Sustainable Development Strategy Study On Dongning Runsheng Rural Bank

For the long time，the imperfection of the rural financial system and theshortage of the rural financial supply are the bottlenecks which restrict thedevelopment of agriculture，rural area and farmers all the time. For the sake ofthe effective improvement and reinforcement of the rural financial service，inDecember2006China Banking Regulatory Commission published the guidingprinciples for moderately relaxing the admittance policy of banking financialinstitutions in rural region， and actively supported the establishment anddevelopment of three kinds of new type rural financial institution which includeRural Bank，Rural Mutual Cooperatives and Loan Company.With the spring windof rural financial Reform，Dongning Runsheng Rural Bank which is the firstRural Bank of HeiLongJiang Province was set up at Dongning county in2008.Since three years of its establishment, Dongning Runsheng Rural Bankstrongly supports the development of county area’s economy，and realizesleaping-over development of itself at the same time.But as the new type r uralfinancial institution which comes into existence not long and is still in theexploratory stage，Dongning Runsheng Rural Bank not only faces the gooddevelopment opportunity，but also faces many challenges and difficulties frominterior and exterior which influences the exertion of new type function ofsupporting three agriculture and constraints sustainable development’s space.As a result, it is a rural financial topic of having greatly theoretic and practicalsignificance how DongNing RunSheng Rural Bank catches hold of opportunityand copes with the challenge, works out and executes the strategy of sustainabledevelopment,and realize the integration of own sustainable development andsupporting three agriculture duty.The article firstly begins from the introduction of related theoretical basis，which includes overviewing the foreign and domestic researches about ruralbank，briefly illustrating the thought of financial sustainable development andtheory of strategy manage，as well as introducing development pattern andreference significance of the foreign and domestic rural bank.Secondly，thearticle introduces the development states of domestic rural bank and DongNing RunSheng Rural Bank，and elaborate five problems and reasons in the process ofRunSheng Rural Bank’s sustainable development. The five problems in theprocess of RunSheng Rural Bank’s sustainable development include no clarity ofmarket positioning，the bottleneck of capital，the disadvantage in the inter-bankcompetition，the shortage of rural financial service capacity，and insufficiency ofinternal control and risk management’s efficiency.Finally, aiming at the problemsand reasons,the article brings forward the strategy positioning, strategy selectingand strategy implementation measures of realizing DongNing RunSheng RuralBank’s sustainable development.In the strategy positioning，the article putsforward that rural bank should adhere to the market positioning of basing oncounty area,facing with three agriculture and supporting the small enterprise.Indevelopment strategy selecting, the article thinks that small RunSheng Rural Banshould select the development strategy which is skilled and specialized.Instrategy implementation measures, the article raises four specific measures，which includes broadening fund source，innovating credit pattern and product,strengthening internal management mechanism’s construction and reinforcerisk management mechanism’s construction. From two aspects of interior andexterior， the article also raises four safeguard measures， which includesoptimizing relation of property right, perfecting corporate governancemechanism， accelerating mating safeguard mechanisms’ construction， andincreasing strength of external support.