Development Strategy Research Of Zhejiang Jinhua Cheng-tai Rural Commercial Bank Based On SWOT Analysis

Because of its characteristics such as convenience,universality,flexibility,rural financial institutions have gradually become the main financial foundations to solve the problem of three areas(agriculture,rural areas and farmers)in China.The existence of rural financial institutions effectively promotes the development of the rural economy in our country and also contributes to the national economy.But in recent years,due to rapid economic development in the coastal areas,the importance of rural financial institutions in the region is declining according to the change of financial demand.Rural financial institutions are faced with a problematic future in coastal areas generally adjusting the function orientation and development strategy of financial institutions.This article selected Jinhua Chengtai rural commercial bank,located in Midwest Zhejiang province,whose economic geographical position conforms to various characteristics of the coastal rural financial institutions and therefore has research value.I have been working in the Zhejiang agricultural financial system since I graduated from school,and I have a good understanding of the object of this study.Utilizing the enterprise strategic management theory and the theory of development strategy,on the basis of the theory with practice to Zhejiang Jinhua chengtai rural commercial bank as the research object,provides a comprehensive analysis of internal and external environment.By analyzing Jinhua chengtai rural commercial bank selection and market positioning strategy,this puts forward related measures to ensure the implementation of strategic goals.This article specifically focuses on Zhejiang Jinhua Chengtai rural commercial bank and provides advice for future development including: how to independently implement at the strategic level the constant expansion of the scale and the social value,how to take a road of sustainable development and how to use the development strategy to promote the core competitiveness of the bank.Other financial institutions in coastal areas need to create their own development needs(incorporating development strategies)to maintain a sustainable business and competitive advantage.This paper,by means of literary and document analysis and empirical study,through the study of historical development of Zhejiang Jinhua rural commercial bank,using relevant strategic management theory and practice,analysis of Zhejiang Jin Huacheng Thai rural commercial bank aims to analyze the causes of formulating and implementing development strategy for the future to provide theoretical support andreference.By using qualitative and quantitative research and analysis,this paper incorporates a variety of data and makes a comprehensive comparison and simulation analysis.And in the development of Zhejiang Jinhua chengtai rural commercial bank the macro economic environment factor analysis,using PEST analysis method,factors such as policy,system as the breakthrough point,the comprehensive economic theory system and the comprehensive analysis.In development strategy analysis SWOT analysis model,each bank will face the advantages and disadvantages,opportunities and threats of analyzed,thus suitable for he was finally development idea and goal of long-term strategic,medium-term and short-term strategy.