The Research On Competitive Strategy For Rural Cooperatives Of Shan Dong

Rural credit cooperatives in Shandong Province was established in1951, a total branch network of5564, employing5.2million people after50years of continuous development and growth, has now become the province’s outlets and employees up to the most extensive range of services, the size of funds largest integrated, multi-functional local financial institutions. Its mission is:"agro-based, agricultural services, to establish industry leadership, customers, members, employees maximize the value.The main advantages of the rural credit cooperatives in Shandong Province:based on the rural, with natural symmetry and synchronization advantage with strong flexibility and speed of response; have a mature system in rural management; familiar with the credit of the customer service level and operating conditions; the hardware side, gradually narrowing the gap with the large state-owned commercial banks. Disadvantages of the main manifestations:traditional deposit and loan business into the operating profit stage; has been no systematic summary and study how to create, enhance their corporate culture; imperfect corporate governance structure; business innovation is not enough, the service means is backward; business Innovation is not enough; risk management as a whole lags behind. Facing opportunities:huge government money into modern agriculture, to create the conditions for the credit unions deposits; County by SMEs, banks and SMEs win-win situation there is a lot of room; a large number of new rural construction; will be funded through bank financial institutions, governments at all levels of policy support will increase after the introduction of the Shandong Provincial People’s Government views on further deepening the reform of the province’s rural credit cooperatives; Shandong Province, the national economy, Shandong Province Rural Credit the steady improvement of society has laid a solid foundation. The threats are:in the event of natural disasters will cause great damage to agriculture, rural, rural credit cooperatives, it is inevitable risks.; Small, decentralized, safe and effective principle, although the risk of the loan is dispersed, but also increases the difficulty of the loan management.On the basis of the above analysis and the comprehensive evaluation, concluded: Shandong Province, rural credit cooperatives, the implementation of competitive strategies to differentiate mainly concentrated supplemented, be located in rural issues, the premise of the county economy, implementation of the difference competitive strategy to effectively distinguish it from competitors to gain market advantage. Including:adhere to the "four dimensions" market positioning, and a floating interest rate policy, the development of diversified credit products to implement a flexible way of security, and provide excellent service, the implementation of differentiated marketing strategy, the establishment of the business model changes because of the need, optimize the flow of credit.In order to ensure the effective operation of the strategy to develop the matching support of safeguard measures:improve their corporate governance, security strategy continues to push forward; optimize the organizational structure to provide organizational support for the implementation of the strategy; reengineering business processes to meet the different market demands; to improve the employment mechanism for the business development to provide intellectual support; strengthen corporate culture, enhance their employees’ loyalty; improve the scientific and technological innovation capability, enhance the core competitiveness.Thesis, not only helps the core competitiveness of the rural areas of Shandong Province, to provide a reference for the build industry leadership; as well as the participants of the rural financial recommendations, and hope to bring inspiration and help.