Heze ZYFD Village Banks Market Positioning And Development Strategy Research

Village banks, as an emerging important member of the existing financial institution systems, mainly provide community financial services in rural areas. Under the reforming situation of marketization and diversification in banking industry now, there are both favorable opportunities and severe competition and challenges for village banks. In order to bring institutional and information advantages of village bank into full play, remedy the deficiencies in terms of brand and scale and so on and realize better survival and development locally, village banks should make accurate self-positioning, target at the farmers with middle income and the middle and small-sized enterprises in villages through mode of “development after survival”, and explore relevant business models and innovate financial products and services constantly according to their physical truth. Therefore, it has become a significant topic to research the market positioning and developing problems of village banks and to find development strategies to solve relevant problems.Based on the market positioning and development strategies of relevant village banks at home and abroad and through methods such as SWOT, the development status, market poisoning and development strategies of Heze ZYFD village bank were analyzed in this paper,with outstanding problems and constraints in its market poisoning and development strategies revealed in detail, for example, departure of market positioning from original policy intention,absent of long-term objective, unclear market operating strategies, undefined market poisoning strategy, the lack of pressure from diversified competition, short of experts in fields such as risk management and inadequate community service experiences, and corresponding solutions and suggestions proposed, including determining market positioning, initiating differentiation development strategy and risk-releasing strategy, updating operation principle and software-hardware techniques, and optimizing external environment and so on, hoping to facilitate Heze ZYFD village bank to retake the original intention for establishment and realize sustainable development.