Research On The Promotion Of Zijin Rural Commercial Bank 's Competitiveness

With the deepening of rural financial reform and the opening of rural financial market, in the capital, talent, technology constraints, rural commercial bank faces with challenges of lagging level of development, intense industry competition, market space limitations. As the hard core of the rural financial system in Nanjing, Zijin Rural Commercial Bank(ZRCB for short) is the main financial institution to support the development of rural economy in Nanjing. Faced with a complex situation since2012, ZRCB has got some achievements. But reality tells us, there is a large gap between ZRCB and local banks, fails to promote the development of rural economy.The main purpose of this paper is how to effectively improve the competitiveness of ZRCB, in order to better promote the economic development of rural areas in Nanjing. Firstly, summarize enterprise competitiveness theory, theory of competitiveness of commercial banks, also define the competitiveness of rural commercial bank. And then introduce the basic situation of ZRCB and Nanjing rural financial environment, and analyze the key stakeholders of the Bank and situation with major competitors. Again, based on the theory, the actual situation of financial markets in rural areas of Nanjing, based on the actual situation of ZRCB, developed evaluation system of ZRCB, which compares various factors of the main competitors, scientific analyses the impacts of the ZRCB competitiveness from three aspects of realistic competitiveness, potential competitiveness, lasting competitiveness, also expound the reasons of lack of competitiveness. Finally, made specific recommendations on how to enhance the ZRCB competitive power. In order to construct regional characteristic rural commercial bank, Zijin must aim to serve small farmers, innovate business, different competition, trans-regional development. Formulate the strategy of overall development. On the basic of market positioning, strengthen liquidity management, improve the control level of risk, improve the corporate governance structure, sound management system, pay great attention to the talents construction, improve performance evaluation system, through the promotion of financial products innovation, construction of small and medium-sized enterprise service platform, supplementary financial function, financial services to the village, strengthen the construction of network bank to continuously enhance the innovation ability and service level.