Research On The Market Competitiveness Promotion Strategy Of Lanshan Rural Cooperative Bank

Lanshan district is located in Linyi city of Shandong province. Linyi city is not only the political, culture and commercial center of Southeast Shandong,,but also the biggest trade logistics market in the North of the Changjiang River and a number of national industrial parks gathering people, logistics and business. All of those provide a broad space and a good environment for the development of financial market. At present the joint-stock banks have settled in Linyi armed with their inherent advantages.As a local comprehensive financial institutions, Lanshan Rural Cooperative Bank(Lanshan Co-op for short) which predecessor is the rural credit cooperatives in Lanshan District of Linyi city. After years of development, It has become a financial institution with the biggest number of outlets and employees and the biggest scale of deposits and loans. But in recent years, as many different types of financial institutions constantly settle down in Lanshan, Lanshan rural cooperative bank is confronted with unprecedented pressure and severe challenges and its market competition ability has declined. Therefore, faced with the new environment of market competition, how to improve its market competitiveness has become an important issue for Lanshan rural cooperative bank.Based on this, this paper takes Lanshan rural cooperative bank as the research object and takes the theory of economics and management as the foundation. Using the research method of internal and external matrix, combining with the development of Lanshan rural cooperative bank, It analyzes the Macro environment of Lanshan rural cooperative bank with PEST technique and analyzes the industry competition situation by using the five forces model. Also it analyzes the main internal resources situation combined with its reality, using 4PS method. At the same time with the aid of internal and external factors analysis, it searches for the disadvantages that Restrict the development of the bank’s business. Thus brings out the main strategy to improve its market competitiveness to " a clear market positioning, Promoting transformation of outlets, changing of credit development mode, transformation of profit mode, development of inclusive financial engineering, building high performance teams, strengthening construction of soft power", etc., in order to promote the transformation and development of Lanshan rural cooperative bank.