Research On The Business Development Strategy Of The Rural Credit Cooperatives Of Shandong Province

For a long time, our country actively explore the feasibility of strategy to solve the"three rural" issues, including the construction of new countryside is an important strategicchoice. In order to realize the development of our modern society,"three rural issues" is themost important issue that must be addressed, it is impossible not freely cross. Shandong ruralcredit cooperatives have always believed that the "three rural" service for the purpose，implement the tasks assigned by the State，provide financial services for the county and rural,provide multi-level, adequate financial support for rural economic development, play its rolein the local main force of rural finance well. However, since, rural credit cooperatives inShandong province has a lot of problems in the process of business development, such asdevelopment strategy is not clear, management mode should be improved, business singlespecies and so on. These problems seriously affect its development, especially the challengesfacing rural financial situation at the present stage, and to be solved. Therefore, aiming atthese problems, problem management strategy research of Shandong rural credit cooperatives,according to the actual situation of rural credit cooperatives and external environment, theestablishment of long-term development strategy, the implementation of a reasonablebusiness model, market positioning, the right to formulate effective marketing strategy, notonly helps to improve the comprehensive strength of Shandong rural credit the provincialagency, also have an important influence on the realization of sustainable development.Based on the existing rural credit cooperatives in Shandong at internal and externalenvironment and the unique operating characteristics, SWOT analysis, through research,analysis of rural credit cooperatives internal environment, external environment, reveals theopportunities for development as well as threats to survival, and thus concluded its thedevelopment itself has advantages and disadvantages that must be overcome. Finally, on thisbasis, the proposed Shandong Province Rural Credit Cooperatives can choose the businessdevelopment strategies and implementing measures further study.Conclusions of this study can be summarized as follows:(1) Shandong Province Rural Credit Cooperatives advantage of the development oftheir own business, mainly in adaptable, deep roots, many outlets, numerous customerresources, with brand effect, operating flexibility, etc.; course, social progress, constantlychanging market, changing customer needs, the rural credit cooperatives gradually revealssome drawbacks, such as a heavy historical burden, operation and development of bondage;governance means lack of internal control weaknesses; quality customer resources are scarce; poor overall quality of staff. However, at this stage all the internal and externalenvironment for rural credit cooperatives to provide a good opportunity for development,such as speeding up the integration of urban and rural areas; to further deepen rural financialreform, the state promulgated policy support; increasing proportion of highly qualifiedemployees; development environment has been further optimized. Meanwhile, the ruralcredit cooperatives also faces many threats, such as the increasing number of competitors,competition is increasing; alternative products more and more. A serious threat to thesustainable development of rural credit cooperatives in Shandong.(2) the implementation of a wide range of rural credit cooperatives in Shandongorganization system; various policies put in place to support, asset quality improved;agriculture funds increasing efforts to gradually increase; financial situation began toimprove, enhance profitability; business expansion, the rapid development of the business.Meanwhile, many of the problems facing rural credit cooperatives: property rights system,liquidity, management system," farm " phenomenon grim; financial services and otheraspects to be improved.