The Research On The Development Strategy Of Yantai Rural Commercial Bank

Yantai Rural Commercial Bank(YRCB),known as Yantai Rural Credit Cooperative Association in the past,was restructured in 2013,and it was officially established as Yantai Rural Commercial Bank Limited Company.With the development of Yantai financial market,the business environment is constantly changing.In order to survive and develop in the fierce competition with the vigorous competitors such as state-owned banks,the national joint-stock commercial banks and privately-owned banks,YRCB,as a small local commercial bank which is the weaker group in competition,had to determine the enterprise positioning according to its own characteristics.,and forms its own unique core competitiveness.Thereby YRCB could get ahead of the curve in the future market competition.YRCB will be a regional boutique bank.The thesis research is a study of Yantai Rural Commercial Bank development strategy analysis with reference to the strategic management theory and research techniques.it strictly follows the logic of inquiry as "Identify problems,analyze problems,to solve the problem".In this paper,the author tries to apply the method of PEST analysis,Michael Porter's Five Forces Model,SWOT analysis to carry out an analysis of YRCB's environment in details.The analysis helps to establish the development strategy of YRCB.First of all,the PEST analysis method is about the external macro environmental factors of YRCB by analyzing political and legal,economic,social and culture,science and technology environment.Through Porter's Five Forces Model of YRCB industry environment analysis,analysis of the industry in the existing competitors,potential entrants,suppliers and buyers,substitutes for YRCB.SWOT analysis is used to analyze the micro environment,and analyze the advantages and disadvantages of YRCB and the opportunities and threats brought by external environment.Then using IFE matrix,EFE matrix to the strengths,weaknesses,opportunities and threats for further quantitative analysis,give full play to the advantage,make up the disadvantages,seize the opportunity,reasonable avoid threats,formulating appropriate.According to the analysis,the strategy for the transformation and development of YRCB-intensive strategy.According to Ansoff Matrix,strategies can be divided into four aspects: market penetration strategy,product development strategy,market development strategy and diversification strategy.Through the QSPM matrix,we further quantitatively analyze the advantages and disadvantages of the four strategies,so as to focus on the following implementation strategies.Finally,according to the intensive strategy,the measures to ensure the smooth implementation of the strategy,from the aspects of organization,talent,enterprise culture,risk management,etc.The thesis hopes through to the transformation of YRCB development strategy to study the system,and puts forward the development strategy of YRCB,effectively promote the combination of the enterprise strategic management theory and the practice of the bank management,provide certain reference for the reform of rural credit cooperatives,and promote the development of YRCB,to Yantai economic development contributes own strength.