Research On J Bank's Development Of Tourism Finance Business Under The New Normal

In 2014,General Secretary Xi Jinping proposed the "new normal" and systematically expounded the new normal of China's economy.China's economy has entered a new normal,the economic growth rate has slowed down,the economic restructuring has accelerated,and the tertiary industry has become the main body of industrial structure.Consumer demand has become the main demand body;the economy has driven from factor-driven and investment-driven to innovation-driven;Under the circumstance,the credit risk of commercial banks continues to increase,and the tightening of regulatory policies has prompted banks to “shrink the table”.The deepening of interest rate marketization has further intensified the tightening of interest rates,and the profit margin of commercial banks has been compressed,especially as an important financial support for the development of the real economy.How the city commercial banks of power adapt to the development requirements brought about by the new economic normal is the urgent reality problem they are currently facing.City commercial banks must explore business transformation,actively transform existing business models,and develop characteristic finance to achieve sustainable development of banks.As the smallest member of the five cities in Henan,J Bank has small assets,few channel outlets and backward information systems.These innate conditions make J Bank a disadvantage in regional market competition.Since the acquisition of China Travel Group in 2012,J Bank has proposed the strategic positioning of building a domestic first-class tourism specialty bank and formulated a practical path plan for developing tourism finance business.In the past six years,J Bank has established a tourism bank quasi-business unit,equipped with a tourism financial product research and development team,and has stationed a tourism financial risk control team.The scale of tourism finance business continues to grow.However,J Bank is also facing real problems such as the slow development of tourism finance and the lack of tourism business model.How to develop a characteristic tourism finance business,broaden the profit of J Bank,and enhance itscompetitiveness have become an urgent problem for J Bank.In view of this,the paper is based on J Bank and defines the concept of tourism finance on the premise of collecting and sorting out a large amount of relevant literature.Starting from the development status of J Bank's tourism finance business,it analyzes the problems in its business development process,its organizational structure is not perfect,the scale of tourism business is slow,the product development process is slow,and the risk control model is backward.Business development.The reasons for the above problems are the low positioning of tourism banks and the rigid evaluation mechanism of tourism finance business.Finally,the paper proposes countermeasures from the aspects of organizational structure,business development,product development,and risk control construction.This paper analyzes the development of tourism finance and proposes countermeasures based on J Bank.On the one hand,it proposes targeted solutions to promote the development of J Bank's tourism finance business,which helps it to clear its work focus and expand its business in a targeted manner.On the other hand,it is of great enlightenment to the development of tourism finance business by city commercial banks or rural commercial banks with rich tourism resources.It is necessary for urban commercial banks to formulate differentiated competition strategies,clarify the characteristics of development orientation,and choose development paths to provide experience for reference.