Research On The Problems And Countermeasures In The Development Of Personal Deposit Business Of X Rural Credit Cooperatives

Deposits have always been regarded as the base of banks,the foundation of banking business development and the focus of competition among commercial banks.Since June 2013,when Alibaba and Celestica fund have launched the balance of treasure business on Ali pay platform,the Internet Monetary Fund has officially entered the vision Internet Monetary Fund has officially entered the vision of the Chinese people and has become popular rapidly.By the end of 2021,the net amount of the monetary fund had reached 9.42 trillion yuan.The combination of Internet and monetary fund makes the Internet Monetary Fund have the substitutability of demand deposits,which has a great impact on the deposit business of commercial banks,especially personal deposits.The savings deposits of commercial banks are diverted in part,which increases the cost of collecting deposits.The competition of deposits is not limited to the interbank,but most of the monetary fund turns into interbank deposits or interbank certificates of deposit,which flows back to large commercial banks,thus increasing the available funds of large banks.However,in this process,the county-level rural financial institutions did not obtain the interbank funds of the monetary fund,facing the pure loss of deposits and the increase of interest payment cost.Based on the above background,taking x rural credit cooperatives as an example,this paper introduces in detail its personal deposit business development scale,term structure,customer structure and interest payment cost in recent three years,and analyzes and points out the imbalance of fixed activity ratio growth,high comprehensive interest payment cost and unreasonable individual customer structure,There are four problems in the uneven business development of each outlet.The causes of these four problems are analyzed one by one.After analyzing the causes of the problems,this paper makes an in-depth SWOT analysis on the personal deposit business of X rural credit cooperative,and deeply analyzes the bottleneck and development direction of the personal deposit business of X rural credit cooperative.On this basis,this paper puts forward the development countermeasures and suggestions of personal deposits of X rural credit cooperatives.The first suggestion is market segmentation,active marketing,and optimization of customer structure.Strengthen the intelligent transformation and location optimization of outlets,and to free up active marketing at the counter is the first step;the second is to use the marketing ecosystem to increase the stickiness of existing customers;the third is to improve service quality and develop high-end and high-quality customers;the fourth is to create a new image and cultivate young customers group.The second suggestion is to continuously optimize products and payment experience,and speed up the restructuring process of X rural credit cooperative.The first is to continuously optimize and innovate products to reduce the cost of interest payment;the second is to optimize mobile payment to improve customer experience;the third is to speed up the restructuring process and increase the income from intermediary business.The last suggestion is to improve the internal mechanism and do a good job in manpower and scientific and technological support.The first is to improve and perfect the incentive mechanism and the reform of the personnel system;the second is to strengthen the construction of information technology teams and systems,and improve the level of financial technology.