| CD rural commercial bank is located in Chengdu,the western of China,(hereinafter referred to as agribusiness bank).In 2008,it set up Huayang branch in Chengdu.Since opening,it has gradually established its own development path,carried out many financial products and services,and obtained certain achievement.But,at the same time,we also need to see clearly that the development of the branch also exist many problems.Such as the competition pressure due to late;Work personnel quality is not high and affecting the effects of operation;Lack of a reasonable risk monitoring mechanism;low ability to cope with risks and so on.In this paper,the knowledge of enterprise management and bank management is applied.And according to the general development strategy of CD rural commercial bank,we discuss the business development of CD rural commercial bank and Huayang branch with the application of PEST and Porter’s Five Forces Model.Then the differentiation competitive strategy is given.In the end,we also give the specifically advise about the implementation of its competitive strategy and risk control.Full article is divided into five chapters:The first chapter is an overview of the rural commercial banks and business developments.First of all,this chapter explains the meaning of rural commercial banks.Second,it reviews the history of the development of rural commercial banks.Third,this chapter expounds the status of the development of rural commercial banks.Finally,it summarizes the developments of business transformation of rural commercial banks as well as the relationship between the head office and branches.The second chapter describes the status of the development and problems of the CD rural commercial bank and the Huayang branch.First,this chapter includes the introduction and the history development of the CD rural commercial bank.Second,the present situation of the business development of Huayang branch.Third,it points out outstanding problems existing in the development of business of Huayang branch.The chapter III analyzes the development strategy of Huayang branch.Based on the SWOT method of strategic management,this chapter uses the PEST and the Porter’s Five Forces Model to analyze the external environment of Huayang branch.Based on the business progress,innovation strategy,organizational structure,and construction of IT of Huayang branch,this chapter analyzes the internal advantages of Huayang branch.Finally,this chapter studies internal weaknesses of Huayang branch from the difficulty of deposit business progress,unreasonable credit structure,poor talent construction and the staff working state and so on.Chapter IV is the Strategic choice of Huayang branch of CD rural commercial bank.This chapter first presents the market positioning of Huayang branch,then gives the development of the strategic objectives of Huayang branch.Finally,in order to promote business development,Huayang branch should choose differentiation strategy according to the Strategic Analysis about Huayang branch in Chapter III.Chapter V is the strategic implementation of Huayang branch of CD rural commercial bank.This chapter first presents Huayang branch’s strategic advice,then in order to ensure that the differences in business competition strategy will be effectively implemented and promote business transformation and achieve business objectives,we give two suggestions:First is the specific implementation of the strategy;Second is strategic control.The author analyzes the problems of Huayang Branch of CD rural commercial bank and gives suggestions for improvement by learning at the Southwestern University of Finance and Economics.The proposed measures mentioned in this article of Huayang branch has been partly implemented recently.I will be very appreciated if this article can have a little reference value to the same industry.Of course,it is inevitable that there are some mistakes in this article for that the author’s knowledge is limited.Your directions are appreciated. |
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