摘要：如今，银行行业间的竞争日趋激烈，各大银行为了留住客户都想方设法满足客户的需求。而上海农商银行率先推出金融便利店进行差异化竞争，势必对一些上班族多了一种对金融服务的选择。这是该银行的金融创新之举，在市场上有着良好的反响。2012年在上海地区的个人存款市场份额从第751位上升到第五位，占比达6.83%，仅次于工农中建。这个变化的部分贡献就来自于金融便利店。本课题主要对上海农商银行推出金融便利店的策略研究进行探讨。论文主要分为五个部分，即上海农商银行推出金融便利店的动因，对金融便利店进行市场分析及策略研究，然后讨论目前金融便利店存在的问题以及提出相应的建议。可以说，商业银行要想提高核心竞争力，金融产品创新是最好的利器。所以本人认为，金融创新是商业银行今后发展的必然趋势。
关键词：金融便利店；金融创新；核心竞争力；差异化竞争4169
SRCB introduced financial convenience store strategy research
Abstract: Now, the bank industry competition is becoming increasingly fierce, each big bank in order to keep the customer try to meet customer demand. And Shanghai Rural Commercial business bank took the lead in put out financial convenience stores which are differentiated competition under "you are off duty, I am on duty ".It is a good financial choice for some office workers .This is the bank's financial innovation lift, it also has a good response in the market. In 2012, the Shanghai area personal deposit market share at the beginning of the sixth to rise to the fifth, second only to ICBC、ABC、BOC、CBC, accounting for more than 6.83%. This change is part of the financial contribution from the convenience store. This topic mainly to Shanghai Rural Commercial bank introduced financial convenience store strategy research is discussed. The paper can be divided into three parts, the development trend of financial convenience store, the existing problems and puts forward relevant Suggestions. So, commercial Banks to improve the core competitiveness of financial product innovation is the best tool. I also observed the move of Shanghai Rural Commercial bank, so further research into this paper, and I think, financial innovation is the commercial bank inevitable trend of the development of the future.
Key Words: financial convenience store; financial innovation; core competitiveness;
diversified competition
目 录
引言 1
一、上海农商银行推出金融便利店的背景及原因 3
(一） 上海农商银行推出金融便利店的动因 3
1、 根本动因：追逐利润 3
2、 规避金融管制 3
3、 转嫁高科技及风险的应用 3
4、 金融自由化 4
（二） 上海农商银行推出金融便利店的必要性 4
1、 满足客户的需求 4
2、 延时金融服务的缺乏 5
（三） 上海农商银行推出金融便利店的可行性 5
1、 弹性错时服务 5
2、 布局错位服务 6
3、 差异化经营 6
二、上海农商银行金融便利店的市场分析 7
（一） 市场环境分析 7
1、 政策环境分析 7
2、 人文环境分析 7
（二） 市场需求分析 8
（三） SWOT分析 11
1、 优势 11
2、 劣势 11
3、 机会 11
4、 威胁 11
三、上海农商银行推出金融便利店的策略 13 上海农商银行推出金融便利店的策略研究:http://www.751com.cn/jingji/lunwen_696.html