategies must be proposed in the light
of the advanced retail business theories and the current economic conditions.
Maybe, in this way, China’s commercial banks retail business could be truly
boosted.
Finance is the lifeblood of the national economy, the large state-owned banks
are our country’s cornerstone. It is more important to operate the study about retail
business transformation of Agricultural Bank of China which is one of four
national banks, because there is a complex system made up of a large number of
bank branches and employees.The writer works as a director of a bank branch
which is affiliated with Agricultural Bank of China DZ branch. During workday,
employee have more pressures from the business operating, so it is necessary to
improve branches operations and marketing efficiency by studying the retail
business. In this study, the author points out what the development trends of the
retail business transformation are, and what the problems about retail business of
Agricultural Bank of China DZ branch are ,and sums up the experience of the
development of retail business by summarizing and analyzing the internal and
external information of Agricultural Bank of China. According to this,some
strategies about retail business transformation are proposed. It is aimed at
providing some new ideas for the development of retail banking business.
This study is divided into five chapters, Chapter 1 is about the generalResearch on DZ Branch of Agricultural Bank of China’s Retail Business Transformationintroduction, including the background, significance, progress of the retail
business transformation, and the main ideas and methods of this study. Chapter 2 is
about the status of retail business of Agricultural Bank of China DZ branch. In this
part, it clarifies the definition and classification of retail business of commercial
banks, analyzes the present situation of retail industry, and paves the way for the
future analysis. Chapter 3 is about analyzing the opportunities, threats, advantages
and disadvantages of the retail business transformation of Agricultural Bank of
China DZ branch by means of PEST and SWOT. The conclusion is drawn that
transition strategies of retail business should be taken. Chapter 4 is the center of
this paper. In the face of the development goals proposed by Agricultural Bank of
China DZ branch, the study puts forward the countermeasures to improve single
point production capacity, which includes the standardization of the branch work,
the optimization of the labor mix, the marketing team construction, and service
process optimization. And how to take some security measures for the retail
business transformation.Chapter 5 is about the conclusions and prospects,and then ,
the significance and shortcomings of this paper are discussed.
Retail business has some characteristics of a low correlation with the cycle of
economic development, a huge developed potential,and a strong anti-risk.
Agricultural Bank of China DZ branch will focus on the transformation of retail
business development. After constructing the branch work and importing service
standard, the retail business of Agricultural Bank of China DZ branch has made
certain achievements, but there is a potential development weakness. It is of
important and practical significance to propose a targeted and operational
strategies based on above characteristics.
Keywords: Commercial Bank；Retail business；Transformation目 录目 录
1 绪论.......... 1
1.1 研究背景 ........ 1
1.2 研究意义与目的 ........ 2
1.3 国内外商业银行零售业务相关研究2
1.3.1 商业银行零售业务概念 .. 2
1.3.2 商业银行零售业务的特点 .......... 3
1.3.3 零售业务转型研究现状 .. 4
1.4 问题提出 ........ 6
1.5 研究思路和研究方法7
1.5.1 研究思路 .. 7
1.5.2 研究方法 .. 7
2 农业银行 DZ 分行零售业务现状分析 .. 8
2.1 商业银行零售业务发展现状8
2.1.1 商业银行零售业务的战略地位 .. 8
2.1.2 商业银行负债业务发展现状 ...... 9
2.1.3 商业银行资产业务发展现状 .... 10
2.1.4 商业银行中间业务发展现状 .
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