Research On Competitive Strategy Of Retail Credit Business Of D Rural Commercial Bank

At present,China's achievements in economic development demonstrate the superiority of socialism with Chinese characteristics.At the same time,China's economic development has also emerged a new normal.In order to adapt to the new normal,China's economy will no longer maintain high growth rate.It is turning to high quality development.With the transformation of China's economic restructuring,financial institutions have also ushered in changes,financial risk prevention has become an important task,and there are unstable factors in the delivery of large amounts of credit.Faced with increasing competition in the same industry,interest rate marketization,and the impact of Internet finance,retail credit has become a key credit product for financial institutions with its small amount,low cost and risk dispersion.Banks compete fiercely in the retail credit market.This paper selects D Rural Commercial Bank as the research object,and studies its retail credit business layer strategy.D Rural Commercial Bank is a rural financial institution and local method organization.It has been transformed from rural credit cooperatives,and its market positioning and service areas have the characteristics of retail credit.However,in recent years,the development of D Rural Commercial Bank has deviated from the market positioning of "supporting agriculture and supporting small enterprises" and focused on large loans,resulting in the accumulation of risks.At present,under the unified leadership of the Shandong Rural Credit Cooperative,the adjustment of the credit structure began.D Rural Commercial Bank needs to clarify its own retail credit business development strategy in the development,in order to seize the advantage in the competition.Under the overall strategic goal of the retail credit of Shandong Rural Credit Cooperatives Association,D Rural Commercial Bank needs to fully study its internal and external environment,and implement its retail credit competition strategy according to its own reality.This paper first analyzes the background of the development of retail credit business of D Rural Commercial Bank,introduces the phenomenon of "financial disintermediation" and the transformation experience of retail banks in foreign financial institutions,and explains the relevant policies of Shandong Rural Credit Cooperative in the development of retail credit business.It clarifies the economic environment and policy background of the development of retail credit of D Rural Commercial Bank.And introduce the basic theory of competitive strategy and the research situation of domestic and foreign retail credit business.Secondly,the PEST model is used to analyze the external environment of the development of retail credit business of D Rural Commercial Bank,and introduces the macro environment of retail credit development,including political elements,economic elements,social elements,technical elements and other elements.The industry environment was analyzed by the Michael Porter's Five Forces Model in which D Rural Commercial Bank was located,and introduces competitors,threats of new entrants,threats of substitutes,suppliers and buyers in the development of retail credit business of D Rural Commercial Bank.On this basis,the status quo of competition in retail credit business in D County was analyzed.Then,it analyzes the internal environment of the development of retail credit business of D Rural Commercial Bank,and introduces the basic situation of D Rural Commercial Bank.The resource conditions of the Rural Commercial Bank were analyzed from the six aspects of human resources,product conditions,brand,customers,channels and technology support capabilities,and the competitiveness of D Rural Commercial Bank was analyzed from three aspects:marketing ability,organizational ability and financial ability.Based on the analysis of the external environment and internal environment of D Rural Commercial Bank,the SWOT model was used to analyze the advantages,disadvantages,opportunities and threats in the development of retail credit business of D Rural Commercial Bank.D Rural Commercial Bank has the advantages of good influence of the agricultural credit brand,rich customer resources,diversified credit products and smooth marketing channels.The advantages of D Rural Commercial Bank include:good influence of the Rural Commercial brand,rich customer resources,diversified credit products,and smooth marketing channels;disadvantages include:insufficient credit funds,high pressure on asset quality,and imperfect human resources;opportunities include:facing Good national policies,new and old kinetic energy conversion and rural revitalization strategies,and consumption-driven;threats include:competition from other financial institutions,Internet financial shocks,interest rate liberalization,and financial disintermediation.Based on this,it is proposed to adopt the SO strategy as the main factor and the ST strategy as the supplement in the short term,and adopt the WO strategy and the WT strategy in the medium and long term.Furthermore,combined with the strategic goal of retail credit development of D Rural Commercial Bank,it is proposed that the development strategy of retail credit business of D Rural Commercial Bank should distinguish between urban market and agricultural market.In the urban market,choose a differentiated strategy,and provide differentiated credit products and services to achieve the goal of seizing the market.In the agricultural market,choose a centralized strategy,continue to base on urban and rural areas,serve the three rural areas,and maintain business advantages in the agricultural area.Finally,the competitive strategy of retail credit business of D Rural Commercial Bank needs to be implemented through three aspects:head office level,urban sub-branch and agricultural sub-branch.In order to ensure the effective implementation of the competition strategy,it is proposed to build a good corporate culture,adjust and optimize the organizational structure,establish a scientific and effective performance appraisal method.