Research On The Development Strategy Of Individual Consumer Loan Business Of F Agricultural Commercial Bank

The Central Economic Work Conference pointed out that the recovery and expansion of consumption should be given priority to expanding domestic demand.As the main force of financial support for consumption,banks have gradually become the focus of development and competition of various banks in recent years because of the small amount,wide coverage,controllable risk,stable income and other characteristics of personal consumer loans.With the increasing diversification of consumer demand and the continuous development of consumer loan products,the extension and connotation of personal consumer loans are also constantly enriched.Consumer loans have shifted from the initial housing loans to more extensive consumer durables loans,tourism loans,housing decoration loans,personal car consumer loans,etc.,and have now developed into one of the core of retail business of commercial banks and even the entire asset activity.As a regional small and medium-sized banking institution positioned to serve the community,agriculture,rural areas and small and micro enterprises,the development of consumer loan business is of strategic significance for agricultural commercial banks to adjust and optimize the business structure,enhance the development momentum and long-term risk prevention and control.In the process of developing consumer loan business,rural commercial banks in urban areas not only have inherent advantages such as geography and popularity,but also have certain weaknesses in services and products.How to better stimulate consumption demand on the basis of risk prevention and control,promote the transformation of savings into consumption,better reflect differences in the fierce market competition,and avoid homogenization and inefficient competition has become a common problem faced by Rural Commercial Bank.This article takes a rural commercial bank in a certain urban area in the south(F Rural Commercial Bank)as an example,and analyzes the risks and problems in the development of its consumer loan business from the perspective of product structure,scale,efficiency,and operational processes,such as uneven product structure,cumbersome operational processes,inadequate internal control,and rapid growth of non performing loans.By analyzing the internal and external environment of F Rural Commercial Bank’s personal consumption loan business,using SWOT analysis and questionnaires,this paper analyzes the external environmental threats,internal development bottlenecks,and industry competitive pressures faced by F Rural Commercial Bank’s personal consumption loan business.According to the IFE and EFE evaluation matrix data,it is concluded that the current development status of the bank is not yet able to respond positively to the opportunities and threats of the external environment.F Rural Commercial Bank should,based on its own operating environment,exert its advantages,avoid disadvantages,effectively respond to the adverse impact of the external environment,and further clarify the strategic objectives of the personal consumption loan business.On this basis,the development strategy of F Rural Commercial Bank was constructed,and the QSPM strategic quantitative evaluation matrix was used to qualitatively and quantitatively analyze the strategies of the three major business layers.The differentiated development strategy was determined,with product service differentiation and channel differentiation as the main strategic implementation paths.At the same time,the guarantee measures for the strategic implementation path were studied to achieve the high-quality development of F Rural Commercial Bank.