本文選題：農(nóng)村金融市場　切入點：農(nóng)村金融　出處：《吉林大學(xué)》2012年碩士論文

【摘要】：作為一家長期致力于服務(wù)“三農(nóng)”的國有大型商業(yè)銀行,中國農(nóng)業(yè)銀行股份有限公司一直在農(nóng)村金融市場起著舉足輕重的作用，在服務(wù)農(nóng)民、建設(shè)農(nóng)村、促進(jìn)經(jīng)濟(jì)社會發(fā)展中做出了重要貢獻(xiàn)。中國經(jīng)濟(jì)在經(jīng)歷了改革開放三十年的高速高速發(fā)展后，進(jìn)入了一個新的歷史時期，政府及社會各界對農(nóng)行服務(wù)“三農(nóng)”寄予更高的期望，這既是對農(nóng)業(yè)銀行改革發(fā)展的明確要求，也是農(nóng)業(yè)銀行改革發(fā)展的新契機和新紀(jì)元。近年來，我國已經(jīng)逐步形成了一套比較完整的“三農(nóng)”扶持政策體系，正向建立健全促進(jìn)農(nóng)村經(jīng)濟(jì)社會發(fā)展的長效機制和新時期城鄉(xiāng)統(tǒng)籌發(fā)展的制度體系不斷邁進(jìn)。這將為我國農(nóng)業(yè)農(nóng)村經(jīng)濟(jì)的發(fā)展，，以及“三農(nóng)”問題的加快解決，提供強有力的支撐和保障。農(nóng)業(yè)銀行作為農(nóng)村金融的骨干和支柱，對支持農(nóng)業(yè)農(nóng)村發(fā)展，做好“三農(nóng)”扶持政策的配套金融服務(wù)，具有義不容辭的責(zé)任。國家各項“三農(nóng)”扶持政策的實施為農(nóng)行創(chuàng)造了大量的金融市場機會。 吉林省分行是首批三農(nóng)事業(yè)部試點分行，擁有全省覆蓋面最廣的分支機構(gòu)、最龐大的電子化網(wǎng)絡(luò)和最廣泛的客戶群體，對“三農(nóng)”及縣域經(jīng)濟(jì)發(fā)展起著日益重要的作用，為促進(jìn)農(nóng)業(yè)發(fā)展、農(nóng)民增收和農(nóng)村經(jīng)濟(jì)繁榮做出了積極貢獻(xiàn)。隨著政策的變化和技術(shù)的進(jìn)步，吉林省農(nóng)村金融市場銀行競爭也日趨激烈，農(nóng)行亟需對當(dāng)前的市場形勢做出正確的判斷，并根據(jù)自身特點，選擇合適的企業(yè)戰(zhàn)略以鞏固和發(fā)展在縣域和農(nóng)村金融市場的領(lǐng)軍優(yōu)勢。本文以現(xiàn)代農(nóng)村金融市場理論和企業(yè)戰(zhàn)略理論為基礎(chǔ)，綜合運用SWOT等相關(guān)戰(zhàn)略管理工具，為農(nóng)行吉林省分行如何確定在農(nóng)村金融市場的定位、采取何種戰(zhàn)略做了有益的探索。 本文從國家各項針對農(nóng)業(yè)生產(chǎn)、農(nóng)村建設(shè)、農(nóng)民生活的各項財政和金融政策入手，首先分析了農(nóng)行吉林省分行所處的宏觀環(huán)境，并對新形勢下企業(yè)所面臨的機遇和挑戰(zhàn)做出了判斷。通過分析各家金融機構(gòu)在農(nóng)村這一細(xì)分市場的特點和表現(xiàn)，指出了農(nóng)行吉林省分行應(yīng)確立的戰(zhàn)略地位。對農(nóng)行吉林省分行現(xiàn)有的“三農(nóng)”業(yè)務(wù)產(chǎn)品和渠道進(jìn)行了梳理、分析，得出了其在農(nóng)村金融市場各個方面的優(yōu)勢和劣勢。本文進(jìn)而使用SWOT模型對農(nóng)行吉林省分行的內(nèi)外部因素進(jìn)行了綜合的評估、比較，提出企業(yè)應(yīng)采取差異化的競爭戰(zhàn)略，確立“縣域領(lǐng)軍和支柱銀行”的市場定位，實行以創(chuàng)新直補資金擔(dān)保貸款、進(jìn)行貸款結(jié)構(gòu)調(diào)整的產(chǎn)品戰(zhàn)略、實施金穗惠農(nóng)通工程構(gòu)建農(nóng)村電子化渠道的銷售戰(zhàn)略、建設(shè)專業(yè)化“三農(nóng)”金融隊伍的運營戰(zhàn)略。最后，本文分析了戰(zhàn)略實施過程中存在的問題及風(fēng)險管理措施，并論述了如何對戰(zhàn)略實施進(jìn)行保障和考評。
[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.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.33

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