农业银行苏州分行作为国有大型四大商业银行之一，农业银行在苏州地区 的分支机构。经过多年经营，农业银行苏州分行在苏州地区个人贷款业务中占 有一定市场份额。但是面对苏州地区个人贷款增量每年始终保持在 21.6%以上 速度，而 2018 年农业银行苏州分行个人贷款余额只占本地区金融机构个人贷款 总余额的 16.3%。 当前，农业银行苏州分行面临的行业环境复杂：首先，苏州地区个人贷款 市场有高达 800 多家金融机构，这使得农业银行苏州分行个人贷款业务面临激 烈的竞争环境和发展阻力。其次，国家金融管控越发严格，各级金融贷款额度 监控密集，银行金融机构个人贷款业务传统的经营模式必将面临调整。以及， 当前金融界互联网金融各类机构迅猛发展，各地经济环境、人民消费理念和消 费水平不断发展，使得银行金融机构个人贷款业务市场也随之发生变化，这些 情况也必定使得银行金融机构对个人贷款业务重新思考，从而更好地面对未来 的机遇和挑战。 为了保证农业银行苏州分行个人贷款业务良性发展和控制个人贷款管理风 险，面对上级机构相继推出严格的管控政策，农业银行苏州分行个人贷款业务 将随之发生变化。因此，如何探索未来个人贷款业务市场的机遇，采取哪种合 适的发展战略来破解苏州地区个人贷款业务发展所面临的问题和危机，以及如 何使农业银行苏州分行个人贷款业务获得持续发展动力是本文所要研究的方 向。 本文将理论分析与实际研究相结合，运用战略管理的相关理论、模型和方 法，以农业银行苏州分行为研究对象，在总结农业银行苏州分行概况和个人贷 款业务发展现状的基础上，对农业银行苏州分行个人贷款业务供需关系和内外 部环境进行分析，并提出适合农业银行苏州分行个人贷款业务的未来战略、实 施路径和保障措施。 关键词：农业银行苏州分行，五种竞争力模型，SWOT 分析，发展战略II Development Strategy Research on the Personal Loan Business of Suzhou Branch of Agricultural Bank of China Abstract In Suzhou area, Suzhou Branch of Agricultural Bank of China is an embranchment of Agricultural Bank of China, one of the four large state-owned commercial Banks. After years of operation, Suzhou Branch of Agricultural Bank of China occupies a certain market share in the personal loan business in Suzhou area. However, according of the increase of personal loans maintaining at a rate of more than 21.6% per year in Suzhou area, the balance of personal loans of Suzhou Branch of Agricultural Bank of China accounted for only 16.3% of the total balance of financial institutions in the Suzhou’s region. Recently, Suzhou Branch of Agricultural Bank of China facing a complex industry environment. Firstly, according for more than 800 financial institutions in the personal loan market, Suzhou Branch of Agricultural Bank of China is facing a fierce competitive environment and development resistance in the personal loan business in Suzhou. Secondly, the national financial control has become more and more strict, and the supervision of all levels agencies in financial loan is dense, which make the traditional business model of personal loan business of banking financial institutions has to face adjustment. In addition, the rapid development of various institutions of internet finance in the financial world, the continuous development of economic environment, and people's consumption concept and consumption level, so that the bank financial institutions personal loan business market has to change for flexibility. These circumstances will also make it inevitable for banking and financial institutions to rethink their personal lending business in order to better face the opportunities and challenges in the future. According of the higher authorities successively issuing strict control policies, In order to ensure the benign development of the personal loan business and control the risk of personal loan management in Suzhou, personal loan business of Suzhou Branch of Agricultural Bank of China must change. Therefore, how to explore the opportunities of the future personal loan business market, which kind of appropriate development strategy can be adopted to solve the problems and crises faced by the development of personal loanIII business in Suzhou region, and how to make the personal loan business of Suzhou Branch of Agricultural Bank of China gain the impetus of sustainable development, all of these questions are the directions to be studied in this paper. This paper combines theoretical analysis with practical research, applies prospective that related strategic management theories, models and methods hold, regards Suzhou Branch of Agricultural Bank of China as research object, on the basis of summing up the general situation of Suzhou Branch of Agricultural Bank of China and the development status of personal loan business, This paper analyzes the supply and demand relationship and internal and external environment of the personal loan business of Suzhou Branch of Agricultural Bank of China, and puts forward the future strategy, implementation path and safeguard measures suitable for the personal loan business of Suzhou Branch of Agricultural Bank of China. Key words: Suzhou Branch of Agricultural Bank of China，Five Competitive- force Analysis Model，SWOT analysis，Development StrategyIV 目 录 中文摘要.....................................................................................................................................I Abstract....................................................................................................................................... II 第一章 引言............................................................................................................................1 1.1 选题背景与研究问题................................................................................................. 1 1.2 研究目的和意义.......................................................................................................... 2 1.3 研究思路和方法.......................................................................................................... 