JX农商银行竞争战略研究
摘要
乡村振兴战略的实施，让更多人认识到乡村市场大有可为。作为金融市场的重要组
成部分，银行在乡村振兴方面发挥了举足轻重的作用，同时也为农村市场的开拓，以及
农村金融服务提供了更多有效保障。农商银行主阵地便集中在农村地区，具有覆盖面广，
从业人员众多的优势，并且获得了农村用户普遍认可，但是随着互联网金融快速崛起，
商业银行服务下沉等，农村市场不断地被其他金融机构所侵蚀，农商银行的劣势问题不
断展现，如何在复杂的市场竞争当中脱颖而出，是所有农商银行必须面对的生存命题。
选择农村商业银行发展问题作为研究切入点，同时对大量文献资料进行梳理，以 JX
农商银行作为案例分析对象，对大量文献资料进行整合，分析该银行竞争战略发展现状，
同时也为竞争战略优化和完善提供更多思路。对于 JX农商银行来说，需要强化服务社
区、服务三农、服务中小企业、服务县域的宗旨，以县域农村市场作为自身发展重心，
采用特色化经营方式来更好地扎根农村市场，丰富业务种类，促进产品体系多样化，开
拓更加广阔的城域市场。
文章针对 JX农商银行竞争环境进行了分析，同时引入了 PEST分析、波特五力模
型等不同工具分别针对外部环境、行业环境、内部环境进行了多重维度分析，随后采用
SWOT分析方法指明该银行优势、劣势和威胁、机遇。 JX农商银行具有从业人员数量
多，网点数量多，自主经营成果高，群众基础良好的优势，但是产品单一，创新能力低，
风险防范形势严峻，同样也是该银行发展劣势所在，受到整体环境的影响，三农政策的
实施以及担保体系的健全，使得 JX农商银行获得了更多的发展机遇，但同样也需要面
对农村空心化，利率市场化等诸多威胁。为了更好地促进该银行发展，文章通过比较分
析的方法选定差异化战略，充分发挥出 JX农商银行网点分布广，人员数量多的优势，
采取因地制宜，因人制宜的服务方式，同时，还需要重视市场定位，做好品牌建设，提
升产品和服务差异性，通过提高战略柔性、优化部门配置、完善薪酬制度、创新激励方
式、加大不良处置、强化资金配置，并加强战略风险控制力度，为了促进各项战略实施，
分别从组织机构、经营管理、人力资源、信息技术等不同维度提出相应保障措施，引导
JX农商银行健康可持续发展。
关键词：农商银行；竞争战略；差异化战略；核心竞争力
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Abstract
Abstract
The implementation of the rural revitalization strategy has made more people realize that
the rural market is promising. As an important part of the financial market, banks have played
a significant role in the revitalization of rural areas,but also for the development of rural
markets and rural financial services to provide more effective guarantees. Rural Commercial
Bank is mainly concentrated in rural areas, with its advantages of wide coverage and a large
number of employees, and has been widely recognized by rural users. However, with the
rapid development of Internet finance and the sinking of commercial banking services, the
rural markethasbeen continuouslyeroded byother financialinstitutions, andthe
disadvantages of rural Commercial Bank continue to show. How to stand out in the complex
market competition? It is the survival proposition that all rural commercial banks must face.
Based on this, the paper chooses the development of Rural Commercial Banks as the
main point, and combs a large number of literature materials. Taking JX Rural Commercial
Bank as the case , the paper integrates a large number of literature materials, analyzes the
development status of the bank's competitive strategy, and provides more ideas for the
optimization and improvement of the competitive strategy. For JX Rural Commercial Bank, it
needs to strengthen the purpose of serving the community, serving agriculture, rural areas and
farmers, serving small and medium-sized enterprises and serving the county, take the county
rural market as the focus of its development, adopt a special operation mode to better take
root in the rural market, enrich the business types, promote the diversification of product
system and expand a broader metropolitan market.
This paper analyzes the competitive environment of JX Rural Commercial Bank.
Meanwhile, different tools such as PEST analysis method and Porter's Five Forces Model are
introduced toanalyzethe externalenvironment, industrialenvironment andinternal
environment in different dimensions, and then SWOT analysis method is adopted to point out
the advantages, disadvantages, threats and opportunities of the bank. JX Rural Commercial
Bank has the advantages of a large number of employees, a large number of outlets, high
independent operation results, and a good mass base. However, it has a single product, low
innovation ability, and a severe risk prevention situation, which are also the disadvantages of
the bank's development. It is affected by the overall environment, the implementation of
agriculture, rural policy and the perfection of the guarantee system. JX Rural Commercial
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JX农商银行竞争战略研究
Bank has obtained more developed opportunities, but it also needs to face many threats such
as rural hollowing out and interest rate liberalization. In order to promote the development of
JX RuralCommercialBank, thispaperselects thedifferentiation strategythrough
comparative analysis, gives full play to the advantages of JX Rural Commercial Bank's wide
networkdistributionand largenumberofpersonnel,adoptslocal conditionsand
individualized services. Meanwhile, it also needs to pay attention to market positioning, do a
good job in brand building, and improve the differentiation of products and services. By
improving the flexibility of the strategy, optimizing the allocation of departments, improving
the compensation system, innovating the incentive methods, increasing the disposal of
non-performing loans, strengthening the allocation of funds, and strengthening the strategic
risk control, in order to promote the implementation of various strategies, corresponding
safeguard measures were proposed from different dimensions such as human resources,
information technology, operation management, and enhanced service, so as to guide the
healthy and sustainable development of JX Rural Commercial Bank.
Key Words: Rural Commercial Bank; Competition strategy; Differentiation strategy;
Core competitiveness
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