Research On The Problem Of County Competition Of Rural Credit Cooperatives Of Heyuan City

With the reform and opening of the China’s financial market domestic joint-stock commercial bank has grown up and the original four big state-owned commercial Banks lose their states. The fierce competition and narrowing deposit make commercial Banks face great challenges. In this case, more and more bank managers began to think and research the competitiveness of commercial Banks. This paper makes a comprehensive analysis and study about the external environment and reality and potential competition situation of China agricultural bank in heyuan from the competitiveness theory, market marketing theory.This paper based on the present situation and internal and external environment of the heyuan Rural credit cooperatives. First, analysis the advantages and disadvantages as well as development opportunities and threats of the heyuan Rural credit cooperatives competition by SWOT analysis methods; Then put forward relevant countermeasures based on the above research.The results of this paper’s studies include:(1)Status of rural credit agency development in Heyuan, Heyuan City outlets most financial institutions, gradually increase the city’s rural credit cooperatives of the deposit and loan stock market share, competition ability strengthens unceasingly, rapid growth in operating profit, non-performing loan ratio by the substantial decline, significantly improve the quality of performance of assets, anti risk ability further enhanced;(2)In the way of the competitiveness qualitative analysis of the heyuan Rural credit cooperatives,the strengthes contain brand advantages, business variety advantages,outlets quantity advantage, the rural market advantages, customer advantage; competitive disadvantage including unknown right system,weak consciousness of property rights is not clear,the marketing, financial innovation ability is weak,workers’ quality and service consciousness is low; The threat to include financial institutions,non-financial institutions of the competition.(3) The countermeasures and Suggestions in heyuan rural credit cooperatives competitiveness,accelerate the reform of property right system,clear property rights,to improve the quality of the staff, improve the service consciousness,the financial innovation of the all-round comprehensive and full implementation of walk out marketing.