Analyzing Rural Commercial Bank's Transformation And Market Positioning Under Interest Rate Liberalization In PC Rural Commercial Bank

The banking industry plays a vital role in a national economy, relating to all aspects of the national economy. The marketization of interest rates is one of the most important milestones in the reform of the rural financial system. Its implementation has brought important opportunities for the development of small and medium-sized banks, including rural commercial banks. At the same time, the challenge of marketization of interest rate is becoming more and more obvious.The higher risk is put forward, and interest rate risk is one of the main risks. Under the big change of interest rate market, PC Bank as a small, less experienced, the establishment of a short time of rural commercial banks, the focus of this paper is how to transform the development and market positioning, how to expand the profit channels and to increase the market resistance.In this paper, the macroeconomic analysis and SWOT analysis are used to analyze the research situation and related theories at home and abroad through theoretical analysis and theory,also this paper analyzes the problems of PC rural banks influenced by marketization of the interest rate. A serious perspective on the bank's business situation has been studied combined with the external conditions of interest rate market. Sketched out the outline of the development of the external world of PC agricultural firms, and then provided suggestions on the development strategy of PC Agricultural Bank of China.The marketization of interest rates breaks the idea that banks continue to lie under the umbrella of policy protection, so that all commercial banks, including rural commercial banks,are facing competition in the market and need to make corresponding market positioning and transformation in order to adapt to the jungle rules. This paper begins with a brief description and analysis of the problems arising from the comprehensive marketization of interest rates by PC Agricultural Bank of China. Then, the macro environment analysis method is used to analyze the environment (including economy,policy,technology, society interbank and other factors) and other external environment for careful analysis. Secondly, combined with SWOT analysis to analyze the bank's business status,advantages, disadvantages, as well as the bank's opportunities and challenges brought by the interest rate market scientifically. And then put forward the PC Agricultural Bank in the development of development strategies need to clear positioning in the three agricultural markets and small and micro enterprises on the basis of business consolidation and innovation, while establishing a complete response mechanism. The effective measures to increase the competitiveness of rural commercial banks under the background of interest rate are to expand the profit channels, to increase the market anti-risk ability and to diversify marketing channels as well as ways of marketing, while paying attention to create a good and harmonious internal bank culture.This paper argues that rural commercial banks should establish a more comprehensive risk management system through strategic transformation in the context of interest rate marketization, create diversified profit channels, reduce reliance on spread profitability,improve and perfect human resources management system and enhance the degree of innovation and the promotion of financial innovation so as to speed up the transformation in the interest rate market-oriented reform in the wave of steady development. Expecting that this article can play a guiding role in the following reformation of China's interest rate market and transformation of rural commercial banks.