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MBA硕士论文_C农商银行的社区银行业务发展战略研究DOC

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文本描述
摘要摘要
中国 GDP 维持了平均约 10%的高速增长近 30 年。从 2012 年起,经济
增速放缓,进入新常态。随之,中国银行业也出现了贷款增速放缓、存贷利
差收窄、社会融资方式转变、不良贷款反弹、“宽进严管”五大新常态特征

我国大部分农村商业银行为 2006 年底随着准入政策放宽而成立,在盈利能
力、管理能力、风控能力等方面落后于大型银行及其他股份制银行。面对经
济新常态下商业银行传统业务盈利和规模增速放缓,市场竞争日益激烈的环
境和趋势,农村商业银行一类中小型银行面临前所未有的的挑战和与日俱增
的竞争压力

与此同时,在农村金融、城镇化建设、小微企业市场等方面,还存在着
较大的金融需求空间。当前时期,我国还继续存在着十分鲜明的城乡二元经
济结构,各商业银行对农村金融的支持力度明显不足,农村地区的金融供需
仍然不匹配。党的十八大报告指出,“城乡发展一体化是解决‘三农’问题
的根本途径”。随着城镇化深入推进,将在保障性安居工程、产业升级、居
民消费水平及结构变化等领域涌现出较大的金融需求。2014 年起,各地政府
在“大众创业、万众创新”号召下纷纷出台政策措施,推动了小微企业快速
增长。在此过程中,除了小微企业自身发展所需资金,相关产业基金设立、
孵化器建设、企业债发行、企业上市等也蕴含着巨大的金融需求。国务院在
2016—2020 年的普惠金融规划中提出,要求各类型金融机构找准市场定位,
以提供多层次全覆盖的金融服务。尤其要求农村商业银行等增强服务小微企
业和“三农”的能力

社区银行是国外引入的概念,具有主要服务于当地社区小企业和居民的
特征。研究显示,凭借其立足社区的人缘地缘等优势,社区银行在长期发展
过程中呈现出强大的生命力。农村商业银行作为承担着服务所在地“三农”
和中小企业的社会责任的银行,借鉴发达国家经验发展社区银行,既有利于C 农商银行的社区银行业务发展战略研究农村商业银行发挥独有优势,增强自身市场竞争力,又有利于充分发挥农村
商业银行在促进普惠金融发展上的积极作用

C 农商银行主要在 C 市开展业务,以服务 C 市“三农”、中小企业和地方
经济建设为使命,在扎根 C 市 65 年的经营过程中,建立起了 C 市最广泛的物
理网络,积累了深厚的客户基础,本身即具有“社区银行”特征。然而,因
其资产规模较大、已实现跨区域经营、业务发展上对大客户大项目依赖性强
等发展现状,又与“社区银行”有所区别。因此,不能单纯采取改造或设立
“社区支行”等途径发展社区银行。本文在总结国内外研究文献和实践经验
基础上,借助企业管理理论,分析C农商银行发展社区银行的现状和问题,
提出将社区银行作为重要的业务单位进行发展的思路。通过分析相关优势、
劣势、机会和挑战,制定社区银行业务单位的发展战略。在战略实施部分,
一方面,为社区银行业务发展找准市场定位,并以 3 类目标社区市场为例,
从竞争战略和营销策略两个层面开展营销规划,研究如何形成市场竞争优势;
另一方面,从组织架构、人力资源、风险控制、科技支持和社会责任五个方
面,研究如何形成战略支撑。本文提出的战略制定和实施方案对我国农村商
业银行具有一定的借鉴价值,在某种程度上能够促进农村商业银行从容应对
经济新常态环境,提高市场竞争力和生存能力

