乡村振兴，金融支持要先行，金融下乡，渠道建设是关键。在我国现有金融体系下， 我国农村地区的金融服务渠道还存在诸多不足，限制了农村经济 的发展速度。农村市场 蕴藏着巨大的金融商机和金融资源，然而L银行对农村市场的拓展还处于探索期，发展 相对落后，农村市场占有率极低，在农村普惠金融业务发展中也存在 较多问题，尤其以 金融服务渠道方面最为突出。因而，如何对L银行现有农村金融服务渠道进行优化，从 而提高农村地区市场占比，是L银行亟需解决的问题，也是其在激烈的市 场竞争中保持 领先优势的关键。 本文在收集整理大量国内外关于农村金融服务渠道的书籍和文献资料的前提下，以 L银行为研究对象，系统地研究了L市及L银行农村金融服务渠 道现状，分析L银行 农村金融服务渠道存在的问题，进而提出了L银行渠道优化策略。首先，通过搜集相关 资料分析L银行概况及农村金融服务渠道现状，并结合渠道现状，设计调 查问卷，了解 L银行客户业务办理情况及对渠道现状的满意度情况，通过调查结果分析，揭示L银行 在农村金融服务渠道方面存在的问题。其次，从营业网点、自助设备、电子渠 道和普惠 金融服务点四个方面分别设计优化策略，从而优化L银行农村金融服务渠道。最后，以 紧盯国家政策、充实人力资源、强化风险防范和加强科技创新四方面作为L银行农 村金 融服务渠道优化的保障措施。 本文特色与创新之处主要表现在三方面：一是通过设计L银行农村金融服务渠道满 意度调查问卷，分析出L银行当前在农村地区金融服务渠道方 面存在的问题，为L银 行渠道优化提供了依据；二是结合L市农村地区客户的主要特点，分别从营业网点、自 助设备、电子渠道、普惠金融服务点四方面设计了渠道优化策略。三 是对网点选址因素 进行了详细分析，并以A县县城和B县乡镇网点选址为例，运用层次分析法分别设计 了网点选址的具体方案。 关键词：L银行；农村金融服务；渠道优化 II Abstract Forruralrevitalization,financialsupportmustcomefirst,financegoestothe countryside,andchannelconstructionisthekey.UnderChina'sexistingfinancialsystem, therearestillmanydeficienciesinthefinancialservicechannelsinChina'sruralareas, whichlimitthespeedofruraleconomicdevelopment.Theruralmarketcontainshuge financialbusinessopportunitiesandfinancialresources.However,LBank’sexpansionof theruralmarketisstillintheexplorationperiod.Thedevelopmentisrelativelybackward, theruralmarketshareisextremelylow,andtherearemanyproblemsinthedevelopmentof ruralinclusivefinancialservices.Especiallyintermsoffinancialservicechannels. Therefore,howtooptimizeBankL'sexistingruralfinancialservicechannelstoincrease themarketshareinruralareasisaproblemthatBankLurgentlyneedstosolve,andisalso thekeytomaintainingitsleadingedgeinthefiercemarketcompetition. Onthepremiseofcollectingalargenumberofdomesticandforeignbooksand literaturesonruralfinancialservicechannels,thispapersystematicallystudiesthecurrent situationofruralfinancialservicechannelsofLcityandLbank,andanalyzestherural financialservicechannelsofLbank.Existingproblems,andthenputforwardtheLbank channeloptimizationstrategy.First,collectrelevantdatatoanalyzetheprofileofLBank andthecurrentstatusofruralfinancialservicechannels,andcombinethechannelstatusto designaquestionnairetounderstandthebusinessoperationsofLBank’scustomersand theirsatisfactionwiththestatusofthechannel.Problemsintheconstructionofrural financialservicechannels.Secondly,designoptimizationstrategiesfromfouraspects: businessoutlets,self-serviceequipment,electronicchannelsandinclusivefinancialservice points,soastooptimizeL- bankruralfinancialservicechannels.Finally,thefourmeasures ofkeepingacloseeyeonnationalpolicies,enrichinghumanresources,strengtheningrisk preventionandstrengtheningscientificandtechnologicalinnovationaretheguarantee measuresforLBank’sruralfinancialservicechanneloptimization. Thecharacteristicsandinnovationsofthisarticlearemainlymanifestedinthree aspects:First,bydesigningaquestionnaireonthesatisfactionofLBank'sruralfinancial servicechannels,thecurrentproblemsofLBank'sfinancialservicechannelsinruralareas areanalyzed,whichprovidesabasisforLBank'soptimizationThesecondistocombine themaincharacteristicsofcustomersinruralareasofLcity,anddesignchannel optimizationstrategiesfromfouraspects:businessoutlets,self-serviceequipment, electronicchannels,andinclusivefinancialservicepoints.Thethirdistoanalyzethesite selectionfactorsindetail,andtakethesiteselectionofthecountytownsandtownshipsof countyAandcountyBasexamples,andusetheanalytichierarchyprocesstodesignthe specificsiteselectionschemes. KeyWords:BankL;RuralFinancialServices;ChannelOptimization III 目录 第一章引 言.........................................................................................................1 第一节研究背景及意 义..................................................................................................1 一研究背 景...................................................................................................................................1 二研究意 义...................................................................................................................................2 第二节主要内容与框 架..................................................................................................3 第三节本文特色与创新之 处..........................................................................................4 第二章现状及问题分 析.....................................................................................6 第一节L银行概况及渠道现 状......................................................................................6 一营业网点现 状...........................................................................................................................6 二自助设备现 状...........................................................................................................................6 三电子渠道现 状...........................................................................................................................7 四普惠金融服务点现 状...............................................................................................................7 第二节问卷调查结 果......................................................................................................8 一L银行农村地区业务办理情况调 查........................................................................................9 二L银行农村金融服务渠道满意度调 查..................................................................................11 第三节L银行农村金融服务渠道问题分 析...............................................................13 一网点布局及人员结构情 况.....................................................................................................13 二自助设备使用情 况.................................................................................................................16 三电子渠道推广情 况.................................................................................................................18 二普惠金融服务点发展情 况.....................................................................................................20 第三章优化策 略...............................................................................................23 第一节优化原 则............................................................................................................23 第二节营业网点优 化....................................................................................................23 一网点选址策 略.........................................................................................................................23 IV 二网点运营效率提升策 略.........................................................................................................33 三网点人员结构优化及专业化水平提升策 略.........................................................................33 第三节自助设备优 化......................................................................................................34 一自助设备选址策 略.................................................................................................................34 二自助设备维护外 包............................