Research On The Development Strategy Of JC Rural Commercial Bank’s Small And Micro Enterprise Credit Business

Small and micro enterprises are an important force to promote the development of China’s national economy and an important new force in China’s economic development.From the perspective of development prospects,small and micro enterprises have incomparable advantages over large enterprises in personalized and diversified consumer markets.Under the circumstance that the current national policies continue to increase the support for small and micro enterprises,more and more high-quality talents have begun to invest in this "mass entrepreneurship" field,and the quality and competitiveness of small and micro enterprises are constantly improving.In the booming development of small and micro enterprises,rural commercial banks that provide large amounts of credit support for small and micro enterprises have made great contributions.JC Rural Commercial Bank is a typical county rural commercial bank with short restructuring time and small asset scale.Since 2020,the "COVID-19" epidemic has led to a slowdown in economic growth.At the same time,the regulatory policy of JC Rural Commercial Bank has become more stringent,and the growth momentum of JC Rural Commercial Bank has slowed down,resulting in a development bottleneck.At present,JC Rural Commercial Bank is in a difficult stage of development.This paper selects JC Rural Commercial Bank’s small and micro enterprise loan business as the research object.Through investigation and analysis of its business operation in recent years,combined with the research status at home and abroad,supported by positioning theory,resource view theory,credit rationing and other theories,it points out that H Branch still has inaccurate product positioning in the development of small and micro enterprise loan business,and the product design has a low degree of matching with customer needs.The credit evaluation system is not perfect.The business process needs to be innovated.The current performance appraisal system does not match the strategic goal of vigorously developing small and micro enterprise loans.After analyzing the problem,it points out the internal and external causes of the problem,and constructs SWOT,IFE,EFE matrices.In terms of market segmentation,service,price,etc.,it optimizes the customer and industry structure based on differentiated assessment and the establishment of new target markets,puts forward relevant countermeasures based on the characteristics of small and micro enterprise groups,and puts forward safeguard suggestions in business training,risk control system,industry structure,performance evaluation,etc,It played a positive role in promoting the bank’s small and micro enterprise loan business.