【摘要】：隨著改革開放和加入WTO,我國銀行業(yè)進入了發(fā)展的快車道,金融服務經(jīng)濟的功能和水平不斷提高。與此同時,隨著全球經(jīng)濟金融形勢的復雜變化,區(qū)域一體化、全球一體化以及互聯(lián)網(wǎng)帶來的信息全球化,國際金融競爭日益加劇;國內(nèi)經(jīng)濟下行持續(xù),銀行利差大幅縮小,利率市場化順利推進,存款保險制度也已推出,國內(nèi)金融改革也加快了推進步伐。長春農(nóng)商銀行前身是長春市農(nóng)村信用社聯(lián)合營業(yè)部,2009年改制為股份制農(nóng)村商業(yè)銀行,經(jīng)過七年多的發(fā)展,經(jīng)營規(guī)模和實力都有較大的提高,2015年榮獲“中國地方金融2014十佳競爭力銀行”稱號。在復雜多變的國內(nèi)外形勢面前,長春農(nóng)商銀行未來面臨著巨大的不確定性和前所未有的挑戰(zhàn)。2015年末全國農(nóng)村商業(yè)銀行突破1000家,與工商銀行、農(nóng)業(yè)銀行、中國銀行、建設銀行、交通銀行等大型銀行及股份制銀行相比,農(nóng)村商業(yè)銀行規(guī)模小、科技實力差、品牌效應低、經(jīng)營同質(zhì)化,處于明顯競爭弱勢。長春農(nóng)商銀行在成立之初,基于形象宣傳的需要,制定了自身的發(fā)展戰(zhàn)略,但隨著新形勢的發(fā)展變化,面對當前的競爭和挑戰(zhàn),迫切需要制定更加符合自身實際和當前形勢的戰(zhàn)略目標,以更好地應對未來的競爭和挑戰(zhàn)。本文以戰(zhàn)略管理理論為基礎,借鑒有關戰(zhàn)略管理的理論、實踐及相關著作、論文等文獻,通過具體分析長春農(nóng)商銀行發(fā)展狀況、內(nèi)外部因素,分析長春農(nóng)商銀行發(fā)展存在的問題、成因、機遇及挑戰(zhàn),對其發(fā)展戰(zhàn)略進行深入研究,為未來發(fā)展戰(zhàn)略的制定提供理論和實踐的支撐和借鑒。長春農(nóng)商銀行成立以來,雖然在資產(chǎn)總額、各項存款額、各項貸款額等方面增長較快,具有一定的盈利能力,不良貸款率也維持在相對較低水平,但由于農(nóng)村信用社改制而來的客觀條件和因素,導致規(guī)模小、網(wǎng)點覆蓋率低,科技研發(fā)基礎弱,市場、客戶缺乏精準定位,以及國內(nèi)銀行業(yè)經(jīng)營的同質(zhì)化,從而存在影響進一步發(fā)展的問題。存在的問題主要表現(xiàn)在一是品牌價值低和社會認同度不夠高;二是規(guī)模小,產(chǎn)品和服務缺乏競爭力;三是處于發(fā)展初期,體量小,抗風險能力不夠強;四是科技投入有限,難以形成技術優(yōu)勢,五是發(fā)展戰(zhàn)略需進一步細化完善。在針對長春農(nóng)商銀行的優(yōu)勢、劣勢、機遇與威脅進行認真分析的基礎上,本文提出了創(chuàng)新和科技立行、質(zhì)效、引入戰(zhàn)略投資者與跨境發(fā)展、差異化、合規(guī)穩(wěn)健等發(fā)展戰(zhàn)略。在此基礎上,提出了經(jīng)營轉型和提高綜合服務能力、突出科技引領作用、強化內(nèi)控合規(guī)和風險管理等措施,以及人才機制和人力資源管理、有效發(fā)揮績效激勵機制作用、企業(yè)文化建設等保障措施。發(fā)展戰(zhàn)略的研究,對新形勢下的長春農(nóng)商銀行,乃至對眾多類似農(nóng)村商業(yè)銀行的小型農(nóng)村金融機構,以及同質(zhì)的其他小微銀行,具有很大的現(xiàn)實意義。
[Abstract]:With the reform and opening up and China's entry into WTO, China's banking industry has entered the fast track of development, and the function and level of the financial service economy have been improved. At the same time, with the complex changes in the global economic and financial situation, regional integration, global integration and the globalization of information brought about by the Internet, international financial competition is intensifying day by day. Interest rate marketization, deposit insurance system has been launched, domestic financial reform has also accelerated the pace. Changchun Agricultural and Commercial Bank was formerly the joint business department of Changchun Rural Credit Cooperatives. In 2009, it was transformed into a joint-stock rural commercial bank. After more than seven years of development, Business scale and strength have been greatly improved, in 2015 won the "Chinese local finance 2014 top 10 competitive banks" title. In the face of the complex and changeable domestic and foreign situation, Changchun Agricultural and Commercial Bank is facing enormous uncertainty and unprecedented challenges in the future. At the end of 2015, rural commercial banks across the country broke through 1000, with the Industrial and Commercial Bank, the Agricultural Bank of China, the Bank of China, and the Construction Bank. Compared with large banks such as Bank of Communications and joint-stock banks, rural commercial banks are small in scale, poor in scientific and technological strength, low in brand effect, homogeneous in operation, and in obvious competitive disadvantage. At the beginning of its establishment, Changchun Agricultural and Commercial Bank formulated its own development strategy based on the need of image propaganda, but with the development of the new situation, it faced the current competition and challenge. There is an urgent need to develop strategic objectives that are more in line with their realities and current circumstances in order to better cope with future competition and challenges. Based on the theory of strategic management, this paper draws lessons from the theory, practice and related works of strategic management, and analyzes the development of Changchun Agricultural and Commercial Bank, internal and external factors, and so on. This paper analyzes the problems, causes, opportunities and challenges existing in the development of Changchun Agricultural and Commercial Bank, and makes a thorough study of its development strategy, which provides theoretical and practical support and reference for the formulation of future development strategies. Since its establishment, the Changchun Agricultural and Commercial Bank has maintained a relatively low non-performing loan ratio, although its total assets, deposits and loans have grown rapidly and have a certain degree of profitability. However, due to the objective conditions and factors resulting from the reform of rural credit cooperatives, the scale is small, the network coverage is low, the foundation of scientific and technological research and development is weak, the market and customers are short of precise positioning, and the domestic banking management is homogenized. As a result, there are problems affecting further development. The existing problems are mainly manifested in: first, low brand value and insufficient social identity; second, small scale; lack of competitiveness of products and services; third, in the early stages of development, small volume and insufficient ability to resist risks; fourth, limited investment in science and technology. Difficult to form a technical advantage, fifth, the development strategy needs to be further refined and improved. On the basis of analyzing the strengths, weaknesses, opportunities and threats of Changchun Agricultural and Commercial Bank, this paper puts forward some development strategies, such as innovation and science and technology, quality and effect, the introduction of strategic investors and cross-border development, differentiation, compliance and stability. On this basis, the paper puts forward some measures, such as management transformation and improvement of comprehensive service ability, highlighting the leading role of science and technology, strengthening internal control compliance and risk management, as well as talent mechanism and human resource management, so as to give full play to the role of performance incentive mechanism. Enterprise culture construction and other safeguards. The study of development strategy is of great practical significance to the Changchun Agricultural and Commercial Bank under the new situation, even to many small rural financial institutions similar to the rural commercial banks, as well as other small and micro banks of the same quality.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.35

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