Shenzhen Rural Commercial Bank Development Strategy Research

Shenzhen Rural Commercial Bank is the former Shenzhen Rural Credit Cooperative, based on setting up a rural cooperative financial institutions, financial Shenzhen important force in rural areas. Since its inception in December2005, the bank operating sound performance year after year, a certain degree of development. However, due to historical and practical reasons, the bank is facing market space is compressed, is still not clear direction and goals, lack of motivation and other issues of sustainable development. The face of changing external environment and the increasingly intense competitive environment, Shenzhen Rural Commercial Bank needed its own resources combined with external environment and conditions for the development of corporate strategy, through the clear market positioning, target market looking for enterprise development and entry points to enable enterprises to get a good living environment and a competitive advantage.In this paper, the theory of strategic management and strategic management of commercial banks and development of the theory of evolution were reviewed and reviewed, discussed from a theoretical model of development of China’s commercial banks. Five Forces model and then use analytical methods such as Shenzhen Rural Commercial Bank faces a strategic environment and internal resources to conduct a comprehensive analysis of. On this basis, combined with the company mission, vision and strategic positioning, by building a SWOT analysis model to determine the Shenzhen Rural Commercial Bank’s overall development strategy, a clear target market and customers, proposed to fine the community retail banking for the position, based on the community enterprises, SMEs, community residents and high-quality household, Shenzhen as the center, the Pan-Pearl River Delta county services, economic services, the "three rural" way of thinking. Develop the corresponding marketing strategy, product development strategy, marketing strategy and human resources strategy, and proposes a strategy for the smooth implementation of the safeguard measures.