Research On The Orientation Of Rural Banks In Rural Financial Institutions

In the system of rural financial institutions,rural banks as a new Member,mainly aimed at providing Community financial services in rural areas.At present,in the increasingly market-oriented banking and under the diversified situation of reform.Village Bank,there are good opportunities for development,and faced with the fierce market competition pressure and challenges.To fully play its systems and information superiority,and to make up for weak aspects of brand and size,achieve better survival and development on the ground,Rural banks must find their own position by "after the deposit and development" approach,take the middle position of the income level of farmers and rural small and medium enterprises as targets,And according to the situation to explore the appropriate village Bank business model,keep innovating financial products and services,to achieve sustainable development.Therefore,research the market orientation and problems in development of rural banks,seeking the development of problem-solving strategies,has become a very important research topic.This paper is based on the study of rural banks at home and abroad market positioning and development strategy,on the basis of C-A-P market orientation theory method,research Zhongshan Xiaolan Township Bank status quo,market positioning issues.The market position differences between Zhongshan Xiaolan Township Bank's and small loan companies,new types of rural financial institutions,commercial banks,Combined with micro-development experiences of community banks in foreign countries,put forward the corresponding countermeasures as well,including for finding the market orientation of rural banks,improve market positioning assessment indicators,improve service management,banking software and hardware technology,optimize the banking environment,hope to promote Zhongshan Xiaolan town banks to restore the original intention of setting up to achieve sustainable development.