我国是农业大国，“三农”发展是我国经济建设的重要一环，农民要增收致富，农业要增加产量，农村要发展，这些都与农业投入息息相关，而信贷方面投入是农业投入主要方式之一。中国邮政储蓄银行北京分行（以下简称邮储银行北京分行）根据企业自身特点，按照总行要求始终把支持“三农”经济发展当作履行企业社会责任的内在要求，将“三农”贷款业务作为企业战略业务，不断加大对农民贷款的支持和投入力度，实现资金回流农村反哺农业。目前已经取得了一个阶段的成果，成为首都农村金融体系建设中的新生力。然而，从市场方面看首都北京属于“大城市，小农村”，金融机构林立竞争愈发激烈，自从2011年开始，涉农贷款业务发展乏力。邮储银行北京分行面对着首都农业市场规模小，竞争者多的困难局面，涉农贷款业务发展遇到瓶颈。 本文首先对竞争战略和金融相关理论进行了阐述，并重点对差异化竞争战略、价值链理论和银行业务差异化理论进行了分析。而后，通过PEST分析法和SWOT分析法，找出制约邮储银行北京分行涉农贷款业务健康可持续发展的关键性因素：客户群单一、产品竞争力低、人才缺乏、经营成本高、业务管理职能分散等问题。同时，结合目前邮储银行北京分行自身的网络、资金、品牌优势和市场环境，分析出邮储银行北京分行也面临着精细化转型、综合化转型和网络化转型的发展机遇。结合以上分析，本次研究认为邮储银行北京分行在涉农贷款市场竞争中应该采取差异化发展战略。并且通过价值链的理论将涉农贷款业务分为基本活动和辅助活动，其中基本活动包括：产品研发、业务办理、产品定价和营销渠道；辅助活动包括：绩效考核、机构管理和风险控制。然后，本文就价值链上的每个环节如何进行差异化战略实施进行了详尽分析。 最后本文分析得出三个结论，在邮储银行北京分行涉农贷款业务发展中，首先要结合北京“三农”发展的特点，找到首都“三农”的市场和客户，坚信首都涉农贷款市场大有可为。其次，邮储银行北京分行要始终坚持服务“三农”战略定位不动摇，企业发展中都会或多或少的遇到困难和问题，但必须要始终不忘初心，坚持自己的发展定位，这样才能克服困难继续前进。此外，对于涉农贷款业务而言邮储银行北京分行要整合价值链上的各个环节全面实施差异化战略。只有实行差异化战略，邮储银行北京分行涉农贷款业务才能走出困境实现新的突破。

China is a large agricultural country. The development of agriculture, rural areas and farmers is an important part of China's economic construction. Farmers should increase their incomes and become rich, and increase output of agriculture and develop rural areas. This is mainly related to the increase of agricultural input, and the investment in credit is the main way of agricultural input. According to the characteristics of the enterprises in beijing psbc according to the head office of the bank has always been to support the development of rural economy as the inherent requirement of corporate social responsibility, the agricultural loan business as a strategic business, and relying on capital and give full play to the advantages of network services, and constantly improve the rural financial system and credit products management mode. In the savings business for farmers at the same time, continue to increase support for loans to farmers and rural agriculture investment, capital return. Has achieved initial results, as the capital construction of rural financial system in the new. However, from a market perspective, the capital Beijing is a big city and a small rural area. The competition among financial institutions is fierce. Since 2011, the development of agriculture related loan business has been developing slowly. psbc beijing facing the difficult situation of small scale of agriculture and many competitors, the development of "San Nong" loan business meets the bottleneck. This paper first expounds the competition strategy and the financial related theories, and focuses on the analysis of the differential competition strategy, the value chain theory and the theory of bank business differentiation. Then, through PEST analysis and SWOT analysis, the key factors that restrict the healthy and sustainable development of the "three rural" loan business in Beijing branch of the post Reserve Bank are identified: single customer group, low competitiveness of products, lack of talent, high operating cost and decentralization of business management functions. At the same time, according to the network, capital, brand advantage and market environment of the Beijing branch of the postal savings bank, Beijing branch of the postal savings bank is also facing the development opportunities of fine transformation, comprehensive transformation and network transformation. Combined with the above analysis, this study holds that Beijing branch of postal savings bank should adopt differentiated development strategy in the competition of "three rural" loan market. And through the theory of value chain, the "three rural" loan business is divided into basic activities and auxiliary activities. The basic activities include product research and development, business management, product pricing and marketing channels, and auxiliary activities include performance assessment, institutional management and risk control. Then, this paper makes a detailed analysis on how to implement differentiated strategy in every link of the value chain. Finally this paper draws three conclusions in psbc, beijing of the agricultural loan business, the first to combine the characteristics of development of Beijing "three agriculture", "rural" find the capital market and customers, firmly believe that the agricultural capital loan market has great potential for development. Secondly, psbc beijing should always adhere to the strategic positioning of serving the "three rural issues", and will encounter difficulties and problems more or less in the development of enterprises. But we must always forget our original mind and stick to our own development orientation so that we can overcome difficulties and continue to move forward. In addition, the poor are changed bianzetong, psbc beijing to adjust the development model of division, strengthen product innovation, implement differentiation strategy, to make psbc beijing of the agricultural development loans out of trouble, to achieve new breakthroughs.