K县金融市场的竞争愈演愈烈，尤其是随着城镇化的趋势不断发展和农村客 户群体逐渐减少，更加剧了这一状况，该市场由原来农信社的一家独大逐渐演 变成了邮储银行、村镇银行和农信社之间的竞争新格局，这无疑为河南省K县 农信社的发展带来了前所未有的挑战。 本文以河南省K县农信社为研究对象，首先分析了该企业当前面临的内外 部环境状况，深入分析了K县农信社面临的宏观环境、行业与竞争环境、市场 与客户情况、自身发展概况及主要资源和与同行业的竞争力比较等内容，宏观 环境主要分析了当前的政治与法律因素、社会文化与经济因素、人口因素和信 息技术因素等方面。对K县市场客户群体的分类为更好的实施客户服务的差异 化打下了基础，内外部环境内容的分析也为后续章节集中差异化竞争战略的选 择和实施提供了基础。其次，运用了SWOT方法重点分析了K县农信社自身的 优势、劣势和面临的机遇、挑战，提出该企业应发挥自身优势，抓住面临的发 展机遇迎接挑战，以发展补齐短板，又通过区域集中与客户集中和基于品牌与 客户服务的差异化等方面，进一步论证实施集中差异化竞争战略的可行性和必 要性。最后，实施集中差异化竞争战略主要通过网点布局优化与资源整合、风 险防控、线上线下相结合的市场推广、差异化的品牌塑造和客户服务等途径实 现，其主要抓手是线上综合金融服务平台的打造，这也是实施集中差异化竞争 战略的核心所在，更是本篇文章的落脚点，只有通过打造以存贷款市场为核心、 其他各类中间业务发展并存的线上综合金融服务平台才可以打破原有的地域限 制、巩固存量市场、不断抢占新增市场、引活水于区域之外，在激烈的同业竞 争中取得竞争优势，体现出客户服务的差异化，以此塑造差异化的品牌形象。 关键词：K县农信社环境分析集中差异化 II Abstract ThecompetitioninKcounty'sfinancialmarkethasbecomeincreasinglyfierce, especiallywiththecontinuousdevelopmentofurbanizationandthegradualreduction oftheruralcustomergroups,whichhasaggravatedthissituation,themarkethas graduallyevolvedfromamonopolyofruralcreditcooperativestoanewpatternof competitionamongpostalsavingsbanks,villagebanksandruralcreditcooperatives, whichundoubtedlybringsunprecedentedchallengestothedevelopmentofRural CreditCooperativesinkcountyofHenanProvince. Inthispaper,KcountyruralcreditcooperativesinHenanProvinceasthe researchobject,firstofall,theenterpriseisfacedwiththeinternalandexternal environment,thispaperanalyzesindepththemacro-environment,industryand competitionenvironment,marketandcustomersituation,self-developmentsurvey, mainresourcesandcomparisonwithotherindustriesofKXIANruralcredit cooperatives,themacro-environmentmainlyanalyzesthecurrentpoliticalandlegal factors,socio-culturalandeconomicfactors,demographicfactorsandinformation technologyfactors.TheclassificationofcustomergroupsinKcountymarketlaysa foundationforbetterimplementationofcustomerservicedifferentiation,andthe analysisofinternalandexternalenvironmentcontentsprovidesafoundationforthe selectionandimplementationofcentralizeddifferentiationcompetitionstrategyinthe followingchapters.Secondly,itanalyzestheadvantages,disadvantages,opportunities andchallengesofKxianruralcreditcooperativeswithSWOTmethod,andputs forwardthatthisenterpriseshouldexertitsownadvantages,seizethedevelopment opportunitiesandmeetthechallenges,soastomakeupfortheshortagewith development,throughtheregionalconcentrationandcustomerconcentrationandthe differentiationbasedonbrandandcustomerservice,thepaperfurtherdemonstrates thefeasibilityandnecessityofimplementingthestrategyofcentralizeddifferentiation. Finally,theimplementationofcentralizeddifferentiatedcompetitivestrategyis mainlyachievedthroughtheoptimizationofnetworklayoutandresourceintegration, riskpreventionandcontrol,onlineandofflinemarketing,differentiatedbrand buildingandcustomerservice,etc.,itsmaintaskistobuildanonlineplatformfor comprehensivefinancialservices,whichisalsothecoreoftheimplementationof centralizeddifferentiatedcompetitionstrategy,andisthefocusofthisarticle,onlyby III buildinganon-linecomprehensivefinancialserviceplatformwiththedepositand loanmarketasthecoreandthedevelopmentofotherkindsofintermediarybusinesses canwebreaktheoriginalgeographicalrestrictions,consolidatethestockmarket, continuouslyseizenewmarketsanddrawfreshwaterfromoutsidetheregion,inthe fiercecompetitionintheindustrytoObtainCompetitiveAdvantage,reflectthe customerservicedifferences,inordertocreateadifferentiatedbrandimage. KeyWords:KCountyRuralCreditCooperatives,environmentalanalysis, centralizeddifferentiation I 目录 摘要.............................................................................................................I ABSTRACT..............................................................................................II 第一章绪论.............................................................................................1 第一节研究背景.....................................................................................................1 第二节研究意义.....................................................................................................2 第三节研究内容与研究思路.................................................................................3 第二章内外部环境分析.........................................................................5 第一节宏观环境分析.............................................................................................5 一政治和法律因素..................................................................................................................5 二社会文化和经济因素..........................................................................................................8 三人口因素............................................................................................................................10 四信息技术因素....................................................................................................................12 第二节行业与竞争环境.......................................................................................12 一部分地方银行的发展概况................................................................................................12 二竞争对手分析....................................................................................................................14 三竞争状况分析....................................................................................................................15 第三节市场和客户分析.......................................................................................16 一金融市场定义与分类........................................................................................................16 二农村金融市场的形成与特征............................................................................................16 三存贷款供需矛盾的K县金融市场分析...........................................................................17 四K县金融市场客户群体分析............................................................................................19 第四节K县农信社发展概况及主要资源分析...................................................22 一K县农信社发展历程........................................................................................................22 II 二K县农信社的组织架构....................................................................................................22 三K县农信社的主要资源分析............................................................................................23 第五节K县农信社与其他同业的竞争力分析...................................................25 一品牌影响力和客户满意度调查分析................................................................................25 二存款市场占有率分析........................................................................................................26 第三章集中差异化竞争战略选择.......................................................27 第一节SWOT分析与竞争战略选择..................................................................27 一优势和劣势........................................................................................................................27 二机遇与挑战........................................................................................................................28 三市场定位...............................................