| In order to fill the gap in rural financial market and promote the development of rural economy,the National Banking Regulatory Commission announced the establishment of rural banks in 2006.Since then,village banks have been established and developed all over the country.AR Village Bank is a village bank established in C County,Hunan Province in 2016,dedicated to serving "agriculture,rural areas and farmers" and small and micro enterprises.At present,AR rural banks are still in the early stage of development,facing huge opportunities and challenges.In order to further develop AR rural banks,it is necessary to formulate appropriate development strategies for AR rural banks based on their current situation.In this paper,PEST analysis and five forces model are firstly used to analyze the external environment of AR village banks.Then,combined with the internal environment of AR village banks,SWOT analysis is used to conclude that AR village banks are in the initial stage of development,and they should seize external development opportunities and internal advantages,speed up development and add branches.Used the advantages of sufficient capital and high asset quality of AR rural banks are exerted to achieve the development strategic goal of AR rural banks becoming the benchmark of rural banks in Hunan Province.In order to realize the overall strategy,this paper analysis it’s business strategy and four functional level strategies.Besides,the implementation of AR rural bank development strategy is guaranteed from five aspects:corporate governance,human resources,risk management,enterprise culture and cooperation with the main initiating bank.The research on the development strategy of AR rural banks in this paper not only helps to plan the development of AR rural banks,but also provides reference for the development of other rural banks in China and contributes to the overall development of rural banks. |
