The Research Of The Development Of Community Finance Of China’s Joint-stock Commercial Banks

China’s joint-stock commercial banks(China’s five big state-owned banks are excluded) are divided into national ones and local ones which have considerable assets. Community finance is referred to as financial activity which aims at serving people in a certain region, studying their financial demands and providing financial services. In China, the business of community finance of joint-stock commercial banks started very late in the year of 2009, while its counterpart abroad has already become full-fledged. Community finance is an essential component of retail business of banks.In the past, China’s joint-stock commercial banks(commercial banks for short) have relied too much on corporate finance or wholesale business in their development. And this problem still exists nowadays. The retail business in commercial banks did not develop systematically until the year of 2000. As an important component of retail business, “community finance” remains new to commercial banks. Consequently, these commercial banks have to learn from foreign developed market about marketing channel and management strategies of community finance, so as to develop community finance, such as financial stores, community branches of commercial banks, and differentiated operation.This paper first has a brief review of the domestic and overseas researches on community finance, and then it introduces the related theories both at home and abroad, and on top of which the research objects of this paper are defined. The paper sums up the essential features of community finance, marketing theory in community finance, market positioning of community finance in commercial banks, loaning positioning of commercial banks, and profitability and risk resistance capacity of community finance. And then it cites Wells Fargo Company’s successful case of community finance, from which it concludes that differentiated operation is the premise of the success of community finance. And on this basis, the paper expounds the current development of China’s community finance of commercial banks. It uses Shanghai Rural Commercial Bank and Minsheng Bank as examples to analyze the existing problems in carrying out community finance. In view of these problems, suggestions and solutions are put forward from the point of view of both headquarter and branches, which include customer positioning, network layout, differentiated operation, deepening loaning business, reserve of talents, incentive mechanism, operation improvement, branch manager responsibility system, especially the “construction of finance community”, etc.