I 摘要 包括农业、农村、农民在内的“三农”是我国经济发展的基础和命脉，为根本性 解决“三农”问题，必须把它提高到国家战略的高度。农村商业银行在“三农”范围 内具有很大的优势，为农村经济的发展和社会的和谐提供了有力保障。但从目前来看， 我国的农村商业银行在服务“三农”的过程中，还存在诸多的问题。如何提高农村商 业银行服务“三农”发展的水平和质量，是当前必须考虑和解决的大问题。鉴于此， 本文从这一背景出发，立足“三农”视角，对农村商业银行在服务“三农”的过程中 所暴露出来的问题进行了研究，以江西鄱阳县农村商业银行为例，对在新形势下农村 商业银行服务“三农”发展的问题进行研究。 1）对本论文对与研究相关的概念进行了界定，对相关理论基础进行了讨论，包 括“三农”的概念、农村商业银行及其特点、农村商业银行与“三农”的联系等，介 绍了本文研究的主要内容及可能的创新点； 2）以江西省鄱阳县农村商业银行服务“三农”为例，研究了农村商业银行在服 务“三农”发展的过程中采取的措施和取得的一些成效，研究了鄱阳县农村商业银行 在面对改革发展中所面临的挑战及存在的问题； 3）分析了当前农村商业银行发展及服务“三农”存在的问题及影响因素，利用 层次分析法对影响农村商业银行服务“三农”发展的影响因素进行综合分析，为后续 提出的发展对策做铺垫。 4）针对农村商业银行在服务“三农”中存在的问题提出了对策建议，主要包括 明确市场定位、确定发展模式、创新经营方式、探索营销策略、完善管理机制、实施 人才策略、改善“三农”大环境及加大政策投入等。 关键词：农村商业银行;农村金融;“三农”;层次分析法 Abstract II Abstract Agriculture,ruralareasandfarmersarethefoundationandlifebloodofChina's economicdevelopment.RuralcommercialBankshavegreatadvantagesinthescopeof ‘agriculture,ruralareasandfarmers’andprovideapowerfulguaranteeforthedevelopment ofruraleconomyandsocialharmony.However,atpresent,China'sruralcommercial Banksintheserviceofthe‘threerural’process,therearestillmanyproblems.Howto improvethelevelandqualityofruralcommercialbankserviceisabigproblemthatmust beconsideredandsolved.Inviewofthis,fromthisbackground,basedontheperspective of‘agriculture,ruralareasandfarmers’,thispaperstudiestheproblemsexposedbyrural commercialBanksintheprocessofserving‘agriculture,ruralareasandfarmer’.Taking ruralcommercialbankinPoyangcountyofJiangxiasanexample,thispaperstudiesthe developmentofruralcommercialBanksserving‘agriculture,ruralareasandfarmers’in thenewsituation. 1)theconceptsrelatedtothisstudy,discussestherelevanttheoreticalbasis,including theconceptof‘threerural’,ruralcommercialbankanditscharacteristics,ruralcommercial bankand‘threerural’connectionaredefined,themaincontentofthispaperandpossible innovationpointsisintroduced; 2)takingthedevelopmentofruralcommercialBanksinPoyangcountyofJiangxi provinceasanexample,thispaperstudiesthemeasurestakenbyruralcommercialBanks intheprocessofservingthedevelopmentof‘agriculture,ruralareasandfarmers’andthe resultsachieved.ItalsostudiesthechallengesandproblemsruralcommercialBanksface inthereformanddevelopmentofPoyangcounty. 3)theexistingproblemsandinfluencingfactorsinthedevelopmentofrural commercialbanksandtheserviceof‘agriculture,ruralareasandfarmers’areanalyzed, andcomprehensivelyanalyzestheinfluencingfactorsaffectingthedevelopmentofrural commercialBanksandtheserviceof‘agriculture,ruralareasandfarmers’byusingthe analytichierarchyprocess,layingafoundationforthedevelopmentcountermeasures proposedinthefuture. 4)countermeasuresandsuggestionsareputforwardfortheproblemsexistinginthe serviceofruralcommercialBanksfor‘agriculture,ruralareasandfarmers’,mainly includingclarifyingmarketpositioning,determiningdevelopmentmode,innovating operationmode,exploringmarketingstrategy,perfectingmanagementmechanism, implementingtalentstrategy,improvingtheoverallenvironmentof‘agriculture,ruralareas andfarmers’andincreasingpolicyinput. KeyWords:Ruralcommercialbank;Ruralfinance;Agriculture,farmersandcountryside; Analytichierarchyprocess 目录 III 目录 第1章绪论........................................................................................................................1 1.1研究背景...............................................................................................................1 1.2研究意义...............................................................................................................1 1.3国内外研究现状...................................................................................................1 1.3.1国内研究现状............................................................................................2 1.3.2国外研究现状............................................................................................4 1.4研究内容...............................................................................................................6 1.5本文可能的创新之处...........................................................................................6 1.6研究方法和技术路线...........................................................................................8 第2章研究的理论基础和概念界定................................................................................9 2.1“三农”问题...........................................................................................................9 2.1.1“三农”的基本概念....................................................................................9 2.1.2服务“三农”的概念....................................................................................9 2.2农村金融...............................................................................................................9 2.2.1农村金融的概念界定................................................................................9 2.2.2农村金融的发展理论..............................................................................10 2.2.3我国农村金融体系及其发展..................................................................11 2.2.4我国农村金融发展面临的问题..............................................................11 2.3农村商业银行.....................................................................................................13 2.3.1农村商业银行的定义..............................................................................13 2.3.2农村商业银行的发展..............................................................................13 2.3.3农村商业银行与“三农”的联系..............................................................14 2.4本章小结.............................................................................................................14 第3章农村商业银行服务“三农”现状——以鄱阳县为例......................................15 3.1鄱阳县“三农”的发展现状及对金融的需求.....................................................15 3.1.1鄱阳县农业发展现状..............................................................................15 3.1.2鄱阳县农村、农民发展现状..................................................................16 3.1.3鄱阳县“三农”发展对金融的需求..........................................................17 3.2鄱阳县农村商业银行的发展现状.....................................................................17 3.3鄱阳县农村商业银行服务“三农”发展的现状.................................................18 3.3.1鄱阳县农村商业银行服务“三农”发展的措施......................................18 3.3.2鄱阳县农村商业银行服务“三农”发展的现状......................................19 目录 3.4鄱阳县农村商业银行服务“三农”发展存在的问题.........................................22 3.5本章小结.............................................................................................................22 第4章农村商业银行服务“三农”发展的影响因素分析..........................................24 4.1影响农村商业银行服务“三农”发展的因素.....................................................24 4.1.1农村商业银行自身的因素......................................................................25 4.1.2“三农”方面的因素..................................................................................25 4.1.3外部环境方面的因素..............................................................................27 4.2分析模型的选择和建立........................