Research On The Positioning Choice And Development Strategy Of Rural Commercial Bank

As China's economy shifts into "the New Normal" typical of shift of growth,structural adjustment,quality optimization,rural commercial banks have been faced with problems such as limited business development,provision pressure and increased risk.Meanwhile,with the upgrade of the industry,and the integration of urban and rural development,rural commercial banks,located in such areas with a higher level of regional economic development,a higher urbanization rate and a lower proportion of the first industry,are facing the dilemma whether to re-position their business on Agriculture industry or SMEs or city commercial banks.Under this context,it is of great importance to have an analysis on the "dilemma of position" of rural commercial banks and propose several solutions,which is exactly the focus of this paper.This paper is based on the C-A-P model of commercial bank market positioning theory.First,this paper makes a clear range of key areas of Zhejiang province according to Regional GDP,urbanization rate and the proportion of the first industry.Second,it has a deep study on the"dilemma of position" of these key areas.Finally,it puts forward suggestions on the positioning and development strategy of rural commercial banks combined with the successful experience in these areas.Through the study,we can find that this paper draws the following conclusions:In terms of positioning,rural commercial banks should focus on the road of characteristic,integration,innovation and differentiation.In terms of strategies,first of all,rural commercial banks should promote the innovation of products and services,and focus on the development of retail business.Second,they should integrate existing sales channels,and establish multi-level channel networks.Third,they construct process banks and build modem business models.Fourth,they should improve the internal personnel training mechanism.Next,they should strengthen data management and improve the level of risk management.Finally,they should actively promote cross-regional operation,and pursue listing and development.