The Study On The STP Strategy Of The Rural Credit Cooperatives In Hunan Province

With the further deepening of the reform, trend of the Rural Credit Cooperatives’ transition to commercial banks in Hunan province are becoming increasingly obvious. However, there are a variety of banks in rural areas today; the competition is so fierce that the Rural Credit Cooperatives cannot keep a foothold if it doesn’t change its business model and the business philosophy. The implementation of STP strategy is the foundation of the Rural Credit Cooperatives to live a long life and win in the new competitive environment.This paper firstly analyzed the strategic environments of the Rural Credit Cooperative, including its internal environment, supply and demand of financial service, and the competition situation in rural areas of Hunan Province; then, did the research from the perspective of the STP strategy. The first step was segmenting:subdividing the market in rural areas according to several segmentation variables. The second step was targeting: selecting the rural market as the target market (including3different styles based on different region). The third step was positioning:combining the Rural Credit Cooperatives’ own feature with the target market, proposing different market positioning strategies for each different market (market followers in the first style of markets; market leader in the second one; Challenger and niche in the third one).At the end of the paper, some suggestions for pushing the STP strategy had been put forward from perspective of two aspects:product and place.