The Research On Strategy Transition Of Chenzhou Rural Commercial Bank

Since the beginning of 2013,China's economy has been in the new normal state of low growth which is due to the impact of the international economic environment.Because of the economic downturn and the reform of the interest rate liberalization and the development of the internet finance,China's banking industry is facing the problem of the shrinking market,declining profit rate and the rate of bad loans,such problems in small and medium banks.Such as the Chenzhou rural commercial bank and other local small and medium-sized banks are in their efforts to survive,and seeking strategy transition.In the face of a large outbreak in the market economic environment changes,the interest rate marketization reform downlink interval with the Internet financial technology impact,small and medium-sized banks to meet the challenge of the era,business transformation in order to stimulate the emerging banking business potential,has become a problem to think of all the bank managers.This paper takes Chenzhou rural commercial bank business strategic transformation as the research object,research on the operation status of Chenzhou rural commercial bank,with the PEST method to analyze the external business environment facing the Chenzhou rural commercial bank small and medium-sized banks,political economy,social and technological environment,and analyzes the domestic and foreign small and medium-sized banks operating situation,provide a reference for the transformation of the development of Chenzhou rural commercial bank,and use SWOT method to analyze the external opportunities and challenges of the Chenzhou rural commercial bank,and the bank's own strengths and weaknesses,opportunities and challenges,with advantages and disadvantages to put forward the strategy of transformation of Chenzhou rural commercial bank three business strategy.According to the above three strategies proposed business transformation strategy implementation steps,and analyzes the strategy of the successful transformation of obstacles,and put forward the Chenzhou rural commercial bank needs what safeguard measures,finally,this paper puts forward the strategic transformation after the implementation of the expected effect.Through the research of Chenzhou Rural Commercial Bank strategic transformation,to improve the market competitiveness and profitability of Chenzhou Rural Commercial Bank and revenue agencies to provide feasible solutions,to provide useful help for the healthy and sustainable development of the company.It also provides useful reference for the strategic transformation of other rural commercial banks in the province.