The Research On Market Competition Strategy Of Hunan Province Rural Credit Cooperatives

Hunan rural credit cooperatives are financial enterprises which provide services to"the agriculture, farmer and rural area"and rural economic development. All of the businesses have been developing rapidly since its inception. But there are still such contradictions and problems as its backward internal management idea, and its core competitiveness that needs enhancing. With the development of economy and the advancement of urbanization, rural regional ideas gradually fade and the financial competition starts extending to the vast rural areas. Since last year, as the international financial crisis has been spreading, the downward tendency of economics is obvious; the negative impact on agricultural development of rural economy is increasing sharply and is passing on to the banking system through various channels. Hunan rural credit cooperatives face more challenges. Therefore, it is of vital significance to promote the core competitiveness of the market competition strategy of the Hunan rural credit cooperatives.From the actual and the author's own experience and personal feeling, the paper analyzes and studies the market competitive strategy of the Hunan rural credit cooperatives. With competition theory and various analysis methods for guidance, accompanied with comprehensive use of the bank management theory and the theory of competitiveness, this paper analyzes the current marketing management in Hunan rural credit cooperatives and puts forward the whole framework of the competition strategy.This paper are divided into four partsThe first part of this paper introduces the background of the paper, expounds the significance of research, the study dynamic at home and abroad, the main content and research methods and reveals the innovation.The second part firstly analyzes banking market environment, and then elaborates in detail the structure of the competition of Hunan rural credit cooperatives with the Potter's five competitive models, and uses the SWOT analysis method to give an overall analysis and understanding of Hunan rural credit cooperatives.The third part is to select and establish the competitive strategy and target of the Hunan rural credit cooperatives. The strategic choice of the market competition ability and the specific strategies are put forward. The fourth part analyzes concretely the implementation measures in carrying out the market competition strategy from the establishing modern enterprise system, improving management level, strengthening the construction of the talents ranks and building scientific and technological information platform, etc. At last the paper summarizes the research achievements and the deficiency is analyzed.