目前，我国出台多重利好政策，支持县域经济的发展，我国支农、支小、支微的格 局逐步得到优化，县域经济的发展对全国经济的发展起到了至关重要的作用，市场上存 在各种各样的需求主体，对于县域金融市场来说，需求主体的范围更加的复杂，与大中 城市相比，县域金融市场的需求主体更加的分散，要求更加的复杂及细化。本文通过分 析县域银行玉林市区信用联社在当地市场的市场地位及对当地经济发展的重要性入手， 分析玉林市区信用联社金融服务创新现状，在看到成绩的同时，深刻剖析金融服务市场 存在的不足，借鉴国内外金融服务创新的先进案例，以市场为导向、遵从稳健性的原则、 有针对性的提出作为县域银行，玉林市区信用联社应该实现的市场目标，从产品创新、 业务流程、服务平台及队伍建设四个方面提出具体的措施。 分析得出一是玉林市区信用联社的当前的金融服务已经逐渐不能适应当地市场的 需求，出现客户的流失、市场份额被抢占；二是玉林市区信用联社的市场地位举足轻重， 对当地经济的发展有着不可替代的作用，有适应市场的一面，也有不符合时代的一面； 三是国内外在金融服务创新方面有许多可以借鉴的经验，玉林市区信用联社可以通过学 习先进的经验，结合本地市场，不断开拓创新，扩大市场占有率；四是玉林市区信用联 社的金融服务创新应从多方入手，是企业的发展不断适应市场的需求，以全新的面貌， 赢得市场份额。 关键词：金融服务；玉林市区信用联社；产品创新；县域市场 II RESEARCHONTHEINNOVATIONOFLOCALMARKETFINANCIALSERVICE OFYULINCITYCREDITUNION ABSTRACT Atpresent,themultiplepositivepolicyandsupportthedevelopmentofcountyeconomy, China'sagriculture,thesmallandmicrostructureoptimizedgradually,thedevelopmentof countyeconomyinthedevelopmentofthenationaleconomyhasplayedavitalrole,the countyfinancialmarketsonthemainbody,therearedifferentlevelsofdemandfordifferent natureofthefinancialservices,comparedwiththelargeandmedium-sizedcities,county financialdemandmorediversification,diversification.Yulincitybasedontheanalysisof countybankcreditassociationmarketpositioninthelocalmarketandtheimportanceofthe localeconomydevelopment,thispaperanalyzethepresentsituationofyulincitycredit associationfinancialserviceinnovationinseeresultsatthesametime,adeepanalysisofthe defectsinthefinancialservicesmarket,drawlessonsfromadvancedcasesofdomesticand foreignfinancialserviceinnovation,market-oriented,adheretotheprincipleofrobustness andtargetedputforwardasthecounty,yulincitycreditcooperativesshouldachievemarket, fromproductinnovation,businessprocess,serviceplatformandteamconstructionoffour aspectsputforwardconcretemeasures.Afterresearch,thefollowingepiloguewasdrawn:first, thecurrentfinancialservicesofyulinurbancreditcooperativeshavegraduallyfailedtoadapt totheneedsofthelocalmarket,resultinginthelossofcustomersandtheoccupationof marketshare；Second,yulinurbancreditcooperativesplayanimportantroleinthemarket andplayanirreplaceableroleinthedevelopmentoflocaleconomy.Third,therearemany domesticandforeignexperiencesinfinancialserviceinnovationthatcanbeusedfor reference.Yulinurbancreditcooperativecancontinuetoexploreandinnovateandexpandits marketsharebylearningadvancedexperienceandcombiningwiththelocalmarket.Fourth, thefinancialserviceinnovationofyulinurbancreditcooperativesshouldstartfromvarious aspects,whichisthedevelopmentofenterprisestoconstantlyadapttothemarketdemand, withanewlook,towinmarketshare. KEYWORDS:financialservices；Yulincitycreditunion；Product innovation；Thecountymarket III 目录 摘要.............................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪论...............................................................................................................................1 1.1研究背景与意义...........................................................................................................1 1.2研究内容与方法...........................................................................................................2 1.3研究思路与框架...........................................................................................................3 1.4本文创新点与不足之处...............................................................................................3 第二章相关理论概述及国内外研究综述..............................................................................5 2.1金融服务相关概念.......................................................................................................5 2.2金融业服务创新定义...................................................................................................5 2.3国内外相关理论文献综述...........................................................................................6 2.3.1国外研究动态....................................................................................................6 2.3.2国内研究动态....................................................................................................6 第三章玉林市区信用联社本地市场金融服务创新的必要性及借鉴..................................8 3.1玉林市区信用联社进行金融服务创新的必要性......................................................8 3.1.1县域金融市场快速变化促使创新势在必行...................................................8 3.1.2内部治理缺陷成为必须创新的动力...............................................................9 3.1.3金融服务创新可为联社的发展创造更多机会...............................................9 3.1.4面临的挑战更为金融服务创新获取新思路...................................................9 3.2国内金融服务创新经验研究.....................................................................................10 3.2.1广西区外先进农信社经验借鉴.....................................................................10 3.2.2广西区内本土银行先进经验借鉴.................................................................11 3.3国内先进经验对玉林市区信用联社的借鉴意义..................................................12 第四章玉林市区信用联社金融服务创新现状分析............................................................14 4.1玉林市区信用联社创新现状.....................................................................................14 4.2玉林市区信用联社定位及金融服务理念.................................................................16 4.2.1玉林市区信用联社金融服务市场定位..........................................................16 IV 4.2.2玉林市区信用联社金融服务理念..................................................................17 4.3玉林市区信用联社金融服务创新的优缺点.............................................................18 4.3.1玉林市区信用联社金融服务创新的优点......................................................18 4.3.2玉林市区信用联社金融服务创新的不足......................................................19 第五章玉林市信用联社本地市场金融服务创新问题及成因............................................21 5.1玉林市区信用联社产品及服务情况调查问卷及结果分析....................................21 5.1.1调查问卷设计依据及内容..............................................................................21 5.1.2调查问卷结果分析.........................................................................................21 5.2玉林市信用联社本地市场金融服务创新问题分析................................................22 5.2.1产品更新不及时市场竞争力低.....................................................................22 5.2.2业务流程繁琐且业务材料重叠.....................................................................23 5.2.3信息推送迟滞致部门沟通不顺畅.................................................................24 5.2.4人员配备不充足且专业水平不高.................................................................24 5.3玉林市信用联社本地市场金融服务创新问题存在的原因....................................24 5.3.1企业管理层对市场的了解不足.....................................................................24 5.3.2企业业务流程设计不合理.............................................................................25 5.3.3企业业绩考核制度不明确.............................................................................2