Research On The Business Development Strategy Of The Rural Credit Cooperatives Of Shandong Province

Shandong Province is a major agricultural province, which rural economy has developed rapidly and the scale of funding needs is widening. Financial development can promote economic development. The development of rural finance is to solve the "three rural" issue an entry point. However, a long time, Shandong Province Rural Credit Cooperative business development strategy is not clear, its business model, the mode of development, business and other aspects of species will face the challenge of rural economic and financial situation. Therefore, the business strategy of rural credit cooperatives in Shandong Province conducted a study to establish its long-term strategic thinking for the right market position, choose the right business model, develop a reasonable marketing strategy, both to improve the comprehensive competitiveness of rural credit cooperatives force, or the goals of sustainable development are of great practical significance.In view of the rural credit cooperatives in Shandong Province in which the internal and external environment and operating characteristics, this paper, analysis of internal and external environment, rural credit cooperatives in Shandong Province to analyze internal and external environment, found that the opportunities for development and potential threats to survival are summarized advantages and disadvantages of self-development, on this basis, develop a business in Shandong Province Rural Credit Cooperative Development Strategy and the strategy implementation measures.The main conclusions of this paper are:(1) Shandong Province, the organizational system of rural credit cooperatives has diversified; support policies in place, significant improvement in asset quality; financial situation gradually improved, profitability improved significantly; agriculture put increasing efforts to significantly increase support for agriculture; the rapid development of the business, financial strength has increased notably; property right system reform steadily, corporate governance structure was established. But it also faced with property rights system, management system, cash flow, "conversion" serious, low level of financial services and many other issues.(2) operation and development of rural credit cooperatives in Shandong Province showed the advantage of deep roots, adaptable, many outlets, operating flexibility, and customer resource rich, and so has the brand; disadvantages mainly are the lack of governance, internal control weaknesses; a heavy burden efficiency is not high; poor overall quality of employees; quality customer lack of resources and so on. However, rural credit cooperatives in Shandong Province is also faced with good opportunities for development, such as the further deepening of rural financial reform, policy support in place; urban and rural integration process; to optimize the development environment; high-quality personnel to enrich. It also faces a serious threat that a large number of added external competitors, increasing competition with the industry; alternatives continues to grow.