Hunan Agricultural Development Bank And The Building Of Enterprise Culture Based On The "three Rural"

In modern world, the competition between corporations has been extended and changed. It not only directly demonstrates as the competition of products and services, but only reflects in corporate culture. Corporate culture is the soul of corporate management. For a modern bank, it is also the most strategic management theory and culture. It is an important way to strengthen the core competitiveness, to build a modern bank and realize a sustainable development. In order to better serve agriculture, rural areas and farmers, to play a key role in agricultural finance, to well adjust itself to the need of rural area construction and realize its value, The Agriculture Development Bank of China (ADBC) must further strengthen its corporate culture development in accordance with the requirements of modern bank。This essay is trying to find out the problems in corporate culture development of Hunan Agriculture Development Bank(HADB, a subsidiary of ADBC) through the analysis of its current situation and the results of 5 questionnaires submitted by the staff of HADB in the following areas: awareness of corporate culture, corporate image, corporate spirit, corporate unity and customer satisfaction. Under the guidance of both domestic and international theory on development of corporate and bank culture, the writer, following the frame work and policy of corporate culture development of ADBC, put forward the plan of HADB's corporate culture development. The plan is based on the better serving agriculture, rural areas and farmers. It has 4 tiers with specific targets, which are: spiritual culture, regulatory culture, behavioral culture and material culture. Proper measures have also been designed to ensure that the plan can be implemented system wide at the provincial level. Although this plan in focused on HADB, it can also be of reference to agriculture development banks in other provinces.