1 分类号，F830.54 学校代码，10697 密 级，公开 学 号，201631856 硕士专业学位论文 Dissertation for the Professional Degree of Master RZ 银行普惠金融竞争战略研究 学科名称， 工商管理 专业学位类别， 工商管理硕士 作者，盛中浩 指导老师: 安立仁 西北大学学位评定委员会 二○一九年西北大学学位论文知识产权声明 书 本人完全了 解西北大学关于 收集 、 保存 、 使用 学 位论文的 规定 。 学校 有权保留 并 向 国家有关部门或机构送交论文 的复印 件和 电子版 。 本人允许 论文被查阅和 借阅 。 本人授权西 北大学可 以将本学位论文 的 全部或部分 内 容编入有关数据库进行检索 ， 可 以采用影 印 、 缩 印或扫描等复制手段保存 和汇 编本学位论文 。 同 时授权 中 国科学技术信 息研宄所等机构将本学位论 文收录到 《 中 国 学位论文全文 数据 库 》 或其它相 关数据库 。 保密论文待解密后适用本声明 。 学位论文作者签名 ， 指导教师签名 ， ＾ 年 Ｊ 月 ； ＾日 年 Ｊ － 月 １ ＾ ０ 西北大学学位论文独创性声明 本人声 明 ， 所呈交的学位论文是本人在导师指 导下进行的研宄工作及 取得的研宄成果 。 据我所知 ， 除 了 文中 特别加 以标注和 致谢的地方外 ， 本 论文不包含其他人 己经发表或撰写 过的研宄成果 ， 也不包 含为获得西北大 学或其它教育机构 的学 位或证书而使用过的 材料 。 与 我 一 同 工作的 同 志对 本研究所做的任何贡献均 已在论文 中作 了 明 确 的说 明 并表示谢意 。 学位论文作者签名 ， 一 １ ／ ＾ ＇ 年 曰摘要 I 摘要 金融作为调解工具在社会经济发展中起到了助力及杠杆的作用，然而一段时间以 来，因信息不对称等原因我国金融机构信贷投向更多的向规模大、抗风险能力较强的大 型企业进行投放，对小微企业及低收入群体、“三农”等阶层的信贷投放过低，而小微企 业等群体为我国国民经济提升发挥了至关重要的作用。为使各个阶层都均能享受到将金 融的资源配置作用，获得金融服务的权利，“普惠金融”概念应运而生。我国从早期的政 府扶持性金融项目到 2016 年国务院印发普惠金融专项文件可以看出，我国对普惠金融 发展的重视程度日益提高，我国初期发展普惠金融的初衷是降低贫困人口，助力贫困人 口脱贫致富。经过专门的研究，普惠金融体系日渐完善。然而作为一项新兴的课题，对 其发展的研究仍处于初级阶段，单纯依靠政策支持传统金融推行普惠金融产品已经不能 满足普惠金融的巨大需求。 本文先是针对普惠金融理论以及竞争战略理论进行了阐释，通过各种方式收集资料 信息，通过各种数据详细分析了 RZ 银行在普惠金融业务的竞争环境、总体环境和行业 环境，阐述了其外部环境变化形成的新机遇与新挑战。同时还基于经济、政策法律、技 术以及社会文化等多个方面开展研究探讨，明确了发展的主要影响因素，认为未来我国 银行业普惠金融业务竞争会日趋白热化、利润水平降低，这就要求银行企业合理制定并 实施市场竞争战略，提高自身市场竞争实力。本文构建 SWOT 矩阵，通过 SWOT 分析， 明确当前 RZ 银行的优势为决策链条短，决策效率高、RZ 当地政府的大力支持、团队 人员年轻、执行力强、对当地产业布局熟悉，了解当地小微企业。劣势为自身实力较同 业对比偏弱、品牌影响力较弱、人力资源配置需提升、软硬件投入能力弱。机会为经济 回暖，民营经济发展迅猛、各种新技术应用、宏观政策导向明确。威胁为同业竞争愈加 激烈、互联网应用广泛，互联网金融创新不够、金融业准入标准降低。为制定市场竞争 战略提供重要支持，认为 RZ 银行应将集中化差异化战略确定为中长期战略计划，主要 包括聚焦小微企业战略和聚焦互联网战略。通过优化组织架构、提升品牌影响力、加大 信息化能力投入，大力推进个人消费及理财业务、打造金融平台、打造互联网金融，加 强内部管理应对外部竞争。差异化竞争战略，满足特定客户的特定需求、加大人力资源 投入，提升员工业务能力。最后，本文提出了 RZ 银行的市场竞争战略实施的保障措施， 主要有设计金融产品价格和贷款额度、推广移动互联网、制定以信息为基础的还款机制、西北大学硕士学位论文 II 普及金融知识等方面，充分体现了战略的可行性。 通过对 RZ 银行内外部相关分析，深耕小微企业市场，设计差异化的产品，实施人 才战略是 RZ 银行发展普惠金融业务的做大做强的保障，有利于目标实现。 关键词，金融业务，竞争战略，聚焦小微企业，探索创新摘要 III Abstract As a mediation tool, finance has played a role in helping and leveraging social and economic development. However, due to information asymmetry and other reasons, China’s financial institutions have invested more in large-scale enterprises with large scale and strong anti-risk ability. The credit supply to small and micro enterprises, low-income groups, “three rural” and other sectors is too low, and groups such as small and micro enterprises have played a vital role in the improvement of China’s national economy. In order to enable all sectors to enjoy the role of financial resources allocation and access to financial services, the concept of “inclusive finance” came into being. From the early government supportive financial projects to the special documents issued by the State Council in 2016, we can see that China's emphasis on the development of inclusive finance is increasing. The original intention of developing inclusive finance in the early days of China is to reduce the number of poor people and help the poor. The population is getting rid of poverty and getting rich. After special research, the inclusive financial system has been gradually improved. However, as an emerging topic, the research on