Study On Market Competition Strategy Of Xinyu Rural Commercial Bank

The main customers of Rural Commercial Bank are peasant households and small enterprises.The Rural Commercial Bank plays an important role in Chinese banking system,which fills the blank of the financial contribution while the Integration of urban and rural,and has essential effects on the local economic contribution and financial service.Besides the competitiveness of general banks,rural commercial banks has its own unique characteristics,such as making orientation of three rural business;county and rural financial market operation,which has smaller scale and higher efficiency compare to the general banks.Xinyu rural commercial bank is the most extensive bank in Xinyu,which has the largest clients scale and the most prominent business contribution to society.It's business status is "create value for customers,create profits for shareholders,create wealth for society,and create the future".Adhere to the market positioning based on financial service of county and community and support the agriculture and small eco-scale”.Through continuous innovation,Xinyu rural commercial bank has advanced within time such as the efforts in the modernization of banking standards and enhance the level of financial services to fully meet the customer's demand.Though Xinyu rural commercial bank has occupied a certain market share in local market,however,because of the special service object,low quality of employees,which still influence the development and the increasing competitiveness of Xinyu rural commercial bank.Especially in recent years.the establishment of the rural banks and other local commercial banks has formed huge impact and challenge to Xinyu rural commercial bank.Based on the domestic and foreign market competition strategies research and practice experience,this paper systematically analyzed the market competition both in macro and micro environment,advantages and disadvantages,opportunities and challenges and BCG etc of Xinyu rural commercial bank.Then puts forward the Xinyu rural commercial bank's market competition strategic and it's positioning.After which this paper also provide the measures on how to implement Xinyu rural commercial bank's market competition strategy from following aspects: starting management innovation,strengthen technological innovation,accelerate the construction of talents,improve risk control system,construction of enterprise culture,improve the security mechanism etc..The main conclusions are:(1)Related to long-term development of the local economy,Xinyu rural commercial bank has the main force in the financial markets of Xinyu.The market share of deposits and loans in Xinyu accounted for about 20%,which is listed first in Xinyu.Xinyu rural commercial bank played a positive role in promoting local economic development and public welfare undertakings but there still exists the potential pressure from the brutal competition.(2)Xinyu rural commercial bank has branches throughout urban and rural areas,the competitive advantage richly endowed by nature geographical location and loan products,however,there still exists some disadvantages,such as business development is difficult,and the weakness in internal governance mechanism.Xinyu rural commercial bank faced the great development opportunities brought by the rural financial policy which support the construction of a new socialist countryside,however,it is also facing the national economy under the new normal development,which increases the market competition and challenges.Xinyu rural commercial bank should make developing strategies from the perspective of strategic management.(3)Xinyu rural commercial bank's market competition positioning is focus on the rural financial services and support the local industry such as small and micro businesses.To this end,Xinyu rural commercial bank should adhere to the development direction of “strengthen the service quality and efficiency,transformation and upgrading the operation innovation”,to build the most important bank which service the local economic.