Research On Competitiveness Improvement Of Jiyuan Rural Commercial Bank

The Rural Credit Cooperatives is an important component of financial system in China. As the main force of rural finance, Rural Credit Cooperatives has taken the mission of serving the "agriculture, farmers and rural economy". The Rural Credit Cooperatives plays an indispensable role in increasing farmers'income, promoting modern agriculture and developing the rural economy. In recent years, with the reform efforts continue to increase, Rural Credit Cooperatives has achieved rapid development, but in the face of increasingly fierce competition in the rural financial market, the competitiveness of Rural Credit Cooperatives is still very weak, and there are many problems need to be resolved. Therefore, to enhance the core competence of Rural Credit Cooperatives and to insure its dominant position in financial market competition is very important.Every excellent business has its own core competence. The development and expansion of Rural Credit Cooperatives and the strengthen core competence of Rural Credit Cooperatives will play a very important role in providing services to the agriculture, farmers and rural economy. The reform of rural financial system brings Rural Credit Cooperatives some opportunities but also some challenges, so it is very important to enhance the core competence of Rural Credit Cooperatives.In recent years, Rural Credit Cooperatives has been increasing the pace of reform and development under the support of national policies, some of them reformed into cooperative banks, and some of them reformed into commercial banks. And Jiyuan Rural Commercial Bank, whose predecessor was Jiyuan Rural Credit Union, has certain representation.The article describes the core competitiveness of enterprises, and then extends to the connotation and characteristics of commercial banks'core competence. This article takes Jiyuan Rural Commercial Bank as the research object, through the analysis of survival environment, advantages and disadvantages, and research on the product innovation, non-performing assets management, human resource reform, internal control construction, corporate culture, high quality service, business process reengineering, elaborated on how to solve the problem of how to enhance the competitiveness of Jiyuan Rural Commercial Bank.Not only the study could enhance the competitiveness of Jiyuan Rural Commercial Bank, but also is a reference of reform and development to the similar rural commercial banks and rural credit cooperatives.