Research On The Problem Of Enhancing The City Business Competitiveness Of Rural Credit Cooperatives

In2003, the national rural credit cooperatives reform officially kicked off, Shandong is one of the first batch of pilot provinces. Ten years, Shandong province rural credit cooperatives as the main force in rural finance, with the provincial association leadership, has achieved a new leap of reform and development, becoming a province outlets and the most employees, most extensive range of services, comprehensive, capital largest multi functions of local financial institutions.In order to study the City business competitiveness of rural credit cooperatives, the paper objectively analyses the present situation of urban development of rural credit agency business in Shandong province and the existing problems, combining the concept and connotation of the current competitiveness of commercial banks, defines the meaning of the city business competitiveness of rural credit cooperatives, which is defined as:the rural credit cooperatives in the pursuit of safety management principle, liquidity and profitability, through service in retail and SME customers reflect the competitive advantage. It is composed of two aspects of hard power and soft power. In effect, the city business competitiveness of rural credit cooperatives is not only the simple sum of two kinds of the two strength, but the organic fusion. In order to comprehensively evaluate the city business competitiveness, the paper also designed a set of comprehensive competitiveness indicators reflect the city business evaluation system of2two level index,11three level indexes and35four level indexes, from Shandong province120rural credit cooperatives in the agency selects16companies as the research sample, the evaluation of hard power and soft power of the entropy method, the grey correlation degree analysis method and AHP method, by the weighted calculation, finally obtains the comprehensive competitiveness.The empirical results show that:in recent years, the competitiveness of rural credit cooperatives in Shandong province city business growing, sub agencies, evaluation of urban competitiveness of rural commercial bank is the best, followed by the rural credit cooperatives, rural cooperative bank. Subregional perspective, the vast majority of the rural commercial banks and rural cooperative banks in Shandong province in the eastern region, the area due to the economic development foundation, financial ecological environment is good, the overall development of powerful boost the business of rural credit cooperatives in the city. The southwest region due to relatively weak economic strength, development environment remains to be further optimized, the competitiveness of rural credit cooperatives is generally low, the city rural credit agency business competitiveness is obviously insufficient.Finally, the paper puts forward reasonable suggestions to improve the city business competitiveness of rural credit cooperatives in Shandong. Including:speed up the changing of ideas, promote the city business development transformation innovation; optimize the structure of assets and liabilities, the city of business structure adjustment; promote the retail business development priority, the implementation of income diversification strategy; adjust the structure of customers, the implementation of differentiated financial services; straighten out the mechanism, form the city business development of long-term mechanism.