村镇银行一般在中小城镇和广大农村地区设立的银行业金融机构，主要地服务客 户群体是当地的中小微企业、各类新型农业合作组织及广大农村居民，其设立目的主 要是助力农业和农村发展。C 村镇银行是一家村镇银行，自 2013 年进驻 D 县以来， 其快速发展，自建行伊始，已在 D 县各乡镇新成立 7 家支行，各项业务指标在 D 县 银行类金融机构名列前茅，但值得关注的是，其行业竞争也在逐步加剧。目前，在 D 县境内，拥有 5 家国有银行设立的支行，在激烈的行业竞争下，这些国有银行的业务 范围在逐步扩大，服务水平大幅度提升；而徽商银行 D 县支行、D 县农村商业银行、 药都银行等老牌地方性银行，也正在依托个性化的服务，加快分割行业细分市场。在 D 县银行业竞争日趋激烈的大环境下，如何维持份额、拓展业务，从而提升市场占有 率，提高盈利能力，是对 C 村镇银行基本竞争战略进行研究的目的。 本文从研究的相关理论和方法入手，运用分析工具对 C 村镇银行的竞争环境和 核心竞争力进行了深入全面的分析。然后，根据分析结果，运用 SWOT 矩阵和 QSPM 矩阵对不同基本竞争战略进行比较，得出 C 村镇银行应采取集中竞争战略的结论。 并且针对 C 村镇银行的战略实施和保障工作，提出了更加科学合理和有效实施的建 议。通过本文的研究，C 村镇银行的管理层可以在现实发展的基础上，规划发展思路， 制定竞争战略，在市场竞争中部署和执行细节，提供一定的依据和参考。同时，对其 他地方性商业银行，在基本竞争战略的选择和制定等方面，也具有参考借鉴价值。 关键词：村镇银行；竞争战略；SWOT 分析C 村镇银行基本竞争战略研究 ABSTRACT Rural banks are generally banking financial institutions established in small and medium-sized towns and large rural areas. The main service customer groups are local small, medium and micro enterprises, various new agricultural cooperative organizations, and rural residents. The purpose of their establishment is mainly to help agriculture and rural development. Bank C is a rural bank. Since its establishment in D County in 2013, it has developed rapidly. Since the beginning of China Construction Bank, it has established 6 new branches in various towns and villages in D County. Its various business indicators are among the best in banking financial institutions in D County. However, it is worth noting that competition in the industry is gradually intensifying. At present, in D County, there are branches established by five state-owned banks. Under the fierce industry competition, the business scope of these state-owned banks With the gradual expansion, the service level has been greatly improved; while Huishang Bank D County Branch, D County Rural Commercial Bank, and Yaodu Bank are also gradually segmenting the market relying on differentiated services. Under the increasingly fierce competition in D county banking industry, how to maintain its share and expand its business, so as to increase its market share and improve its profitability, is the purpose of studying the basic competitive strategy of C Rural Bank. This article starts with the research related theories and method tools, and uses analysis tools to conduct a more in-depth and comprehensive analysis of the basic competitive environment and core competitiveness of Bank C. Then according to the analysis results, SWOT matrix and QSPM matrix are used to compare different basic competition strategies, and the conclusion that C Village bank should adopt centralized competition strategy is drawn. In view of the strategic implementation and security work of C Village bank, this paper puts forward more scientific, reasonable and effective implementation suggestions.Through the research of this article, it can provide certain basis and reference for the management of Bank C in planning development ideas, formulating competitive strategies, and deploying implementation details based on realistic development foundation and facing market competition. At the same time, it also has reference value for other local commercial banks in the selection and formulation of competitive strategies. KEYWORDS: rural bank；competitive strategy；SWOTAnalysisC 村镇银行竞争战略研究 1 目 录 第一章 绪论.................................................................................................... 1 第一节 研究背景及意义.................................................................................................1 一、研究背景.................................................................................................................1 二、研究意义.................................................................................................................2 第二节 文献综述.............................................................................................................2 一、国外相关研究综述.................................................................................................2 二、国内相关研究综述.................................................................................................3 第三节 研究内容及方法.................................................................................................4 一、研究内容.................................................................................................................4 二、研究方法.................................................................................................................5 三、技术路线图.............................................................................................................5 第二章 理论基础............................................................................................ 7 第一节 竞争战略理论概述.............................................................................................7 一、竞争战略的内涵.................................................................................................... 7 二、三种基本竞争战略................................................................................................ 7 第二节 分析工具.............................................................................................................9 一、PEST 分析法........................................................................................................... 9 二、波特五力模型分析.............................................................................................. 10 三、SWOT 分析............................................................................................................. 10 四、矩阵分析.............................................................................................................. 11 第三章 C 村镇银行外部环境和内部条件分析..........................................12 第一节 外部环境分析...............................................................................................12 一、宏观环境分析.................................................................................................. 12 二、行业竞争环境分析.......................................................................................... 13 三、外部因素评价.................................................................................................. 15 第二节 C 村镇银行内部条件分析............................................................................16 一、发展现状.......................................................................................................... 17目录 2 二、内部资源分析.................................................................................................. 19 三、能力分析.......................................................................................................... 22 四、内部因素评价.................................................................................................. 25 第四章 C 村镇银行竞争战略选择..............................................................27 第一节 C 村镇银行 SWOT 分析..................................................................................27 第二节 三种基本竞争战略可行性分析...................................................................28 一、总成本领先战略可行性分析.......................................................................... 28 二、集中化战略可行性分析.................................................................................. 28 三、差异化战略可行性分析.................................................................................. 29 第三节 QSPM 分析......................................................................................................29 一、QSPM 矩阵的建立............................................................................................. 29 二、QSPM 矩阵分析................................................................................................. 30 第四节 基本竞争战略的选择...................................................................................30 第五章 C 村镇银行集中化战略实施及保障措施......................................32 第一节 战略实施.......................................................................................................32 一、业务集中化...................................................................................................... 32 二、差异化集中...................................................................................................... 33 第二节 战略保障.......................................................................................................34 一、组建竞争战略组织实施体系.......................................................................... 35 二、构建竞争战略控制体系.................................................................................. 35 三、加强企业文化建设.......................................................................................... 36 四、完善风险管控体系.......................................................................................... 36 第六章 总结及展望......................................................................................37 第一节 总结...............................................................................................................37 第二节 展望...............................................................................................................37