MBA学位论文
作者：李彦斌
西峰瑞信村镇银行竞争战略研究
西峰瑞信村镇银行竞争战略研究
中文摘要
村镇银行是拥有独立法人地位的有限责任公司，目的是推动农村地区经济发
展、农业生产经营和满足农户信贷需求。然而随着我国银行业金融机构竞争加剧
以及服务水平不断提高，西峰瑞信村镇银行面临的竞争压力持续增加。如何依托
特色化金融服务，快速细化分割区域市场，维持并提高市场份额，成为能够盈利
和可持续发展的银行，是开展西峰瑞信村镇银行竞争战略研究的目的，也是西峰
瑞信村镇银行当面面临的现实问题。
本文在梳理竞争战略相关理论、商业银行竞争战略研究以及村镇银行竞争战
略研究基础上，运用竞争战略工具对西峰瑞信村镇银行内外部环境分析，指出西
峰瑞信村镇银行外部机会和威胁、内部优势和劣势。再应用 QSPM矩阵分析得出
西峰瑞信村镇银行应当实施差异化竞争战略，从而得出竞争战略的内容,包括建
设差异化的品牌形象、创建差异化的信贷产品、提升差异化的服务水平。指出西
峰瑞信村镇银行实施差异化竞争战略所需的保障措施。组织保障方面要明确董事
会、行长办公会以及各职能部门的主要职责，确保组织各方能够有序、高效沟通
和运作。职能保障方面行长要定期评估阶段性战略实施情况和年度工作计划落实
情况，及时修订竞争战略，确保竞争战略能够顺利实施。风控保障方面西峰瑞信
村镇银行要从完善合规管理制度和流程、借鉴和引用大型银行风控技术和手段、
加大信息科技在风控方面的应用三个方面进行风控保障，以此来保障差异化竞争
战略能够得到有效实施。
关键词：村镇银行，区域市场，竞争战略，保障措施
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MBA学位论文
作者：李彦斌
西峰瑞信村镇银行竞争战略研究
RESEARCH ON THE COMPETITION STRATEGY OF
XIFENG RUIXIN RURAL BANK
Abstract
Rural banks is a limited liability company with independent legal person status. Its
purpose is to promote economic development, agricultural production and operation in rural
areas and meet the credit needs of farmers. However, with the intensification of competition
among China's banking financial institutions and the continuous improvement of service level,
the competitive pressure faced by Xifeng Credit Suisse Rural Bank continues to increase. How
to rely on characteristic financial services, quickly refine and segment the regional market,
maintain and improve the market share, and become a profitable and sustainable bank is the
purpose of the research on the competitive strategy of Xifeng Credit Suisse rural bank，It is
also a practical problem faced by Xifeng Credit Suisse rural bank.
In terms of functional guarantee, the President shall regularly evaluate the implementation
of phased strategy and annual work plan, and timely revise the competitive strategy to ensure
the smooth implementation of the competitive strategy. On the basis of combing the relevant
theories of competitive strategy, the research on the competitive strategy of commercial banks
and the research on the competitive strategy of rural banks, this paper uses the competitive
strategy tool to analyze the internal and external environment of Xifeng Credit Suisse rural
bank, and points out the external opportunities and threats, internal advantages and
disadvantages of Xifeng Credit Suisse rural bank. Then, by applying QSPM matrix analysis, it
is concluded that Xifeng Credit Suisse rural bank should implement differentiated competitive
strategy, so as to obtain the content of competitive strategy, including building differentiated
brand image, creating differentiated credit products and improving differentiated service
level.It points out the safeguard measures needed by Xifeng Credit Suisse rural bank to
implement the differentiated competition strategy. In terms of organizational guarantee, we
should clarify the main responsibilities of the board of directors, the president's office meeting
and various functional departments to ensure that all parties in the organization can
communicate and operate in an orderly and efficient manner. In terms of functional support,
the President shall regularly evaluate the implementation of phased strategies and annual work
plans, and timely revise the competitive strategy to ensure the smooth implementation of the
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MBA学位论文
作者：李彦斌
西峰瑞信村镇银行竞争战略研究
competitive strategy. In terms of risk control guarantee, Xifeng Credit Suisse rural bank should
carry out risk control guarantee from three aspects: improving compliance management system
and process, learning from and quoting risk control technologies and means of large banks, and
increasing the application of information technology in risk control, so as to ensure the effective
implementation of differentiated competition strategy.
Key words: rural bank, regional market, improvement solution, safeguard measures
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