关键词:农村商业银行 社区银行业务 发展战略AbstractAbstract
China&39;s GDP has maintained an average growth rate of about 10% for nearly
30 years. From 2012 onwards, the economic growth slowdown, into the new
normal. Subsequently, China&39;s banking industry has also seen a slowdown in loan
growth, narrowing deposit and loan spreads, changes in social financing,
non-performing rate rise, wide in and strict supervision five new normal
characteristics. Due to the relaxation of the access policy of rural commercial
banks, most of China&39;s rural commercial banks were established after 2006. In the
internal management capacity, profitability, risk control ability, etc., they generally
lagged behind large banks and other joint-stock banks. Faced with the traditional
business profit and scale growth slowdown and the increasingly fierce market
competition, many small and medium banks such as rural commercial banks are
facing unprecedented challenges and increasing competition pressure.
At the same time, in rural areas, urbanization process and small and micro
enterprise market, there is still a large financial demand space. At present, China
has also continued to have a very clear urban and rural dual economic structure.
Due to the lack of bank support for rural finance, financial supply and demand in
rural areas still do not match. The report of the 18th Party Congress pointed out
that the integration of urban and rural development is the fundamental way to
solve the ‘agriculture, rural areas and farmers(Three Rural)’ issues. In the process
of urbanization construction, housing projects, industrial upgrading, the level and
structural changes of consumption , etc., contains a huge financial needs. In 2014,
driven by the wave of entrepreneurship and innovation, local governments have
introduced a number of support measures to creating a positive policy for small
and micro enterprise. With the growth of small and micro enterprises to speed up,
in addition to their own financial needs, the establishment of related industry funds,
incubator construction, corporate debt issuance, stock issue also contains huge
financial needs. The Inclusive Finance Development Plan (2016-2020)issued byResearch on Community Banking Development Strategy of C Rural Commercial Bankthe State Council requires all types of financial institutions to identify market
positioning, provide multi-level and full coverage of financial services, and
especially require rural commercial banks to improve the service ability for small
and micro enterprises and the Three Rural.
The concept of community banks is drawn from abroad and has the
characteristics of serving small businesses and residents in the local community.
Studies show that, with its popularity and geographical advantages, community
banks in the long process of development have shown a strong vitality. Rural
commercial banks are small and medium-sized banks that bear social
responsibility to provide services for solving the Three Rural issues and small
and medium-sized enterprises. Learn from the experience of developed countries
to develop community banks, rural commercial banks can play their unique
advantages, enhance their own market competitiveness, at the same time, give full
play to promote the development of Inclusive Finance .
To serve the Three Rural, small and medium enterprises and local economic
development as a mission for 65 years in C city, C Rural Commercial Bank has
established the most extensive physical network, and has accumulated a deep
customer base, itself has many community bank characteristics. However, unlike
the community bank, due to its characteristics of large-scale assets,
cross-regional management, relying on large customer projects and other
characteristics, it can not develop community banks simply by taking the
transformation way or establishing community branch. On the basis of
summarizing the domestic and foreign research literature and practical experience,
this paper analyzes the current situation and problems of the development of
community banks by means of enterprise management theory, and puts forward
the idea of developing community banks as important business units for C rural
commercial bank. By analyzing the advantages, disadvantages, opportunities and
challenges of C Rural Commercial Bank, this paper develops a development
strategy for the community banking units. On the implementation of the strategy,
on the one hand, firstly, identifies the market position for the development of
community banks. Secondly, taking three types of target community market as an
example, the author carries out marketing plan from two aspects: competitive
strategy and marketing strategy, to study how to form market competitiveAbstractadvantage. On the other hand, from the organizational structure, human resources,
risk control, technology support and social responsibility in five areas, this paper
studies how to form a strategic support. The strategy formulation and
implementation plan proposed in this paper has certain reference value for China&39;s
rural commercial banks, and in a certain extent, it may be helpful for the rural
commercial banks to cope with the new normal environment and improve their
market competitiveness and viability.
Keywords: rural commercial bank;community banking;development strategy目 录目 录
1 绪论 ......... 1
1.1 研究背景和选题意义 1
1.1.1 研究背景. 1
1.1.2 选题意义.....
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