Research On The Business Expansion Strategy Of Hunan Ningyuan Tannongshang Rural Bank

With the development of China’s economy,the contradiction between supply and demand of county economy and county financial services has gradually increased.To this end,the state began to set up pilot rural banks in some areas and gradually extended them to the whole country.In recent years,under the superimposed influence of economic downturn and other factors,newborn rural banks are widely faced with problems such as poor management and difficult profitability.It is urgent to pay close attention to them and take corresponding measures to solve them.Taking Hunan Ningyuan Tannongshang Rural Bank(HNTRB)as the research object,firstly,combined with the current internal and external environment,this thesis objectively analyzes the macroeconomic trend,the economic and social situation of Ningyuan county,and the current development of HNTRB,using SWOT analysis method to analyze the opportunities existing in the business development of HNTRB,threats and their own strengths and weaknesses.Secondly,it puts forward the goal assumption of HNTRB in business development,and formulates business development strategies from four aspects: market segmentation,product design,marketing channels and service optimization.Finally,it puts forward safeguard measures to ensure the smooth implementation of the above strategies from three perspectives: improving corporate governance,clarifying market positioning,implementing risk prevention and control,and strengthening system guarantee,talent guarantee and technical guarantee,and expounds the possible expected results.It is found that although HNTRB is faced with problems such as economic downturn,defects in corporate governance and personnel quality,low popularity and recognition,and weak competitiveness,there are preferential policies such as national fiscal and tax policies,regulatory policies,industrial policies(including poverty alleviation and Rural Revitalization)and local policies,and the support of national macro fundamentals and micro fundamentals of Ningyuan county,the financial needs generated by many market players such as“agriculture,rural areas and farmers”,self-employed households and small and micro enterprises,as well as the needs of the sponsor’s mature management and its own survival and development,can still find opportunities for development and growth in the fierce market competition through unremitting efforts.The business expansion strategy proposed in this thesis aims to explore a survival and development path for HNTRB,so as to further strengthen the development confidence of rural banks and provide reference for the sustainable development of rural banks.