3 1.3.1 研究思路................................................................................................................ 3 1.3.2 研究方法................................................................................................................ 4 第二章 理论基础..................................................................................................................6 2.1 战略管理理论 .............................................................................................................. 6 2.1.1 组织战略的重要性.............................................................................................. 6 2.1.2 组织战略管理思路.............................................................................................. 6 2.2 竞争力分析模型.......................................................................................................... 7 2.2.1 五种竞争力量....................................................................................................... 7 2.2.2 五种竞争力量的影响 ......................................................................................... 9 2.3 SWOT 分析模型.........................................................................................................10 2.3.1 SWOT 分析的概念.............................................................................................10 2.3.2 SWOT 分析的步骤与方法...............................................................................11 第三章 农业银行苏州分行个人贷款业务发展分析.....................................13 3.1 农业银行及苏州分行概况......................................................................................13 3.2 农业银行及苏州分行个人贷款业务现状 ..........................................................15 3.3 农业银行苏州分行个人贷款业务供需分析......................................................17 3.3.1 苏州地区个人贷款业务市场需求分析 .......................................................17 3.3.2 苏州地区个人贷款业务市场及农业银行苏州分行供给分析...............18V 3.4 农业银行苏州分行个人贷款业务竞争环境分析.............................................19 3.4.1 现有竞争者之间的竞争...................................................................................19 3.4.2 新进入者的威胁 ................................................................................................19 3.4.3 总行贷款政策.....................................................................................................20 3.4.4 银行客户的议价能力 .......................................................................................20 3.4.5 个人贷款替代品的威胁...................................................................................20 3.4.6 五种竞争力量分析结果...................................................................................21 3.5 农业银行苏州分行个人贷款业务 SWOT 分析................................................23 3.5.1 农业银行苏州分行面临的机会 .....................................................................23 3.5.2 农业银行苏州分行潜在的威胁 .....................................................................24 3.5.3 农业银行苏州分行具备的优势 .....................................................................24 3.5.4 农业银行苏州分行存在的劣势 .....................................................................26 3.5.5 农业银行苏州分行 SWOT 分析结果 ..........................................................26 第四章 农业银行苏州分行个人贷款业务发展战略制定与选择...........28 4.1 农业银行苏州分行个人贷款业务发展战略定位和发展目标......................28 4.1.1 农业银行苏州分行个人贷款业务发展战略定位 .....................................28 4.1.2 农业银行苏州分行个人贷款业务发展发展目标 .....................................29 4.2 农业银行苏州分行个人贷款业务发展战略制定.............................................30 4.2.1 苏州城区加强型战略的制定..........................................................................30 4.2.2 周边地区差异化战略的制定..........................................................................31 4.3 农业银行苏州分行个人贷款业务发展战略选择.............................................31 4.3.1 苏州城区加强型战略 .......................................................................................31 4.3.2 周边地区差异化战略 .......................................................................................32 第五章 农业银行苏州分行个人贷款业务发展战略实施和保障措施34 5.1 农业银行苏州分行个人贷款业务发展战略实施.............................................34 5.1.1 苏州城区加强型战略实施 ..............................................................................34VI 5.1.2 周边县域差异化战略实施 ..............................................................................36 5.2 农业银行苏州分行个人贷款业务发展战略保障措施....................................38 5.2.1 加强个人贷款部门组织建设..........................................................................38 5.2.2 打造专业的个人贷款客户经理团队............................................................39 5.2.3 优化个人贷款受理及审批流程 .....................................................................40 5.2.4 健全风险控制体系............................................................................................40 第六章 结论与展望..........................................................................................................42 6.1 结论 ..............................................................................................................................42 6.2 展望 ..............................................................................................................................44