摘 要 兰山区位于山东省临沂市，是鲁东南的政治、文化和商贸中心，拥有长江以北最大 的商贸物流市场和多个国家级产业园区，是人流、物流、商流的集聚区，为金融市场发 展提供了广阔的空间和良好的环境。目前，各股份制银行凭借自己的先天优势纷纷进驻 临沂。 兰山农村合作银行（简称兰山合行）作为地方性金融机构，其前身是临沂市兰山区 农村信用社，经过多年的发展，已成为当地营业网点和从业人员最多的金融机构，成为 存贷款业务规模最大的金融机构。但近年来，随着诸多不同类型的金融机构不断入驻兰 山区，兰山合行面临前所未有的压力和严峻挑战，其市场竞争能力已有所下降。因此， 面临新的市场竞争环境，如何提高其市场竞争力已成为兰山合行面临的重要课题。 基于此，本文以兰山合行为研究对象，以经济学和管理学理论为基础，采用内外部 矩阵研究方法，结合兰山合行发展现状，运用PEST技术分析了兰山合行所处的宏观环 境；运用五力模型分析了兰山合行所处的行业竞争情况；运用4PS方法，结合兰山合行 实际分析了其内部主要资源情况。同时借助内外部因素分析法，探寻制约业务发展短板， 从而在“明确市场定位，推动营业网点转型、信贷发展方式、盈利模式转型，开展普惠 金融工程，打造高绩效团队，强化软实力建设”等方面，提出了提升其市场竞争力的主 要策略，以助推兰山合行的转型发展。

ABSTRACT Lanshan district is located in Linyi city of Shandong province. Linyi city is not only the political, culture and commercial center of Southeast Shandong,,but also the biggest trade logistics market in the North of the Changjiang River and a number of national industrial parks gathering people, logistics and business. All of those provide a broad space and a good environment for the development of financial market. At present the joint-stock banks have settled in Linyi armed with their inherent advantages. As a local comprehensive financial institutions, Lanshan Rural Cooperative Bank (Lanshan Co-op for short) which predecessor is the rural credit cooperatives in Lanshan District of Linyi city. After years of development, It has become a financial institution with the biggest number of outlets and employees and the biggest scale of deposits and loans. But in recent years, as many different types of financial institutions constantly settle down in Lanshan, Lanshan rural cooperative bank is confronted with unprecedented pressure and severe challenges and its market competition ability has declined. Therefore, faced with the new environment of market competition, how to improve its market competitiveness has become an important issue for Lanshan rural cooperative bank. Based on this, this paper takes Lanshan rural cooperative bank as the research object and takes the theory of economics and management as the foundation. Using the research method of internal and external matrix, combining with the development of Lanshan rural cooperative bank, It analyzes the Macro environment of Lanshan rural cooperative bank with PEST technique and analyzes the industry competition situation by using the five forces model. Also it analyzes the main internal resources situation combined with its reality, using 4PS method. At the same time with the aid of internal and external factors analysis, it searches for the disadvantages that Restrict the development of the bank’s business. Thus brings out the main strategy to improve its market competitiveness to " a clear market positioning, Promoting transformation of outlets, changing of credit development mode, transformation of profit mode, development of inclusive financial engineering, building high performance teams, strengthening construction of soft power", etc., in order to promote the transformation and development of Lanshan rural cooperative bank.