I 摘要 近几年，农村经济的快速发展和农村居民收入的快速提升，农村金融市场迅 速壮大，SC农村商业银行作为深耕“三农”的金融机构，在过去几年经营效益有 了明显的改善。但随着利率市场化进程加快、互联网金融迅速兴起、金融脱媒愈 演愈烈、金融创新与日俱增，银行业竞争日趋白热化，商业银行纷纷将目光转向 竞争相对薄弱的农村金融市场。加之银行产品日益同质化，网点运营、服务与营 销逐步成为竞争的关键，银行网点成为了商业银行的重要战场。在这一背景下， SC农村商业银行网点升级改造的重要性更为凸显，一是以往“跑马圈地”的网点建 设模式已不可持续；二是客户的日渐成熟倒逼其网点升级改造；三是自身的业务 经营转型客观要求网点升级改造。因此。SC农村商业银行的网点升级改造既是顺 应行业发展的趋势，也是自身发展的要求。应当通过优化营业网点的布局，合理 设计网点功能分区，改变网点的营销服务流程，提升网点营销服务能力，构建起 以网点作为基础的银行零售业务发展体系，实现业务功能由核算交易主导型向营 销服务主导型进行转变。 本文主要针对SC农村商业银行网点升级改造可行性进行研究，首先分析SC农 村商业银行网点升级改造项目背景、意义及内容、进度与标准为可行性研究提供 基本路径；然后在归纳和整理了项目可行性研究相关理论与方法的基础上，结合 SC农村商业银行网点升级改造项目的实际情况，构建SC农村商业银行网点升级改 造项目PEST-SWOT模型，并从项目内、外市场环境通过ARIMA预测与修正的戈德 史密斯金融融量模型对项目市场可行性进行分析；紧接着还对项目实施方案进行 了分析；使用投资回报率分析法进行财务可行性分析；最后还通过AHP层次分析 法进行项目风险评估分析，力图SC农村商业银行升级改造实现成本缩减、投资回 报与客户的满意度提升提供参考依据。 关键词，网点升级改造，农村商业银行，可行性研究，项目管理ABSTRACT II ABSTRACT Three agriculture the rapid development of economy become the key driver of rural financial institutions to upgrade transformation，on the other hand，with the development of global integration trend of foreign Banks into China's financial industry，and will target the financial retail business category，and rural commercial Banks to raise their market competitiveness，and implement the network transformation of should to be born. Domestic and foreign Banks in order to preempt the retail banking market，improve the core competition ability，launch the outlets of strategic transformation strategy ， positive change points of marketing services ， through optimizing the layout of the outlets，rational design of network function partition， change the network marketing service process，build on the basis of the outlets of retail business development system，effective marketing service ability promoted outlets. This paper mainly rural commercial bank outlets for SC upgrading feasibility study first analyzes the SC Rural Commercial Bank branch upgrade project background, meaning and content, progress and standards to provide basic path for the feasibility study; then summarize and organize the project is feasible Study basic theories and methods, combined with the actual situation of SC rural commercial bank outlets upgrading project to construct SC rural commercial bank outlets upgrading projects PEST-SWOT model, and from within the project, external market environment through the ARIMA forecasting and correction Goldsmith amount of the financial model of the project financing market feasibility analysis; followed by further project implementation program are analyzed; return on investment analysis financial feasibility analysis; finally, project risk assessment by AHP Analytic hierarchy Process analysis, trying SC upgrading rural commercial banks to achieve cost reductions, return on investment and enhance customer satisfaction provide a reference. Keywords: branch transformation，Rural commercial bank，A feasibility study，Project Management目录 III 目 录 第一章 绪论.................................................................................................................... 1 1.1 研究背景及意义................................................................................................ 1 1.1.1 研究的背景 ............................................................................................ 1 1.1.2 研究的理论和实践意义 ........................................................................ 2 1.2 国内外研究发展现状综述................................................................................ 3 1.2.1 国外研究发展现状 ................................................................................ 3 1.2.2 国内研究发展现状 ................................................................................ 3 1.3 相关概念界定.................................................................................................... 4 1.4 研究内容、方法与思路.................................................................................... 5 1.4.1 研究的内容 ............................................................................................ 5 1.4.2 研究的方法 ............................................................................................ 5 1.4.3 研究的思路 ............................................................................................ 6 第二章 项目可行性研究相关理论与方法.................................................................... 7 2.1 项目管理相关理论 ............................................................................................ 7 2.2 项目可行性研究理论 ........................................................................................ 7 2.2.1 可行性研究概念界定 ............................................................................. 7 2.2.2 可行性研究理论发展过程归纳 ............................................................. 8 2.3 项目可行性研究方法 ........................................................................................ 9 2.3.1 市场分析方法 ......................................................................................... 9 2.3.2 财务分析方法 ....................................................................................... 10 2.3.3 项目风险分析方法 ............................................................................... 11 2.4 本章小结 .......................................................................................................... 12 第三章 SC 农商银行网点升级改造项目市场可行性分析........................................ 13 3.1 SC 农商银行网点升级改造项目概述 ............................................................ 13 3.1.1 项目简介 .............................................................................................. 13 3.1.2 项目建设的必要性 .............................................................................. 14 3.2 SC 农商银行网点升级改造项目市场背景分析 ............................................ 15 3.2.1 企业背景分析 ...................................................................................... 15 3.2.2 政策背景分析 ...................................................................................... 20 3.2.3 行业背景分析 ...................................................................................... 20目录 IV 3.3 SC 农商银行网点目标客户分析 .................................................................... 21 3.3.1 存款来源分析 ...................................................................................... 21 3.3.2 贷款结构分析 ...................................................................................... 23 3.4 SC 农商银行网点市场份额分析 .................................................................... 24 3.4.1 SC 农商银行总量分布 ......................................................................... 24 3.4.2 SC 农商银行业务开展情况分析 ......................................................... 25 3.4.3 SC 农村地区银行金融容量缺口 ......................................................... 28 3.5 本章小结.......................................................................................................... 29 第四章 SC 农商银行网点升级改造项目实施方案分析............................................ 30 4.1 SC 农商银行网点升级改造项目实施方案设计 ............................................ 30 4.1.1 SC 农商银行网点升级改造原则 .....