Research On The Rural Financial Business Development Of Liaoning Branch Of CCB

In the present background that the economic development of China is going into “the new normal”,all kinds of companies are seeking the road of transformation and development.Breaking through the traditional mode of operation and finding the new economic growth point are to comply with the requirements of the times.Nearly three years,China proposed inclusive financial strategy,and advocated all kinds of financial companies to develop the rural market,to corporate social responsibility of supporting for poverty alleviation.Inclusive financial strategy pointed to positive direction for commercial banks to develop rural finance.Under the background of the new normal in economic development,with the national policy support of vigorously developing the inclusive financial,the commercial Banks in China are racing to control the blue ocean of rural finance.In this paper,Liaoning branch of CCB is the research subject,integrating theory with practice,a variety of channels to collect data.Combining with SWOT analysis,the author puts forward the selection and developing measures of the rural financial business development strategy of Liaoning branch of CCB.Firstly,the paper details the rural economy in Liaoning and elaborated developing situation of the rural financial business of Liaoning branch of CCB,and analyzes the influence factors of the rural financial business internal and external factors.The internal strengths are mature business system,electronic banking technology advantage,financial resources advantage,country-owned big brand advantage;weaknesses are the low physical network coverage rate,lack of business innovation,lack of human resources;opportunities are inclusive financial policy support,the Internet popularization,broad development space of rural market;threats are competition fierce,high credit risk.Then,combining with the SWOT analysis method to build strategic model,the paper puts forward four strategic choices to develop the rural finance business for Liaoning branch of CCB,including growth strategy,torsion strategy,diversificationstrategy,retrenchment strategy.Combining with a series of research methods such as EFE and IFE matrix,QSPM matrix analysis,the paper studies on the feasibility of the above four strategic choices,and comes to the conclusion that growth strategy and torsion strategy are the best choice for now.Finally,according to the result of strategic choice,the following specific future development measures are put forward: layout of multifunctional physical network,and to make smart financial services;to promote mobile financial;to adjust measures to local conditions innovative products;to control the credit risk from multiple perspectives.This paper is an empirical analysis of the applied article,combining theory with practice.The authors focus on national policy guidance and firm growth direction,and fully learned knowledge applies to practice.