Study On Rural Credit Cooperatives Competitive Analysis And Its Strategic Choice

Since China’s accession to the WTO, China’s financial sector is fully opened on December11,2006. In the present and future, China will continue to follow the general requirements of the central authorities to accelerate the rural financial reform, combined with the "three rural" development of the new situation and the rural financial needs change, efforts to create multi-level, wide coverage, and sustainable rural financialSystem, to provide more comprehensive financial services to rural areas to meet the growing financial needs, and give full play to the important role of rural finance in the construction of a new socialist countryside. Faced with the increasingly fierce competition in the financial industry, rural credit cooperatives as a regional financial institutions, in order not to be eliminated in the fierce market competition and improve their competitiveness is one of the current problems to be solved, which need to competitiveness make a reasonable and objective evaluation, a clear understanding of the rural credit cooperatives in the local financial market location, with what advantage, what are the weaknesses. Only in this way, rural credit cooperatives in order to give full play to the dominant role of the "three rural" in order to better provide services for local economic development.A county of rural credit cooperatives in Shandong Province as a case study, drawing on the methods of analysis of the competitiveness of enterprises, the first PEST analysis to analyze the external environment facing A county of rural credit cooperatives in order to clear the existing competitors of the rural credit cooperatives and potential competitors; Secondly, on the basis of analysis of the overall development of rural credit cooperatives and A county of rural credit cooperatives in recent years, business conditions in Shandong Province, the SWOT analysis method to analyze the competitive advantages of the county’s rural credit cooperatives weaknesses, opportunities and facing challenges; again,6A County Bank related data for factor analysis; Finally, combined with the disadvantage of rural credit cooperatives, and factor analysis results and proposed countermeasures to improve the competitiveness of A county of rural credit cooperatives recommendations.This article draw the following conclusions:Porter’s five forces model analysis showed that, A county of rural credit cooperatives accounted for the majority of the county’s financial markets, indicating the position of the main force of rural credit cooperatives in the county’s financial markets, but also the existence of objective prominent and potential competitive pressures. The use of SWOT analysis to analyze the obtained A county of rural credit cooperatives in the future development should adopt a differentiation strategy, in order to continuously improve their competitiveness. Factor analysis come to bank profitability, security, growth, liquidity is an important factor to determine the competitiveness of banks.