Research On The Development Strategy Of A Bank Neijiang Branch Community Banks

In recent years,with the continuously sluggish economic development,ongoing deepening interest rate liberalization,suddenly rising internet finance,and increasingly strict external supervision,banking institutions speeded it steps up in transformation and took retailing finance as the main transformation direction on after another.Since 2013,community banks as an important retailing business development channel has been appearing in public constantly.Commercial banks all planned to position community banks as a sally point to focus on enhancing retailing customer service ability,adjusting the structure of assets and liabilities,and fostering differential operation ideas.In last two years,however,with the rapid development of “ride on a horse to enclose”,community banks that have undertaken high expectations were confronted with a series of problems,including low customer flow,difficult earing ability,reducing to a self-service bank,and banking institutions' attitude towards setting up community banks began to vary.Focused on the strategic and tactic issues in developing the business of community banks and based on domestic and foreign theories,this paper compared the definitions and models of community banks at home and abroad and described the current development situation of community banks.Taking A Bank Neijiang Branch as a research object,this paper firstly analyzed the background in developing community bank business,by which the necessity of developing community bank business of A Bank Neijiang Branch was approved.Secondly,a SWOT analysis was conducted on the established C Community Branch.Based on the analysis result,it became clear that ST adjustment strategy should be the next option.Then,the strategies adopted by A Bank Neijiang Branch in developing community bank business and the problems thereof were analyzed,and analytic hierarchy process method was used to analyze the effect weight of team building,business performance,and social responsibility in developing community bank business.Finally,a new plan was proposed from the aspect of competitive strategies and supporting measures in combination with results of abovementioned analyses.