The Research On Strategy And Business Development Present Situation Of Credit Card Of Jiaxian Rural Credit Cooperatives

The practices of the economic development of all countries in the world show that agriculture is not only the foundation of the national economy, but is also a weak industry, and this duality highlights the importance of breaking down the bottleneck of the agricultural industry based on the financial platform. But the farmers and the small and medium-sized enterprises in rural areas have few things to be guarranteed , so,the difficulties of loans for the farmers and enterprises in rural areas, and the rural financial institutions being mean to lend have becoming a comprehensive contradiction. As a new electronic financial currency, credit card have significant effects on the development of the economy. In this paper, we take Jiaxian as the market background, through the empirical analysis of the development of credit card in the rural credit cooperatives in Jiaxian, we put forward that the problem mentioned above through issuing the Gold swallow credit cards having both the function of borrowing and lending money.This paper ,by combining normative analysis and empirical analysis, incorporating economics, management and financial theory, and using five factors model from Michael Porter, 4P flexible analysis, the SWOT analysis, studies the course of the Rural credit cooperatives in Jiaxian since it issued the gold swallow credit cards, and comprehensively analyses the external opportunities, threats and interior advantages, disadvantages the enterprise faces currently. Basing on it, we make the strategic choice of the gold swallow credit cards of the Rural credit cooperatives in Jiaxian, and put forward the strategy of the implementation of the concrete measures and suggestions.This paper has come to the conclusion that enterprises should raised that develop and adjust with the time passing by, according to the changes of internal and external environment strategy. The Gold swallow credit cards of the Rural credit cooperatives in Jiaxian should change the strategy of homogeneity competition, Implement the development strategy of intensive credit card, subdivide the market segments by scientific method, take innovative marketing strategies of fit the product characteristics, build the customer relationship management as the core of marketing system , establish the win-win market system of bank and business, explore the third party outsourcing mode of non-core business. Achieve the win-win situation between rural credit cooperatives and farmer by using the strategy of function of R&D, production, human and financial resources, information and marketing.