摘 要

随着科技技术的不断发展和世界经济水平的不断提升，国内的金融市场得到了较好的发展和完善，我国利率市场化改革的步伐明显加快，这不仅显示出央行对于利率改革的决心，也说明了经济规律发展的必然性。利率改革作为发展和完善国内金融体系的一个重要环节，直接影响到了国内金融市场和整个国民经济，其中商业银行收到的冲击尤为巨大。但在利率市场化改革的过程中，农业银行的竞争压力明显加大，不仅原有的低成本优势面临来自其他大型商业银行的挑战，而且随着利率改革带来的竞争格局的改变，农商行、农信社等其他金融机构也争相来分一杯羹，无论在总行的政策制定层面，还是基层行的实际经营层面，都受到了来自利率新政的明显影响。随着改革的进一步推进，这种影响或将在存款业务、贷款业务、定价能力等方面继续，甚至有扩大之势。

因此，在当前我国农业银行普遍存在经营效率低下，资产质量较差，不良贷款率高，金融创新严重不足等一系列问题的现状之下，通过研究我国农业银行的储蓄存款增长，提出发展促进我国农业银行发展储蓄存款业务的相关措施，如重新定位发展策略、切实推进金融创新、和加强业务结构调整等措施，对于提高现有农业银行的经营效益、提高资产负债率，保持国内农业银行的资金流动性，促进整个银行业的稳定发展有着重要的现实意义。

关键词：农业银行；吸纳储蓄；产品创新；完善服务

Research for Marketing Strategy for Absorb Savings of Agricultural Bank of China, Gaocheng Road, Lu'an

ABSTRACT

With the continuous improvement of the technology of continuous development and the world economy, domestic financial market has been better development and perfection, significantly speeding up the pace of market-oriented reform of interest rate in our country. This not only indicates that the central bank for the determination of interest rate reform, but also shows the inevitability of economic laws, the development. Reform of the interest rate as the development and improve an important link in the domestic financial system, have a direct impact on the domestic financial market and the national economy as a whole, of which commercial banks received the impact is particularly great. But in the process of market-oriented interest rate reform, the Agricultural Bank of competition pressure significantly increased, not only the original low-cost advantage facing challenges from other commercial banks, and with the change of competition pattern of interest rate reform, rural commercial bank, rural credit cooperatives and other financial institutions are also competing to divide a cup of a thick soup, both in the head office of policy formulation level, or primary line of actual operating level, are subject to the from the obvious influence of interest rate policy. With the further advance of the reform, this influence or will continue in the deposit business, loan business, pricing and other aspects, and even have the potential to expand.

Therefore, in the Agricultural Bank of China exists low efficiency of management, poor quality of assets, non-performing loan rate is high, under the situation of serious shortage of financial innovation, and so on a series of issues, through the study of the Agricultural Bank of China savings growth proposed to promote the development of China Agricultural Bank Development savings deposit business related measures, such as re positioning strategy development, and promote financial innovation, and strengthen the business structure adjustment measures, to improve the operating efficiency of the existing agricultural bank, raise the debt to asset ratio, keeping domestic agricultural bank liquidity, promote the steady development of the banking sector as a whole has a important practical significance.

Key words：Agricultural Bank; Absorb savings; Product innovation; Perfect service

目 录

1 引言 1

2 理论综述 2

2.1凯恩斯的绝对收入假说 2

2.2莫迪里亚尼的生命周期假说 2

2.3弗里德曼的永久收入假说 2

3 六安市皋城路中国农业银行吸纳储蓄的影响因素 3

3.1 外部因素 3

3.1.1家庭收入及预期的影响 3

3.1.2利率的影响 5

3.1.3 其他投资方式的影响 6

3.2内部因素 6

3.2.1分销渠道的影响 6

3.2.2银行服务水平的影响 7

3.2.3银行手续费率的影响 8

4六安市居民调查问卷——以皋城路支行为中心 9

4.1调查问卷设计 9

4.2问卷调查结果 10

4.2.1 样本构成 10

4.2.2 当地市民家庭收入对于个人储蓄的影响 12

4.2.3市民对于选择储蓄的主要目的及原因 13

4.2.4对公业务的局限性和不足之处 14

4.2.5当地居民对于支行的整体印象 15

4.2.6哪些因素主导着市民自主选择储蓄银行 17

4.3总结 17

5 银行应加快金融改革和创新的步伐 18

5.1加大产品创新力度，推出特色化产品 18

5.1.1可以推进产品向境外发展 18

5.1.2加快对投资银行产品体系的创新 18

5.1.3创新发展混业经营产品 18

5.2以提高客户满意度为核心，不断加大服务创新 19

6 银行应该不断完善发展战略 20

6.1 进行综合化的战略定位 20

6.2走特色化发展道路 20

6.3向精细化方向发展 21

7 银行应加快业务调整 22

7.1 发展中间业务，探索债券发行等业务 22

7.2 大力发展投行业务和电商业务 22

7.3重点发展差异化、特色化的具有较强增值空间的核心业务 22

7.4着力提高收益水平 23

结论 24

致 谢 26

参考文献 27

附录A 29

1 引言

进入2012年以来，我国利率市场化改革的步伐明显加快，这不仅显示出央行对于利率改革的决心，也说明了经济规律发展的必然性。利率改革作为发展和完善国内金融体系的一个重要环节，直接影响到了国内金融市场和整个国民经济，其中商业银行收到的冲击尤为巨大。但在利率市场化改革的过程中，农业银行的竞争压力明显加大，不仅原有的低成本优势面临来自其他大型商业银行的挑战，而且随着利率改革带来的竞争格局的改变，农商行、农信社等其他金融机构也争相来分一杯羹，无论在总行的政策制定层面，还是基层行的实际经营层面，都受到了来自利率新政的明显影响。随着改革的进一步推进，这种影响或将在存款业务、贷款业务、定价能力等方面继续，甚至有扩大之势。