The Strategy Of Developing Credit Business For ICBC Yingtan Branch Under The New Normal

China's economy has experienced three decades of rapid growth.As the growth rate began to decrease,the strategic opportunities are emerging under the new normal and competitive format.From the perspective of macro policy,led by the five new development ideas "innovation,coordination,green,openness,sharing",the Central Economic Work Conference has made major arrangements to promote structural reforms of supply,and has clarified that while expanding the demand appropriately,the five tasks "reduce capacity,reduce stocking,remove leverage,reduce cost,make up shortcomings" need to be focused.This makes internal business environment and external competitive environment of the financial institutions in banking sector changed profoundly.As the banking business is facing new opportunities and challenges,it is difficult to maintain the traditional profit model,which requires the bank to be more proactive in identifying the economic development trend,to be more precise in responding to the national strategy,to be more pragmatic in planning measures for development,and to transform the development to deal with the changing economic situation.As a large state-owned joint-stock banks,Industrial and Commercial Bank of Yingtan branch respond positively to the national policy,scaling its credit business,sparing no effort to support the development of local real economy to support local enterprise development so as to fulfill its social responsibility.But under the new normal economy,the development of company credit business in ICBC of Yingtan branch is also affected by many economic factors such as the lack of effective demand,narrowed spread and decreased profitability of the real economy.The development way of traditional business can hardly adapt to the changing market environment,which requires us to adjust the current ideas and strategies of development,in order to better support the development of local real economy and maintain a stable level of profitability.Through the analysis of the current operation situation of credit business in ICBC of Yingtan branch under the new normal,this paper studied the new ideas of development transformation of corporate credit business in ICBC Yingtan branch under the new normal and provided specific measures to solve the problems existing in the development of corporate credit business in ICBC Yingtan branch.Under new normal,ICBC of Yingtan branch must improve asset quality internally,enhance service quality externally,clarify the field of services and support major projects related to the global economy and improvement of people's livelihood,so as to support local economic development and improve people's livelihood,which can be more beneficial to the implementation of major national strategies.What is more,While addressing the corporate financing issues in Yingtan,it can provide reference for ICBC of Yingtan branch to get rid of the plight faced under the new situation as early as possible.The study of this paper will help ICBC of Yingtan branch correctly understand the internal and external environment it is facing.It analyzed the positive significance of the innovation in credit business to the local economic development.Actively responding to the impact of various unfavorable factors on it and further exploring the innovation in business credit of commercial bank is needed for the economic development of Yingtan under new normal,which also shows its social responsibility.