An Analysis Of The Competitive Strategy For The Retail Banking Of JN Rural Commercial Bank

With the development of Internet finance,traditional finance is facing great challenges.The current downward pressure on the domestic economy is huge,interest rates marketization gradually deepened.The traditional banking industry have been difficult to survive only relying on the margin.In recent years,in order to adapt to the new economic situation,Shandong Rural Credit Cooperative have been gradually conducting banking reform.The reform of JN Rural commercial bank also completed in this big background.How to find the next power point under the wave of financial reform,quickly adapt to the current operating environment,meet the increasing diversity of financial services and the demand of individuation are both an opportunity and a challenge to the JN Rural commercial bank.In this paper,the first part is introduction.It mainly introduce the study background and the meaning of retail business and the research content and method.The JN rural commercial bank should develop retail business under the position of regional finance.The next step is to analyze the definition,development motivation,strategic importance and the current development of the bank's retail business.Then making the PEST analysis for the macro external environment which faced by the retail business development of JN rural commercial bank.The industry environment is analyzed by Porter's five-force analysis to understand the macro external environment and the internal conditions of JN agricultural development.In this paper use SWOT analysis to point out the advantages and disadvantages,the opportunities and threats of JN Rural Commercial Bank's retail business development.This laying a foundation for the development of its retail business development strategy,improving the loan product system.To strengthen the wealth management capabilities,to achieve the fine marketing and financial network coverage and other measures,the introduction of training talents,management and marketing system innovation and other measures to protect the implement ation of specific strategies.Continue to adhere to the service of "three rural" entity needs,to promote regional financial development on the basis of creating wealth management of the banks.