Research On The Credit Business Competitive Strategy Of ZY Rural Commercial Bank

With the changes in the domestic market economy,social technology and other environments,large state-owned banks and joint-stock banks have implemented strategic transformation of their credit business by improving their organizational structure,absorbing and learning from Internet finance,and increasing investment in technology.Rural commercial banks need to comprehensively sort out product types,customer needs and business processes related to credit business,and develop and implement competitive strategies that are market-adapted and unique,in order to win the initiative in the fiercely competitive market environment.As a major county financial institution in less economically developed provinces,credit business is the core business of ZY Rural Commercial Bank in serving local farmers and real enterprises,and it is also the main source of its income.According to the analysis of operating statistics in the past five years,more than 60% of ZY Rural Commercial Bank’s operating income comes from interest income from loans,which is not only a unique income structure of ZY Rural Commercial Bank,but also a common situation of rural commercial banks nationwide.It can be said that the quality of credit business development is directly related to the development quality and sustainable profitability of county rural commercial banks,and is also an important vehicle for implementing local economic policies and policies for benefiting the people and farmers,and is the key to upholding the positioning of "three rural areas",serving the real economy and assuming social responsibility.This paper takes the competitive strategy of credit business of ZY rural commercial bank as the theme,integrates the competitive strategy theory and analysis framework,uses SWOT,PEST analysis tools and Porter’s five forces model,systematically analyzes the current situation,problems,opportunities and challenges of credit business development of ZY rural commercial bank and the social policy and economic environment in terms of internal and external environment and its own strengths and weaknesses,and forms the ZY rural commercial bank The framework and implementation path of credit business competition strategy of ZY Rural Commercial Bank are formulated.By sorting out the credit business data indicators,the study finds that the main problems presented in the development of credit business of ZY rural commercial bank include poor quality of credit personnel,imprecise market positioning of credit business development,single credit product design,poor marketing of credit business,unscientific credit management,and ineffective disposal of credit non-performing assets,which are also six aspects of credit business development.internal disadvantages.As a regional rural financial institution,ZY Rural Commercial Bank has a unique geographical advantage and a long-accumulated market customer base,and by applying the analysis of enterprise competition strategy theory,we conclude that the credit business development of ZY Rural Commercial Bank is suitable for adopting differentiated competition strategy.Through the innovation of credit products and services in key advantageous areas,the bank can realize the effective connection between supply and demand in the credit market,adopt financial service measures according to the differentiated needs of customers,and strengthen the research and development of special and differentiated product innovation;on the basis of clear business development priorities,the bank gives full play to its comparative advantage of cultivating the rural market,establishes and improves various working mechanisms,and has a flat management mode and an efficient and flexible approval mechanism to promptly adapt to the diversification of customers.In addition,the company will take the initiative to strengthen the planning and docking with the local government,and take advantage of the local legal person’s local advantage to take the initiative to dock with the party government and agriculture-related departments,and explore the establishment of a tripartite communication and cooperation mechanism between banks,governments and enterprises.The implementation of the strategy should be based on credit business,return to the original position of serving the local economy and the three rural areas,create a unique operating brand,and accelerate the pace of competitive strategic transformation through differentiated measures such as innovative products and services,transformation of marketing methods,optimization of loan management and non-performing loan disposal.This paper takes ZY Rural Commercial Bank’s credit business competition strategy as the research object,and the research results have certain reference value for the bank’s credit business competition strategy formulation,and also have certain reference role for other domestic rural commercial banks’ credit business development.