Competitive Strategy Research Of JX Rural Commercial Bank

The implementation of the rural revitalization strategy has made more people realize that the rural market is promising.As an important part of the financial market,banks have played a significant role in the revitalization of rural areas,but also for the development of rural markets and rural financial services to provide more effective guarantees.Rural Commercial Bank is mainly concentrated in rural areas,with its advantages of wide coverage and a large number of employees,and has been widely recognized by rural users.However,with the rapid development of Internet finance and the sinking of commercial banking services,the rural market has been continuously eroded by other financial institutions,and the disadvantages of rural Commercial Bank continue to show.How to stand out in the complex market competition? It is the survival proposition that all rural commercial banks must face.Based on this,the paper chooses the development of Rural Commercial Banks as the main point,and combs a large number of literature materials.Taking JX Rural Commercial Bank as the case,the paper integrates a large number of literature materials,analyzes the development status of the bank’s competitive strategy,and provides more ideas for the optimization and improvement of the competitive strategy.For JX Rural Commercial Bank,it needs to strengthen the purpose of serving the community,serving agriculture,rural areas and farmers,serving small and medium-sized enterprises and serving the county,take the county rural market as the focus of its development,adopt a special operation mode to better take root in the rural market,enrich the business types,promote the diversification of product system and expand a broader metropolitan market.This paper analyzes the competitive environment of JX Rural Commercial Bank.Meanwhile,different tools such as PEST analysis method and Porter’s Five Forces Model are introduced to analyze the external environment,industrial environment and internal environment in different dimensions,and then SWOT analysis method is adopted to point out the advantages,disadvantages,threats and opportunities of the bank.JX Rural Commercial Bank has the advantages of a large number of employees,a large number of outlets,high independent operation results,and a good mass base.However,it has a single product,low innovation ability,and a severe risk prevention situation,which are also the disadvantages of the bank’s development.It is affected by the overall environment,the implementation of agriculture,rural policy and the perfection of the guarantee system.JX Rural Commercial Bank has obtained more developed opportunities,but it also needs to face many threats such as rural hollowing out and interest rate liberalization.In order to promote the development of JX Rural Commercial Bank,this paper selects the differentiation strategy through comparative analysis,gives full play to the advantages of JX Rural Commercial Bank’s wide network distribution and large number of personnel,adopts local conditions and individualized services.Meanwhile,it also needs to pay attention to market positioning,do a good job in brand building,and improve the differentiation of products and services.By improving the flexibility of the strategy,optimizing the allocation of departments,improving the compensation system,innovating the incentive methods,increasing the disposal of non-performing loans,strengthening the allocation of funds,and strengthening the strategic risk control,in order to promote the implementation of various strategies,corresponding safeguard measures were proposed from different dimensions such as human resources,information technology,operation management,and enhanced service,so as to guide the healthy and sustainable development of JX Rural Commercial Bank.