I 摘要 随着我国商业银行不断推进金融体制改革，各大银行进入了前所未有的快速 发展阶段。银行同业竞争激烈，第三方支付机构也在抢夺市场，外 部监管越来越 严格，如何扩大市场占有率，获得更多的话语权，提升银行竞争力成为主要路径 之一。中国农业银行作为国有商业银行之一，发展历史悠久，营业网点遍布城乡， 近年来一直致力于竞争力提升。营业网点是农行经营的重要部门，是农行人与客 户面对面交流的主要场地，是农行业务经营的中流砥柱，对农行的存在和发展起 着不可替代的作 用。如何能够发挥营业网点的能动作用，促进营业网点业务全面 发展，提升网点效能，进而提升银行营业网点竞争力。因此，本课题的研究具有 一定的理论与应用意义。 本文通 过对中国农业银行 W 支行进行研究，基于竞争力理论，在国内外银行 竞争力研究的基础上，通过分析营业网点的竞争力现状，发现竞争优势和不足， 构建营业网点竞争力评价指 标体系，将层次分析法与模糊综合评价法相结合构建 营业网点竞争力综合评价模型。通过对 W 支行的竞争力分析，找出该银行营业网 点在营运中存在的问题，从市场营销、客户 维护、服务质量、绩效考核和网点管 理等五个方面增强网点的市场竞争力，同时也为其他银行营业网点竞争力研究提 供有益参考。 关键词：农行；网点竞争力；层次分析法；模 糊综合评价法；策略Abstract II Abstract As my country's commercial banks continue to advance financial system reforms, banks have entered an unprecedented stage of rapid development. Inter-bank competition is fierce, third-party payment institutions are also grabbing the market, and external supervision is becoming more and more stringent. How to expand market share, gain a lot of voice, and enhance bank competitiveness has become one of the main channel. Agricultural Bank of China has been established for a long time, and its development is flourishing. Since this year, agricultural Bank of China has been conducting internal further study and external expansion to constantly improve its competitiveness in the industry. As the front-line of AGRICULTURAL Bank, the business outlets are at the forefront of its development and the forefront of its efforts to attract customers. Moreover, they are the supporting carrier for the development of banking business and have irreplaceable functions of self-service outlets. Therefore, how to mobilize the enthusiasm of staff in branches, expand the efficiency of branches and establish full-function branches will be an important link to enhance the competitiveness of branches of Agricultural Bank of China in the future. To sum up, the research and analysis of these problems are of great practical significance for the future development of the banking industry in reality. Based on the competitiveness theory and the competitiveness research of domestic and foreign banks, this paper analyzes the competitiveness status of business outlets, finds out the competitive advantages and disadvantages, constructs the evaluation index system of the competitiveness of business outlets, and constructs the comprehensive evaluation model of the competitiveness of business outlets by combining the analytic hierarchy process with the fuzzy comprehensive evaluation method through the research on the W branch of Agricultural Bank of China. Through the analysis of the competitiveness of W branch, the problems existing in the operation of the bank's business outlets are identified, and the market competitiveness of the outlets is enhanced from five aspects, including marketing, customer maintenance, service quality, performance assessment and outlet management. At the same time, it also provides a beneficial reference for the competitiveness research of other bank's business outlets.Abstract III Keywords: Agricultural Bank of China; Competitiveness; Analytic Hierarchy Process; Fuzzy Comprehensive Evaluation Method; Strategy.目 录 IV 目 录 摘 要................................................................................................................................I Abstract.............................................................................................................................II 第 1 章 绪 论.....................................................................................................................1 1.1 研究背 景.............................................................................................................1 1.2 研究意 义.............................................................................................................2 1.3 国内外研究现 状.................................................................................................2 1.3.1 国外研究现 状...........................................................................................2 1.3.2 国内研究现 状...........................................................................................4 1.3.3 研究述 评...................................................................................................6 1.4 研究内容、方法和技术路 线.............................................................................7 1.4.1 研究内 容...................................................................................................7 1.4.2 研究方 法...................................................................................................7 1.4.3 技术路 线...................................................................................................8 第 2 章 银行竞争力相关理 论.........................................................................................9 2.1 银行竞争力概念及特 征.....................................................................................9 2.1.1 银行竞争力概 念.......................................................................................9 2.1.2 银行竞争力特 征.....................................................................................10 2.2 核心竞争理 论...................................................................................................10 2.3 比较分析理 论................................................................................................... 11 2.4 系统竞争理 论................................................................................................... 11 2.5 本章小 结........................................................................................................... 11 第 3 章 农行 W 支行概述及竞争力分 析..................................................................... 12 3.1 农行 W 支行概 述............................................................................................. 12 3.1.1 农行 W 支行概 况................................................................................... 12 3.1.2 农行 W 支行营业网点概 况................................................................... 13 3.2 农行 W 支行竞争优劣势分 析......................................................................... 14 3.2.1 优势分 析.................................................................................................14 3.2.2 劣势分 析.................................................................................................15目 录 V 3.3 本章小 结...........................................................................................................17 第 4 章 农行 W 支行营业网点竞争力评 价................................................................. 18 4.1 竞争力评价指标体系构 建...............................................................................18 4.1.1 构建原 则.................................................................................................18 4.1.2 评价指标选取及指标体系构 建.............................................................19 4.2 竞争力评价模型构建及应 用...........................................................................19 4.2.1 竞争力评价模型构 建.............................................................................19 4.2.2 竞争力评价模型应 用.............................................................................23 4.3 竞争力评价结果分 析......