Research On Development Strategy Of Hunan Rural Credit Cooperative

Under the situation that the internal development of China’s banking industry encounters bottleneck and the external market environment is complex and changeable,this paper takes Hunan Rural Credit Cooperative as the research object,uses the strategic management theory to study and discuss the formulation and implementation of the development strategy of Hunan Rural Credit Cooperative,and puts forward the safeguard measures for the implementation of the strategy.As a regional financial institution,Hunan Rural Credit Cooperative plays a self-evident role in promoting the accurate poverty alleviation in rural areas of Hunan Province,promoting the economic development of "agriculture,rural areas and farmers",and promoting the development of small and medium-sized enterprises and small and micro enterprises.However,with the increasingly fierce market competition,rural credit cooperatives in Hunan Province began to expose a lot.Such as the lack of attention and implementation guarantee of medium and long term development strategy,the lack of competitiveness of products and services,the emergence of management pressure,the weak anti-risk ability,the imperfect personnel construction mechanism and so on,how to deal with and solve these problems is worthy of our consideration and exploration.At the same time,at present,in the opportunity period of continuous transformation and upgrading of economic structure and the golden period of corporate system reform,Hunan rural credit cooperatives should be based on their own advantages,narrow the gap,grasp the development opportunities,and achieve the strategic goal of sustainable development.Starting with the literature analysis of inclusive finance,rural finance and strategic management,this paper first uses PEST analysis tools to comprehensively analyze the political,economic,social,technical and other external environment of rural credit cooperatives in Hunan Province.By using the competitive environment analysis tool,this paper analyzes the competitiveness grade of Hunan rural credit cooperatives from five aspects:competitors,potential entrants,substitute threats,supplier bargaining power and customer bargaining ability,and discusses the internal environment and core competence of Hunan rural credit cooperatives from the aspects of organizational structure,business management,risk control,corporate culture,human resources and value chain.Through the method of SWOT strategic matrix analysis,this paper analyzes the advantages and disadvantages in the development of rural credit cooperatives in Hunan Province at present,and comprehensively selects the future development strategy of rural credit cooperatives in Hunan Province in combination with external opportunities and challenges.Secondly,through analysis and research,this paper establishes the general development vision of "building a warm people’s bank,truly turning the rural commercial bank into a conscientious bank that the people can trust,rest assured of the bank,and the overall work goal of the next five years",and combining with the reality,studies and demonstrates the overall strategy of the rural creditcooperatives in Hunan Province,and puts forward deepening the system reform and transforming the management.Improve integrated service capacity and production Product development,business innovation and differential development are the business strategies of enterprises.Building Nongxin brand,strengthening financial management,increasing marketing,strengthening internal control,paying attention to risk management and reengineering process operations are regarded as the enterprise function strategy.Finally,the development strategy of rural credit cooperatives in Hunan Province can be fully implemented by doing a good job of talent mechanism and human resources management,perfecting the comprehensive incentive and assessment mechanism,and forcefully building the value of corporate culture.