The Research On The Development Strategies Of Policy And Long Term Loans Of ADBC Liaoyuan Branch

As an important financial product of Agricultural Development Bank, agiculturalpolicy-related medium and long term loan has become an important service for itssupporting agriculture,villages and farmers and performing its function ofpolicy-related bank,with its prominent exemplary and driving role and the uniqueadvantage of supporting local economy and agricultural development.Thepolicy-related medium and long term loan service of Agricultural Development BankLiaoyuan Branch has made certain progress in the last few years,but due to therestraint of local economy condition,financial comprehensive strenghth,the processdesign of credit products and the ideas of the staff, expected result has not beenachieved.Compared to the mature grain and oil purchase loans,the marketing andmanagement of policy-related medium and long term loan are still in their earlystage.It’s not consistent with its status in "two-wheel-drive" strategy whether in itsscale or the function it is performing.The18th National Congress of the CPC put forward the goal of accelerating theurbanization construction.Now the local level Agricultural Development Banks arefacing a substantial issue,that ia, how to realize the lever function of policy-relatedmedium and long term loan of the Agricultural Development Bank,to orientate andpromote more social funds to support policy-related projects,fulfiling the optimumcombination of social benefits,government utility and its profit.Integrating ourcountry’s macropolicies of accelerating the urbanization construction,new ruralconstruction and four modernizations synchronization,the local economy currentsituation of Liaoyuan City and the present state of policy-related medium and longterm loan of Agricultural Development Bank Liaoyuan Branch are analysed,the openquestions existing in marketing and supervision after loan are especially analysed. The study shows:the policy-related medium and long term loan of AgriculturalDevelopment Bank has room for improvement in product marketing,supervision afterloan and risk prevention.On the premise of policy scope,product design and handleloan process, how to market and maintain the customers is the key to pushing forwardsustainable development of agricultural policy-related medium and long term loan.The expected result can only be achieved if local level Agricultural DevelopmentBank grasp the focal point and take good use of managing strategy. So, in themanagement model of customers and the ways of maintaining customers,we mustchange marketing idea practically and be customer-centric, to ensure fully implementthe measures of marketing the customers, to enhance our ability and corecompetitiveness.We must enhance strenuously the core value of medium and longterm loan products; make effective market segments and service location;strenghthenthe management of sales channel and the innovation of marketing mode;improvecustomer satisfaction through bettering service measures; set up a high level teamcentering on improving the quality and skills of the staff. We also need to furtheremancipate the mind and act according to circumstances.Taking use of presentresources of economy and policies,we can achieve the effective development ofAgricultural Development Bank.Meanwhile,in combination with the present policyof Agricultural Development Bank and the situation of Liaoyuan local economy,weshould seize the key link of before,during and after loan in terms of the managementof policy-related medium and long term loan. Under the condition of riskprevention,we should make it play a role in supporting the farmers and promotehealthy and sustainable development of Liaoyuan Agricultural Development Bank’spolicy-related medium and long term loan.