The Marketing Orientation Of China's Rural Banks

The Rural Banks are the banks founded in rural areas in China by civil and foreign financial organizations and civil companies and individuals according to relative laws sanctioned by the China Banking Regulatory Commission, whose purpose are to serve the local peasantry, agriculture and economy. The Provisional Rules for Managing the Rural Banks points out that the Rural Banks are independent business entities responsible for their own benefits and loses, who make the security, liquidity and efficiency their own purpose. The employing of modern company system and the compact and flexible company administration model reflect the system advantage of the Rural Banks. The.Rural Banks play important part in solving the problem of absence of enough financial organizations in countryside. There are so many Rural Banks all over the country, but did they really realize the purpose of serving the constructing of new countryside? In what way could the small sized Rural Banks survive in the intensely competed market? By analyzing the performance of the existing Rural Banks, this dissertation pointed out that only by finding their own marketing orientation could the Rural Banks become competent. Comparing to the developed areas, the Rural Banks are more necessarily to be founded in the less developed areas. And the Rural Banks should make the local farmers and medium-small sized companies as their main customers.This article stared with the introduction, which introduced the studying background, studying contents and studying construct of this article. Apart from the introduction, this article could be divided into five parts: Part 1 introduced and analyzed the relative theories and articles about the Rural Banks. First of all, this part introduced some articles that analyzed the existing problems of the Rural Banks. And then it introduced the rural financial development model theories and judging rules in western economics.Part 2 introduced the experience of the India Regional Rural Banks. India has already built a more perfect rural financial system than China, and the Regional Rural Banks have similar functions as the Rural Banks in China, so its development experience could show some inspirations to us.Part 3 first showed how necessary it is to find the correct marketing orientation for the Rural Banks, and then it pointed out the problems exited in the already founded Rural Banks. Secondly, this part used the SWOT to analyze the intern strength and weakness, outer opportunity and threaten of the Rural Banks. Thirdly, this part employed the C-A-P model to analyze the client, arena and product marketing orientation of the Rural Banks. At last, this part showed the case of the Qiong Lai Civil Rural Bank.Part 4 analyzed how to realize the marketing orientation strategy of the Rural Banks. Specifically speaking, the Rural Banks should improve the Corporate Governance, innovate the inner mechanism, innovate the products and services and build a useful risk provision system.Part 5 analyzed how to build a helpful outer environment for the Rural Banks, including improving the rural credit guarantee system, improving the rural insurance system, widening the admittance term, improving the settlement system and giving some preferential policy.In the dissertation, there are two innovation including the content and conclusion. The contents and conclusions of dissertation are novel. The dissertation used the SWOT and C-A-P model to analyze how to find the correct marketing orientation for the Rural Banks. Besides, the case of the Qiong Lai Civil Rural Bank is rather representative of the Rural Banks in the less developed areas. Besides, the dissertation made some important conclusions, it pointed out that the Rural Banks could not realize their purposes to build a better rural financial system unless they could insist on the correct marketing orientation.