Research On The Development Of Rural Banks In Shandong Province

For a long time,agriculture,the first industry in our country,has long been in a weak position:the agricultural foundation is weak,input and output are not proportional,and agricultural development is lagging behind;policy vacancy,national resource allocation is oriented towards urban and heavy industries,rural development is slow,rural pension The medical and social security system is extremely imperfect,and the impact of the urban-rural dual economic structure system is deeply entrenched,and farmers' income cannot be guaranteed.The problems of the "three rural issues" have hindered the healthy and rapid economic development of China's vast rural areas,and in order to promote the development of the three rural economies,the reform of rural financial markets is a key factor in solving its problems.Rural financial market,as an important part of China's modern financial market system,is a "hard bone" with huge potential for development but it is difficult.In order to activate the rural financial market,increase the coverage of rural financial institutions,and increase support for agricultural funds from rural areas,the township bank that has been given historical responsibility has emerged.By the end of 2017,there were 127 rural banks in Shandong Province,the number of which ranked first in the country.The emergence of village and town banks has filled the shortage and insufficiency of financial services in rural areas and played an important role in enhancing rural economic development.However,in the development process of village and town banks,there are also different levels of deviations.Based on the research results of domestic and foreign scholars' village and township banks and small and medium-sized rural financial institutions,this article conducted a thorough investigation of the establishment of rural village banks in Shandong Province in terms of quantity,geographical distribution,and ownership structure,and focused on the eight rural banks in Binzhou City.The research conducted a typical analysis of the core competitiveness of Shandong Banxing Xinhua Village Bank using the Porter Five Forces model.The study found that in the development of rural banks in Shandong Province,they faced relatively insufficient numbers and outlets,unclear market positioning,imperfect personnel team building,and lack of innovation,which constrained the sustainable and healthy development of rural banks.Finally,this article puts forward five countermeasures to promote the development of rural banks in Shandong Province:First,increase government support and strengthen financial supervision;Second,based on the rural market,define market position;Third,deepen financial innovation and enrich business products;Fourth,pay attention to the cultivation of talents and build a cultural identity.Fifth,the application of the Coles' Balanced Scorecard in the performance management of rural banks is proposed.It is hoped that the study on the development of rural banks in Shandong Province will be adopted to provide decision-making reference and management guidance for the development of rural banks in the future.