Research On The Competitiveness Of New Rural Financial Institutions

New rural financial organization is a newborn thing against the reform of therural financial system of2006, it has close relationship with the rural economic life, itis a new force servicing the rural area. So far the water effect of the new financialorganization has achieved its initial success. It has become an indispensible part of therural economic development. With the development of the global economicintegration and the opening of the financial industry in china, the number of banks ofour country has been growing, the banks that has different scale and different natureof property rights has emerged on a large scale. The banking has the trend of formingthe competition pattern among local financial institutions， foreign financialinstitutions and non-financial institutions. Our new rural financial institutions have toface the competition of other rural financial institutions, also there will be a stronginternational challenge. How to continue to maintain the healthy development of therural financial organization on the basis of initial results, how to strive for greatershare in the rural financial market for the development of the rural economy，increasing farmer income and providing more effective financial support is the firstissue to be considered of our new rural financial organization.Based on the theory of the competitive of enterprise, with the competitionsituation and characteristics of China’s rural financial market, drawing on previousachievement of research, from the inside and outside we look for the determinant ofthe new rural financial institution’s competitiveness and this paper construct theevaluation model of the new rural financial institutions. We find out the advantagesand disadvantages of the new rural financial institutions’ competiveness by theanalysis of typical case and by summarizing characteristics and laws of the ruralfinancial institutions. In the end this paper put forward the strategy of optimizing thecompetitiveness of the financial institutions both from inside and outside based on the theoretical research and typical case analysis. We should promote the internalcompetitiveness of the new rural financial institution and strength the construction ofnew rural financial institution’s ecological environment to build a competitive ruralfinancial institution.