Study On The Competitive Strategy Of Jilin Yushu Rural Commercial Bank

With the rapid development of Chinese banking industry,deepening the reform of rural financial institutions in transition,rural commercial bank has become the mainstream of China’s rural credit cooperatives,plays an increasingly important role in supporting the development of local economy,has become the support of the "three rural" development,Small and micro businesses grow financial main army.Rural commercial bank is based on the rural credit cooperatives on the restructuring,poor foundation,heavy historical burden,faced with severe competition and challenge,but with the pace of China’s new socialist countryside construction accelerated,rural commercial banks are also faced with opportunities for development,how to overcome their disadvantages,make full use of their own advantages and development the opportunity to respond to the increasingly fierce financial competition has become a rural commercial banks urgently need to study and explore the problems.This paper takes Jilin Yushu rural commercial bank Limited by Share Ltd as the research object,in the analysis of the market competition environment,using PEST tools,with four dimensions of political,economic and social and technology as the breakthrough point,a comprehensive analysis of the macroeconomic factors of the development of agriculture and commerce bank in Yushu,supplemented by Potter from the five forces model capital supplier bargaining power,the bargaining power of customers,new entrants into the ability,the threat of substitutes,the competitors and the threat of a thorough analysis of the five factors of the development of Yushu rural commercial bank industry environment,clearly show the Jilin Yushu rural commercial banks are facing increasingly fierce competition environment.On the basis of systematic analysis of a large amount of economic data,through reading the related literature at home and abroad,combined with the development of Yushu rural commercial bank,using strategic management theory,marketing theory,the internal environment of Jilin Yushu rural commercial bank to carry on the system analysis,lay the foundation for making the line with the actual development of Yushu rural commercial bank’s competitive strategy.On this basis,this paper carried the SWOT model to Jilin Yushu rural commercial bank,the advantages and disadvantages,opportunities and challenges are analyzed,suitable for the development of Yushu rural commercial bank’s competitive strategy of analysis and design,puts forward the competitive strategy of differentiation is a wise choice to promote the sustainable development of Yushu rural commercial bank.In the clear "to build a modern rural commercial bank,based on market positioning for the development of the realization of the vision of employees happy,happy life,healthy growth" and "rural services,small and micro service,the service of urban and rural residents",from the product,service,pricing,Channel Four aspects vigorously implement the differentiated competitive strategy the construction of characteristic of financial brand,gradually shorten the distance with large banks,to the "national well-known rural commercial bank" target strides forward,reconstruction of competitive advantage.Finally,to ensure the effective implementation of the Jilin Yushu rural commercial bank differentiated competitive strategy,combined with the advanced experience at home and abroad as well as Yushu rural commercial Bank’s actual situation,focusing on further clarifying the market positioning,institutional reform,risk prevention and control,Internet banking,management information systems and other five aspects,systematically expounded the Yushu rural commercial bank in the future development,to solve the problem in the road and direction to the implementation of auxiliary and support rural commercial bank Yushu differentiated competitive strategy,promote the sustainable and fast development of Jilin Yushu rural commercial bank.