Research On The Operational Strategy Of Rural Revitalization Business Of China Construction Bank S Branch

The 19 th National Congress of the Communist Party of China proposed to implement the strategy of rural revitalization and accelerate the modernization of the "agriculture,the countryside and farmers",which is a major decision with epoch-making significance.Whether for fulfilling its social responsibility or for the need of business transformation and development,CCB,as a state-owned commercial bank,should be obliged to respond to this major decision and unswervingly support rural revitalization through various ways.As a tier-2 branch of CCB,S Branch is an actuator facing the countryside and the market,so it has become an important issue to implement the strategic deployment of the central government and the requirements of the head office,and promote the better and faster development of rural revitalization business.However,the development of business related to rural revitalization in CCB S Branch has not been satisfactory in the past five years,which requires studying and analyzing the existing problems to find out the direction and strategy for business development.Firstly,based on Marx’s industrial development theory,this thesis analyzes that the primary task of promoting rural revitalization is to promote industrial prosperity,and the prosperous development of industry must be supported by financial capital.Then,it reviews the theoretical basis of rural financial market and the domestic and international research on financial support for rural revitalization,and conducted a preliminary investigation on the definition of financial technology and the research on financial technology support for rural revitalization.Secondly,the thesis analyzes the economic overview of S city and the current situation of rural revitalization,and adopts PEST Analysis and Porter’s "Five Forces" model to make a detailed analysis of the political,economic,social,technological and competitive environments for the development of rural revitalization-related business of CCB S branch.Thirdly,the thesis analyzes the current situation of rural revitalization business of CCB S Branch,and uses employee interview to find existing problems.SWOT analysis is used to make a detailed analysis of the strengths,weaknesses,opportunities and threats of CCB S branch in supporting the business related to rural revitalization,and uses SWOT matrix to match the alternative strategies of CCB S branch in developing rural revitalization business,and uses QSPM evaluation method for strategy selection.Accordingly,this thesis suggests strategies such as "Yu Nong Tong",establishing rural credit evaluation system,carrying out product innovation,accelerating the construction of financial technology platform to create a new financial ecology,empowering the organizational change of operation,strengthening the guarantee mechanism,and enhancing the talent training reserve.Finally,it is concluded that the rural financial market under the implementation of the rural revitalization strategy will have huge market opportunities,and there will also be fierce competition between banking financial institutions and Internet financial institutions.CCB S branch also faces a series of difficulties in carrying out agriculture-related credit,such as weak risk resistance of rural market players,imperfect business data,unsound credit system,and difficulty in credit status evaluation,and there are problems such as no network in rural areas and lack of business personnel,thus causing insufficient rural business after-sale.However,CCB also has the advantages such as large state-owned bank brand,low capital cost and strong financial technology power.Now,with the support of CCB’s head office financial technology strategy,CCB S branch can empower rural revitalization business through a series of financial technology means and provide customers in rural areas with various comprehensive financial services such as rating and evaluation,financing and credit,payment and settlement.State-owned commercial banks,except for Agricultural Bank of China and Postal Savings Bank of China,do not have institutions and personnel in rural areas of S.Even Agricultural Bank and Postal Savings Bank cannot deploy a large number of personnel to further sink into village communities to expand their business.The business strategies identified in this thesis can not only provide guidance for CCB S branch’s rural revitalization business development,but also provide reference for other branches of state-owned commercial banks in western regions to support rural revitalization.