近年来，随着我国经济增长逐步放缓，金融监管压力加大，以及互联网金融 的蓬勃发展，居民生活及消费模式发生了深刻的变革，对财富管理、储蓄增值、 投资理财等多个方面的金融服务需求不断增强，为我国商业银行零售银行业务的 发展奠定了基础。与此同时，从国际国内先进的业务发展模式来看，零售银行业 务的成功推广，能够有效改变我国商业银行固有信贷结构不合理、业务拓展不充 分等问题，对于打造商业银行持久、健康、稳定的经营环境有着重要作用,自上 世纪 80 年代以后，各商业银行纷纷开始布局零售银行业务，以此来调整产业结 构，应对国际金融危机及国内监管压力。根据我国目前的经济金融形势，商业银 行依靠规模扩张来实现发展的发展模式已不具备持续性，零售银行业务必将成为 未来新的竞争要点。 本文通过对国内外零售银行业务相关领域研究的学习和思考，采用文献研究 法、观察法、比较分析法等多种研究方法，以兰州农商银行零售银行业务发展作 为研究对象，根据银行区域金融环境及历史发展数据，与其他商业银行零售银行 业务进行比较，找出其零售银行业务发展过程中存在的问题，以提高银行零售银 行业务服务能力为目标，提出构建”大零售”组织管理模式、调整网点布局、转变 营销策略、加强金融创新和完善高端客户服务体系五个方面的改进措施，以及发 展金融科技力量、健全风控管理体系和建立科学的激励机制三个方面的保障措 施，以此来帮助兰州农商银行以及其他类似的区域型股份制商业银行能够通过发 展零售银行业务来摆脱当前资金成本不断推高、银行业间竞争压力加大、竞争力 不足的困境。 关键字：农商银行；零售业务；发展策略MBA 学位论文 作者：史广琰 兰州农商银行零售银行业务发展策略研究 II RESEARCH ON THE DEVELOPMENT STRATEGY OF RETAIL BANK OF LANZHOU RURAL COMMERCIAL BANK Abstract In recent years, with the gradual slowdown of China’s economic growth，along with our country economic growth gradually slow, pressure on financial regulation, and the vigorous development of the Internet financial, residents living and consumption pattern has had the profound change, the wealth management, savings, investment, finance, and other aspects of financial services demand is growing, for the development of our country commercial bank retail banking business laid a foundation.Meanwhile,from the international and domestic advanced business development mode, the success of the retail banking business promotion, can effectively change inherent in our country commercial bank's own credit structure is not reasonable, such problems as insufficient business development, to build lasting, healthy and stable commercial Banks operating environment plays an important role, since the 1980 s, the retail banking, commercial Banks began to layout to adjust their industrial structure, to cope with the international financial crisis and domestic regulatory pressure. According to the current economic and financial situation in China, the development mode of commercial Banks relying on scale expansion to achieve development is no longer sustainable, and retail banking business is bound to become a new competitive point in the future. This article through to the domestic and foreign retail banking research fields related to learning and thinking, using literature method, observation method, comparative analysis and other research methods, to Lanzhou Rural Commercial Bank retail banking business development as the research object, according to the regional financial environment and its own historical development of bank data, compared with other commercial banks' retail banking business, it finds out the problems in the development process of its retail banking business, and aims to improve the banking retail banking service capability. It proposes to build a “bigMBA 学位论文 作者：史广琰 兰州农商银行零售银行业务发展策略研究 III retail” organization management model, adjust the network layout and change marketing. Strategies, strengthening financial innovation and improving the improvement measures of the five aspects of the high-end customer service system, as well as the development of financial technology, sound management system and the establishment of scientific incentives, in order to help Lanzhou Rural Commercial Bank, and other similar regional joint-stock commercial bank can through the development of retail banking business to get rid of the current cost of capital to push up, banking competition pressure, lack of competitiveness. Key words: Rural commercial bank,Retail banking,The development strategyMBA 学位论文 作者：史广琰 兰州农商银行零售银行业务发展策略研究 IV 目 录 中文摘要.................................................I Abstract ................................................ II 第一章 绪论 ..............................................1 1 .1 研究背景与意义 .............................................1 1 .1.1 研究背景 ..................................................................................................1 1 .1.2 研究意义 ..................................................................................................1 1 .2 研究方法与思路 .............................................2 1 .2.1 研究方法 ..................................................................................................2 1 .2.2 研究思路 ..................................................................................................2 第二章 相关理论与实践 ....................................4 2 .1 零售银行业务基本概念 .......................................4 2 .1.1 零售银行业务概念 ..................................................................................4 2 .1.2 零售银行业务特征 ..................................................................................4 2 .1.3 零售银行业务分类 ..................................................................................5 2 .2 相关理论基础 ...............................................5 2 .2.1 超货币供给理论 ......................................................................................5 2 .2.2 客户关系管理理论 ..................................................................................5 2 .2.3 真实票据理论 ..........................................................................................6 2 .3 零售银行业务研究文献综述 ...................................6 2 .3.1 国内文献综述 ..........................................................................................6 2 .3.2 国外文献综述 ..........................................................................................7 2 .4 国内外零售银行业务发展现状 .................................7 2 .4.1 国内零售银行业务发展现状 ..................................................................7 2 .4.2 国外零售银行业务发展现状 ..................................................................8 第三章 兰州农商银行零售银行业务现状和存在问题 ...........11 3 .1 兰州农商银行简介 ..........................................11MBA 学位论文 作者：史广琰 兰州农商银行零售银行业务发展策略研究 V 3 .1.1 发展历程 ................................................................................................11 3 .1.2 组织结构 ................................................................................................11 3 .1.3 竞争优势 ................................................................................................12 3 .1.4 竞争劣势 ................................................................................................13 3 .2 零售银行业务发展现状 ......................................14 3 .2.1 零售银行业务规模 ................................................................................14 3 .2.2 零售银行业务产品 ................................................................................16 3 .2.3 零售银行业务客户结构 ........................................................................16 3 .3 存在问题 ..................................................17 3 .3.1 组织结构落后 ........................................................................................17 3 .3.2 网点布局不合理 ....................................................................................17 3 .3.3 业务结构不平衡 ....................................................................................18 3 .3.4 创新能力薄弱 .................................