Research On The Development Strategy Of Rural Credit Cooperative Union In Qinghe County

The rural credit cooperative association of Qinghe county was established in 1950s.It is very important to the rural economic development of "agricultural development,farmers' income increase,rural stability",and make great contributions to the prosperity and stability of rural economy.After a series of reform and development,the organization system of rural credit cooperative association of Qinghe county is constantly optimized,while paying attention to the promotion of service quality and the support for the rural economy,it has introduced a variety of rich agricultural products.Through unremitting efforts,the social image of rural credit cooperative association of Qinghe county has been greatly improved,and the brand building has also achieved remarkable results.In recent years,The rural credit cooperative association of Qinghe county has gradually become the financial institution with the best assets,the strongest capital,the best credit structure,the greatest support for agriculture,the broadest coverage of the outlets,the broadest financial service and the most employees in this county.However,with the rapid growth of the economy,the competition in the rural financial market is becoming more and more intense.At the same time,it is faced with the stricter requirements of prudence,compliance and risk supervision.The rural credit cooperative association of Qinghe county is facing a more complex operating environment.Therefore,it is necessary to profoundly analyze its current situation and reconstruct competitiveness then formulate new sustainable development strategy.Based on this,this paper adopts the way of combining theory with practice to study the development strategy of the rural credit cooperative association of Qinghe county.Firstly,based on the analysis of the macro environment and the industry environment of the rural credit cooperative association in Qinghe County by using the PEST model and the five force competition model,this paper combs the opportunities and threats faced by the rural credit cooperative association in Qinghe County in the external environment.The main opportunities are as follows:the macro support policy that the central government make on Xinjiang province has brought opportunities for development of the rural credit cooperative association in Qinghe County;the supportive policies of the competent departments and superior organizations provide strong support for the healthy development of the rural credit cooperatives;the rapid development of the county economy has laid a good foundation for the rapid development of the county economy;the continuous growth of the population of Qinghe county has brought the market space;the process of rural urbanization provides an opportunity for the development of rural financial institutions;technological development is conducive to improving the efficiency of financial institutions,and the competitiveness of competitors in the industry is relatively weak.The threats faced include:stricter regulatory policy brings compliance challenges;serious overall regional poverty brings a challenge for the business expansion of financial institutions;the substitution ability of substitutes is strong;the threat of potential entrants gradually increases;the bargaining power of suppliers is constantly stronger;the buyer's choice of space is increasing.On this basis,the external factor evaluation matrix is used to evaluate the adaptability of the current strategy and the external environment of the rural credit cooperative association in Qinghe county.The results show that the current strategy of the rural credit cooperative association in Qinghe county has not fully utilized external external opportunities and its own advantages isn't effectively played,and the development strategy needs to further improvement to achieve sustained growth.Secondly,the internal environment of the rural credit cooperative association in Qinghe county is analyzed and evaluated from two aspects of internal resources and internal ability.The results show that the internal advantages of the rural credit cooperative association in Qinghe county include:excellent corporate culture;a wide range of outlets distribution;good brand reputation;rich customer resources;and continuous management efficiency improvement,enchantment of the ability to serve the real economy and continuous increase of the ability to resist risks.Internal disadvantages include:lack of professional talents;irrational structure of deposit and loan business;large amount of bill business;unsuitable management level and business development;less type of deposit;single business variety;lag in electronic service.On this basis,the internal factors evaluation matrix is used to evaluate the advantages and disadvantages of internal conditions.The results show that the advantages of rural credit cooperative association in Qinghe county are greater than disadvantages.In the future development,we should give full play to advantages and avoid disadvantages and keep healthy growth.Finally,the SWOT analysis matrix is used to determine the alternative development strategy of the rural credit cooperative association in Qinghe county,and the development strategy which is the most suitable for the rural credit cooperative association in Qinghe county is selected from the four alternative strategy plans by using the quantitative planning matrix.The results show that the rural credit cooperative association of Qinghe county should choose the SO development strategy to use its own advantages and grasp the advantages of the external opportunity,and then combining the practice of the enterprise,divides the development strategy of the rural credit cooperative association in Qinghe county into the "solid foundation,the leap forward and the construction stage" to formulate the implementation plan,and then formulate the safeguard measures for the development strategy of the rural credit cooperative association in Qinghe county from optimizing the organization structure,perfecting the governance mechanism,enriching the enterprise culture and strengthening the talents.In this paper,through the combination of theory and practice,after the analysis and evaluation of the management environment of the rural credit cooperative association in Qinghe county,the development strategy of the rural credit cooperative association in Qinghe county for a long period of time is formulated,and the future development direction and growth target of the rural credit cooperative association in Qinghe county are pointed out,and the implementation path of the development strategy is put forward.The path and safeguard measures are of great guiding value for the rural credit cooperative association in Qinghe county to meet the challenges and sustained growth.At the same time,the conclusions of this paper can also provide reference for the strategy management of other financial institutions in the same industry.