Research On The Optimization Of Rural Payment Environment Construction Of Bank B

Since the reform and opening up,China’s economic system reform has made great achievements that have attracted worldwide attention,greatly liberated and developed social labor productivity,and greatly improved the country’s comprehensive economic strength and people’s living standards.With the state’s attention to financial payment,the construction of rural payment environment is becoming more and more important,which has become a hot issue focused by the society.Taking bank B,a joint-stock rural commercial bank,as an example,aiming at the problems existing in the construction of its rural payment environment,based on the differentiation theory,network externality characteristic theory and bilateral market characteristic theory,this dissertation comprehensively uses PEST environment analysis and SWOT analysis tools to optimize the construction of bank B’s Rural payment environment.Firstly,this dissertation introduces the basic situation and current situation of the rural payment environment construction of bank B,and then sends different questionnaires to rural residents and individual industrial and commercial households for investigation.From the two dimensions of users and merchants,it is concluded that the current rural payment environment construction of bank B has some problems and deficiencies,such as blocked promotion of non cash payment instruments,no market for non cash settlement instruments,backward infrastructure and lack of financial knowledge.In view of the above shortcomings,combined with the current situation of enterprises,based on the differentiation theory,network externality characteristic theory and bilateral market characteristic theory,this dissertation gives the optimization scheme for the construction of rural payment environment of bank B.Specifically include:payment tools promotion strategy,clearing tools and promotion strategy,infrastructure upgrading of bank B,financial knowledge popularization for new payment tools,etc.Finally,from the aspects of management system,human resources and capital guarantee,this dissertation gives the guarantee measures for the implementation of the optimization scheme of rural payment environment construction of bank B,and analyzes the optimization effect.By optimizing the construction of rural payment environment of bank B,further promoting the construction of rural payment environment to mobile payment,and increasing the payment channels of bank B in rural areas,this dissertation is not only conducive to reducing the operation and maintenance costs of bank B’s outlets in rural areas,improving the efficiency of financial services,providing strong support for the construction of rural payment environment of bank B,and then promoting the future development of rural payment environment of bank B.In addition,the research conclusions of this dissertation can also provide a good reference for the construction of rural payment environment in the same field,promote its healthy and sustainable development in the future,help it build a more scientific platform and escort users’ good payment experience.