Rural Financial Market Positioning Research Of The Postal Savings Bank Of China Yangjiang Branch

Postal Savings Bank of China Yangjiang Branch established on Oct.29th，2007. As thefirst established city branch，it shoulders the historical task of out of the ordinary. On onehand，the Yangjiang branch should take a model responsibility as a Pilot unit，from applyingfor a licence to setting departments and duties and expanding business. On the other hand，thepostal savings bank is on the turning point from single savings function to the bankingbusiness. Yangjiang branch faced severe challenges and hitherto unknown developmentopportunity. It experienced comprehensive transformation after four years’ hard exploration:all kinds of businesses grew steadily; loan business in Yangjiang to become the backboneforce in rural finance，saying￥657millions were loaned up to now. Under the situation ofIntegration of financial industry competition aggravated At home and abroad，what needs tobe done to build up and sustain variation development and perform excellently in ruralfinancing market and lay a solid foundation for the banking business development，is anurgent matter for Yangjiang branch.In view of the present rural finance situation in solving "3farming" problems, thisarticle summed up the developing situation of rural financial market in Yangjiang, puttingforward the urgency for Postal Savings Bank of China Yangjiang Branch to accelerate thedevelopment in rural financial market. By using of domestic and foreign postal savings bankdevelopment and research review as well as the SWOT matrix theory, strategic choice ofenterprises theory and competitive advantage theory, and also by analyzing the inner andouter environment of Yangjiang branch, combining with the SWOT module，this articlemakes clear the Yangjiang branch’s developing orientation in rural financing market，takesdislocation competition with commercial banks by developing Intermediate business andsmall load business, It aims to enhance the future competitive for Yangjiang branch bycreating a denser outlets network through the above measures.It highlighted the development countermeasures in rural financial market for PostalSavings Bank of China Yangjiang Branch: structuring one-stop service as “village postalstation” and “helping farmers draw money” in rural market when opening up the networkchannels; accelerating the development of commissioned business and small loan business;improving the proportion of effective customers and the assets of VIP customers, and increasing the viscosities of customers etc. This article raised workable views ondevelopment countermeasures and security in rural financing market for Postal Savings Bankof China Yangjiang Branch，such as focusing on the organization structure，developinghuman resource integrally and building system guarantee. Building a service-oriented “HPbank”，“Public bank” is the developing Orientation in rural financing market for YangjiangBranch，The competitive strategy that the paper offered provides reference for the Yangjiangbranch.