Research On The Development Strategy Of Changchun Development Rural Commercial Bank

With the rapid economic growth,the internationalization of the RMB,and the acceleration of world financial integration,China's economy has also entered a new normal,Internet finance has risen rapidly,and interest rates have become market-oriented.China's financial markets are also undergoing deepening reforms.Among them,state-owned banks,Local commercial banks are accelerating the transformation,and rural credit cooperatives,which are mainly in the rural financial market,are gradually on the road to change.In 2003,the State Council issued the Pilot Program for Deepening the Reform of Rural Credit Cooperatives,which opened the prelude to the reform of rural credit cooperatives to rural commercial banks,deepened the reform of rural credit cooperatives,and improved rural financial services to better support the adjustment of rural economic structures and promote Coordinated development of urban and rural economy.Many rural commercial banks are also constantly exploring a strategic system suitable for their own development,thereby improving their competitive position in the financial market.The full name of Changchun Development Rural Commercial Bank is Changchun Development Rural Commercial Bank Co.,Ltd.,formerly known as the Changchun Rural Credit Cooperative Union.On January 20,2014,it was officially restructured into Changchun Development Rural Commercial Bank Co.,Ltd.In 2015,Changchun Development Rural Commercial Bank put forward five major strategies of “all-round operation,business innovation,capital management,service leadership,and corporate culture”.The operating indicators have been operating steadily,and the business structure has been increasingly broadened.However,in the face of complex and changing domestic and foreign situations,the future faces huge challenges.On the one hand,the national monetary policy determines the gradual marketization of interest rates,and the spread between deposits and loans is shrinking.The internal control and supervision system needs to be strengthened.On the other hand,compared with state-owned joint-stock banks,rural commercial banks are small in scale,poor in technological strength,low in innovation ability,do not have an advantage in the market,and the competition between small and medium-sized banks of the same quality as rural commercial banks such as village and town banks is becoming increasingly fierce.As a typical rural commercial bank,Changchun Development Rural Commercial Bank urgently needs to formulate a development strategy that meets environmental changes and its own needs.In this article,first,based on domestic and foreign development strategy theories,combined with relevant papers and works,research the current situation and general situation of Changchun Development Rural Commercial Bank,analyze the existing problems and find out their causes.Secondly,based on the operating environment of Changchun Rural Commercial Bank,use strategic environmental analysis tools to analyze its advantages,disadvantages,future opportunities and challenges one by one.Finally,formulate a development strategy consistent with Changchun Development Rural Commercial Bank.Through a series of analysis and research,Changchun Development Rural Commercial Bank's various operating indicators have grown steadily,but there are also some problems in the operation,mainly reflected in: Over-reliance on traditional deposit and loan business;the business channel transformation department is full;the quality of talents needs to be improved,and professional talents are broken;the technological support of products and services is insufficient;market segmentation and market positioning need to be further improved.According to the internal and external comprehensive analysis,the development strategy of Changchun Development Rural Commercial Bank—Differentiation Strategy—can be divided into product differentiation,service management differentiation,and risk control differentiation.Finally,measures were taken from the aspects of management system,risk management,compliance management,and talent training to ensure the smooth implementation of the strategy.The paper hopes that the development strategy of Changchun Development Rural Commercial Bank can be put forward to combine theory with practice,and provide some reference for other homogeneous rural commercial banks that are undergoing restructuring.