农村金融问题一直以来都是农村工作关注的核心。自 2006 年银行监督委员会 首次建议成立一个新形式的乡村金融机构以来，乡村银行发展距今已经有 10 余 年。SH 村镇银行作为东北首家农村商业银行跨省发起设立的区域银行业金融机 构具有一定的代表性，本文针对 SH 村镇银行发展进行了专题研究。首先，介绍 了近年来 SH 村镇银行的概况、总体运营和人员结构等情况，总结了其现存在的 问题。然后，通过运用 PEST 和五力模型分析法对 SH 村镇银行的外部宏观发展 环境、行业竞争态势等进行分析，归纳总结了 SH 村镇银行拥有的内部优势和劣 势，探索了其未来发展之路，制定了其未来发展战略愿景、目标和规划；本文认 为 SH 村镇银行必须坚守战略定位、保持存量市场份额，充分发挥好潜在优势， 以创造出区域金融品牌。最后，从人才、组织机制和政策三个方面为 SH 村镇银 行提出了发展战略实施的具体保障措施，以期为 SH 村镇银行在经济新常态下帮 助农村振兴、扎根地方发展提供有益参考。 关键词：村镇银行；发展战略；环境分析-II- Abstract Rural Finance has always been the core of rural work. It has been more than 10 years since the Banking Supervisory Committee first recommended the establishment of a new form of rural financial institution in 2006.As the first inter-provincial Commercial Bank in northeast China, SH village bank is a typical regional banking financial institution. This paper makes a special study on the development of SH village bank. Firstly, this paper introduces the General Situation, overall operation and personnel structure of SH village bank in recent years, and summarizes its existing problems. Then, through the use of PEST and five-force model analysis of the external macro-development environment of SH village bank, industry competition situation, summed up the internal advantages and disadvantages of SH village bank, having explored its future development path and formulated its future development strategic vision, goal and plan, this paper holds that the SH village bank must stick to the strategic position, keep the stock market share, and give full play to its potential advantages, to create a regional financial brand. Finally, from the talent, the organization mechanism and the policy three aspects proposed the development strategy implementation concrete safeguard measures for the SH village bank, with a view to SH village banks in the new normal economy to help rural revitalization, take root in local development to provide useful reference. Key Words: Village Bank; Development Strategy; Environmental analysis-III- 目录 中文摘要...........................................................................................................................I Abstract ...........................................................................................................................II 绪论.................................................................................................................................. 1 一、研究背景........................................................................................................... 1 二、研究目的及意义............................................................................................... 2 （一）研究目的................................................................................................ 2 （二）研究意义................................................................................................ 2 三、国内外研究现状............................................................................................... 4 （一）国外研究现状........................................................................................ 4 （二）国内研究现状........................................................................................ 6 （三）国内外研究现状述评............................................................................ 8 四、主要研究内容和研究方法............................................................................... 9 （一）主要研究内容........................................................................................ 9 （二）研究方法...............................................................................................11 第一章 相关理论基础.................................................................................................. 13 第一节 村镇银行的界定....................................................................................... 13 第二节 企业发展战略的内涵与基本框架........................................................... 14 一、企业发展战略的内涵.............................................................................. 14 二、企业发展战略的基本框架...................................................................... 14 第三节 企业发展战略的主要分析方法............................................................... 16 一、PEST 分析法............................................................................................ 16 二、波特五力模型.......................................................................................... 17 本章小结................................................................................................................. 18 第二章 SH 村镇银行发展现状.................................................................................... 19 第一节 SH 村镇银行简介..................................................................................... 19-IV- 第二节 SH 村镇银行业务经营范围..................................................................... 20 第三节 SH 村镇银行存在的主要问题................................................................. 22 一、社会知名度偏低...................................................................................... 22 二、存款增长乏力.......................................................................................... 22 三、风控能力偏弱.......................................................................................... 23 四、业务种类单一.......................................................................................... 24 五、员工缺乏稳定性...................................................................................... 25 本章小结................................................................................................................. 25 第三章 SH 村镇银行外部环境分析............................................................................ 26 第一节 SH 村镇银行宏观环境分析..................................................................... 26 一、政策环境分析.......................................................................................... 26 二、经济环境分析.......................................................................................... 27 三、社会环境分析.......................................................................................... 28 四、技术环境分析.......................................................................................... 29 第二节 SH 村镇银行行业环境分析..................................................................... 30 一、客户的议价能力分析.............................................................................. 30 二、现有银行间的竞争分析.......................................................................... 30 三、替代品的替代能力分析.......................................................................... 31 四、上游议价能力分析.................................................................................. 31 五、潜在进入者分析...................................................................................... 32 本章小结................................................................................................................. 32 第四章 SH 村镇银行内部环境分析............................................................................ 34 第一节 SH 村镇银行内部优势分析..................................................................... 34 一、自主决策优势.......................................................................................... 34 二、主发起行的经验扶持.............................................................................. 34 三、员工本土化与年轻化程度较高......