Research On Business Strategy Of Agricultural Development Bank In Songyuan

Agricultural Development Bank is a policy financial institution, which servicesfor enterprises, farmers, rural service. It defines itself as a "bank" of building the newcountryside, which is the pillar and backbone of the rural financial market. It playsan irreplaceable role of other financial institutions in the implementation of thenational macro-control policies and the development of supporting local economic.In recent years, in the rural financial market, the threshold of entering bankingindustry has gradually reduced, increasing competition for credit loan objects havebecome heavier, Agricultural Development Bank, how to face the competitionsituation, take the right business strategy to consolidate its credit support andposition in the rural financial market, has become an urgent need to study and solve.The paper are based on the Potter market competition theory, use SWOT andPEST analysis tools, and take the comparative analysis as an adjunct, researches thebusiness strategies and implementation of Agricultural Development Bank inSongyuan. It provides some references and help for the development of the bank.Firstly, the paper carries out a detailed analysis for the internal operatingenvironment of Agricultural Development Bank in Songyuan, including theorganization, internal resources, management capacity, corporate culture. People seethe strengths and drawbacks of the four aspects in Agricultural Development Bank ofSongyuan City through careful analysis, organizational analysis focuses on theanalysis of their internal structure, the number of branches, local economic development and main contribution of the CCB, so that we can clearly see themanagement of the loans assumed by each credit officer scale, internal resourcesanalysis the human resources and financial resources. Management capacity analysis,mainly from the five aspects of organizational skills, customer marketing capability,financial capability, human resources management capacity, financial viabilityanalysis. Corporate culture analysis focuses mainly on material culture, systemculture and spiritual culture a level of analysis, making it the advantages anddisadvantages clearly shows.Secondly, we analyze the external environment of the AgriculturalDevelopment Bank in Songyuan by using the PEST tool, including themacroeconomic environment, the industry environment and competitor analysis.Among them, the macro environment analyzes from the political and legalenvironment, economic environment, social environment and the technologyenvironmental dimension of the external environment, which carries oncomprehensive analysis of the opportunities and threats brought by externalenvironmental changes of Agricultural Development Bank in Songyuan. Throughanalysis of the external environment, we confirm a clear direction of development ofthe Agricultural Development Bank in Songyuan.Thirdly, the paper carries on a comprehensive analysis of internal and externalfactors of the Agricultural Development Bank of Songyuan City by the SWOTmodel, which comprehensive analyzes four advantages of the future operation anddevelopment of customer resources, brand resources, market resources and nationalpolicy support. There are six disadvantages, including relatively small range ofservices, business structure is relatively simple, its own poor ability to resist risks,the quality of employees and business development are incompatible, lowself-sufficiency of funds, high operating costs, lack of policy banks, law protection,the implementation of the policies and systems. There are four areas of opportunity, including rural market demand has great potential, preferential policies to support,extensive application of modern information technology, domestic and internationaleconomic environment conducive to the Agricultural Development Bank and thechoice of quality customers. There are four aspects of the threat, customersincreasingly fierce competition for resources, the lack of manpower to attract andretain talent resource management of the education system, the impact of ITtechnology, poor financial ecological environment of the Agricultural DevelopmentBank to fulfill the duties.Fourthly, according to the analysis of the situation we carry on the relevantbusiness strategy: good human resource education management, strengthen policyexecution, strengthen credit risk prevention and control of credit, broaden the field ofagriculture, and proposes countermeasures and suggestions on how to implement thestrategy. Especially in the full credit support functions, based on agriculture andnatural resources development, we proposed consolidating traditional credit businessin Songyuan, new customer marketing, long-term credit business development policy,support the industry agriculture development, strengthen the bank of politicalcooperation between banks, the formation of agriculture together.