A Study Of The Development Strategy Of Changsha Tianxin Rural Cooperative Bank

As the product of the national rural financial reform,Changsha Tianxin Rural Cooperative Bank was founded in December,2007.Though it is established less than six years,it has made great achievements: it has been restructured from rural credit cooperative into rural cooperative bank,and rural commercial bank will be established;property relations have been straightened out in general and comparatively sound modern bank governance framework has been set up;the business performance keeps improving.However,as the rural financial institution situated in the urban area of provincial capital,some problems also expose: the drawbacks of the original system have not been eliminated fundamentally;the problems of small capital scale,simplex marketing methods and inadequate talents reserve begin to expose and the external adverse factors of business cycle fluctuation and horizontal competition are intensifying.All requires Changsha Tianxin Rural Cooperative Bank to define its development strategy,formulate scientific strategic target and implementation plan in order to realize long-term healthy development.This paper,from the perspective of strategy,formulates the theoretical framework of differentiated growth strategy adopted by Changsha Tianxin Rural Cooperative Bank through SWOT analysis,which is based on the comprehensive analysis of the external environment and internal conditions of Changsha Tianxin Rural Cooperative Bank.Firstly,the paper expounds the research background and significance,reviews the development strategic theory of the enterprise,bank strategic management theory and its practice situations;then the PEST analysis method is applied to scan the internal environment of Changsha Tianxin Rural Cooperative Bank and the internal environment of Changsha Tianxin Rural Cooperative Bank is described from the perspectives of organizational structure,human resource and finance;next,the SWOT matrix is utilized to analyze the strategic environment of Changsha Tianxin Rural Cooperative Bank;the strategic analysis to apply SWOT matrix into rural financial institutions in provincial capital is one of the main content of this paper.Through the analysis above,the conclusion that Changsha Tianxin Rural Cooperative Bank should choose differentiated growth strategy is drawn considering the future development trend of banking industry and practical operation of Changsha Tianxin Rural Cooperative Bank and the specific content is elaborated;it has certain innovation and comparatively strong operability;finally,the specific implementation plan of the strategies above is formulated from multiple aspects of product innovation,marketing,risk management,human resource and enterprise culture,etc.