在经济新常态的大背景之下，金融形势复杂多变，银行业的外部发展环境发 生了翻天覆地的变化，银行业发展同时面临着新的机遇和挑战。由于宏观经济不 断下行、利率市场化、技术进步、客户的需求不断升级、监管趋严，这些变化对 银行业传统发展路径带来了巨大冲击，传统业务正在被蚕食，资产负债管理建设 需要加速，尤其是农村商业银行，亟需在规模扩张与结构优化中寻找新的平衡点， 所以，“轻型化、零售化”成为农村商业银行转型战略的核心，农村商业银行未来 的发展趋势逐渐走向了转型化、数字化、精细化和综合化，而对其智能网点的零 售业务转型策略研究，对农村商业银行更好地转型发展起到了至关重要的作用。 本文以JN农村商业银行为例，通过阐述其传统网点零售业务和智能网点零售 业务的现状，用SWOT分析法对其外部环境以及内部环境分别进行了深入的剖析， 进而引出JN农村商业银行智能网点零售业务转型的外部因素和内部因素，并依据 问题对智能网点零售业务转型的路径进行优化，具体问题具体分析，根据JN农村 商业银行智能网点零售业务转型存在的问题，从产品开发策略、产品营销策略、 风险管理策略三个方面设计出适合当前新形势的适合自身发展的零售业务营销对 策，最后从组织管理框架、人才管理、激励机制和技术保障四个优化措施进行全 方位的保障，为转型后的农村商业银行智能网点解决零售业务的瓶颈问题提供参 考。 通过研究发现，在农村商业银行智能网点的零售业务转型过程中，坚持以客 户为导向、产品为基石，整合渠道、完善服务、控制风险，不断提升农村商业银 行智能网点的市场竞争力，从产品开发转型、销售渠道创新、完善风险管理这三 大策略方面提出相关措施，以适应农村商业银行智能网点的零售业务转型，文章 进而又从管理架构、人才培养、激励机制和金融科技四个方面保障了智能网点零 售业务转型策略的实施。本文具有丰富的实践性和可操作性，希望通过本文的研 究，能够为省内其他农村商业银行，乃至全国农村商业银行转型网点的零售业务 开展提供较好的借鉴思路。 关键词：农村商业银行智能网点，零售业务，零售业务转型 湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract Under the background of the new normal of economy, the financial situation is complex and changeable, and the external development environment of the banking industry has changed dramatically. At the same time, the development of the banking industry is facing new opportunities and challenges. Due to the continuous decline of macro-economy, marketization of interest rate, technological progress, upgrading of customer demand and stricter supervision, these changes have brought great impact on the traditional development path of the banking industry, the traditional business is being eroded, and the construction of asset liability management needs to be accelerated, especially for rural commercial banks, which need to find a new balance point in the scale expansion and structure optimization, "Light and retail" has become the core of the transformation strategy of rural commercial banks. The future development trend of rural commercial banks has gradually moved towards transformation, digitalization, refinement and integration. The research on the transformation strategy of retail business of its intelligent outlets has played a crucial role in the better transformation and development of rural commercial banks. This paper takes jn rural commercial bank as an example, through expounding the current situation of its traditional retail business and intelligent retail business, and using SWOT analysis method to analyze its external environment and internal environment respectively, then leads to the external and internal factors of JN rural commercial bank's intelligent retail business transformation, and optimizes the path of intelligent retail business transformation according to the problems According to the problems existing in the transformation of JN agricultural commercial bank's intelligent retail outlets, this paper designs the retail business marketing countermeasures suitable for its own development from three aspects of product development strategy, product marketing strategy and risk management strategy, which are suitable for the current new situation. Finally, it carries out all-round optimization measures from four aspects of organizational management framework, talent management, incentive mechanism and technical support The protection of the position provides a reference for the intelligent outlets of agricultural commercial banks to solve the bottleneck problem of retail business after the transformation. Through the research, it is found that in the process of the transformation of the retail business of the intelligent outlets of agricultural commercial banks, we should adhere to the principle of customer orientation, product as the cornerstone, integrate channels, improve services, control risks, and constantly improve the market competitiveness of agricultural commercial banks. Finally, we put forward relevant measures from the three strategies of product development transformation, sales channel innovation, and risk management strategies to adapt to the intelligent network of agricultural commercial banks The article then from the management structure, talent 湖 北 工 业 大 学 硕 士 学 位 论 文 III training, incentive mechanism and financial technology four aspects to ensure the implementation of the retail business transformation strategy of intelligent outlets. This paper is rich in practice and operability. I hope that through the research of this paper, it can provide a good reference for other agricultural commercial banks in the province, and even for the retail business development of transformation outlets of agricultural commercial banks in China. Keywords: Agricultural commercial bank intelligent network，retail business， retail business transformation 湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要 ................................................................. I Abstract ................................................................ II 目 录 ................................................................ IV 第1章 引 言 ............................................................. 1 1.1 研究背景和价值 ...................................................... 1 1.1.1 研究背景 ..................................................... 1 1.1.2 研究价值 ..................................................... 1 1.2 文献综述 ............................................................ 2 1.2.1 国外研究现状.................................................. 2 1.2.2 国内研究现状.................................................. 4 1.2.3 研究综述 ..................................................... 5 1.3 研究内容和框架 ...................................................... 6 1.3.1 研究内容 ..................................................... 6 1.3.2 研究框架 ..................................................... 6 1.4 研究方法和思路 ...................................................... 8 1.4.1 研究方法 ..................................................... 8 1.4.2 研究思路 ..................................................... 8 1.5 研究创新与不足 ...................................................... 9 第2章 相关理论概述 ..................................................... 10 2.1 银行零售业务的概述 ................................................. 10 2.1.1 银行零售业务的概念 ........................................... 10 2.1.2 银行零售业务的内容 ........................................... 10 2.1.3 银行智能网点的定义 ........................................... 11 2.1.4 银行智能网点零售业务的特征 ................................... 11 2.2 理论基础 ........................................................... 11 2.2.1 商业银行销售理论 ............................................. 11 2.2.2 风险管理理论................................................. 12 湖 北 工 业 大 学 硕 士 学 位 论 文 V 2.2.3 长尾理论 .................................................... 12 2.2.4 客户关系管理理论 ............................................. 13 第3章 JN农商行智能网点零售业务现状分析 ................................. 14 3.1 JN农商行简介及传统零售业务发展 .................................... 14 3.2 JN农商行智能网点零售业务现状 ...................................... 15 3.3 JN农商行智能网点零售业务发展SWOT分析 ...