The Research On The Development Strategy Of Yanbian Rural Commercial Bank

Currently, along with the rapid development of our economy, the banking industry has developed to a very high level. There are many kinds of state-owned Banks and large commercial Banks all over the country, while many rural commercial Banks and rural credit cooperatives are gathering in local counties and cities. After China’s accession to the WTO, the financial markets are fully liberated; the banking regulatory policy is continuously perfected; and the competition of banking has been deepened. Therefore, under the pressure of competition and for the purpose of their own survival and better development, the rural commercial banks, which are at the bottom of the banking system, also have established their own developing strategies.Yanbian Rural Commercial Bank which stemmed from the Rural Credit Association, developed in the phase of the Rural Cooperative Bank, and became a Rural Commercial Bank in November2011. At present, the Yanbian Rural Commercial Bank is in a new stage of development, and it urgently needs its own development strategy. This article uses Yanbian Rural Commercial Bank as the research prototype and uses the related strategic management theory, the SWOT analysis and the Five analysis to briefly study its strategic plan in the future. This paper has the following structure. First of all, the meaning and the development of the strategic management is briefly demonstrated, and the process of commercial bank strategic planning and management is introduced. Then, this paper introduces the development of Yanbian Rural Commercial Bank, its organization structure, staff structure and operating conditions. Based on the market position and the development direction of the Yanbian Rural Commercial Bank, this paper uses the SWOT analysis and the Five analysis to mainly analyze the developing environment and position of Yanbian Rural Commercial Bank, together with its present developing situation, advantages and disadvantages. And the comparison is also made between Yanbian Rural Commercial Bank and other banks in Yanbian area. Finally this paper proposes that Yanbian Rural Commercial Bank should take the following directions:based on agriculture, rural areas and farmers to keep its advantages; improving the quality of service and developing small and medium-sized enterprise customers; promoting its own culture and establishing a brand image; keeping pace with the Times and promoting the electronic banking business; carrying out investment banking business and focusing on regional development.