Research On The Competitiveness Of Rural Credit Cooperatives In Various Counties (cities) In Lishui City

With the deepening reform of China's financial markets,interest rate marketization process advance rapidly,"interest margin era" has passed.China's banking sector,financial market gradually become saturated,some large commercial Banks,joint-stock city business Banks,city commercial Banks have to join into the rural market,at the same time,village Banks,fund cooperation grow strongly and expand gradually.Lishui city becomes the first rural financial reform pilot in 2012,and the rural credit cooperative association of Lishui city how to seize the opportunity to use their own advantages to improve competitiveness and the sustainable development,is worth to think about.This paper bases on the competitiveness theory at home and abroad,and analyzes the rural credit cooperative association of Lishui city's competitiveness theoretically and empirically.On the one hand,we use SWOT analysis method,analyzes the rural credit cooperative association of Lishui city's competitive advantage and disadvantage,opportunities and threats.On the other hand,we construct the competitiveness evaluation index system and the factor analysis model analyze the seven of Lishui city rural credit cooperative association empirically,using the two rural commercial bank,nine village Banks as comparison.We fetch the public factor,liquidity factor,safety factor,profitability ability factor,development ability factor to analyze the the competitiveness of the rural credit cooperative association of Lishui city.This paper is based on the SWOT analysis and factor analysis,analyzes the influencing factors of the rural credit cooperatives association of Lishui city's competitiveness,and according to the analysis result and the actual situation of the rural credit cooperative association of Lishui city,this paper put forward four suggestions: improve internal management;define market positioning;strengthen the risk management;second is a clear market positioning,three is to strengthen the risk,make the innovation of financial services.