I 中文摘要 零售银行业务是指，银行以自然人、家庭、小微企业等为服务对象，提供个 人储蓄、网上银行、家庭、个人理财、有价证券、投资理财咨询等各类金融服务 的业务，它与传统银行业务有着重要的区别，主要表现为收益稳定、风险性孝 资金占用少、服务产品类型多样等特点。零售业务是商业银行开辟新市尝新领 域、新经营方式、在竞争中获得长足发展的重要支撑。国外银行对于零售业务的 发展要比国内银行早，国外学者普遍认为，银行零售业务要想长足发展，就要不 断提升服务质量，按照客户需求创新零售业务产品，丰富产品体系，使每一个阶 层人员都能找到需求定位，以满足人们要求的收益稳定、风险性小的需求。随着 我国的经济的发展，人们对金融业务需求的日益多样化，商业银行的发展也越来 越向零售业务方向倾斜，因此国内一些学者也越来越重视对商业银行零售业务的 研究。但是由于我国商业银行零售业务起步相比国外较晚，因此研究的相关理论 较少，理论的创新都也不够，而且缺乏指导和实际借鉴意义。该篇文章以JT农商 银行零售业务发展策略作为研究对象，阐述了JT农商银行零售业务发展现状及存 在的问题，并对JT农商银行发展的内外部环境及SWOT分析，而后通过对国内外 商业银行发展零售业务经验借鉴，最后提出JT农商银行零售业务发展策略优化方 案。 关键词：农商行；零售业务；策略优化 黑龙江大学硕士学位论文 II Abstract Retail banking refers to the business of providing personal savings, online banking, households, personal financial management, securities, investment and financial advisory services to natural persons, families, and small and micro enterprises. There are important differences in business, which are mainly characterized by stable income, low risk, low capital occupation, and various types of service products. It is an important business support for commercial banks to open up new markets, new fields, new business methods, and obtain considerable development in competition. The development of retail business by foreign banks was earlier than that of domestic banks. Foreign scholars generally believe that if the bank's retail business is to develop rapidly, it must continuously improve service quality, innovate retail business products according to customer needs, enrich product systems, and enable employees at every level. People can find demand positioning to meet people's demand for stable returns and low risks. With the development of China's economy, people's demand for financial services is increasingly diversified, and the development of commercial banks is more and more inclined to open retail business. Therefore, some domestic scholars have paid more and more attention to the research of retail business of commercial banks. However, because the retail business of China's commercial banks started late compared to foreign countries, there are fewer related theories, and theoretical innovations are not enough, and they lack guidance and practical reference. This article takes the development strategy of retail business of JT Rural Commercial Bank as the research object, expounds the development status and existing problems of retail business of JT Rural Commercial Bank, and analyzes the internal and external environment and SWOT of the development of JT Rural Commercial Bank. Enlightenment from the experience of foreign commercial banks in developing retail business, and finally put forward the JT Rural Commercial Bank retail business development strategy optimization plan. Keywords：Rural commercial bank; Retail business ; Strategy optimization 黑龙江大学硕士学位论文 Ⅵ 目录 中文摘要 ........................................................................................................................... 1 Abstract ............................................................................................................................. II 绪论 ................................................................................................................................... 1 一、研究的背景 ....................................................................................................... 1 二、研究的目的和意义 ........................................................................................... 2 （一）课题研究的目的 ................................................................................... 2 （二）课题研究的意义 ................................................................................... 2 三、国内外研究现状 ............................................................................................... 4 （一）国内研究现状 ....................................................................................... 4 （二）国外研究现状 ....................................................................................... 5 （三）国内外研究现状评述 ........................................................................... 7 四、主要内容和研究方法 ....................................................................................... 8 （一）主要内容 ............................................................................................... 8 （二）研究方法 ............................................................................................... 8 第一章 相关概念界定与理论基础 ............................................................................... 1 第一节 相关概念界定 ........................................................................................... 10 一、商业银行零售业务概念界定 ................................................................. 10 二、商业银行零售业务分类 ......................................................................... 10 三、商业银行发展零售业务的必要性 ......................................................... 12 第二节 相关理论基础 ........................................................................................... 13 一、区域经济理论 ......................................................................................... 13 二、金融抑制与金融深化理论 ..................................................................... 14 三、金融市场理论 ......................................................................................... 15 四、金融机构与功能金融理论 ..................................................................... 16 五、服务营销理论 ......................................................................................... 16 黑龙江大学硕士学位论文 六、 SWOT分析理论 ................................................................................... 17 本章小结 ................................................................................................................. 17 第二章 JT农商银行零售业务发展的现状及问题分析 ............................................ 18 第一节 JT农商银行概况 ...................................................................................... 18 第二节 JT农商银行零售业务发展的现状 .......................................................... 18 一、零售业务发展规模 ................................................................................. 18 二、 零售业务产品体系的建设 ................................................................... 19 三、零售业务组织架构及人员队伍建设现状 ............................................. 20 四、零售业务渠道拓展情况 ......................................................................... 21 第三节 JT农商行银行零售业务发展存在的问题 .............................................. 23 一、零售业务管理流程不完善 ..................................................................... 23 二、优势业务不突出 ..................................................................................... 23 三、补充资本渠道受阻 ................................................................................. 24 四、异地政府支持缺乏力度 ......................................................................... 24 本章小结 ................................................................................................................. 24 第三章 JT农商银行零售业务发展环境及SWOT分析 ............................................. 25 第一节JT农商银行零售业务发展外部环境分析 ............................................... 25 一、经济环境分析 .........................