Research On Community Banking Development Strategy Of C Rural Commercial Bank

China's GDP has maintained an average growth rate of about 10% for nearly 30 years.From 2012 onwards,the economic growth slowdown,into the new normal.Subsequently,China's banking industry has also seen a slowdown in loan growth,narrowing deposit and loan spreads,changes in social financing,non-performing rate rise,"wide in and strict supervision" five new normal characteristics.Due to the relaxation of the access policy of rural commercial banks,most of China's rural commercial banks were established after 2006.In the internal management capacity,profitability,risk control ability,etc.,they generally lagged behind large banks and other joint-stock banks.Faced with the traditional business profit and scale growth slowdown and the increasingly fierce market competition,many small and medium banks such as rural commercial banks are facing unprecedented challenges and increasing competition pressure.At the same time,in rural areas,urbanization process and small and micro enterprise market,there is still a large financial demand space.At present,China has also continued to have a very clear urban and rural dual economic structure.Due to the lack of bank support for rural finance,financial supply and demand in rural areas still do not match.The report of the 18 th Party Congress pointed out that "the integration of urban and rural development is the fundamental way to solve the ‘agriculture,rural areas and farmers(Three Rural)' issues".In the process of urbanization construction,housing projects,industrial upgrading,the level and structural changes of consumption,etc.,contains a huge financial needs.In 2014,driven by the wave of entrepreneurship and innovation,local governments have introduced a number of support measures to creating a positive policy for small and micro enterprise.With the growth of small and micro enterprises to speed up,in addition to their own financial needs,the establishment of related industry funds,incubator construction,corporate debt issuance,stock issue also contains huge financial needs.The "Inclusive Finance Development Plan(2016-2020)" issued by the State Council requires all types of financial institutions to identify market positioning,provide multi-level and full coverage of financial services,and especially require rural commercial banks to improve the service ability for small and micro enterprises and the "Three Rural".The concept of community banks is drawn from abroad and has the characteristics of serving small businesses and residents in the local community.Studies show that,with its popularity and geographical advantages,community banks in the long process of development have shown a strong vitality.Rural commercial banks are small and medium-sized banks that bear social responsibility to provide services for solving the "Three Rural" issues and small and medium-sized enterprises.Learn from the experience of developed countries to develop community banks,rural commercial banks can play their unique advantages,enhance their own market competitiveness,at the same time,give full play to promote the development of Inclusive Finance.To serve the "Three Rural",small and medium enterprises and local economic development as a mission for 65 years in C city,C Rural Commercial Bank has established the most extensive physical network,and has accumulated a deep customer base,itself has many "community bank" characteristics.However,unlike the "community bank",due to its characteristics of large-scale assets,cross-regional management,relying on large customer projects and other characteristics,it can not develop community banks simply by taking the transformation way or establishing "community branch".On the basis of summarizing the domestic and foreign research literature and practical experience,this paper analyzes the current situation and problems of the development of community banks by means of enterprise management theory,and puts forward the idea of developing community banks as important business units for C rural commercial bank.By analyzing the advantages,disadvantages,opportunities and challenges of C Rural Commercial Bank,this paper develops a development strategy for the community banking units.On the implementation of the strategy,on the one hand,firstly,identifies the market position for the development of community banks.Secondly,taking three types of target community market as an example,the author carries out marketing plan from two aspects: competitive strategy and marketing strategy,to study how to form market competitive advantage.On the other hand,from the organizational structure,human resources,risk control,technology support and social responsibility in five areas,this paper studies how to form a strategic support.The strategy formulation and implementation plan proposed in this paper has certain reference value for China's rural commercial banks,and in a certain extent,it may be helpful for the rural commercial banks to cope with the new normal environment and improve their market competitiveness and viability.