Competitive Strategy Research For Shan Dong Rural Credit Cooperative

Rural Credit Cooperative is finance organization, which give service to agriculture, farmer and country. It's main force of rural finance, and also finance link to connect numerous farmers. It plays an irreplaceable role in rural economic development, farmer's daily financing needs and medium and small enterprises development.In recent years, inland commercial banks intensify expanding finance market of cities and suburbs in succession. And depending on its relatively competitive edge on technology, person with ability and brand, it gradually expand market share. In country, along with policy change, technology development and gradual opening up of finance market, finance entry barrier is debased gradually. Then unofficial debit and credit appears, and it tries run to community finance. Depending on its advantage on low trade cost, it is at war with Rural Credit Cooperative to carving up the market. So how to face current competition, and how to consolidate its main force of rural finance, become the problem for Rural Credit Cooperative to solve in dire need.On the basis of Michael E.Porter's market competitive theories, using varies tools for strategy management and other methods, such as comparative study, method of combining quantity study and quality study together, this article discusses is meanly intend to find the proper competitive strategy and the execution methods, which will serve as an important reference for future development of Shan Dong Rural Credit Cooperative.Base on the review of literatures on strategy management and materials which were got from on-the-spot investigation, this article uses method of "PEST" and Porter's model to analyze the general external environment, the industry competitive environment and the competitive environment. This article analyzes general external environment of Shan Dong Rural Credit Cooperative in aspects of policies and law, economy, social culture, and technology, and identifies the opportunities and threats caused by the change of external environment. Through the analyzing of Key Success factors and five forces of bank industry, this article comes up with the industry competitive intensity will be stronger, industry profitability will be lower, and that image and good reputation, the facilities convenience, and thoughtful service are the Key Success Factors. Through comparing the strategy and power with its competitors, this article identifies the strategic position of Shan Dong Rural Credit Cooperative. Meanwhile, it analyzes the resources and capability owned by Shan Dong Rural Credit Cooperative in the aspects of the organization and nets order, the human resource, the funds source and composing, the capital ample, property mobility, property safety and earnings, identifies its strengths and weaknesses.Then, with the help of "SWOT" Model, this article analyzes the internal and external environment factors, and comes up with studying and choosing of the corresponding competitive strategy, it points out that Shan Dong Rural Credit Cooperative should adopt a focus strategy as the most suitable competitive strategy, and try to differentiate, establish market orientation of facing farmer, facing community, facing medium and small enterprises, facing county economy, set operation logos of smooth operation, steady development, insist on focus-differentiation and characteristic brand construction.Finally, the article explains how Shan Dong Rural Credit Cooperative should perfect legal administer frame, optimize organization structure,advance marketing innovation, strengthen finance innovation, strengthen risk management innovation, implement brand innovation, exploit human resource, and establish on studying organization etc, in order to develop itself to be famous in its field.