Research On The Problems And Countermeasures Of The Development Of Commercial Banks In Small And Medium - Sized Cities

At present, China’s economic development is coming to the "new normal", small and medium-sized city commercial banks are facing the more complex situation in financial environment and challenges. Customers demand for better products and services, Banks’financing costs are rising, the white hot competition, an endless stream of technological innovation, and gradually upgrade the regulatory pressure... They are required city commercial banks to change their way of development actively, to adapt to the "new normal". In this background, this paper has carried on the thorough research to the city commercial banks’transformation development question. At present, the Asset size of small and medium-sized city commercial banks in our country is small, the regional advantages are obvious, the Business targeted is clear, the management mechanism is flexible. Right now, small and medium-sized city commercial banks’size of business is growing, but the growth rate has slowed down; the level of non-performing loan ratio is good, but the risk of increasing is still high; they are exploring the road of difference management, but the progress is slow. Further analysis, the development of small and medium-sized city commercial banks is not only in the system environment, financial environment, economic environment, commercial banks operating environment and other external problems, but also the organizational structure is not perfect, service and customer relationship management, marketing strategy, product variety, brand awareness and innovation awareness is weak, the pace of the channel construction, human resource support, risk control ability is weak and other internal issues. Therefore, small and medium-sized city commercial banks must reform, and become retail banks. First, make clear the market positioning. Second, reshape the sales management model, rationalize the sales process, and enhance customer experience. Finally, we should strengthen financial innovation. Referring to the successful case of China Merchants Bank retail banking business development, the author puts forward some suggestions on the transformation of the organization, human resource management, customer structure and service, banking products, distribution channels, marketing promotion strategy, etc... to provide reference for the development of the small and medium-sized city commercial banks.