Research On The Competitive Strategy Of Corporate Credit Business Of Tengzhou Rural Commercial Bank

Economic development is the lifeblood of a country,and finance is the blood of economic development.If the finance is prosperous,the economy will be booming.If the economy is stable,the finance will be steady.The relations between finance and economy which are closely related as the lips and the teeth will be closer.The Covid-19 epidemic has spread for almost three years,and has still presented a multi-point sporadic situation.The international situation is partially turbulent.The world’s major economies are entering the risk of a recession.The commodity prices are fluctuating wildly.There is insufficient effective demand in the market.The survival and development of the enterprise is facing with unprecedented difficulties.The policy of ’Six Stability’ and ’Six Guarantees’ from central authorities has been implemented for over two years.The tasks of stable employment,steady finance,guaranteeing the employment of residents and protecting market entities are still arduous.Under the new normal of economic development with multiple factors superimposed,how to serve the Entity Economy better for banking institutions is the most important.The overcoming difficulties for commercial banks to business entity is not only the need for economic development and social stability but also the embodiment of social responsibility.The main source of the County economic and financial services--The Rural Commercial Bank is facing lots of challenges in the terms of increasing credit delivery and supporting the Real Economy.The healthy development of corporate credit business concerns the operating benefit of commercial banks,and also affects the economic development and stability of the whole society.This paper conducts a study of Tengzhou Rual Commercial Bank,and a research methodology of Literature Research Method,Questionare Survey and Interviewing Method.It also analyze the inner and outer environment of Tengzhou Rural Commercial Bank from Porter’s Five Forces Model,PEST analysis,EFE matrix and IFE matrix.As a whole,when the inner and outer environment is favorable for the development of corporate credit business of Tengzhou Rural Commercial Bank,Tengzhou Rural Commercial Bank can drive its business forward with the outer chance of support of the Real Entity from the Country,the Improvement of social credit environment and the abundant industrial foundation in Tengzhou,through the inner vantage of flexible First-level Legal Person,the huge Marketing team and rich credit products.In the way of SWOT Analysis and QSPM matrix,this paper analyze the three kinds of competition strategies of Tengzhou Rural Commercial Bank’s credit business which bases on its present condition.This paper also choose the differentiation competition strategy and determine implementation measure and safeguard mechanism of differentiation strategy.This paper tries to discuss how to improve the credit business for the small and medium-sized banks in the County areas under the environment of present politics and economy.This study also gives some advice of choosing the differentiation competition strategy for Tengzhou Rural Commercial Bank,It also build a whole framework of differentiation competition strategy’s implementation measure and safeguard mechanism,which need to utilize the geographical advantage and market value basis.The implement measure comes back to sever the small and micro enterprises through the differentiation of credit products,credit service and customer acquisition channels.This implement measure also improves the self-controlled mechanism,enforces manpower support,brings the performance appraisal into play and intensifies technology empowered.This strategy helps to solve the problems that local commercial banks now face the tough competition with the same trade or occupation.It can provide a basis for further reference to Tengzhou Rural Commercial Bank and other small and medium-sized commercial banks,and promote benign development of commercial banks in our countries.