The Empirical Research On Services Of Commercial Banks To The County Urbanization In Shandong Province

The new type of urbanization is a major development strategy in the determination of the eighteenth congress, which is the biggest potential of steady growth and expanding domestic demand. And the new type of urbanization contains a huge financial demand and becomes the strategic focus among various financial institutions. So based on data analysis and field investigation, using the methods of the combination of theory and practice, qualitative and quantitative analysis, this paper generalized the situation of the development of county urbanization and analyzed the main restriction factors of the commercial banks’services to the county urbanization in shandong province. Meanwhile, taking91counties (cities) in shandong province as the research object and establishing the econometric models, based on cross section data and time series data, the paper analyzed the financial service to the effect mechanism of county urbanization. Finally, the paper put forward some suggestion about business strategy, product innovation, risk prevention and so on for the commercial banks.First, by the conclusion of the current situation of county urbanization in shandong province, the paper thinks the county urbanization has being an important opportunity and has the great development potential. But there is a larger disparity for the economic development between counties in shandong province. So it is necessary for the development of county urbanization to adhere to highlighting the differentiation of strategy, including promoting policies, management mode and so on.Second, through the analysis of main restriction factors for the commercial banks’ services to the county urbanization, it thinks that these factors including the extensive development of county urbanization and no sound rural credit system and so on leaded to poor financial trading environment and restricted the development of rural financial market. Thus, the commercial banks in order to benefit as the goal is underpower in the aspects of financial innovation, resource allocation and so on. Meanwhile, inadequate supporting measures for governments restricted commercial banks’services to urbanization development. So strengthening the relevant system design is the key factor to ease the contradiction between supply and demand of the county financial market.Third, through the empirical analysis, it thinks that commercial banks should implement differential marketing strategy in the process of the county urbanization, according to the difference of county economy development with the government policies, and on the basis of establishing and perfecting the mechanism of product innovation, optimize loan product structure, strengthen the cooperation with financial trades, increase the intensity of direct financing product innovation. At the same time, commercial banks should not only actively promote new financial channel services such as self-service banking, mobile financial and so on, but also should take the initiative to contact local government for creating a favorable policy and market environment for financial services to the development of county urbanization.