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In the early 21 st century,the rapid economic growth created an excellent external environment for the development of China banking industry,which realized the collective evolutionary development.However,in recent years,the slowdown of economic growth,the advance of economic transformation,the in-depth development of financial marketization,the strengthening of financial regulation,the rise of fintech and the cross-border finance of Internet giants have exerted profound influences on China banking industry.The China banking industry is in a big era of industry fission,and its development has gradually stepped into the era of individual differentiation from collective evolution.As the position of the rural commercial bank is " service to the local,service to agriculture,rural areas and farmers,service to small and medium-sized enterprises ",because of the limitation of size,dimension,the development orientation,it needs to adjust the development strategy according to the macro and micro environment when planning for the future development.And the and development strategy of KJ rural commercial bank studied in this dissertation has important strategic significance for its own development,and has certain reference significance for the development and transformation of China rural commercial banks.This dissertation,on the basis of sorting out the theoretical basis and relevant research on bank strategy,PEST model and SWOT model,starts from the macro and micro environment of KJ rural commercial bank and studies its development strategy.To be specific,this dissertation firstly introduces the research background and significance of this dissertation from the aspects of China’s economic development status,rural revitalization,support of rural commercial banks for rural economy and the necessity of adjustment for development strategy,and summarizes the research content,research methods and possible innovation points of this dissertation.Secondly,it introduces the general situation of KJ rural commercial bank,its personnel situation and the development status of its business indicators.It applies PEST model to analyze its external macro strategic environment,including political factors,economic factors,socio-economic factors and technical factors,and analyzes its internal strategic environment through the status analysis.Thirdly,SWOT model is used to elaborate the competitive advantages,development disadvantages,market opportunities and competitive threats of KJ rural commercial bank,and SWOT analysis matrix is used to summarize and find the general strategic direction of its development.Then,the dissertation introduces the guiding ideology and development ideas of development strategy.Development ideas includes the aspects of customer service and internal management ability.It can improve customer service capabilities,such as the product innovation,network transformation,risk control,increase of science and technology and team construction.As the same time,we can improve KJ rural commercial bank’s internal management ability,such as the organization and management system,capital supplement system,human resources management system and enterprise culture construction system.Then the guarantee of strategic measures are put forward.Finally,in the summary and prospect section,the main contributions of the dissertation are summarized and reviewed according to the research content of the dissertation,and the deficiencies of the research and the future research plan are forecasted.