Investigate About Personal Financial Business In Rural Credit Cooperative Of Shandong Province

With the rapid development of Chinese economy, the personal wealth is growing rapidly, and the disposable income of the residents is increasing substantially. At the same time, personal financial needs are also increasingly becoming diversified, comprehensive and complicated, providing a broad space for the development of commercial banks in personal financial services. In addition, accompanied by Chinese financial market gradually opening up, foreign financial institutions seize a large scale of Chinese financial markets, so the financial competition is increasingly intense, bringing an urgent requirement for the financial institutions to broaden the scope of services, change service concepts, and seek more stable and potential market. Personal financial market has become the best choice of the financial institutions.As the main force in rural economic development, the rural credit cooperative of Shandong province plays an important role in rural financial markets. But in the current situation, the extensive management mode, the unclear property rights system and the single product defects restrict the pace of its development. With the 2003 reform of rural credit cooperative, management mode in Shandong province is gradually refined and standard, the property rights are further clarify, and operators are also constantly developing innovative products. In such circumstances, personal financial products become important direction of product innovation; personal financial market also becomes the urgent exploring market for the rural credit cooperative of Shandong province to broaden intermediate business, keep customer resources and seek new profit increasing point.The paper first makes a general introduction to the status of domestic and foreign investigates, choosing the representative theory to analyze, so as to provide theoretical support, guidance and reference in management for the rural credit cooperative of Shandong province to develop personal financial business. Secondly, the situation of the international financial market is introduced in details, and the current international financial market developing trends are cited. At the same time, the domestic financial market status is analyzed deeply and thoroughly from the aspect of its development process, the general situation, the characteristics of financial products and financial market.Then, in this paper, in conjunction with rural credit cooperative in the financial market status, a feasible analysis about financial management operations is carried out, and by the SWOT matrix, the strength, opportunities, weakness and threats of developing personal financial business are shown thoroughly and systematically, according which the rural credit cooperative of Shandong province select the appropriate development strategy for its personal financial business.Finally, this paper makes a thorough inquiry to the problems that personal financial business is facing, and suggests how to grasp opportunities and overcome difficulties, so as to carry out feasible development strategies for the rural credit cooperative of Shandong province to operate personal financial business and explore financial market.There are some innovations in this paper. The investigate about personal financial business in rural credit cooperative is still little ,even though they are confined to the general development of directional guidance .Guiding in the development status and trends of the international and domestic financial market ,with the actual operation of the rural credit cooperative, this paper provides specific guidance of market positioning and important analysis of market exploring for the rural credit cooperative of Shandong province to develop personal financial business ,which has a realistic significance to operating personal financial business and exploring personal financial market for the rural credit cooperative of Shandong province.