分类号C93密级公开
收藏编号___________学号_160725064__
学校代码10386编号_____________
（专题研究）
JS 银行福建省分行普惠金融业务
发展策略研究
研究方向：战略管理
研究生姓名：林心怡
指导教师、职称：叶翀副教授
协助导师、职称：
所在学院：经济与管理学院
答辩委员会主席：陈秋华教授(福建农林大学)
二〇二一年十一月
JS 银行福建省分行普惠金融业务发展策略研究
摘要
自十八届三中全会以来，发展普惠金融成为我国一项明确的重要改革举措。
2017年开始，国家各级政府纷纷出台各项政策制度，建设普惠金融体系，推动普
惠金融业务发展。在大政策的号召下，普惠金融真正开始成为商业银行颠覆“帕累
托法则”，重新组织市场配置资源的立足点。
在当前全国大力推动普惠金融发展的背景下，本文以JS 银行福建省分行作为
研究对象，研究如何制定最合适的普惠金融发展战略。JS 银行福建省分行为国有
大型商业银行JS 银行下辖的一级分行，既是总行普惠金融战略实施的执行者，又
是福建省辖内（厦门除外）普惠金融战略推进的决策制定者，是战略落地至关重要
的一环。为更好地了解行业内普惠金融的整体发展水平，本文首先分别分析了国有
大型商业银行、全国性股份制商业银行、城市商业银行和农村商业银行的普惠金融
发展概况，对各类商业银行的特点进行归纳和总结，并分析了JS 银行及福建省分
行普惠金融业务的发展现状。为进一步剖析业务发展存在的不足，笔者对普惠客群
进行了问卷调查，总结归纳了渠道发展、产品推广、领域推进、客户经营、风险意
识等问题，运用PEST 模型、波特五力模型等工具分析JS 银行福建省分行所处的内
外部环境，进而通过建立EFE 矩阵、IFE 矩阵和SWOT 矩阵对JS 银行福建省分行发
展普惠金融业务的内外部环境进行全方位的定性定量分析，最后基于QSPM 矩阵分
析确定加强型战略为JS 银行福建省分行发展普惠金融的首选战略。
综合以上分析，从加强型战略角度出发，以数字普惠金融模式为基础，以打
造普惠发展新生态为目标，从产品创新、外部获客、市场挖潜、重点提升、产品营
销五个方面提出了具体的战略实施途径。最后，本文从强化组织保障、优化机制建
设、强化队伍建设、强化风险管理等方面提出战略的保障措施，希望能够对JS 银
行福建省分行推进普惠金融战略提档升级起到促进作用，同时，对其他商业银行发
展普惠金融业务有一定的参考意义。
关键词：普惠金融；商业银行；发展策略
I
Research on Inclusive Finance development
strategy of JS bank in Fujian province
Abstract
Since the Third Plenary Session of the 18th CPC Central Committee,the
development of Inclusive Finance has become an explicit reform measure in China.
Start from 2017,governments at all levels have issued various policies and systems to
promote the construction of Inclusive Financial system and to promote the development
of Inclusive Financial.Under the call of the major policy,Inclusive Financial really
began to become a foothold of commercial bank,which overturned the "Pareto
Principle"and reorganized the resources of market allocation.
Under the background of vigorously promoting the Inclusive Finance in China,
this paper takes JS bank Fujian branch as an example.The object of research is to study
how to make the most appropriate inclusive financial development strategy.As a first-
class branch under JS bank,Fujian Branch of JS bank is the executor to implement the
Inclusive Finance strategy of head office as well as the decision-maker to promote the
Inclusive Finance strategy within the jurisdiction of Fujian Province (except Xiamen).
It is also a crucial link in the implementation of the strategy.In order to better
understand the overall development level of Inclusive Finance in the industry,this paper
firstly analyzes the overview of the Inclusive Finance in state-owned large commercial
banks,national joint-stock commercial banks,urban commercial banks and rural
commercial banks,summarizes the characteristics of various commercial banks,and
analyzes the development status of Inclusive Finance of JS bank and its Fujian Branch.
In order to further analyze the shortcomings,the author did a questionnaire to the
customer group and summarized the questions of channel development,product
promotion,field promotion,customer management and risk awareness.Then the paper
uses PEST model,Porter's five forces model and other tools to analyze the internal and
external environment of JS bank Fujian Branch.Furthermore,by establishing EFE
matrix,IFE matrix and SWOT matrix,the paper conducts all-round qualitative and
quantitative analysis on the internal and external environment of Inclusive Financial
business of Fujian Branch of JS bank,and finally determines that strengthening strategy
is the preferred strategy for JS bank Fujian Branch to develop Inclusive Finance based
on QSPM matrix analysis.
II
Based on the above analysis,from the perspective of strengthening strategy,based
on the digital inclusive financial model,aimed to build a new ecology of Inclusive
Finance,the paper put forward specific ways to implement the strategy from five
aspects:product innovation,external customer acquisition,market potential tapping,
key improvement and product marketing.Finally,this paper proposes strategic
safeguard measures on strengthening organizational guarantee,optimizing mechanism
construction,strengthening team construction and strengthening risk management.It
hops that JS bank Fujian Branch promote the strategy upgrading of inclusive finance.
At the same time,it can also provide some references for the development of other
commercial bank in inclusive financial business.
Key word：inclusive finance；commercial bank；development
strategy
III
目录
第一章绪论...............................................................................................1
1.1研究背景...........................................................................................1
1.2研究目的和意义...............................................................................2
1.2.1研究目的.....................................................................................2
1.2.2研究意义.....................................................................................3
1.3研究内容和方法...............................................................................4
1.3.1研究内容.....................................................................................4
1.3.2研究方法.....................................................................................4
1.4技术路线...........................................................................................5
第二章文献综述和相关理论..................................................................7
2.1国内外研究综述...............................................................................7
2.1.1普惠金融概述.............................................................................7
2.1.2商业银行普惠金融业务的相关研究.........................................8
2.1.3文献述评...................................................................................11
2.2相关基础理论.................................................................................11
2.2.1战略管理理论...........................................................................11
2.2.2分析工具...................................................................................12
第三章JS 银行福建省分行普惠金融发展概况...................................15
3.1商业银行普惠金融发展概况........................................................15
3.1.1国有大型商业银行...................................................................15
3.1.2全国性股份制商业银行...........................................................17
3.1.3城市商业银行...........................................................................18
3.1.4农村商业银行...........................................................................18
3.2JS 银行普惠金融战略简述.............................................................19
3.3JS 银行福建省分行普惠金融发展概况.........................................20
3.3.1JS 银行福建省分行现有的理念、架构和模式.......................20
3.3.2JS 银行福建省分行普惠金融业务情况分析...........................21
第四章JS 银行普惠金融业务发展问题分析.......................................24
4.1对JS 银行福建省分行普惠金融客户的调研及分析..................24
4.1.1调研目的...................................................................................24
4.1.2调研设计...................................................................................24
4.1.3调研结果分析...........................................................................25
4.2JS 银行福建省分行普惠金融业务发展存在的问题....................28
4.2.1渠道发展有待加强...................................................................28