Chongqing Rural Commercial Bank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1505

SWOT Analysis of Chongqing Rural Commercial Bank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chongqing Rural Commercial Bank

Parent Company

Chongqing Rural Commercial Bank




Banking and Financial Services

Tagline/ Slogan

Human resources fore-most


Dedicated to Sannong i.e. Three Rural Issues



Anyone who is willing to take credit and invest in a rural commercial bank.

Target Group

Personal, Businesses and SMEs.


Serving “Sannong”, county economies and SMEs through aligning business development in cities and counties whilst consolidating and strengthening the core competitive strengths incessantly.

SWOT Analysis


1. Strong employee base of 27,000+ employees.
2. First regional Chinese rural lender.
3. About half of Chongqing Rural's loans are made to rural areas, which it calls "county area business."
4. Ranked amongst one of the most prolific banks in China and one of the most growing rural banks in the world.

5. It has 62,000 corporate and 18 million retail customers
6. Strong brand name and visibility in China


1. It is almost fully exposed to the Chongqing area while its listed counterparts have much higher geographical diversity.
2. Expected slowness in macro growth to reduce the credit demand from the local economy


1. Tap the capital markets.
2. Enhance the foundation of development such as the IT system and talent pool and restructure itself into a bank with a scientific structure and efficient management.
3. Dealing of Hedge funds.

4. Divesify into a mutual fund and insurance company.


1. Chongqing Rural's greater exposure to the property-related sector could be a risk factor for investors.
2. Complicated international and domestic economic and financial conditions.
3. Local government's debt investigation could further interrupt lending activities to local infrastructure projects in the near term.

4. Euro debt crisis.

5. Geopolitical turnmoil in the middleeast.



1. Bank of Beijing
2. Bank of Shanghai
3. Hunan Rural Credit Union

4. Bank of Hangzhou

5. Bank of Jilin

6. Bank of Dongguan

The table above concludes the Chongqing Rural Commercial Bank SWOT analysis along with its marketing and brand parameters.


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