RESEARCH ON THE MANAGEMENT
COUNTERMEASURES OF SMALL AND
MICRO BRANCHES OF NJ BANK
A Thesis Submitted to
Southeast University
For the Professional Degree of Master of
Business Administration
BY
YIN Si-ping
Supervised by
Prof. ZHAO Chi
School of Economic & Management
Southeast University
October , 2021
摘要
NJ银行小微支行经营策略研究
研究生:尹思萍
导师：赵驰
学校：东南大学
摘要
由于我国目前的金融体系不够健全，中小型金融机构不发达，金融服务不足以满足
中小企业和地方金融机构的需求，特别是面向农村等基层的金融产品单调且不足，导致
融资约束问题阻碍了中小企业的持续成长。商业银行作为我国中小金融机构的主体，具
备较好的发展机遇，同时也承担着满足中小企业和市民金融需求的社会责任。同时，利
率营销改革和网上融资的兴起，给城市商业银行的发展带来了机遇和巨大的挑战。当前
我国经济体制改革与数字金融持续深入发展，以商业银行支行为载体的商业模式难以满
足中小企业和居民的金融服务多样化的需求。在此背景下，小微支行以运营成本低、贴
近客户、服务差异化等优势成为解决城市商业银行发展瓶颈的有效途径之一。
本文以NJ银行小微支行为研究对象，通过小微支行、社区银行等核心概念的界定
以及相关研究成果的梳理，结合国内外社区银行的经验借鉴，分析NJ银行小微支行经
营的宏观环境以及自身所具备的优劣势。在此基础上，制定出符合NJ银行小微支行的
经营策略。同时，为了保障针对NJ银行小微支行的经营策略能够得到有效的实施，还
从完善人才培养体系、拓展科技金融体系以及合规营销等几个维度提出相应的保护措施，
保证策略的顺利实施和NJ银行小微支行的持续发展。
本文研究表明，NJ银行小微支行处于发展的起步阶段，还有较大的提升空间。尽管
如此，由于规模小、知名度较低、创新动力不足等原因阻碍了发展。因此，NJ银行小微
支行需要切实地融入当地社区，通过下沉服务为重点客户提供更加便捷、多元化的消费
选择及便捷的咨询服务。与传统银行分行布局的逻辑相反， NJ银行小微支行需要根据
社区消费者的生活、消费、投资等特点，通过提供差异化的产品、拓展线下渠道及主题
营销，主动创造或提供差异化服务。
关键词：商业银行；小微支行；经营策略；渠道管理；新网点
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东南大学工商管理硕士学位论文
RESEARCH ON THE MANAGEMENT COUNTERMEASURES
OF SMALL AND MICRO BRANCHES OF NJ BANK
Written by: YIN Siping
Supervised by: ZHAO Chi
Southeast University
Abstract
As China's current financial system is not sound enough and small and medium-sized
financial institutions are underdeveloped, financial services cannotmeet the needs of small
and medium-sized enterprises and local financial institutions. For example, the financial
products for rural areas and other grassroots units are especially monotonous and inadequate.
As aresult, financingconstraints hinderthe sustainabledevelopment ofsmall and
medium-sized enterprises. As the main body of China's small and medium-sized financial
institutions, on one hand, commercial banks have good development opportunities, on the
other hand, they are responsible for meeting the financial needs of small and medium-sized
enterprises and citizens. At the same time, the reform of interest rate marketing and the rise of
online financing have brought both opportunities and huge challenges to the development of
city commercial banks. At present, China's economic system reform and digital finance
developed continuously, while the business model of commercial bank support is difficult to
meet the diversified needs of small and medium-sized enterprises and residents for financial
services. In this context, small and micro branches have become one of the effective ways to
solve the bottleneck of city commercial banks’ development, because of the advantages of
low operating costs, close proximity to customers, and differentiated services.
By taking the small and micro branches as research object, this paper defines the core
concepts, such as small branches and community bank, and references the experience of
domestic and foreign community banks, finally analyzes the macro environment, advantages
and disadvantages of the operation of the small and micro branches of NJ Bank. Based on the
above research, this paper formulate the business strategy in line with the small and micro
branches of NJ Bank. At the same time, in order to ensure the effective implementation of the
business strategy carried out by the small and micro branches of NJ Bank, this paper proposes
some protective measures from several dimensions such as the improvement of the talent
training system, the expansion of the technology and financial system, and compliance
marketing to ensure the successful implementation of the strategy, and the continuous
development of small and micro branches of NJ Bank.
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