Study On The Development Strategy Of Agricultural Bank Of China Jilin Branch In Rural Finance Market

As a large state-owned commercial bank, Agricultural Bank of Chinacommitment to serving “Three Rural” which play very important role in the ruralfinance market, over the years, it has made important contributions in the services ofrural areas, economic and social development. Having gone through the “Reform andOpening-up”, Chinese economy with its rapid development entered into a newhistorical period, government and the different social sectors give highly expectationto service of ABC for “Three Rural”. The mission is not only an explicit requirementof reform and development but also a new opportunity and new era for ABC’sdevelopment. In recent years, China has gradually formed a relatively complete set ofsupport policy system of “Three Rural”, and moving forward to establish of along-term system to promote the rural economic and social development and buildinga balance rural and urban development institutional system. This will provide a strongsupport and protection to China’s agricultural and rural economic development, aswell as “Three Rural”. As the backbone and pillar of the rural financial development,ABC has a bounden duty to support the agriculture and rural development and to dothe service to the matching financial policy of “Three Rural” The implementation ofState’s “Three Rural” supportive policy created a lot of opportunities of financialmarket for ABC.As the first pilot branches of “Three Rural” business division, Jilin Branch hasthe provincial most extensive coverage branches, the largest electronic network andthe most extensive customer base, which has great contribute to “Three Rural” andthe development of rural economy; at same time plays a active role in promoting ofagricultural development. Increasing of peasant income and the rural economyprosperity, with the change of policy and advance of technology, the competition ofJilin Province rural financial market bank is becoming increasingly fierce, ABC must make the right judgments in the current market situation, according to its owncharacteristics and select the appropriate corporate strategy to consolidate anddevelop the leading advantages in the county and rural financial markets. This articleis based on the theory of modern rural financial market and corporate strategy, byusing the integrated of the SWOT strategic management tool; it has done a profitableexploration for Jilin Branch of the ABC to determine the positioning in the ruralfinancial market and make useful strategic exploration.This article start from the fiscal and monetary policies for agriculturalproduction, rural development, and the lives of farmers, first of all analyzed themacro environment of the Jilin Branch of ABC and also the opportunities andchallenges faced by enterprises in the new situation. By analyzing the characteristicsand performance of the various financial institutions in rural areas in this market, andpointed out that the Jilin Branch of ABC should establish a strategic position.According to the analysis of business products and channels of the "Three Rural"from Jilin Branch of the ABC, and derived its strengths and weaknesses in the variousaspects of the rural financial market. The article take use of the SWOT model to carryout a comprehensive assessment of Jilin Branch of the ABC from the aspect of theinternal and external factors, the article propose that enterprises should take thecompetitive differentiation strategy, try to make sure the market position of “Ruralleader and Bank pillar”, to carry out adjustment loans system and the productionstrategy of using direct subsidy capital to guaranteed loans, to implement the salesstrategy of Golden Harvest through the project to build the rural electronic channeland the operation strategy in the specialized “Three Rural” financial team Finally, inorder to establish a competitive advantage and increase its competition strength in thesame industry. At last this article analysis the existing problem in the process ofimplementation of the strategy, and discusses how to guarantee and evaluates theproject.