摘要:中国农业银行零售业务在转型发展时期陷入的三个误区，使其零售业务在发展初期面临很大的困难，经过与印度地区农村银行的比较分析，在目标客户及服务管理、业务产品及市场定位、业务风险管理三方面，两行业务存在较大的差距。印度地区农村银行不仅充分利用国家面向农村发展的特殊性金融政策，同时大力提倡国有商业银行带头参与农村金融服务，而且还实施多种措施促进农村金融服务可持续发展。分析了印度地区农村银行零售业务的成功经验，结合中国农业银行零售业务的实际发展情况，提出了发挥国家优惠农业政策、合理定位目标客户与市场、创新产品、加强风险管理、开发电子化银行、加强乡村银行员工培训等六大零售业务转型建议。

关键词: 零售业务,农村金融服务,转型策略

Abstract:Agricultural Bank of China's retail business in transition period have fell into three pitfalls, therefore, retail business has faced serious difficulties.Compared with Regional Rural Bank of India, there is a great gap of the retail business.For example, the target customers and business service management, product and market positioning,business risk management etc.Regional Rural Bank of India not only make full use of the particularity of the financial policy to which the national rural development oriented, but also Vigorously promote State-owned Commercial Banks to participate in rural financial services. At the same time, Regional Rural Bank of India has carried out A variety of measures to promote the sustainable development of rural financial services.Analyzed on the successful experience of rural bank retail business, combined with the actual development of Agricultural Bank of China, I have put forward six suggestions of retail business in transformation.Our Agricultural Bank of China have to play countries preferential agricultural policy, locate the target customers and market reasonably, keep the product innovation, strengthen risk management, develop the electronic banking and strengthen  the employee training of the rural banks.

Key Words：Retail business,the service of rural financial, the transformation of strategy