JN 农村商业银行发展战略研究 JN 农村商业银行位于江苏省常州市。经国务院同意，经中国银行业监督管理委员 会批准，它是中国第一家地市级农村股份制农村商业银行，由原常州市管辖的五家农 村中小金融机构自愿按照市场化原则组建。作为江苏省金融体系中不可或缺的一部分， 是地方农村商业银行的中坚力量，在面临不断下行的宏观经济、消费者需求的加速变 化、金融产品的不断创新以及科技信息的迅猛发展的严峻环境下，对 JN 农村商业银行 进行市场细分，积极创新，规划发展，制定战略，为未来的可持续发展铺平道路，具 有重要意义。 尽管 JN 农村商业银行经过数十年的经营以及其自身的县域特色，取得了良好的发 展态势，但随着国家宏观经济下行以及金融环境的巨大变革，加之越发激烈的同行竞 争环境，JN 农村商业银行已经不存在优势甚至很多方面已经全面落后。从目前 JN 农村 商业银行自身发展来看，其存在遗留的历史包袱、亟待加强的品牌形象以及危机意识 不高和人员素质不强的问题与现代化商业银行的发展要求还存在着比较明显的差距， 这些因素都制约着 JN 农村商业银行未来的发展。因此，如何制定符合 JN 农村商业银 行自身发展特色并且行之有效的发展战略，有效的整合和配置可以利用的资源，实现 可持续发展道路，需要认真的研究和探讨。 本论文以 JN 农村商业银行的发展战略研究作为研究主题，第一，通过绪论介绍了 研究背景和意义以及运用的研究方法，得出本文的创新之处和不足；其次，根据 JN 农 村商业银行的发展现状，指出其在当前经济环境下取得的成就和存在的问题；第三， 通过 PEST 分析和 SWOT 分析，详细分析 JN 农村商业银行存在的问题；第四，研究制定 JN 农村商业银行未来的发展战略和相关保障措施；最后，通过以上研究和分析，得出 本文的结论。 本文通过对 JN 农村商业银行发展战略的研究，实现了战略管理理论与 JN 农村商 业银行时间管理的交叉互动，以促进 JN 农村商业银行科学、合理、健康的发展，而对 JN 农村商业银行发展战略的研究可以为其他农村商业银行的未来发展提供更多的借鉴。 关键词： JN 农村商业银行，PEST 分析法，SWOT 分析法，发展战略III Abstract The Research on the Development Strategy of JN Rural Commercial Bank JN Rural Commercial Bank is located in Changzhou City, Jiangsu Province. It is the first joint-stock rural commercial bank at Prefecture and municipal level in China, which was established on a voluntary basis by five small and medium-sized rural financial institutions under the jurisdiction of Changzhou with the approval of the State Council and the approval of the China Banking Regulatory Commission. As an indispensable part of the financial system of Jiangsu Province and the key force of local rural commercial banks, how JN rural commercial banks subdivide markets, actively innovate, plan development and formulate strategies under the severe environment of downward macro-economy, accelerated change of consumer demand, continuous innovation of financial products and rapid development of scientific and tecJNological information has not been achieved. It is of great significance to pave the way for sustainable development. Although JN rural commercial bank has achieved good development trend after decades of operation and its own county characteristics, with the national macro-economic downturn and great changes in the financial environment, coupled with the increasingly fierce peer competition environment, JN rural commercial bank has no advantages or even many aspects have fallen behind in an all-round way. Judging from the current development of JN rural commercial banks themselves, there are still obvious gaps between the problems left over by JN rural commercial banks, the brand image to be strengthened urgently, the lack of crisis awareness and personnel quality and the development requirements of modern commercial banks. These factors restrict the future development of JN rural commercial banks. Therefore, how to formulate an effective development strategy in line with the characteristics of JN rural commercial banks'own development, effectively integrate and allocate the available resources, and realize the sustainable development path, need to be carefully studied and discussed. This paper takes the development strategy research of JN rural commercial bank as the research subject. First, it introduces the research background and significance as well as the research methods used in the introduction, and draws the innovations and shortcomings of this paper. Second, it points out the achievements and problems faced by JN rural commercial bank in the current economic environment according to its development statusIV quo. Third, it uses PEST analysis method. The SWOT analysis method carries on the detailed analysis to the JN rural commercial bank existence question； Fourthly, studies and formulates the JN rural commercial bank future development strategy and the related safeguard measure； Finally, through the above research analysis, draws the conclusion of this article. Through the research on the development strategy of JN rural commercial bank, the interaction between the theory of strategic management and the time management of JN rural commercial bank is realized, so as to better promote the scientific, rational and healthy development of JN rural commercial bank； moreover, the research on the development strategy of JN rural commercial bank can provide more reference for the future development of other rural commercial banks. Keywords: JN rural commercial bank, PEST , SWOT , Development strategyV 目 录 第 1 章 绪论.......................................................................................................1 1.1 选题背景和意义.......................................................................................1 1.1.1 选题背景.............................................................................................1 1.1.2 研究意义.............................................................................................2 1.2 研究现状和理论基础.............................................................................. 3 1.2.1 研究现状.............................................................................................3 1.2.2 理论基础.............................................................................................6 1.3 研究方法和思路.......................................................................................8 1.3.1 研究方法.............................................................................................8 1.3.2 研究的思路.........................................................................................9 第 2 章 JN 农村商业银行现状分析...............................................................11 2.1 JN 农村商业银行概况...........................................................................11 2.2 JN 农村商业银行发展现状...................................................................11 2.2.1 JN 农村商业银行外部环境分析.....................................................11 2.2.2 管理组织结构...................................................................................14 2.2.3 银行业务经营范围.......................................................................... 15 2.2.4 银行业务经营状况.......................................................................... 16 2.3 JN 农村商业银行在发展中面临的问题...............................................17 2.3.1 组织效能作用发挥不充分..............................................................18 2.3.2 人才队伍建设机制不够完善..........................................................18 2.3.3 技术支撑保障能力不足..................................................................19 2.3.4 产品开发能力较弱.......................................................................... 19 2.3.5 精细化管理体系不完善..................................................................20VI 第 3 章 JN 农村商业银行 SWOT 分析......................................................... 21 3.1 优势........................................................................................................21 3.2 劣势........................................................................................................23 3.3 机遇........................................................................................................25 3.4 威胁........................................................................................................26 第 4 章 JN 农村商业银行发展战略制定.......................................................29 4.1 JN 农村商业银行战略愿景...................................................................29 4.2 JN 农村商业银行发展战略实施...........................................................29 4.2.1 推进体制机制变革.......................................................................... 29 4.2.2 完善人才机制建设.......................................................................... 29 4.2.3 完善管理体系...................................................................................30 4.2.4 加强优势坚持创新.......................................................................... 31 4.2.5 加强产品市场业务发展..................................................................32 4.3 JN 农村商业银行发展战略保障措施...................................................33 4.3.1 企业文化建设...................................................................................33 4.3.2 组织结构...........................................................................................34 4.3.3 重视品牌建设...................................................................................35 4.3.4 提高风险管控能力及内控..............................................................35 4.3.5 提供高效的文明规范服务..............................................................36 第 5 章 研究结论与展望.................................................................................37 5.1 研究结论.................................................................................................37 5.2 进一步展望.............................................................................................38