Research On The Competitive Strategy Of Small And Micro Ente Rprises Financial Services In SDYZ Rural Credit Cooperatives

In recent years, along with the further improvement of the process of interest rate marketization accelerating and financial market system, the strategic layout of the Commercial Bank of our country also occurred in the corresponding change, by past concentrated in the first tier, coast, capital city gradually shifted to economic development more active of the two, three line city. Small and micro enterprises private economy as the main body is Chinese characteristics of the socialist market economy the most important and the most dynamic pole, in the modern economic life plays a more and more important role, gradually become customers of commercial banks and a target groups of clients, and will become the future county market most important competition one of.SDYZ rural credit cooperatives in the local financial and economic system occupies an important position, at present its loans to customers for the vast majority of local small and micro enterprises, forming a relatively complete small micro enterprise financial business system, provide diversified and personalized financial products and services. In this paper, through the field survey, found that the situation is different from small and micro enterprises in big cities, small and micro enterprises in the county development environment and financing environment is much better, small and micro enterprises prone to excessive credit situation. And rural credit cooperatives with major commercial banks to the second and third tier cities stationed, will face situation of excessive competition, launched a fierce competition results in customer resources limited premise must be service homogenization and the industry profit is reduced. Through the research, this article on the basic theory of strategic management, marketing management and performance management based, through the use of survey analysis method, literature and the same industry comparative analysis and other research methods, in Yanzhou, Jining City as the research platform, to SDYZ rural credit cooperatives as the research object, based on on the angle of local financial institutions, systematically analyzed the small and micro enterprises in the financial services development present situation, summarized its business and customer structure, operation and management of the, and by means of SWOT analysis model of its internal and external strategic environment were studied.At present, there are problems such as insufficient investment in the construction of SDYZ rural credit cooperatives, single loan varieties, internal management needs to be improved, the credit center of gravity deviation and so on. Based on this, this paper points out that the future SDYZ of rural credit agency should adopt differentiation strategy of market competition. In the fierce market competition has a higher status and market share, and the use of security measures and the supporting, put forward a set of relatively complete small micro enterprise financial services development strategy from the aspects of organization construction, business process optimization, product and marketing service mode innovation and risk control technology promotion, small and micro business development ideas clear, to continuously improve the small and micro management level of enterprises in the financial services and comprehensive competitiveness, so as to achieve the goal of rural credit agency business transformation and sustainable development strategy. At the same time, also in a certain extent play a valuable effect for other types of local financial institutions to strengthen financial services to small and micro enterprises to provide some inspiration and use for reference.