The Facing Problems And Reform Measures Of Rural Cooperatives Under The Background Of NEW Rural Construction

With the rapid development of socialist market economy, the development level between different areas in our country is increasingly unbalanced. To narrow the gap between the urban and rural, the Party’s Fifth Plenary Session of 16 th put forward the great ideas of constructing the new socialist countryside. The construction of the new socialist countryside shoulders the great historical task of China’s modernization process, which is the major initiatives and fundamental way of development rural social undertakings, constructing the harmonious society and balancing the urban and rural development, which also is the inevitable requirement of China’s economic and social development to a new stage. The construction of the new socialist countryside is a long-term and complicated career, to ensure its sound and rapid development, it cannot do without a large amount of money and financial effective support. However, the lag of rural financial development, causes the money problem becomes the bottleneck problems of restriction of new countryside’s construction. As the mainstay of rural finance, rural credit cooperatives should provide enough financial support for all kinds of construction, and fully enjoy huge achievements. However, due to the relatively lagged development speed and service level of credit cooperatives reform itself, it cannot satisfy the increasing of the new construction needs. The lack of funds, hinders the construction of new countryside, the lagged development of new rural, inhibits the development speed of rural credit cooperatives. Therefore, in the social background of the new rural construction, the research of rural credit cooperatives reform has important theoretical and realistic significance.The paper is based on the background of rural construction, combines the main requirements and the relationship between the new rural construction and rural credit cooperatives reform, mainly studies the facing problems of the rural cooperatives and deepens the measures of the rural cooperatives’ reform and development. The paper mainly clarifies the research background and significance, research status,research ideas and methods, etc.. And studies the basic theory herein the paper, which includes: the basic theoretical research of the socialist new rural construction, the basic theoretical research of rural credit cooperatives. It also theories narratives the corporate strategy management tools, and with the corporate strategic management tools, conducts the PEST analysis, Porter’s five force model analysis and SWOT analysis. And also points out the problems in the reform and development of rural credit cooperatives under the background the new rural construction, then put forward a number of suggestions on how to further deepen the reform of rural credit cooperatives and support the new rural construction.