Competitive Analysis And Development Strategy Of Shandong Dong Ping Rural Commercial Bank

As an important part of China's financial system,rural commercial banks are still more mature than the well-developed banking institutions in terms of management system,risk prevention and control mechanism,business innovation capability,talent quality and training,market competition and influence.There are many congenital shortcomings and obvious gaps.Studying the competitiveness and development strategy of rural commercial banks is an indispensable part of the further improvement of China's financial theory system.Establishing a long-term strategic development idea for rural commercial banks,determining the correct market positioning,and choosing a reasonable business model are urgent and important,and have important practical significance for rural commercial banks to improve their comprehensive competitiveness and achieve sustainable development.Taking into account the banking reform process of rural credit cooperatives,it is particularly important to analyze the competitiveness of rural commercial banks that have just completed restructuring.This paper analyzes the status quo of domestic and foreign research and literature review,the development of commercial banks,the theory of commercial bank competitiveness,the development of commercial banks' competitiveness,and selects Dong ping County Rural Commercial Bank as a research object,and competes with Dong ping Commercial Bank.The paper analyzes and analyzes the environment and related data of Dong ping Rural Commercial Bank by using PEST model and SWOT analysis model to extract the factors affecting the competitiveness of commercial banks.Finally,on the basis of the above research,it proposes the business development strategy that Dong ping Rural Commercial Bank can choose,and further develops development measures and countermeasures to improve the competitiveness of Dong ping Rural Commercial Bank.The conclusions of this paper are as follows: After the establishment of Dong ping Rural Commercial Bank,relying on the advantages of Dong ping County's economic and cultural development,highlighting the characteristics of serving the "three rural",actively promoting the innovation of rural financial products and financial services,and giving full play to the role of local financial main force.Dong ping Rural Commercial Bank has given full play to its advantages,optimized loan investment,and continuously increased support for agriculture,rural economy,individual industrial and commercial households,small and micro enterprises and leading agricultural enterprises.At the same time,we actively explored the Internet finance business.With the support of big data and information technology,in recent years,we have focused on the development of Internet finance services based on “smart e-purchasing” and “trust e-loan”,with low cost,non-collateralization and convenience.The financing model has enriched the level and products of the financial market,further opened up the rural and county financial markets,and established a good social image and mass base.However,due to the complex economic and financial situation faced by rural commercial banks,their ability to withstand economic risks is relatively low,and the stable operation of rural commercial banks faces severe challenges.As a county-level legal person institution,Dong ping Rural Commercial Bank has a poor comprehensive competitiveness and adaptability to the new situation;its customer market is fiercely competitive,the growth rate of deposits is gradually slowing down,and Dong ping Rural Commercial Bank has its own mismanagement;In addition,the personnel management system is not scientific enough,the quality of personnel needs to be improved,the ownership structure is relatively unreasonable,and there is a risk of decisionmaking on major issues.Therefore,this paper proposes that Dong ping Rural Commercial Bank should further strengthen its close cooperation with the government,and use the power of the government to further optimize the current complex financial environment of Dong ping;further transform the operating mechanism,optimize the asset portfolio,further improve profitability;strengthen internal management,Improve risk prevention and control capabilities;strengthen credit management,strive to improve the quality of credit assets;establish a scientific and effective employment mechanism,improve the quality of employees' business and many other suggestions and countermeasures.