Research On Commercial Sustainable Development Of Rural Banks

Since the establishment of the first rural bank in China in 2007,it has developed rapidly.It has become a large financial supply entity with a total number of over 1,600 and total assets of 1.4 trillion.It is increasing the financial supply in rural areas and serving the financial needs of rural areas.It has played a very crucial role in filling the long-term lack of financial supply in rural areas,and its status in the financial industry in China has also increased.However,behind the rapid development,the corresponding problems have gradually emerged,the polarization is serious,the non-performing rate is high,the risk control means is single,and the market positioning is not clear.A series of factors have led to the severe development test of China's rural banks.Only by continuously improving their awareness of “supporting agriculture and supporting small children” and drawing on the development experience of excellent rural banks,rural banks can achieve a competitive and orderly state of village banks,and promote the sustainable and healthy development of rural banks.On the basis of reviewing the literature on commercial sustainable development of rural banks,this paper believes that we can conduct research on the ownership structure,main sponsoring behavior and product innovation of rural banks in China,so as to propose countermeasures for the sustainable development of rural banks.This paper selects the 14 village banks established by Hangzhou United Bank as the main sponsoring bank as the case analysis object.Based on the analysis of the actual operation and real data of the “Joint Department”village banks,the comparative analysis method and the literature dataanalysis method are used.Case analysis method,analyzes the excellent development concepts,behaviors,innovative products,etc.in the development process,analyzes the factors of commercial sustainable development,and combines the construction of commercial sustainable development index system through its commercial sustainable capacity.Quantitative evaluation,verifying its commercial sustainable development ability,and finally through the comparative analysis with similar competition institutions,put forward suggestions for the sustainable development of rural commercial banks.This paper suggests that rural banks should innovate equity,promote the vitality of the private economy,strengthen the innovation and transformation of rural banks,and connect with third-party credit information platforms;the main sponsoring bank should actively support the sustainable development of rural banks and improve the brand awareness of rural banks;It is necessary to focus on creating differentiated regulatory policies,establish a system of exits from the main sponsoring bank,and create a group of outstanding sponsoring banks.