目前，因为银行业掌握着金融机构的命脉，也影响着金融体系的稳定，所以 银行之间的发展和竞争问题越来越突出。在这样的情况下，云南农行面临更多发 展机会和挑战。目前云南农行的金融产品使用群体越来越广，也更能满足客户的 多样化和个性化的需求，所以其发展状况越来越受到人们的关注。 当前，因为各种因素的影响，行业的发展状况不容乐观，危机和风险因素也 不容忽视，中国农业银行云南省分行(以下简称云南农行)在发展过程中存在着人 才资源少、市场份额不足等难题。在这种情况下，我重点分析了云南农业银行的 竞争优势和劣势，对其提出针对性的建议，制定有效的战略和发展目标，改善其 自身业务能力，推动其从诸多方面做出改变，从而发挥潜藏在银行本身的基础能 力，要积极面对万变的市场竞争，在发展中也应寻求提升竞争力的机会，以便及 时抓住发展机遇。 基于此，本文以云南农行发展竞争力提升研究为研究切入点，分析国内外研 究现状，查阅相关理论知识库，包括商业银行竞争力评价体系和PEST分析框架， 首先，立足于云南农行的发展现状与发展规划，从政治环境、经济环境等四个环 境入手，还结合社会环境等方面综合分析其竞争环境。同时，结合自身工作资料 和实际调查总结云南农行经营状况，并依据商业银行竞争力评价体系，针对其实 际状况进行了深入且细致的研究，以诸多指标作为参考指标。其次，根据以上分 析归纳云南农行存在的问题及相应原因。最后，分别从如何带动负债业务在发展 中实现快速增长、如何增强贷款的创收能力、以及如何拓宽中间业务的收入渠道 以及如何通过提高市场竞争力实现扩户提质和加强客户建设。在控制不良货款方 面、如何加快实施数字化转型战略方面、以及如何管理中从严治行提高风险防控 能力、如何加快网点转型进度方面等提出适合该银行发展的战略和方向，为银行 在战略转型阶段的发展提供决策参考。 关键词：农业银行云南省分行 竞争力 提升策略 II Abstract At present, the capital inflow of the banking industry in China is relatively large, and it is gradually transiting to a new development stage. However, the competition is becoming increasingly fierce. In this context, this also represents a better development opportunity for the banking industry, but at the same time, the banking industry also has to face greater challenges. At present, the consumption potential of related products based on Agricultural Bank of China in the middle and high-end is increasingly prominent, and its characteristics in terms of personalization and branding are gradually emerging, and the added value of products is constantly improving. Therefore, upgrading to create new market space is an important basis for the healthy development of the banking industry. Facing the current industry situation and economic situation, the Yunnan Branch of the Agricultural Bank of China (hereinafter referred to as the Agricultural Bank of Yunnan)in its development process, does not have sufficient professionals, and only takes price as the main means to seize market share. To gain more development advantages in the increasingly severe competitive situation, the first problem that Agricultural Bank of Yunnan needs to solve is to analyze its environment accurately, to change the bank's management concept in time and effectively, to reform the relevant mechanism, to ensure that the original business field is not threatened, at the same time, to enhance its comprehensive ability in competition We should make scientific and reasonable development strategies, establish long-term competitive advantages, fully mobilize the resources owned by Agricultural Bank of Yunnan, minimize the impact of environmental changes, and maximize the potential capacity of the bank itself. In the face of competition, we should take a positive approach and seek opportunities to enhance competitiveness in the development, so as to seize the development opportunities in time. Based on this, this paper takes the research on the promotion of the development competitiveness of Yunnan Agricultural Bank as the starting point, analyzes the III current research situation at home and abroad, and consults the relevant theoretical knowledge base, including commercial bank competitiveness evaluation system and PEST analysis framework. First of all, based on the development status and development planning of Yunnan Agricultural Bank, starting from the economic environment and other four environments, but also combined with the social environment and other aspects to comprehensively analyze its competitive environment. At the same time, combined with their own work data and actual investigation and summary of the operating situation of Yunnan Agricultural Bank, and according to the competitiveness evaluation system of commercial banks, carried out in-depth and detailed research on its actual situation, with many indicators as reference indicators. Secondly, according to the above analysis, the problems existing in Yunnan Agricultural Bank and the corresponding reasons are summarized. Finally, respectively from how to promote the rapid growth of debt business in the development, how to enhance the income-generating ability of loans, and how to broaden the income channels of intermediary business and how to expand households and improve quality and strengthen customer construction by improving market competitiveness. This paper puts forward the strategy and direction suitable for the development of the bank in the aspects of controlling non-performing loans, how to speed up the implementation of digital transformation strategy, how to improve the ability of risk prevention and control, and how to speed up the progress of network transformation in management. to provide decision-making reference for the development of the bank in the strategic transformation stage. Secondly, according to the above analysis, the problems and corresponding reasons of Agricultural Bank of China Yunnan branch are summarized. Finally, to drive the rapid growth of debt business from many aspects, improve the ability to generate loan income by optimizing the asset structure, and broaden the income channels of intermediary business to enhance market competitiveness, expand customer quality, enhance customer construction, control new and reduce old , Reduce non-performing loans, control and accelerate the implementation of digital transformation strategies, improve risk prevention and control capabilities through strict governance, and IV accelerate the process of branch transformation. The development direction of the enterprise provides decision-making reference for the development of the enterprise during the period of strategic transformation. Key words: Agricultural bank of China Yunnan Branch; competitiveness; competitiveness strategy ; V 目 录 摘要.....................I Abstract.................II 第一章 绪论...............1 第一节 研究背景与意义..............1 一、研究背景..............................1 二、研究意义..............................1 第二节 文献综述....................2 一、国内外对银行竞争力的研究..............2 二、国内外对银行竞争力指标体系的研究......3 第三节 论文结构和研究内容.........4 第四节 研究方法...................5 一、文献研究法............................5 二、调查研究法............................5 三、案例研究法............................5 第二章 概念界定及理论基础.6 第一节 相关概念...................6 一、商业银行竞争力的概念..................6 二、商业银行发展竞争力的特征..............6 三、商业银行竞争力的构成要素..............7 第二节 相关理论...................8 一、商业银行竞争力评价体系................8 二、PEST分析框架.........................9 三、资源基础理论.........................10 四、核心能力理论.........................11 五、比较分析理论.........................11 第三章 商业银行竞争力评价指标体系构建..................11 VI 第一节 商业银行竞争力评价指标体系构建原则........................13 一、全面性原则...........................13 二、系统性原则...........................13 三、有效性原则...........................13 第二节 商业银行竞争力评价指标的选择.............................13 一、盈利能力.............................14 二、风险控制的能力.......................15 三、规模实力.............................16 四、发展能力.............................17 第四章 云南农行竞争力现状分析和评价..............