【作者】 刘晓东；

【导师】 齐红倩；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 农村商业银行一直以来都是农村金融市场的主要推动力量,在服务三农和小微企业方面发挥了关键作用。此外,它们也在优化农村金融资源配置、促进农村经济发展方面做出了积极贡献。然而,随着银行业竞争的加剧,越来越多的商业银行开始向农村市场拓展业务,这使得农村商业银行面临着严峻的竞争压力。同时,随着国家乡村振兴战略的不断推进,农村商业银行也正处于一个重大的发展机遇期。在这个机遇期,农村商业银行需要准确把握机遇,挖掘农村金融市场的潜力,不断优化经营状况,增强自身的竞争力和可持续性。因此,如何精准洞察农村金融市场的需求,积极拓展客户群体,创新金融产品和服务,提升客户满意度和忠诚度,成为了当前农村商业银行所面临的重要问题。H农村商业银行是淮安市规模最大的一级法人金融机构,其发展历程具有广泛的代表性,并对其他农村商业银行的发展具有重要借鉴意义。因此,对于H农村商业银行的发展战略进行深入的研究和分析具有重要的现实意义。本文先分析了H农村商业银行目前各方面的发展状况,发现该银行在发展过程中存在着三个阻碍因素:股权治理机制不完善、人力资源管理模式落后和信贷风险管理水平较低。这些因素都对该银行的健康发展产生了一定的影响。随后,本文利用PEST分析工具和SWOT分析工具对H农村商业银行的发展环境以及其所面临的优势、劣势、机会和威胁进行了系统分析。在PEST分析中,本文对政治、经济、社会和技术等因素进行了评估,以揭示对H农村商业银行发展的影响。而在SWOT分析中,本文重点关注银行的内部优势和劣势以及外部机会和威胁,并提出了相应的战略建议。综合分析结果,本文建议H农村商业银行选择增长型战略方向,进一步发挥自身优势,抓住机遇,进而实现银行健康稳定发展。最后,本文基于H农村商业银行的发展愿景,结合增长型战略方向的选择,提出了密集型战略方案,以实现银行的可持续发展和提高核心竞争力。在该战略方案中,本文认为银行应该紧密关注国家政策导向,深入挖掘农村市场,开展精准营销,强化信贷业务,积极发展中间业务,优化盈收结构,并注重金融科技发展和数字化转型升级。这些措施将有助于银行在激烈的市场竞争中脱颖而出。为了确保这些战略方案的有效实施,本文还从组织机构、内控合规、信息技术和人力资源管理四个角度提供了相应的战略保障措施。通过实施这些战略方案和相应的战略保障措施,H农村商业银行可以更好地适应当前市场环境,增强市场竞争力,提高盈利能力和业务质量,实现高质量发展。更多还原

【Abstract】 Rural commercial banks have long been a major driving force in the rural financial market and have played a key role in serving the three rural areas and micro and small enterprises.In addition,they have also made positive contributions in optimising the allocation of rural financial resources and promoting rural economic development.However,with the intensification of competition in the banking industry,more and more commercial banks have started to expand their business into the rural market,which has put rural commercial banks under severe competitive pressure.At the same time,with the continuous promotion of the national rural revitalisation strategy,rural commercial banks are also in a period of significant development opportunities.During this opportunity period,rural commercial banks need to accurately grasp the opportunities,tap into the potential of the rural financial market,continuously optimise their operations and enhance their competitiveness and sustainability.Therefore,how to accurately understand the needs of the rural financial market,actively expand the customer base,innovate financial products and services,and enhance customer satisfaction and loyalty has become an important issue facing rural commercial banks.H Rural Commercial Bank is the largest first-tier legal person financial institution in city H.Its development history is widely representative and has important implications for the development of other rural commercial banks.Therefore,it is of great practical significance to conduct an in-depth study and analysis of the development strategy of H Rural Commercial Bank.This paper first analyses the current development of H Rural Commercial Bank in various aspects and finds that there are three impeding factors in the development of the bank: an inadequate equity governance mechanism,a poor human resource management model and a low level of credit risk management.All these factors have had an impact on the healthy development of the bank.This paper then uses PEST analysis tools and SWOT analysis tools to systematically analyse the development environment of H Rural Commercial Bank and the strengths,weaknesses,opportunities and threats it faces.In the PEST analysis,political,economic,social and technological factors are assessed to reveal the impact on the development of H Rural Commercial Bank.And in the SWOT analysis,this paper focuses on the bank’s internal strengths and weaknesses as well as external opportunities and threats,and makes corresponding strategic recommendations.Based on the results of the analysis,the paper recommends that Rural Commercial Bank H should choose a growth-oriented strategic direction to further exploit its strengths and seize opportunities,thereby achieving healthy and stable development of the bank.Finally,based on the development vision of H Rural Commercial Bank,this paper proposes an intensive strategic plan based on the choice of growth-oriented strategic directions to achieve sustainable development and improve the core competitiveness of the bank.In this strategic plan,the paper argues that the bank should pay close attention to national policy directions,tap deeply into the rural market,carry out precise marketing,strengthen credit business,actively develop intermediate business,optimise the profit and revenue structure,and focus on financial technology development and digital transformation and upgrading.These measures will help banks stand out in a highly competitive market.To ensure the effective implementation of these strategic programmes,this paper also provides corresponding strategic safeguards from four perspectives: organisation,internal control and compliance,information technology and human resources management.Through the implementation of these strategic plans and corresponding strategic safeguards,H Rural Commercial Bank can better adapt to the current market environment,enhance market competitiveness,improve profitability and business quality,and achieve high-quality development.更多还原