Research On The Survivability Of Village Bank Based On Qualitative Analysis

In November14,2014, the NPC agriculture and Rural Affairs Committee held provinces agriculture committee of the NPC for new rural construction in Beijing, the research of building a new socialist countryside and law governed agriculture problems. In this goal, the establishment and development of the financial environment and financial system is undoubtedly essential. As a kind of micro finance subject, the village bank provides a new way to solve the problem of rural ecological competition and financial supply, and finally largely contributed to the development of rural economy.But it is worth attention that as a new kind of financial institutions, there are many problems with village bank, such as clearing system is not perfect, the internal control mechanism is not perfect etc.. These problems restrict the development of village banks, and put forward a challenge to them. How to survive in the fierce competition and acquire sustainable development opportunities, and how to occupy a position in the rural financial ecological system, the key lies in how to successfully cultivate potential survival ability and development mechanism of their own actual conditions.Based on village Banks at home and abroad and related theories of enterprise survival growth, this paper carries on the qualitative research with ShuLanJiYin village Banks as the research object. This paper starts with the definition of the village Bank concepts and basic characteristics, and introduces business viability studies and relevant theories of rural banks viability study; then use bottom-rooted method, from the existing research results about the business viability studies, summarize the elements of survival ability in rural basic financial enterprise, with grounded theory of qualitative research in Shulanjiyin Village bank. Through the acquisition of in-depth interviews, first-hand information open decoding--axial coding--selective decoding three analysis process, get a theoretical model of Shulanjiyin bank’s viability constitute elements; get the key findings from external resources and core viability of both the theoretical model analysis; proposed to enhance the viability of rural banks in the analysis on the basis of qualitative strategies; such as targeting customers, enhance innovative credit products, optimize the credit process; to strengthen risk management and control, improve the viability and the like; and finally are the introduction of this study’s limitations and the outlook of related research about village banks.