Research On The Competitive Strategy Of The Rural Credit Cooperatives In The Financial Reform And Development

With the development of international and China’s financial market development is swift and violent, financial reform is becoming more and more intensified, after China’s accession to the WTO financial market is facing open and internationalization, the market competition is becoming increasingly fierce, the survival and development of small and medium-sized commercial banks once again aroused widespread concern. As competition intensifies, how to survive and develop, become the primary objective of small and medium-sized banks’competitive strategy. Rural credit cooperatives as a member of the medium and small financial institutions in China, has its own history and its own characteristics, but also is the main force of rural finance and rural economic development in China, the development of rural credit cooperatives to achieve coordinated development of urban and rural, plays a unique role in solving the three the problem. But faced with fierce competition in the external, internal and facing the short board system, service, management and talent, how to choose the development strategy suitable for the rural credit cooperatives itself is more important. Therefore, this article in accordance with the idea of strategic analysis, strategy analysis of internal and external factors of rural credit cooperatives in the enterprise competition strategy theory:it is facing the development of the rural credit cooperatives external opportunities through the analysis of the current development of China’s banking industry and the threat factors; analysis of current situation of the development of rural credit agency and horizontal contrast, the rural credit agency’s internal strengths and weaknesses. At the same time, the strategy of market segments of the rural credit cooperatives (financial market) status and characteristics are described, analysis of rural credit cooperatives to choose the necessity and rationality of the market. According to the SWOT analysis method, the rural credit cooperatives should choose competition strategy and how the strategy to take strong measures to overcome its own shortcomings, to avoid external threats, develop its own advantage, in order to get their own development space with the aid of external opportunities. There is a certain guidance and application value of the research papers on the author’s work, the development of rural credit cooperatives, the future development strategy has certain reference and reference significance.