its development is still in its infancy. Simply relying on policies to support traditional finance to promote inclusive financial products can no longer meet the huge demand of inclusive finance. This paper firstly explains the theory of inclusive finance and the theory of competitive strategy. It collects information through various means, and analyzes the competitive environment, overall environment and industry environment of RZ Bank in the inclusive financial business through various data, and expounds its New opportunities and new challenges arising from changes in the external environment. At the same time, it also conducts research and discussion based on economics, policy and law, technology and social culture, and clarifies the main influencing factors of development. It believes that the competition of inclusive financial business in China's banking industry will become increasingly hot and the profit level will decrease. This requires banks. Enterprises rationally formulate and implement market competition strategies to improve their market competitiveness. This paper constructs SWOT matrix, through SWOT analysis, it is clear that the current RZ bank's advantages are short decision-making chain, high decision-making efficiency, strong support from RZ local government, young team members, strong execution, familiarity with local industry layout, and understanding local small and micro enterprises. .西北大学硕士学位论文 IV The disadvantage is that its own strength is weaker than its peers, its brand influence is weak, its human resources allocation needs to be improved, and its software and hardware investment capacity is weak. Opportunities for the economy to pick up, the private economy is developing rapidly, various new technologies are applied, and macroeconomic policies are clear. The threat is increasingly fierce in the industry, the Internet is widely used, the Internet finance innovation is not enough, and the financial industry access standards are lowered. In order to provide important support for the formulation of market competition strategy, RZ Bank should identify the centralized differentiation strategy as a medium- and long-term strategic plan, which mainly includes focusing on small and micro enterprise strategy and focusing on Internet strategy. By optimizing the organizational structure, enhancing brand influence, and increasing investment in information technology, we will vigorously promote personal consumption and wealth management, build financial platforms, build Internet finance, and strengthen internal management to cope with external competition. Differentiate competitive strategies to meet the specific needs of specific customers, increase human resources investment, and enhance employee business capabilities. Finally, this paper proposes the safeguard measures for the implementation of RZ Bank's market competition strategy, mainly including designing financial product prices and loan quotas, promoting mobile Internet, formulating information-based repayment mechanisms, and popularizing financial knowledge, fully embodying the strategy. Feasibility. Through the internal and external analysi