摘 要
普惠金融致力于通过提高金融服务的覆盖性和渗透性，来降低社会融资成本
和改善就业环境，从而提高社会发展的平衡性，并推动小康社会的全面建成。近些
年，国家频频出台配套政策和措施以完善普惠金融的发展环境，并激励普惠金融业
务发展。这些举措为普惠金融业务的良好发展提供了机遇，不仅使发展普惠金融业
务成为国有大型银行的重要政治任务，还使得普惠金融成为商业银行践行创新发
展理念的重要领域。
作为国内最早布局普惠金融业务的商业银行，中国建设银行的普惠金融业务
具有典型性和代表性。在此，本文选择中国建设银行内蒙古分行的普惠金融业务为
研究对象，剖析其市场份额下降、客户结构单一、基层机构潜力发挥不足等问题。
在此，本文通过 PEST模型和波特五力模型等方法，分析建设银行内蒙古分行普惠
金融业务的内外部环境以及机遇与挑战。这些分析结果显示，尽管“双循环”新发
展格局、乡村振兴战略、消费升级、技术更新为其发展提供了良好的外部机遇，但
同业竞争加剧、监管趋严和互联网跨界力量对商业银行传统优势的冲击也带来了
重大挑战。在过去几年的发展中，建设银行内蒙古分行普惠金融信贷业务虽已具备
领先的市场格局，并在业务模式、品牌认可度等方面有较大优势，但也存在整体业
务结构不合理，三农领域缺失等劣势。
本文基于企业竞争战略理论和 SWOT矩阵分析方法进一步指出，通过经营理
念、服务模式、营销策略、重点领域及品牌影响五个方面的差异化竞争战略，可帮
助建设银行内蒙古分行保持其地区同业领先的地位，实现其“小微企业首选银行”
和“普惠金融综合服务最佳银行”的战略目标。同时，本文还提出如下四方面的保
障措施：一是坚实战略定力，推进普惠金融业务纵深发展；二是加强渠道建设，释
放网点动能与业务产能；三是筑牢风险底板，保障业务高质量发展；四是扎实基础
管理，提升发展内生动力与综合竞争力。
关键词：普惠金融，企业竞争战略，差异化战略
I

Abstract
Inclusive finance is aimed to reduce social financing costs and improve the
employment environment by improving the coverage and penetration of financial services.
Thereby, it has the abilities to balance the social development and to promote the
comprehensive construction of a well-off society. In recent years, our state has frequently
introduced supporting policies and measures to build a well environment for the
development of inclusive finance business. These measures provide opportunities to the
development of inclusive finance business, but also make it an important political task
for large state-owned banks and an important filed to practice the innovative development.
As the first domestic commercial bank of deploying inclusive finance business,
China Construction Bank's inclusive finance business is typical and representative. This
dissertation selected the inclusive finance business of its Inner Mongolia branch as the
research object and analyzed potential problems such as the declining market share,
singular customer structure and ineffective grassroots institutions. This dissertation
analyzed the internal and external environment, as well as opportunities and challenges
of the inclusive finance business of the Inner Mongolia branch of China Construction
Bank with methods such as the PEST model and the Porter Five Forces model. These
analyses showed that it has good external opportunities resulted from the “dual cycle”
new development pattern, rural revitalization strategies, consumption upgrades, and
technological updates. However, these analyses also showed challenges caused by the
chronically vanishing advantages of the whole industry due to penetration of Internet
cross-border forces and intensified competition within the industry, as well as stricter
supervision than before. In the past few years of development, the Inner Mongolia Branch
of China Construction Bank is leading in inclusive finance business because of
advantages in business models and brand recognition, but also has disadvantages due to
its inclusive finance business is unreasonable in structure and insufficient in supporting
the development of agriculture.
Based on the theory of corporate competitive strategy and the SWOT matrix analysis,
the current dissertation further points out that the differentiated competition strategy in
business philosophy, service model, marketing strategy, key areas and brand market can
help the Inner Mongolia branch of China Construction Bank to maintain its leading
position and to achieve its strategic goals of "the bank of choice for small and micro
II

enterprises" and "the best bank for inclusive financial services". At the same time, this
dissertation also proposes four safeguarding measures to ensure achieving these goals,
which are improving determination in promoting the in-depth development of inclusive
financial services, constructing effective network to activate outlets and release capacity,
enhancing risk awareness to ensure high-quality development and strengthening the
management to increase internal initiative and external competitiveness.
Keywords: inclusive finance,corporate competition strategy,differentiated competition
strategy
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