中国工商银行县域零售业务竞争力研究——基于昆山地区银行业的调研分析

城市化进程的加快与日趋激烈的县域金融同业竞争使得银行零售业务成为提升商业银行核心竞争力的重要渠道。文章以工行昆山支行为例，通过问卷调查对工行昆山支行的零售业务竞争力进行了分析，并运用SWOT分析法对其开展零售业务的优势、劣势、机遇与挑战进行了深度剖析。研究认为工行县域支行的零售业务尽管具有一定的竞争优势，但其发展不平衡、认识不足、服务缺位等问题仍比较突出。文章提出要立足县域特点，明确发展大方向；坚持业务多样化，提升产品竞争力；深化存贷款业务，提升服务竞争力；打造高素质团队，提升人才竞争力；承担社会责任，展现大行风范，提升文化竞争力等建议和对策。

The Study on Competitiveness of County Retail Business of ICBC --Based on Analysis of the Banking Industry in Kunshan District

With the accelerated process of urbanization in China and the increasingly fierce county financial trade competition, county retail business has become the important channel to improve the core competitiveness of the bank. This paper takes ICBC Kunshan enterprise as an example, conducting questionnaire survey, and using the SWOT analytic method to analyze its retail business strengths, weaknesses, opportunities and challenges. Research find, although the retail business in the county of ICBC has certain competitive advantage, problems such as unbal- anced development, inadequate understanding, service invalidation are still prominent. In view of this, we propose targeted policy suggestions that based on the characteristics we make a clear development direction, adhere to devel- op the various business and enhance the competitiveness of products and service, deepen the deposit and loan busi- ness, create a high - quality team, and bear the social responsibility and enhance the competitiveness of talent and culture.