普惠金融作为中国当代的国家发展战略，旨在为各社会阶层提供公平有效的金融服务，重点涵盖中小微型企业、“三农” “双创” 等领域及弱势群体。通过扩大金融服务的覆盖面，普惠金融在提升民众生活水平、促进投资和经济增长等方面发挥了重要作用。多年来，国家通过实施定向降准、差异化监管和财税优惠等政策措施，大力推动普惠金融的发展。商业银行是我国普惠金融的重要供给者和责任担当者，普惠金融业务必然地成为其业务发展的重心。数字经济的兴起和快速发展给商业银行普惠金融业务的发展环境带来了诸多改变。S银行Z分行作为服务区域经济发展的主要商业银行之一，虽已在普惠金融领域方面取得了一定的成绩，但同样受到了数字经济发展带来的多重影响，其金融业务发展既面临着更广阔的空间，又面临着巨大的挑战，因此，Z分行亟需全面审视数字经济带来的新发展环境，选择制定适宜的普惠金融业务发展战略，推动其普惠金融业务的可持续发展和竞争力、影响力的进一步提升，为地方经济、社会的发展贡献更大力量。

本文在借鉴已有研究成果的基础上，立足于数字经济这一时代背景，综合运用文献研究、实地调查、层次分析等研究方法和PEST模型、五力模型、EFE矩阵、IFE矩阵、SWOT矩阵、QSPM矩阵等分析工具，分析S银行Z分行普惠金融业务发展现状，全面剖析Z分行普惠金融业务发展的宏观环境、竞争环境、内部环境及综合环境，进而选择、制定Z分行普惠金融发展战略及措施。研究发现：（1）Z分行普惠金融业务发展既有渠道资源丰厚、风险防控能力强、技术实力雄厚、品牌效应强等优势，又有产品同质化严重、市场占有率低、缺少普惠专业化人才、对公客户基础薄弱等劣势，既面临政策支持、普惠市场需求增长、金融科技发展迅速、农业资源丰富等机遇，也面临监管风险加大、技术依赖风险加大、行业竞争压力大等威胁。（2）Z分行发展普惠金融业务优势大于劣势、机遇大于威胁，Z分行普惠金融发展应当采取以SO增长型战略为核心，在此基础上采取差异化战略，提升市场竞争力。（3）S银行Z分行的战略措施包括：结合政策利好品牌红利，拓展客户资源；挖掘农业资源，拓展潜在客户；开发线上+线下产品服务，推出差异化产品吸引客户；强化品牌建设，突出品牌优势。同时在组织、制度、资金、技术方面制定保障措施，进一步保障Z分行普惠金融业务发展战略实施效果。

本研究成果有助于S银行Z分行在数字经济下的金融市场环境中找准战略位置、打造竞争优势，为其普惠金融业务发展实践提供理论依据，也为其他商业银行发展普惠金融业务提供参考。

As a national development strategy in contemporary China, inclusive finance aims to provide fair and effective financial services to all social strata, with a focus on small and micro enterprises, rural areas, "double innovation" and other fields, as well as vulnerable groups. By expanding the coverage of financial services, inclusive finance has played an important role in improving people's living standards, promoting investment and economic growth. For many years, the country has promoted the development of inclusive finance through targeted reserve ratio cuts, differentiated supervision and preferential tax policies. Commercial banks are an important provider and responsible party for inclusive finance in China, and inclusive finance business is inevitably the focus of their business development.  The emergence and rapid development of digital economy has brought about many changes in the development environment of commercial bank inclusive finance business. S Bank Z Branch, one of the main commercial banks serving regional economic development, has achieved certain results in the field of inclusive finance, but has also been affected by the multiple impacts of digital economic development. Its financial business development faces both broader prospects and huge challenges, so Z Branch urgently needs to comprehensively review the new development environment brought about by digital economy and select and formulate an appropriate inclusive finance business development strategy to promote the sustainable development and further enhancement of its competitiveness and influence, and contribute greater forces to the economic and social development of the local area.

Based on the existing research results and the background of the digital economy, this paper comprehensively applies research methods such as literature research, field investigation, hierarchical analysis, PEST model, five forces model, EFE matrix, IFE matrix, SWOT matrix, QSPM matrix and other analytical tools to analyze the development status of inclusive financial services in Z branch of S Bank. Comprehensively analyze the macro environment, competitive environment, internal environment and comprehensive environment of the inclusive finance business development of Z Branch, and then select and formulate the inclusive finance development strategy and measures of Z Branch. The study found: (1) The inclusive financial business development of Z Branch has advantages such as rich channel resources, strong risk prevention and control ability, strong technical strength and strong brand effect, but also has disadvantages such as serious product homogeneity, low market share, lack of inclusive professional talents, and weak public customer base. It faces opportunities such as policy support, growing demand for inclusive markets, rapid development of financial technology, and abundant agricultural resources, as well as threats such as increased regulatory risks, increased risk of technology dependence, and high competition pressure in the industry. (2) Z Branch has more advantages than disadvantages and more opportunities than threats in the development of inclusive financial services. In the development of inclusive financial services, Z Branch should adopt SO growth-oriented strategy as the core, and on this basis, adopt differentiation strategy to enhance market competitiveness. (3) The strategic measures of Z Branch of S Bank include: combining policies to promote brand dividends and expand customer resources; Explore agricultural resources and expand potential customers; Develop online + offline products and services, launch differentiated products to attract customers; Strengthen brand building and highlight brand advantages. At the same time, safeguard measures are formulated in terms of organization, system, funds and technology to further guarantee the implementation effect of the inclusive financial business development strategy of Z Branch.

The research results can help S Bank Z Branch to find a strategic position and create competitive advantages in the financial market environment under the digital economy, provide theoretical basis for the development practice of inclusive finance business, and provide reference for other commercial banks to develop inclusive finance business.

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