摘要
随着国际形势的变化，我国的经济增长逐渐从高速向高品质转变。作为经济指向
标的金融产业，在全球化和互联网的冲击下，面临的形式也日趋严峻。随着国家系列
紧缩性调控政策以及大数据的应用，金融脱媒现象日益严重。由此，使得很多商业银
行开始从“幕后”走向“台前”，通过各种路径，构筑多元化发展战略，致力于在现
有的市场中不断深耕。与大型商业银行相比，中小型商业银行无论是在资金、技术还
是在人力资源、经营模式等方面，都存在较大的差距。为了适应市场变革，其必须要
制定符合实际的发展战略，解决目前所面临的机构性竞争问题。RY村镇成立于2011
年，通过9年的系统改革，存款及贷款市场占有率获得了显著的提升。但是在改革和
发展过程中积累的矛盾长期没有消除，2018年以后RY村镇银行的经营指标大幅下降，
存款和贷款结构不合理，信用风险暴露，不良贷款大幅回升。商业营销的缓慢宣传、
单一产品方法、公式化的企业支配结构、非合理的人力配置、不完整的系统和机制等
深层矛盾逐渐出现。在现有情况下，亟待转型。
基于上述研究背景，本文综合使用文献分析法、实地调查方法、比较分析方法等，
对RY村镇银行发展战略问题进行系统的分析。首先，本文对目前RY村镇银行战略规
划所面临的政策背景、时代背景、金融背景等进行了详细的阐述，并且对于发展战略
规划相关的文献资料进行整理和搜集。阐述了商业银行、发展战略等相关的概念和理
论。接着，本文运用PEST分析法，对RY村镇银行发展所面临的宏观环境进行分析，
包括政治与法律环境、社会主义市场经济体系下的经济环境、呼和浩特地区以及宏观
上的中国的社会及文化环境、技术环境。接着，使用波特五力模型，对RY银行发展
战略制定内部环境进行分析，并通过SWOT分析法进行比较。最后，结合分析的结果，
提出了支持零售业转换、现代服务转换、改善管理转换、风险预防及控制转换为主的
战略实施和保护措施。这些措施包括改善企业支配结构、加强内部审计、改善技术支
持和加强保安。稳定和强化遵守规定认识的5个层面，建立战略体现的保障机制。
本文的研究，从宏观和微观角度对目前RY村镇银行发展战略的规划情况以及所
面临的的环境情况进行分析，对于RY村镇银行战略转型，具有较强的现实意义和借
鉴作用，对其他农村商业银行也有一定的参考意义。
关键词：村镇银行；发展战略；战略转型；战略设计

ABSTRACT
With the change of the international situation, China's economic growth
has gradually changed from high speed to high quality.As the target financial
industry of the economy, the form is becoming increasingly severe under the
impact of globalization and the Internet.With the series of national tightening
regulation policies and the application of big data, the phenomenon of
financial disintermediation is increasingly serious.Therefore, many
commercial banks began to move from "behind the scenes" to "before the
front", through various paths, to build diversified development strategies, and
are committed to continuous deep cultivation in the existing
marketpared with large commercial banks, small and medium-sized
commercial banks have large gaps in terms of capital, technology, human
resources and business model.In order to adapt to the market change, it is
necessary to develop a practical development strategy to solve the current
problem of institutional competition.RY village was founded in 2011, through
nine years of system reform, the deposit and loan market share has been
significantly improved.However, the contradictions accumulated in the
process of reform and development have not been eliminated for a long time.
Since 2018, the operating indicators of RY rural banks have decreased
significantly, the structure of deposit and loan is unreasonable, credit risks are
exposed, and non-performing loans have rebounded significantly.The slow

publicity of commercial marketing, single product method, formulaic
enterprise control structure, unreasonable manpower allocation, incomplete
system and mechanism and other deep contradictions gradually appear.Under
the current situation, it is urgent to transform.
Based on the above research background, this paper comprehensively
uses the literature analysis method, field investigation method and
comparative analysis method to systematically analyze the development
strategy of RY rural banks.First of all, this paper expounds the policy
background, time background and financial background of the current
strategic planning of RY rural banks in detail, and arranges and collects the
literature related to the development strategic planning.The related concepts
and theories of commercial banking and development strategy are
expounded.Then, this paper uses the PEST analysis method to analyze the
macro environment faced by the development of RY rural banks,
Including political and legal environment, economic environment under
the socialist market economic system, Hohhot region and macro China's
social and cultural environment and technological environment.Next, the
Porter five-force model was used to analyze the internal environment of RY
Bank's development strategy and compare it by SWOT analysis.Finally, we
present the strategic implementation and protection measures to support retail
conversion, modern service conversion, improve management conversion,
risk prevention and control conversion.These include improving the corporate
。。。以下略