但是由于历史和现实的原因,该行面临着市场空间被压缩、发展方向
和目标仍不明晰,缺乏可持续发展动力等问题。面对不断变化的外部
环境和日益激烈的竞争环境,深圳农村商业银行亟需结合外部环境和
自身资源条件制定企业战略,通过明晰市场定位,寻找企业发展的目
标市场和切入点,使企业获得良好的生存环境和竞争优势

本文首先对战略管理相关理论以及商业银行战略管理理论的演
进和发展进行了回顾与综述,从理论上探讨了我国商业银行的发展模
式。进而运用五力模型等分析方法对深圳农村商业银行面临的战略环
境和内部资源进行了全面分析。在此基础上,结合公司使命、愿景和
战略定位,通过构建SWOT分析模型,确定了深圳农村商业银行的总
体发展战略,明确了目标市场和客户,提出了以精品社区零售银行为
定位,立足社区企业、小微企业、社区居民和优质农户,以深圳为中
心,服务泛珠三角地区县域经济,服务“三农”的思路。制定了相应
的市场开发战略、产品开发战略、营销战略和人力资源战略,并提出
了战略得以顺禾0实施的保障措施

关键词农村商业银行,SWOT分析,零售银行,发展战略
ABSTRACT
Shenzhen Rural Commercial Bank is the former Shenzhen Rural
Credit Cooperative , based on setting up a rural cooperative financial
institutions, financial Shenzhen important force in rural areas. Since its
inception in December , the bank operating sound performance year
after year, a certain degree of development. However, due to historical
and practical reasons, the bank is facing market space is compressed, is
still not clear direction and goals, lack of motivation and other issues of
sustainable development. The face of changing external environment and
the increasingly intense competitive environment, Shenzhen Rural
Commercial Bank needed its own resources combined with external
environment and conditions for the development of corporate strategy,
through the clear market positioning, target market looking for enterprise
development and entry points to enable enterprises to get a good living
environment and a competitive advantage.
In this paper, the theory of strategic management and strategic
management of commercial banks and development of the theory of
evolution were reviewed and reviewed, discussed from a theoretical
model of development of China's commercial banks. Five Forces model
and then use analytical methods such as Shenzhen Rural Commercial
Bank faces a strategic environment and internal resources to conduct a
comprehensive analysis of. On this basis, combined with the company
mission, vision and strategic positioning, by building a SWOT analysis
model to determine the Shenzhen Rural Commercial Bank's overall
development strategy, a clear target market and customers, proposed to
fine the community retail banking for the position, based on the
community enterprises, SMEs, community residents and high-quality
household, Shenzhen as the center, the Pan-Pearl River Delta county
services, economic services, the three rural way of thinking. Develop
the corresponding marketing strategy, product development strategy,
marketing strategy and human resources strategy, and proposes a strategy
ii
for the smooth implementation of the safeguard measures.
KEYWORDS rural commercial bank, SWOT analysis, retail banking,
development strategy
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