农行吉林省分行农村金融市场发展战略研究

发布时间：2018-03-30 20:37

本文选题：农村金融市场　切入点：农村金融　出处：《吉林大学》2012年硕士论文

【摘要】：作为一家长期致力于服务“三农”的国有大型商业银行,中国农业银行股份有限公司一直在农村金融市场起着举足轻重的作用，在服务农民、建设农村、促进经济社会发展中做出了重要贡献。中国经济在经历了改革开放三十年的高速高速发展后，进入了一个新的历史时期，政府及社会各界对农行服务“三农”寄予更高的期望，这既是对农业银行改革发展的明确要求，也是农业银行改革发展的新契机和新纪元。近年来，我国已经逐步形成了一套比较完整的“三农”扶持政策体系，正向建立健全促进农村经济社会发展的长效机制和新时期城乡统筹发展的制度体系不断迈进。这将为我国农业农村经济的发展，，以及“三农”问题的加快解决，提供强有力的支撑和保障。农业银行作为农村金融的骨干和支柱，对支持农业农村发展，做好“三农”扶持政策的配套金融服务，具有义不容辞的责任。国家各项“三农”扶持政策的实施为农行创造了大量的金融市场机会。吉林省分行是首批三农事业部试点分行，拥有全省覆盖面最广的分支机构、最庞大的电子化网络和最广泛的客户群体，对“三农”及县域经济发展起着日益重要的作用，为促进农业发展、农民增收和农村经济繁荣做出了积极贡献。随着政策的变化和技术的进步，吉林省农村金融市场银行竞争也日趋激烈，农行亟需对当前的市场形势做出正确的判断，并根据自身特点，选择合适的企业战略以巩固和发展在县域和农村金融市场的领军优势。本文以现代农村金融市场理论和企业战略理论为基础，综合运用SWOT等相关战略管理工具，为农行吉林省分行如何确定在农村金融市场的定位、采取何种战略做了有益的探索。本文从国家各项针对农业生产、农村建设、农民生活的各项财政和金融政策入手，首先分析了农行吉林省分行所处的宏观环境，并对新形势下企业所面临的机遇和挑战做出了判断。通过分析各家金融机构在农村这一细分市场的特点和表现，指出了农行吉林省分行应确立的战略地位。对农行吉林省分行现有的“三农”业务产品和渠道进行了梳理、分析，得出了其在农村金融市场各个方面的优势和劣势。本文进而使用SWOT模型对农行吉林省分行的内外部因素进行了综合的评估、比较，提出企业应采取差异化的竞争战略，确立“县域领军和支柱银行”的市场定位，实行以创新直补资金担保贷款、进行贷款结构调整的产品战略、实施金穗惠农通工程构建农村电子化渠道的销售战略、建设专业化“三农”金融队伍的运营战略。最后，本文分析了战略实施过程中存在的问题及风险管理措施，并论述了如何对战略实施进行保障和考评。
[Abstract]:As a large state-owned commercial bank committed to serving agriculture, rural areas and farmers for a long time, Agricultural Bank of China Co., Ltd. has been playing an important role in the rural financial market, serving farmers and building rural areas. The Chinese economy has entered a new historical period after three decades of rapid development of reform and opening up. The government and all sectors of society have placed higher expectations on Agricultural Bank of China (ABC) services for agriculture, rural areas and farmers. This is not only a clear requirement for the reform and development of the Agricultural Bank, but also a new opportunity and a new era for the reform and development of the Agricultural Bank. In recent years, China has gradually formed a relatively complete system of supporting policies for agriculture, rural areas and farmers. It is moving forward to establish and perfect the long-term mechanism for promoting the development of rural economy and society and the system system for the overall development of urban and rural areas in the new period. This will be a quickening solution to the problems of agriculture, rural areas and farmers in our country. As the backbone and pillar of rural finance, the Agricultural Bank of China, as the backbone and pillar of rural finance, has done a good job in providing financial services to support the development of agriculture, rural areas and farmers and the supporting policies for agriculture, rural areas and farmers. The implementation of the supporting policies for agriculture, rural areas and farmers has created a large number of financial market opportunities for the Agricultural Bank of China. Jilin Province Branch is the first pilot branch of the Agriculture, Farmers and Countryside Division, which has the most extensive branches in the province, the largest electronic network and the most extensive customer group. It plays an increasingly important role in the development of the "three rural areas" and the county economy. In order to promote agricultural development, farmers' income increase and rural economic prosperity have made positive contributions. With the change of policy and the progress of technology, the competition among banks in rural financial markets in Jilin Province has become increasingly fierce. The Agricultural Bank of China urgently needs to make a correct judgment on the current market situation and according to its own characteristics. Choose the appropriate enterprise strategy to consolidate and develop the leading advantage in the county and rural financial market. Based on the modern rural financial market theory and the enterprise strategy theory, this paper synthetically applies SWOT and other related strategic management tools. This paper makes a beneficial exploration on how to determine the position and strategy of Agricultural Bank of Jilin Province Branch in rural financial market. This paper starts with various national financial and financial policies aimed at agricultural production, rural construction and farmers' life, and analyzes the macro environment of Agricultural Bank of Jilin Province Branch. By analyzing the characteristics and performance of various financial institutions in the market segment of rural areas, the paper makes a judgment on the opportunities and challenges faced by enterprises in the new situation. This paper points out the strategic position that the Agricultural Bank of Jilin Province Branch should establish, combs and analyzes the existing "three rural" business products and channels of the Agricultural Bank of Jilin Province Branch. The advantages and disadvantages in various aspects of rural financial market are obtained. This paper then uses SWOT model to evaluate comprehensively the internal and external factors of Agricultural Bank of Jilin Province Branch, and puts forward that the enterprises should adopt the differentiated competitive strategy. To establish the market position of "county leader and pillar bank", to implement the product strategy of directly replenishing funds to guarantee loans, to adjust the structure of loans, and to implement the marketing strategy of Jinsui Huinongtong project to construct rural electronic channels. Finally, this paper analyzes the problems existing in the implementation of the strategy and the risk management measures, and discusses how to ensure and evaluate the implementation of the strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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