Research On The Transforivmation Of Linyi Rural Crfedit Cooperatives Under The New Normal Economy

With China's economy entering a new economic normal characterized by a slowdown in growth rate,the state further speeds up the marketization of interest rates and gradually breaks down barriers to the financial industry.Rural financial institutions,represented by Linyi Rural Credit Cooperative,are facing more and more peer competition and the Internet Financial impact.The pace of development of the banking industry "Triumph" is about to come to an end.Under this economic normal,rural financial institutions are experiencing problems,such as a slowdown in business growth,a substantial drop in profits,and an increase in the risk of credit assets.Rural financial institutions are particularly noticeable.In recent years,Linyi Rural Credit Cooperative has set up a sound corporate governance structure and implemented a large number of work responses such as credit process through the implementation of bank reform.However,compared with the other joint-stock banks,the operation strength and development mode have not been fundamentally change.Under the new normal,how to achieve the transformation and development of rural finance and meet the requirements of the new situation will become an important issue in rural finance research.This article contains five chapters:the first chapter introduces the research background,methods and content of the dissertation.The second chapter is the theoretical basis of the research on the development of rural financial institutions.It explains the characteristics of the new normal economy and the impact on the financial institutions.It elaborates the theoretical foundation of financial network construction theory,retail marketing theory and financial innovation theory.The third chapter analyzes the current business situation of Linyi.Rural Credit Cooperative.After several years of rapid development,the scale of deposits and loans has grown rapidly and the development momentum is good.In the fourth chapter,with the current business conditions of Linyi Rural Credit Cooperatives,although the achievements have been made in the business indicators,there still exist some internal problems,such as the out-of-network facilities and the weak innovative ability of financial products.At the same time,it faces threats,such as the transformation of regional economy,the rapid rise of new financial services on the Internet,the increasing competition among peers and the acceleration of the interest rate liberalization.Through the analysis of internal and external problems,the necessity of business transformation of rural credit cooperatives in Linyi is proposed.The fifth chapter puts forward concrete measures for business transformation and development of rural credit cooperatives in Linyi,proposes transformational proposals through three aspects:business philosophy,operating mechanism and asset management,and puts forward the"home banking" business model with traditional "home" ties,changing from marketing products to marketing customers,making Linyi Rural Credit Cooperative the "home bank"belonging to millions of households,improving customer's stickiness and loyalty,and finally achieving the transformation of improving the efficiency of integrated services.Finally,the article concludes,summarizes the author of Linyi Rural Credit Cooperatives in the new economic transformation of the business thinking.