Study On The Competition Strategic Of Zhongshan Rural Commercial Bank Co., Ltd

Since the reform and opening up,the rural credit cooperatives,the predecessor of the agricultural and commercial banks,have always had an irreplaceable position in the rural financial system of our country.On this basis,the rural commercial Banks,which have been restructured successfully,are more and more homogenized with state-owned commercial Banks,joint-stock commercial Banks and other commercial Banks.Although some agricultural and commercial banks have gained a high market share in competition,they still lag behind the major commercial banks because of their organizational structure,operating level and capital strength,while some agricultural and commercial banks have problems such as historical residue,weak core competitiveness and insufficient industrial base,which can not be homogeneous among banks.The competition brings better competitiveness to the agricultural and commercial banks.In order to deal with the fierce market competition,Zhongshan Rural Commercial Bank Co.,Ltd(ZSRC)must deal with it through the transformation of competition strategy.By applying the theories of core competitiveness and strategic management,this paper analyzes the development status,development ideas,problems existing in the development,causes,economic environment and industrial environment of ZSRC,and finds the problems such as relatively single customer structure and product type and unreasonable network planning.This paper analyzes the advantages,disadvantages,opportunities and challenges of ZSRC in the course of its operation and development,and draws the conclusion that SO growth strategy should be adopted.and proposed To vigorously develop retail business,promote the transformation of the company’s business,improve the ability of capital business management,and improve the impact of international business brands and other competitive strategies.The formulation and implementation of strategy need strong backing guarantee,which can be provided by strengthening corporate governance,optimizing capital management system,perfecting financial system management,enhancing enterprise brand image and strengthening human resource management,so as to improve the comprehensive competitiveness of enterprises.Through this study,ZSRC will be able to overcome existing difficulties,develop more reasonable competition strategies to cope with the competition from the market and the same industry,transform and upgrade to improve the ability and quality of serving the real economy,and effectively enhance the competitiveness of enterprises.