兰州财经大学机构知识库

服务“三农”、支持县域经济发展是中央对中国农业银行不变的定位和要求。县域市场一直是中国农业银行的立行之本，与此同时，中国农业银行也充当着县域金融主渠道的重要角色，对于“三农”问题的解决以及县域经济的发展具有无可比拟的作用。伴随着我国乡村振兴战略的实施，各地大力推进乡村振兴计划，亟需商业银行等金融机构提供大量的资金作为坚强后盾，另一方面，无形当中也倒逼商业银行不断改善和提高金融服务水平。处于激烈竞争中的中国农业银行，如何满足县域金融市场需求，如何应对同业竞争者冲击，成为亟待研究的课题。

本文着眼中国农业银行各县域支行的发展态势，以农业银行甘肃省分行辖属县域支行（以下简称“甘肃农行县域支行”）为研究对象，就其面临的竞争环境、内部条件等展开竞争战略选择的研究与探讨。首先，在查阅国内外相关文献的基础上，阐释了有关商业银行竞争战略的理论概述，对拟使用的研究方法和基本框架进行介绍。其次，搜集掌握了农业银行甘肃省分行（以下简称“甘肃农行”）大量数据，并积极开展走访调研、实地考察，通过与县域市场其他商业银行进行比较，对甘肃农行县域支行发展现状及存在问题进行了概述。该行一半的网点、人员分布在县域，一半的存款、贷款来源于县域。伴随着工、中、建行重返县域，股份制银行等中小金融机构逐步渗透县域，该行在县域市场受到双重挤压。再次，运用差异化战略理论，深入分析甘肃农行县域支行市场竞争环境。宏观层面利用PEST模型，从政策环境、经济环境、社会环境和技术环境四方面对县域市场竞争环境进行了全面分析。微观层面运用五力模型，对县域市场供应商议价能力、购买者议价能力、潜在进入者、替代品威胁、同业竞争进行了研究分析。随后利用SWOT分析框架，得出竞争战略选择，并分析了实施差异化竞争的必要性和可行性，明确了差异化竞争的实施原则及目标。最后，从体制机制、客户服务、人力资源、科技支撑、风险管理等多个方面，提出了促进甘肃农行县域支行县域业务加快发展的具体实施对策。

Serving "agriculture, rural areas and farmers" and supporting county economic development are the central government's unchanging positioning and requirements for Agricultural Bank of China. The county market has always been the foundation of the Agricultural Bank of China. At the same time, the Agricultural Bank of China also plays an important role as the main channel of county finance, which plays an incomparable role in solving the "three rural" problems and the development of county economy. With the implementation of China's Rural Revitalization Strategy, all parts of the country vigorously promote the rural revitalization plan, in urgent need of commercial banks and other financial institutions to provide a lot of funds as a strong backing. On the other hand, it also forces commercial banks to constantly improve and improve the level of financial services. In the fierce competition of Agricultural Bank of China, how to meet the needs of the county financial market, how to deal with the impact of competitors, has become an urgent research topic.

This paper focuses on the development trend of each county branch of Agricultural Bank of China, taking the county branch of Gansu Branch of Agricultural Bank of China (hereinafter referred to as "County branch of Agricultural Bank of Gansu") as the research object, and carries out the research and Discussion on the choice of competitive strategy in terms of its competitive environment and internal conditions. First of all, on the basis of consulting the relevant literature at home and abroad, this paper explains the theoretical overview of the competitive strategy of commercial banks, and introduces the proposed research methods and basic framework. Secondly, we collected a large amount of data of Gansu Branch of Agricultural Bank of China (hereinafter referred to as "Gansu Agricultural Bank"), and actively carried out interviews and field visits. By comparing with other commercial banks in the county market, we summarized the development status and existing problems of Gansu Agricultural Bank's County branch. Half of the bank's outlets and personnel are located in the county, and half of its deposits and loans come from the county. With the return of ICBC, China Construction Bank and other small and medium-sized financial institutions, such as joint-stock banks, gradually infiltrating the county, the bank has been squeezed in the county market. Thirdly, using the theory of differentiation strategy, this paper analyzes the market competition environment of County branch of Agricultural Bank of Gansu. At the macro level, PEST model is used to comprehensively analyze the county market competition environment from policy environment, economic environment, social environment and technological environment. At the micro level, using the five forces model, this paper analyzes the bargaining power of suppliers, buyers, potential entrants, the threat of substitutes and horizontal competition in the county market. Then, using the SWOT analysis framework, we get the choice of competitive strategy, analyze the necessity and feasibility of implementing differentiated competition, and clarify the implementation principles and objectives of differentiated competition. Finally, from the system and mechanism, customer service, human resources, science and technology support, risk management and other aspects, this paper puts forward the specific implementation countermeasures to accelerate the development of county business of County branch of Agricultural Bank of Gansu.