随着经济全球化的发展,我国对外开放进一步深入,金融市场管理制度在改

革中逐步放宽,给金融领域带来了更大的发展空间,同时也使得银行竞争更加激

烈。农发行内蒙古分行营业部作为政策性银行要发展国际业务,本身就存在很多

不利因素。如何提升自身服务水平,提高品牌认知度,在激烈的竞争中寻找利基

市场,如何从战略管理的角度对今后农发行内蒙古分行营业部国际业务的竞争战

略进行规划和研究,是本文研究的重点。

本文通过对农发行内蒙古分行营业部国际业务发展情况的分析,对农发行内

蒙古分行营业部国际业务外部竞争环境的分析,明确农发行内蒙古分行营业部的

竞争地位。在SWOT分析的基础上,提出可使农发行内蒙古分行营业部获得竞争优

势的战略选择-差异化集中战略,重点分析应在哪些方面与竞争对手进行差异化,

并最终提出主要的战略实施对策,利用“融资低成本”等竞争优势,围绕“优质

高效贴心的服务”等做出战略部署和努力。

通过本文分析得出结论,作为政策性银行,农发行内蒙古分行营业部在发展

国际业务方面存在先天的不足,为了在竞争中生存、发展,应努力发掘自身优势,

积极寻找利基市场。充分利用政策性银行低成本融资优势吸引涉农外向型客户;

以银行忽视的小微外贸企业作为目标服务客户,着力于服务效率和服务水平的差

异化,将“优质高效贴心的服务”作为特色经营,同时辅以一定的价格营销手段,

在一个较小的细分市场建立并保持农发行内蒙古分行营业部在国际业务方面的竞

争优势。

关键词:国际业务,竞争优势,融资低成本,利基市场

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Abstract

With the economic globalization and further opening up,the management system

of financial markets is gradually relaxed in the reform,bringing greater financial

development, but throwing the bank into more intensive competition. As a policy bank,

there are many negative factors for Agricultural Development Bank of China Inner

Mongolia Branch Banking Department to develop international banking services. How

to improve their services and enhance brand recognition, find a niche in the competitive

market, how to manage it with a strategic planning and strategic future form strategic

management for the international business of Agricultural Development Bank of China

Inner Mongolia Branch Banking Department is the focus of this study.

Based on the analysis of international business development of the Agricultural

Development Bank of China Inner Mongolia Branch Banking Department, and analysis

of the outside competitive environment of international business of the Agricultural

Development Bank of China Inner Mongolia Branch Banking Department,make clear

the competitive position of the Agricultural Development bank of China Inner Mongolia

Branch Banking Department. On the basis of SWOT analysis, the strategic choice to

gain competitive advantage - focused differentiation strategy is proposed for the

Agricultural Development Bank of China Inner Mongolia Branch Banking Department.

Analysis focus on areas in which to differentiate from competitors,and eventually made

a major strategic implementation measures,the use of low-cost financing and other

competitive advantages, around the quality and efficient caring service and make

strategic plans and efforts.

This paper concludes by analyzing, as a policy bank, there are innate deficiencies

in the development of international business for the Agricultural Development Bank of

China Inner Mongolia Branch Banking Department; in order to survive ^ncl develop in

the competition; efforts should be made to explore their own advantages; and actively

look for niche markets. Make full use of low-cost financing for policy bank to attract

export-oriented agricultural customers; choose small and micro enterprises in foreign

trade as a target customer service which often neglected by banks, focus on service

efficiency and differentiation, the quality and efficient caring service,’’ as featured

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