乡村振兴战略的深入实施，为商业银行县域业务发展带来前所未有的历史机遇。 商业银行纷纷加快转型步伐，抢抓县域“蓝海”市场。A银行作为国有大型商业银行， 其机构覆盖面广、业务种类齐全、品牌影响力强，如何有效提升县域市场竞争力，是 A银行亟待思考和解决的问题。本文以广西经济“十强县”之一——横县为例，通过对 标同业、对标历史、对标市场，研究A银行横县支行竞争力提升策略，以期对A银行 提高县域市场整体竞争力提供有益参考。 本文结合农村金融理论和市场竞争力理论，构建县域商业银行竞争力评价指标体 系。运用构建的县域商业银行竞争力评价指标体系，从现行竞争力和潜在竞争力两个 角度，通过将A行横县支行与其他7家商业银行的竞争力进行对比分析，得出A银行 横县支行在市场竞争中处于中游水平，现行竞争力和潜在竞争力不足，进而分析制约 竞争力提升的主要因素，最后提出A银行横县支行要提升市场竞争力，必须明确发展 思路，找准经营定位。同时，要加大对横县地方经济社会发展的信贷支持力度，以贷 款业务带动存款业务发展；强化线上线下渠道建设，提高获客活客粘客能力；加大对 存款、贷款、中间业务以及“三农”产品的创新推广力度；从考核激励、资源配置、人 才队伍以及风险管控等方面强化支持保障体系建设。 关键词：县域支行；竞争力；提升策略 II RESEARCHONTHESTRATEGYOFENHANCINGTHE COMPETITIVENESSOFBANKA’SHENGCOUNTRYSUB-BRANCH ABSTRACT Thein-depthimplementationoftheruralrevitalizationstrategyhasbrought unprecedentedhistoricalopportunitiesforthedevelopmentofcommercialbanks'county operationsmercialbankshaveacceleratedthepaceoftransformationandseizedthe “blueocean”marketinthecounty.Asalargestate-ownedcommercialbank,BankAhasa widerangeofinstitutions,completebusinesstypesandstrongbrandinfluence.Howto effectivelyimprovethecompetitivenessofthecountymarketisaproblemthatBankAneeds toconsiderandsolve.ThispapertakesHengCounty,oneofthe“TopTenCounties”in GuangxiProvinceasanexample,tostudythecompetitivenessimprovementstrategyofBank A’sHengCountrySub-branchbybenchmarkingitspeers,benchmarkinghistoryand benchmarkingmarket,withaviewtoimprovingtheoverallcountymarketforBankA Competitivenessprovidesausefulreference. Thispapercombinesruralfinancialtheoryandmarketcompetitivenesstheoryto constructacompetitiveevaluationindexsystemforcountycommercialbanks.Throughthe combinationofquantitativeanalysisandqualitativeanalysis,Bycomparingthe competitivenessoftheA-linehengcountybranchwiththecompetitivenessofother7 commercialbanks,itisconcludedthattheHengxianbranchofAbankisinthemid-stream levelinthemarketcompetition,andtheactualcompetitivenessandpotentialcompetitiveness areinsufficient.Then,analyzethemainfactorsthatrestricttheimprovementof competitiveness.Finally,itisproposedthattheHengCountrySub-branchofBankAshould improveitsmarketcompetitiveness,andmustclearlydevelopitsdevelopmentideasand identifyitsbusinesspositioning.Atthesametime,itisnecessarytoincreasecreditsupport forlocaleconomicandsocialdevelopmentinHengCounty,topromotethedevelopmentof depositbusinesswithloanbusiness;tostrengthentheconstructionofonlineandoffline channels,toimprovetheabilityofvisitorstostayandstay;increasetheinnovationand promotionofdeposits,loans,intermediatebusinessesand“threerural”products;strengthen thesupportandguaranteesystemconstructionfromtheaspectsofassessmentincentives, resourceallocation,talentteamandriskmanagement. KEYWORDS:CountyBranch;CompetitiveStrength;PromotionStrategy III 目录 摘要...........................................................................................................................................I ABSTRACT..............................................................................................................................II 第一章绪论................................................................................................................................1 1.1研究背景及意义...............................................................................................................1 1.1.1研究背景.....................................................................................................................1 1.1.2研究意义.....................................................................................................................1 1.2研究现状...........................................................................................................................2 1.2.1有关农村金融的研究现状.........................................................................................2 1.2.2商业银行竞争力研究现状.........................................................................................3 1.2.3研究现状评述.............................................................................................................4 1.3研究内容及方法...............................................................................................................4 1.3.1研究主要内容.............................................................................................................4 1.3.2研究主要方法.............................................................................................................5 1.4研究框架及创新点...........................................................................................................6 1.4.1研究框架....................................................................................................................6 1.4.1创新之处....................................................................................................................6 第二章县域商业银行竞争力评价体系的构建.......................................................................7 2.1县域商业银行竞争力的主要影响因素...........................................................................7 2.1.1县域商业银行竞争力相关理论研究........................................................................7 2.1.2影响县域商业银行竞争力的主要因素分析...........................................................8 2.2县域商业银行竞争力评价指标体系构建原则及内容...................................................9 2.2.1县域商业银行竞争力评价指标体系构建原则.......................................................9 2.2.2县域商业银行竞争力评价指标体系内容..............................................................10 第三章A银行横县支行竞争力现状研究.............................................................................13 3.1A银行横县支行概况....................................................................................................13 3.1.1横县经济社会发展概况..........................................................................................13 3.1.2A银行横县支行经营概况......................................................................................16 3.1.3同业竞争环境..........................................................................................................17 3.2A银行横县支行与同业现行竞争力对比分析............................................................19 3.2.1A银行横县支行与同业重要经营指标对比分析...................................................19 IV 3.2.2A银行横县支行与同业业务指标竞争力对比分析...............................................22 3.3A银行横县支行潜在竞争力分析.................................................................................27 3.3.1客户结构分析...........................................................................................................27 3.3.2员工年龄学历结构分析...........................................................................................28 3.3.3风险管理能力..........................................................................................................28 3.3.4产品创新能力...........................................................................................................29 3.4A银行横县支行竞争力总体评价.................................................................................29 第四章A银行横县支行竞争力提升策略..............................................................................31 4.1制约A银行横县支行竞争力提升的主要因素.............................................................31 4.1.1外部环境因素...........................................................................