Research On The Development Strategy Of Debt Business Of M Suburban Rural Credit Cooperative Unions

With the continuous improvement of China’s financial regulatory framework,the accelerating marketization of interest rates,and the rapid development of direct financing,as well as the continuous emergence of new financial formats such as Internet finance and shadow banking,the trend of dual decoupling of financial institution’s asset and liability side is becoming increasingly obvious.The traditional liability business development strategy of rural credit cooperatives,such as "deposit-oriented operation" and "quantity-based pricing",faces greater challenges.In the new situation,establishing and improving the liability business development strategy of rural credit cooperatives is of great significance to their development.Based on the research status and relevant theories of domestic and foreign scholars,this article comprehensively examines the current status of the liability business management of M suburban and rural credit cooperatives.Combining with the "Business Bank Liability Quality Management Method" issued by the China Banking and Insurance Regulatory Commission at the beginning of the year,this article analyzes the problems and underlying reasons in the development of liability business of M suburban and rural credit cooperatives from the aspects of marketing strategy,matching strategy,risk control strategy,incentive-constraint strategy,and execution effectiveness.Then,the PEST model is used to analyze the macro environment facing M suburban and rural credit cooperatives,the Porter’s Five Forces model is used to analyze the competitive environment,and the SWOT matrix is used to provide optimization directions for the marketing strategy,matching strategy,risk control strategy,and incentive-constraint strategy of liability business development of M suburban and rural credit cooperatives,based on the analysis of their own resource capabilities.Finally,it is proposed that M suburban and rural credit cooperatives need to optimize their product development strategy,shift to relationship marketing strategy,strengthen risk control strategy,and implement asset-liability matching strategy,and establish a long-term incentive and assessment strategy to systematically upgrade their liability business development.In addition,to ensure the effective promotion of the above liability development strategy of M suburban and rural credit cooperatives,support is needed in the five areas of corporate governance,capital constraint mechanism,compliance management mechanism,talent team building,and information system construction.