| With the continuous reform of the modern financial system,the competition in the rural financial market has become increasingly fierce,and agricultural banks,postal storage banks,and various rural banks have targeted the rural market.In the rural market,the competition has entered a white-hot state.The rural credit cooperatives are cooperative financial organizations established on the principle of cooperative system.The basic characteristics are the participation of members in the shares,the implementation of democratic management of members,and the provision of financial services for local financial organizations.the reform of the Shanshan County Rural Credit Cooperatives Association has achieved great results,but overall there are still unclear property rights,legal persons.Governance structure defects,insider control,lack of competitiveness and other issues.As a local financial institution,Shanshan County Credit Co.,Ltd.firmly grasps the positioning of local financial institutions,and conscientiously implements the requirements of the county government and the county government on financial support for local economic development,in order to serve the citizens,farmers,small and medium-sized enterprises and business customers.The entry point,making full use of the unique institutional advantages and flexible mechanism advantages,the total amount and increment of loans have been the first in the county for many years,becoming a veritable county financial main bank.The balance of various loans of Shanshan County Rural Credit Cooperatives as of the end of December 2017 was 27,073,340 yuan,an increase of 6.356 million yuan from the previous month,and the current balance was 138,129,300 yuan.Comparative research and interview investigation,and adopts tools such as PEST analysis model and Porter's five-force competition analysis model to the macro environment and industry of Shanshan County Rural Credit Cooperatives.The environment was analyzed in detail,and the internal conditions of the Shanshan County Rural Credit Cooperative were summarized and compared in many aspects.The main innovation is that through research,and the internal advantages exceed the disadvantages.On this basis,it is clearly stated that the competition strategy of Shanshan County Rural Credit Cooperatives is a differentiated competition strategy.It adopts a gradual pattern,develops steadily,and concentrates on Differences and distinctive brand differences path.The Shanshan County Credit Cooperative should comprehensively promote the differentiation of market positioning,financial products,financial services and brand culture,form distinctive characteristics different from other local banks,and adopt various means to give this characteristic professional,high quality,convenient and beautiful.The connotation attracts more loyal customers and thus gains a dominant position in the competition.In order to realize the differentiated competition strategy of the Shanshan County Rural Credit Cooperatives,the paper mainly puts forward the security recommendations from the aspects of organizational security,propaganda guarantee,risk control guarantee,talents and cultural security.this paper points out the advantages and disadvantages of the development of the Shanshan County Rural Credit Cooperatives Association,and applies the relevant theoretical basis of cooperative finance to the characteristics of China's rural financial reform.As well as the actual situation of the Shanshan Rural Credit Cooperatives Association,we have formulated a reasonable and sustainable strategy for the Shanshan County Rural Credit Cooperatives.The research in this paper is of great significance for deepening the development of Shanshan County Rural Credit Cooperatives,improving the rural financial system of Shanshan County,and promoting the development of Shanshan rural economy. |
