Research On The Development Strategy Of Z Rural Credit Cooperatives

As the main force of rural finance, rural credit cooperatives play a crucial role in the "three rural" service. The stability and health of rural credit cooperatives is not only conducive to safeguarding the development of agriculture, increasing the income of farmers, promoting the rural stability but also but also crucial to fully achieving the social goal of building a well-off society. Although rural credit cooperatives have made tremendous achievements in the process of rural financial reform, they have not solve the contradiction between the rapid development of the rural economy and the relatively weak rural financial. Along with the development of the economy, the construction of new socialist countryside and the acceleration in the integration of the rural and urban areas, opportunities and challenges coexist in rural credit cooperatives. The demand of the majority of rural areas and small and medium-sized enterprises for modern financial service is increasing. The pattern of monopolization of rural credit cooperatives in rural financial market has changed and the new rural financial market competition pattern of diversification has formed. Rural credit cooperatives will not only face the strong competition from big state-owned banks, postal savings banks, local banks, rural banks and village banks, but also face the new situation of the prudent, compliance and more strict risk supervision. How to choose the development strategy of rural credit cooperatives has very strong realistic meaning for increasing the core competitiveness, enhancing the market position and promoting the development of the local economy.This paper takes Z rural credit cooperatives as the object of study. Firstly, the paper introduced the background and significance, research thoughts and methods, innovation and deficiency, and discussed the development course, status and main problems of Z rural credit cooperatives. Secondly, the paper used the PEST, Potter’s five forces model and SWOT analysis to analyze the external macro environment, the industry environment and internal environment. Then, it summarized the external opportunities and threats, internal advantages and disadvantages of Z rural credit cooperatives and obtained the matching strategy combination, and selected the identified SO growth of overall development strategy and focusing differentiation competitive strategy. Combining with the strategic choice, the paper made planning for the strategy of development in five years, clear strategic focus on human resources, marketing, financial management, technology support, and innovation. Finally, the supporting measures are proposed from the reform of property right system, optimized business processes, construction of community banks, comprehensive risk management, brand building, etc.