Research On Rural Marketing Strategies Of State-owned Commercial Banks

The current national macro economic growth,Internet financial products with each passing day,interest rate marketization deepening,financial market regulation,further tightening of the situation,the traditional state-owned commercial bank customer structure,profit model,and the pattern of economic growth has already can not adapt to the current market environment and their own development needs,increasingly fierce competition in the market environment.Local commercial Banks,the national joint-stock Banks,financial institutions,such as third-party financial companies,financial companies emerge in endlessly,the traditional state-owned commercial Banks scale advantage increasingly,competition in the market environment has presented new characteristics of commercial bank's traditional management mode gradually change,spreads unceasingly compression,source of income is less and less,and the market for the product innovation and service innovation of commercial Banks is also put forward higher requirements.In 2015 the people's bank rate cut down 5times in a row must and in the same year October 24 of commercial Banks and rural cooperative financial institutions,such as setting interest rates on deposits no longer floating ceiling,completely open interest rate marketization process.Early as the marketization of interest rate on the people's bank of deposit in the commercial bank interest rate upper limit for the highest potential regulation can not rise more than 40%,the five big state-owned commercial Banks to strictly carry out the people's bank of China requires not more than upper limit.Parts of commercial Banks to achieve market development opportunities,ignore the regulation through interest rates to rise break through the limit to extend high-yield finance,subsidies and other forms of the market,and further intensify the competition environment,again into the state-owned commercial Banks business development bottleneck,will have to find new business development model.This paper mainly through the instance analysis from the state-owned commercial bank's competition in the market environment analysis of the current state-owned commercial Banks must change the objective premise,secondly combining the business development of state-owned commercial bank itself structure and customer structure for analysis and combined with concrete cases of zaozhuang H bank concrete analysis to determine the state-owned commercial Banks development mode changing target market positioning,and then based on the current national policy support for rural related and combining with the current development direction of modern agriculture on the rural market through the analysis to the prospect of zaozhuang H bank full development of the cause of the rural market,And then by the example of transformation development of zaozhuang H bank key analysis,and evaluate the results of the analysis summary,finally it is concluded that some of the state-owned commercial Banks to develop the rural market marketing advice.The paper expounds thenecessity of the transformation of state-owned commercial Banks.The practical significance of this paper lies in: first,let the state-owned commercial Banks know the environment and situation they are in;Second,it provides a theoretical basis for state-owned commercial Banks to seek orientation in the fierce competition environment.Third,it provides the realistic basis for the state-owned commercial Banks to conduct channel innovation and product innovation in the fierce competition.