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安义农商银行由原安义县联社、安义农村合作银行改制而来，于 2015 年 11
月 30 日获批建，2016 年 7 月 26 日正式挂牌开业。安义农商银行秉承“信用为本、
合作共赢”的经营理念，充分把握改制农商行机遇，全面推进经营模式和增长方
式转变，增强综合竞争能力、盈利能力和风险防控能力。本文以安义农商银行为
研究对象，对其市场竞争的宏观与微观环境、自身所存在的优势与劣势、面临的
机遇与威胁进行了分析，进而提出了安义农商银行市场竞争的战略。主要结论有：
（1）安义农商银行作为安义县农村金融市场的主力军，对扭转当地农村资金周转
困难、促进农村金融多元化发展都等起到了积极的作用。（2）安义农商银行市场
竞争战略的实施既有营业网点遍布城乡、得天独厚的地理位置以及贷款产品好等
的优势，也存有资本规模小、业务发展难、内部治理机制弱、金融创新能力和从
业人员素质低等的劣势；既具有国家对农村金融政策扶持加大、社会主义新农村
建设市场需求扩大、农村征信系统建设加快以及安义县域经济快速发展所带来的
发展机遇，也面临国民经济新常态发展、利率市场化、市场竞争日趋激烈、社会
信用环境有待优化、部分历史包袱难以化解、各类歧视政策存在、人才引进机制
缺乏以及先进科技手段冲击等所带来的挑战。安义农商银行要取得进一步的发展，
就必须扬长避短，从战略管理角度出发，制定出适合安义农商银行发展的战略和
实现的路径。（3）安义农商银行的市场竞争战略定位应该是——“立足县域、服
务社区、支农支小”。为此，安义农商银行应始终坚持“为客户创造价值、为股东
创造利润、为员工创造未来、为社会创造财富”的宗旨，践行“锐意创新、好中
求快、谋求质量效益型内涵式发展之路”三大目标，着力打造成为服务县域的主
力银行、农民喜爱的乡村银行。安义农商银行市场竞争战略的实施应全方位立足
于管理战略、业务战略、风控战略、信息战略、人才战略和品牌战略的齐头并进
关键词：安义农商银行；市场竞争战略；环境分析；SWOT 分析II
Abstract
With the continuous deepening of the reform of our country socialist market
economic system, the reform of supply side, “Three rural” problem is becoming more
and more attention by the social from all walks of life. Rural commercial bank is the
new achievements of China&39;s rural credit cooperatives reform, as a regional financial
institutions, will not be eliminated in the fierce financial competition, the market
competitiveness of rural commercial bank to make objective and reasonable evaluation,
and the corresponding market competitive strategy for implementation.
Anyi rural commercial bank formerly known as Anyi rural credit cooperatives,
Anyi rural cooperative bank, has experienced two restructurings, which approved by the
raise in November 2015 and formally established in June 2016. Anyi rural commercial
bank adhering to the credit first, win-win cooperation business philosophy, fully grasp
the restructured bank opportunity, promoting management mode and the change of the
pattern of economic growth, enhance the comprehensive competition ability,
profitability and risk control ability. In this paper, Anyi rural commercial banks as the
research object, analyzes the objective and microcosmic environment, its opportunities
and threats, advantages and disadvantages of the market competition in Anyi rural
commercial bank, and then puts forward the Anyi rural commercial bank market
competition strategy. The main conclusions are as follows:(1)Anyi rural commercial
bank as the main force in Anyi County rural financial market, to reverse the local rural
capital flow difficulties, and promote diversified rural financial development has played
a positive role.(2)Anyi rural commercial banks to implement the strategy of market
competition, it has spread all over the urban and rural branches, richly endowed by
nature geographical position, good quality of loan products and other advantages,
disadvantage is the small size of capital, business development, internal governance
mechanism, weak financial innovation ability is low, the low quality of employees, the
rapid development of the rural credit system construction of national support the new
socialist countryside construction of rural financial policy, the market demand continues
to accelerate，Anyi County economy brings opportunities to the development of Anyi
rural commercial bank, but also face the new economic normal development, the
interest rate market, the increasingly fierce market competition, the social credit
environment needs to be optimized, part of the historical burden, it is difficult to resolve
all kinds of discriminatory policies still exist, the lack of talent introduction mechanism,III
advanced technology means the impact brought by the challenge. To achieve further
development, Anyi rural commercial bank must avoid weaknesses, from the perspective
of strategic management, formulate the development strategy and path for its
implementation.(3)Anyi rural commercial banks in the market competition strategy
should be - based on the county, to serve the community, support agriculture and small
businesses. To this end, Anyi rural commercial banks should always adhere to the
create value for customers, create profits for shareholders, for employees to create the
future, to create wealth for the purpose of society, vigorously carry out innovation,
quality and efficiency, good in quickly seek connotative development road three goals,
efforts to build a service of the county&39;s main bank, farmers like rural bank. The
implementation of Anyi rural commercial bank market competition strategy should be
based on the full range in management strategy, business strategy, risk control strategy,
information strategy, talent strategy and brand strategy.
Key words: Anyi rural commercial bank; market competition strategy;
environment analysis; SWOT analysisIV
目 录
中文摘要.Ⅰ
Abstract.Ⅱ
1 绪论.....1
1.1 研究背景与意义1
1.1.1 研究背景.1
1.1.2 研究意义.2
1.2 研究综述2
1.2.1 国外研究综述.....2
1.2.2 国内研究综述.....4
1.2.3 文献述评.5
1.3 研究内容5
1.4 研究方法6
1.5 研究创新6
1.6 相关概念界定....7
1.6.1 农村商业银行.....7
1.6.2 商业银行市场竞争力.....8
1.6.3 农村商业银行市场竞争力..
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