摘要
伴随着金融自由化和金融创新的不断深入，零售业务在商业银行的业务构成中占比
变得越来越重，这些零售业务也逐步发展成为商业银行的主要利润增长点，稳定的市场
资源及丰富的利润率，使得零售业务成为西方发达国家许多银行争取的对象。但目前我
国商业银行零售业务正处于初期发展阶段，无论从理论认识还是从实际操作来看，都存
在许多不足之处。发展银行零售业务，既是金融经济在国内开拓个人经济领域的必然趋
势，同时也是国内商业银行进行发展创新的必经之路

在银行业竞争日趋激烈态势下，本文从经济学的视角，遵循银行零售业务发展的特
有规律，从银行零售业务的相关理论体系入手，通过文献研究和综述，通过分析国内外
金融形势及当地经济发展趋势和传统业务萎缩等现状，阐述了 RF 农商行零售业务转型
的必要性。并对 RF 农商行零售业务所处的内外部环境进行分析，分析了其转型中遇到
的各种问题，对 RF 农商行零售业务转型进行深入研究和分析，提出了 RF 农商银行业
务转型的指导思想、基本原则和具体策略，就零售业务转型的实施及保障进行了思考和
设计，研究策略从组织结构、业务流程再造等方面展开，并对提高效益、风险防控、科
技创新、优化人才激励机制等方面进行分析和研究，为 RF 农商行制定零售业务发展策
略，为企业发展带来新的思路，论文也为国内农商行的零售业务转型提供经验和方法

关键词：零售业务；业务转型；经营策略II
Abstract
With the deepening of financial liberalization and financial innovation，the proportion of
retail business in commercial banks is growing, and gradually become the main source of
profit for many commercial banks. But at present our country commercial bank retail business
is in the initial stage of development, both from the theoretical understanding and practical
operation, there are many deficiencies. The development of bank retail business is not only
the result of financial economy in China&39;s personal economic field, but also the objective
needs of the self survival and self-development of China&39;s commercial banks.
In the current banking industry increasingly fierce competition situation, from the
perspective of economics, the specific rules follow the development of retail banking, related
to the theoretical system of the retail banking business , through the literature research and
review, through the analysis of the status of international financial situation and the local
economic development trend of domestic and traditional business shrink, expounds the
necessity of RF the agricultural commercial retail business transformation..Based on the
theoretical system of the retail banking business for analyzing, combined with the
characteristics of agricultural firms own RF. According to the characteristics of RF rural
commercial bank, the RF rural commercial bank retail business transformation of in-depth
research and analysis, put forward the guiding ideology, basic principles and specific
strategies of RF rural commercial bank business transformation, the implementation and
protection of retail business transformation for the thinking and design, research policy
launched slightly from the organizational structure, business process, and the analysis and
research to improve the efficiency, risk prevention and control, scientific and technological
innovation, optimize the talent incentive mechanism, develop business development strategy
for retail RF agricultural firms, as well as some domestic commercial retail business
transformation for providing experience and methods, and in the later work in the process of
continuous improvement and complement, timely and effective,of course because of the
author&39;s subjective and objective reasons, there must be some deficiencies, we will see in the
future.
Key words:Retail business; The business transformation; Business strategyIII
目 录
摘要 I
Abstract...... II
第 1 章 绪论...........1
1.1 选题背景与意义..1
1.2 国内外相关研究现状......2
1.3 研究方法、内容和思路..5
第 2 章 相关理论基础.......9
2.1 真实票据论...........9
2.2 转换能力理论.......9
2.3 预期收入理论.......9
2.4 超货币供给理论.10
2.5 竞争优势理论.....11
2.6 银行再造理论.....11
第 3 章 RF 农商行零售业务经营现状....12
3.1 商业银行零售业务相关概述.....12
3.2 RF 农商行概况...13
3.3 RF 农商银行零售业务类型.......13
3.4 农商行零售业务发展现状.........14
3.5 RF 农商行零售业务发展中存在的主要问题...17
第 4 章 RF 农商行零售业务转型的必要性和可行性....18
4.1RF 农商行零售业务转型的必要性........18
4.1.1 外部环境分析......18
4.2.2 内部环境分析......21
4.2 RF 农商行零售业务转型的可行性.......23
4.2.1 转型阻力相对较小..........24
4.2.2 客户基础相对稳定..........24
4.2.3 政策支持力度较大..........24
4.2.4 市场需求持续上升..........25
4.2.5 信息技术应用不断深化..26
第 5 章 RF 农商行零售业务转型策略的制定....27
5.1 零售业务转型策略制定的指导思想.....27IV
5.2 零售业务转型策略的原则.........27
5.3 零售业务转型策略...
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