The Research Of Competitivity Promotion Strategy Of Shandong Province Rural Credit Cooperatives

As the main force of rural co-operation financial system, rural credit cooperatives made positive contribution to the development of the rural economy and local farmers. The development of the rural credit cooperatives directly related to the development of the new socialist countryside construction process and the rural economy. In recent years, China has increased the emphasis on the rural and the financial support of the rural economy, which makes many financial institutions, such as rural banks, postal savings banks enter the rural and county financial markets. Due to the changes of the socio-economic mechanisms and competition in the financial industry, the rural credit cooperatives are facing new opportunities and challenges.On the basis of market competitive theories, using varies tools, such as PEST, Porter’s five forces model, SWOT analysis tool, combining quantity study and quality study together, this article put forward a strategy to improve the competitiveness of Shandong Rural Credit Cooperative and the guarantee its implementation.Firstly, this paper summarized the research literature at home and abroad. And then it introduced the development of Shandong Rural Credit Cooperative. With the help of varies tools, such as PEST, SWOT analysis tool, this article analyzed strengths, weaknesses, opportunities and threats of Shandong Rural Credit Cooperative and put forward a strategy to improve the competitiveness of Shandong Rural Credit Cooperative. Shandong Rural Credit Cooperative should establish market orientation of facing farmer, facing community, facing county economy and facing SMEs, adopt Community-based bank mode and set business philosophy of smooth operation, steady development. Shandong Rural Credit Cooperative should adhere to the centralized differentiation strategy.This article put forward a strategy to improve the competitiveness of Shandong Rural Credit Cooperative. Shandong Rural Credit Coopertiave should strengthen risk management, enhance marketing, strengthen business innovation, standardize management and strengthen human resources management to ensure the implementation of the strategy. Shandong Rural Credit Coopertiave should overcome shortcomings such as corporate governance, business operations, personnel, further consolidate its advantages in products, services, and resources, firmly grasp the development of external opportunities and deal with the development of external threats. In order to consolidate and enhance market competitiveness, Shandong Rural Credit Coopertiave should focus on differentiated competitive strategy and use unique production or service to response to the five competitive forces in the industry...