Research On Rural Financial Development By SCP Paradigm In Shandong

With the continuous deepening of China’s reform and opening up and developme-nt of market economy, agriculture, rural areas and farmers’ demand for financial serv-ices is increasing, and rural finance in the entire financial system and the developme-nt of relatively backward. Therefore, sustainable development of rural finance researc-h to solve the problem, and then promote and facilitate rural economic development,has become a common topic of financial theory and practice face.In this paper, the SCP paradigm of industrial economics, namely Shandong ruralfinancial market structure and performance of the empirical analysis. First, the curre-nt development of rural finance in Shandong Province were combing found that rur-al financial service system since the establishment of Shandong Province, to promotethe economic development of agriculture in Shandong Province, Shandong Province,the rural financial system, but there are also financial institutions balance sheet struc-ture unreasonable imbalance between supply and demand in rural areas as well as fi-nancial capital requirements often can not be met, and many other issues.Secondly, the rural financial market structure, Shandong Province, conducted inde-pth analysis, derived from the terms of market concentration, barriers to market entr-y and exit Shandong rural financial market structure is oligopolistic, but with the gra-dual opening up of rural financial markets, the concentration of rural financial markets continue to decrease, and with the rural Shandong reduce financial barriers to mar-ket access, rural banks and rural fund cooperatives and micro-finance loan companiesand other new rural financial institutions have been established, so that the degree o-f competition in rural financial markets would be enhanced to a certain extent, improve the rural credit difficult situation.once again, through a combination of the actual development of Shandong Provi-nce, rural finance rural financial institutions market behavior are analyzed and descry-bed, including price and non-price behavior behavior, studies have shown that the re-laxation of lending rates in the continuous trend of price competition between the di-fferent rural financial institutions has become an inevitable trend, in order to compet -e for high quality customers, farmers faith community has taken competitive pricing,the Agricultural Development Bank, and the new rural cooperative financial institutio-ns and other financial institutions, their products and services a variety of innovation-s, in order to occupy a larger market share, to obtain greater benefits. Rural finance-al market structure affects the market behavior of financial institutions and thus be t-he performance of the operating performance of financial institutions and financial m-arkets have an impact.Then, return on assets, asset-liability ratio, loan to deposit ratio and rural financerelated rates and other macro and micro indicators analysis of the rural financial ma-rket performance in Shandong, Shandong showed rural financial market performancehas been gradually improved, but the financial institutions operating results are not sa-tisfactory, you can not achieve maximum efficiency, it also shows the oligopolisticmarket structure, each financial institutions to make markets operate both been ineffic-ient situation.Once more, the regression equation econometric analysis found that there is a lo-ng term stable equilibrium relationship between Shandong rural financial market stru-cture and overall performance, by improving rural financial market structure can pro-mote rural financial market performance.Finally, the development of countermeasures to rural financial markets: further li-beralization and improve rural financial markets, supporting rural financial innovatio-n, promote market-oriented interest rate reform and increasing rural agriculture to rura-l finance government credit support.