A Study Of Competitive Strategy Of W Rural Commercial Bank

Rural credit cooperatives,rural commercial banks and rural cooperative banks(hereinafter referred to as rural credit cooperatives-RCCs)have always been a very important part in China's financial system.Over the years,it has mainly served China's vast rural and county economies well,providing strong financial support for China's grass-roots development and playing an important role in national economic construction and inclusive financial development.By the end of 2017,the number of corporate bodies of the RCCs were 2,260,with a total of 869,000 employees and assets of RMB 31.4 trillion Yuan.In the vast Chinese banking system,Rural Credit Cooperatives(RCCs)account for half of the total number of corporate bodies,one-fifth of employees,one-third of the total number of branch offices and one-eighth of total assets.More than twice as many post banks as Rural Credit Cooperative Network Point,the world's largest commercial and industrial bank,have assets of more than 5 trillion Yuan.In the third and fourth-tier cities and the vast rural financial market,Rural Credit Cooperative occupies the main local market share,known as the local financial main force.In recent years,on the one hand,the marketization of interest rates,the introduction of deposit insurance system,the gradual liberalization of private banking licenses,the intensification of financial disintermediation and the strong rise of Internet finance have brought great pressure to the operation of rural credit cooperatives.On the other hand,the state-owned banks,joint-stock banks and urban commercial banks are sinking into the third and fourth tier cities and the vast rural areas.The Agricultural Bank and the Postal Savings Bank have strengthened the rural financial strategic layout.At the same time,small-sum loan companies,online lending companies continue to develop business,vying for small micro-loan clients of rural credit cooperatives.The Rural Credit Cooperative is facing intense competition and challenges in both urban and rural markets.At the same time,with the development of economy and society,the customer structure and market environment that Rural Credit Cooperative is facing has changed obviously.At present,the world economy recovers slowly,the domestic economy continues to fall,leading to the rapid rise in non-performing loans,the continuous decline in profit levels,and the heavy regulatory pressure.How to meet the challenge,cope with the competition and adapt to the change is an important issue that the rural credit cooperative faces.But at present,there are many defects in the management of rural credit cooperatives,the strategic orientation is not clear,and the competitive advantage needs to be strengthened.In view of this,based on the management practice of rural credit cooperatives,this paper chooses W Rural Commercial Bank(hereinafter referred to as W Rural Commercial Bank)as the research object based on the management practice of Rural Credit Cooperative Society in a county of Sichuan Province.Through a large number of in-depth investigation,questionnaire and data collection,we have obtained the detailed first-hand information,and comprehensively grasped the internal and external environment and resources in which the rural credit cooperatives are located.The structure of this paper is as follows:The first part is introduction.The second part reviews the major strategic management theories at home and abroad.The third part analyzes the external environment of W Rural Commercial Bank in detail.The fourth part discusses the internal environment that W Rural Commercial Bank faces.The fifth part analyzes and selects the competitive strategy of W Rural Commercial Bank.Firstly,it discusses the strategic vision and mission of W Rural Commercial Bank,analyzes the strategic objectives,and then uses SWOT analysis tools to apply to the strategic level of W Rural Commercial Bank.The SO strategy was adopted for analysis,and the market,customer and business orientation of W-agribusiness were sorted out.It was pointed out that W-Commerce should adopt a differentiated strategy to cope with financial competition and put forward from customers,services,channels and products.Specific strategies for differentiating resource allocation.The sixth part discusses the strategy implementation and guarantee of W Rural Commercial Bank,and puts forward systematic suggestions on the construction of the support system of W-agribusiness competition strategy from the aspects of organizational structure,human resources,risk management and scientific and technological information system.This paper comprehensively analyzes the internal and external environment of W Rural Commercial Bank,and uses strategic management analysis tools to explore how W Rural Commercial Bank develops its competitive strategy and how to ensure its strategic implementation,thus providing constructive reference for the strategic transformation that W Rural Commercial Bank is implementing.At the same time,it also provides a useful reference for the transformation and development of the rural credit cooperatives in the province.