随着利率市场化进程加快’互联网金融的风生水起’商业银行必须靠转型,必须靠创新提

髙引领市场、服务客户的能力,当前国际国内经济金融形势复杂多变,同业竞争日趋激烈,

在公司业务投行化,负债业务理财化的态势下,只有不断提升客户价值,大力拓展中间业务,农

业银行才能为国民经济发展提供更有力的支撑,才能更好的回报股东和社会,农业银行的社会

地位和价值才能得到公众的认可和支持。农行宁夏分行中间业务收入占比不足15%,与发

发达国际和发达省份的商业银行相比,差距较大,因此,对农行宁夏分行中间业务如

何走,怎么走的经营策略进一步深入研究成为必要的课题。

本文基于商业银行管理理论和市场营销理论,选取了农行宁夏分行、建行宁夏分行、中行

宁夏分行、工行宁夏分行近三年的中间业务发展情况、发展重点,从宏观经济走势、欧亿·体育（中国）有限公司发展

趋势和内部环境三个维度对农行宁夏分行中间业务发展中存在的问题和成因行了较为详细的研

究和论述。运用SWOT分析方法对农行宁夏分行中间业务经营发展优势、劣势、机遇和挑战进行

了比较分析,在借鉴利率市场化期间发达国家中间业务发展经验和同业先进做法的基础上,有

针对性的提出农行宁夏分行中间业务经营策略的改进思路和原则,并提出了具体发展建议。提

出要进一步健全中间业务组织机构,加强中间业务市场细分,加快中间业务产品创新升级。同

时要优化考核指标设置,借助考核的指挥棒效应,激励各经营行发挥本区的比较优势,加强综

合营销,交叉营销,深度营销,满足客户的个性化需求。在巩固传统中间业务发展的基础上,

加快人才培养,鼓励全员创新,推动新兴中间业务、热点中间业务快速发展等具体建议。

关键词:农行宁夏分行,中间业务,经营策略

Abstract

With the interest rate market to speed up the process, the rise of Internet finance,must depend

on the transformation, must rely on innovation to improve the ability to lead the market, customer

service. International and domestic economic and financial situation is complicated and changeable,

competition is becoming increasingly fierce,In business investment, debt business financial

management situation, only to continuously upgrade the value of customers, expanding the business,

the Agricultural Bank to better returns to shareholders and the society; social status and value to the

Agricultural Bank to get public recognition and support. Agricultural Bank of China Ningxia branch

of the intermediate business income accounted for less than 15%, and the western commercial banks,

compared with the developed provinces, a larger gap, therefore, the Agricultural Bank of China

Ningxia branch intermediary business how to walk, research the management strategy of how to get

the necessary task.

In this paper, comercial bank management theory and marketing theory is based on Ningxia

branch,in Agricultural Bank of China, Ningxia branch in Bank of China , Ningxia branch,in ICBC

nearly three years of development of intermediary business, for a more detailed study from the three

dimensions of macro environment, industry environment and internal environment of the Agricultural

Bank of China Ningxia branch of the intermediate business problems in the process of development,

using the analysis method of SWOT to Ningxia branch of Agricultural Bank of China business

development present situation and the advantages and disadvantages are analyzed, based on the

reference interest rate marketization during American developed countries the development of

intermediate business experience and good practices of the industry has put forward the concrete

measures for the development of intermediate business of Ningxia branch of Agricultural Bank of

China, proposed to fiirther perfect the constinction of intermediary business organization, strengthen

the intermediate business market, strengthen the intermediate business products innovation and

upgrading, and to optimize the examination and organization construction, examination baton effect

by means of incentive management, the comparative advantage in this area, to strengthen the

comprehensive marketing, cross marketing, marketing, meet ttie personalized needs of customers.

Based on consolidating the traditional intermediary business development, speed up the cultivation of

talents, encourage innovation, promote the rapid development of new intermediate business, bringing

in and go out of the combination, enhance the core competition ability of intermediary business to

achieve, concrete suggestions to improve the contribution of agricultural value of intermediate

business.

Key words: Ningxia Branch in Agricultural Bank of China, Intermediary Business Development,

Business strategy