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本文首先对社区银行的研究文献进行了梳理，发现涉及具体的社区银行发展
分析的文献较少。接着，笔者从社区银行的定义、特征以及相关理论基础进行研
究，并分析了中美两国社区银行的发展，为下文研究的展开奠定理论基础。随后
在使用 C-A-P 模型分析社区银行市场定位的基础上，分析了郴州分行社区银行
的现有状态。与此同时，使用 SWOT 分析法对郴州分行社区银行的内外部竞争
环境和竞争条件进行进一步分析，并总结梳理郴州分行社区银行发展的现状和存
在的问题。最后，笔者结合上下文的分析，从网点布局、发展模式选择、市场定
位、品牌营销及产品服务创新五个方面提出了发展策略，并从文化及管理理念、
基本制度两个视角提出了相关保障措施
本文的主要观点：（1）通过对相关理论的梳理，本文认为社区银行通过融入
社区、差异化竞争来保持核心竞争力，也是适应新型城镇化、践行普惠金融的现
实需要。（2）郴州分行在发展社区银行时，在网点布局方面应选择标准化评分来
确定，在选择发展模式时应根据社区的特征对现有的三种基础模式进行调整优
化，坚持差异化、求异化的市场定位，加强品牌营销，并不断创新服务、产品来
满足社区居民的需求
本文的创新之处在于：第一，基于相关理论论证了社区银行的核心竞争力及
发展基础；第二，提出在现有的社区银行发展模式上进行选择时，应充分考虑社
区的特征及需要。当然，受限于数据未形成规模、地区差异化等因素，本文仍存
在一定的局限性
关键词：光大银行郴州分行；社区银行；SWOT 分析法II
Abstract
Since 2015, Chinese econom ic development has undergone the new norm al
adjustment period, and all walks of life are facing a new round of pressure. On the
other hand, the rapid developm ent of Internet banking has furt her exacerbated the
competition in the financial market. In addition, the central bank in 2015 during many
times cut quasi cut interest rate, th e banking industry relies on deposit and loan
high interest margin survival and development of the days gone. What should be paid
more attention to is that the February 2016 financial turmoil caused major banks to
suffer heavy losses, which directly led to the collapse of the global financial market
Operation of these external shocks to small and medium-sized joint-stock banks has
brought enormous challenge, so the sm all and m edium-sized banks to develop
community banks to change the development strategy research has important practical
significance for the development of strategies for community banks.
The paper summarizes the research literature of community banks, three levels of
understanding and developm ent, the exis ting literature mainly focuses on the
community bank community bank com petitive advantage and ef ficiency, the
community bank and relationship lending bank research and community development
model, relates to the specific analysis of the development of community banks little
literature. Then, the author studies the definition, characteristics and relevant
theoretical basis of community banks, and analyzes the development of community
banks in China and America, which lays the theoretical foundation for the following
research. Then, based on the analysis of the market positioning of community banks
by using C-A-P model, the existing state of community banks in Chen Zhou branch is
analyzed. At the sam e time, SWOT analysis method is used to further analyze the
internal and external competition environment and co mpetition conditions of
community banks in Chen Zhou branch, and summarize and summ arize the current
situation and existing problem s of the de velopment of community banks in Chen
Zhou branch. Finally, the author com bines the context analysis, from the network
layout, development mode selection, market positioning, brand marketing and service
product innovation in five aspects put forwar d the development strategy and relevant
safeguard measures are put forward from the two perspectives of culture an d
management philosophy, basic system.
The main points of this paper : (1) based on the related theories, this paperIII
believes that the new urbanization provides customers foundation for the development
of community banks, into the community , the difference competition will help to
maintain the core competitiveness, is the best form of Inclusive Finance practice. (2)
Chen Zhou branch in the development of community banks, in the network layout
should choose the standard score to determ ine, in the choice of developm ent mode
should be based on the features of the community to adjust the three basic m ode of
existing optimization, adhere to dif ferent market positioning, alienation, strengthen
brand marketing, and innovative services and products to m eet the needs of
community residents.
The innovation of this paper lies in: first, the related theory basis for the core
competitiveness and the develop ment of community banks based on; secon d,
proposed to choose the existing community bank development mode, should fully
consider the features of the community and need. Of course, limited by the size of the
data, regional differences and other factors, this paper still has some limitations.
Key Words: Chen Zhou Branch of CEB; Community Bank; SWOTAnalysisIV
目录
摘要.........I
AbstractII
第 1 章 导论......1
1.1 选题背景与意义..........1
1.1.1 选题背景1
1.1.2 选题意义2
1.2 国内外文献综述..........2
1.2.1 国内社区银行研究文献综述....2
1.2.2 国外社区银行研究文献综述....4
1.3 技术路线和研究方法..7
1.3.1 技术路线7
1.3.2 研究方法7
1.4 本文研究结构..8
1.5 研究创新与局限..........9
第 2 章 社区银行的理论概述10
2.1 社区银行的定义、特征与差异化....10
2.1.1 社区银行的定义..........10
2.1.2 社区银行的特征..........11
2.1.3 社区银行的差异化......12
2.2 社区银行理论研究基础........13
2.2.1 金融共生理论：社区与社区银行的关系......13
2.2.2 关系型信贷理论：社区银行的竞争基础......14
2.2.3 普惠金融理论：社区银行的服务基础..........15
2.2.4 新型城镇化：社区银行的客户基础..16
2.3 发展社区银行的必要性分析17
2.3.1 我国发展社区银行的必要性..17
2.3.2 郴州分行发展社区银行的必要性......18
2.4 中美社区银行的发展研究....19
2.4.1 美国社区银行...
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