山东省农村信用社竞争力提升策略研究

发布时间：2018-11-21 08:13

【摘要】：农村信用社作为农村金融体系的主要力量,对农村经济发展、农民脱贫致富等做出了积极贡献。农村信用社的发展直接关系着社会主义新农村建设的进程和农村经济发展的程度。近年来,我国不断提高对三农的重视程度和对农村经济的金融支持程度,这使得许多金融机构如村镇银行、邮储银行等纷纷伸向农村和县域金融市场。由于社会经济格局和金融行业竞争机制的变化使得农村信用社面临着新的机遇和挑战。本文以市场竞争理论为基础,采用PEST分析、波特五力模型、SWOT分析等战略分析工具,综合运用理论与实践相结合和规范研究方法,在理论分析的基础上,立足山东省农村信用社的实际,提出适合山东省农村信用社竞争力提升的策略,并为了保障其顺利实施提出理论建议。本文首先对国内外的研究文献进行综述,然后在介绍山东省农村信用社发展概况的基础上,运用SWOT分析工具对山东省农村信用社的竞争优势、竞争劣势、外部机会、外部威胁进行分析,提出山东省农村信用社的竞争力提升方案和实施保障。山东省农村信用社应确立“面向三农、面向社区、面向县域经济、面向中小企业”的市场定位、“社区型银行”的模式定位、“稳健经营、稳步发展”的理念定位,坚持走集中差异化、特色化品牌建设的道路。在选定了山东省农村信用社的竞争力提升策略后,本文主要从加强风险管理、加强市场营销、加强业务创新、加强规范管理、加强人力资源管理等方面,重点论述了山东省农村信用社实施集中差异化管理的保障措施。山东省农村信用社要克服自身公司治理、业务经营、人员队伍等方面存在的不足,进一步巩固其在产品、服务、资源等方面的优势,牢牢把握发展的外部机会,应对发展的外部威胁,通过独特性的产品或服务有效应对行业中的五种竞争力量,在采取集中差异化竞争战略的同时,努力拓展服务范围和服务水平,以巩固和提升市场竞争力。
[Abstract]:As the main force of the rural financial system, the rural credit cooperatives have made positive contributions to the development of the rural economy and the alleviation of poverty by farmers. The development of rural credit cooperatives is directly related to the process of socialist new rural construction and the degree of rural economic development. In recent years, our country has been increasing the degree of attention to agriculture, rural areas and the degree of financial support to the rural economy, which makes many financial institutions such as village banks, postal savings banks and so on to expand to the rural and county financial markets. The rural credit cooperatives are facing new opportunities and challenges due to the changes of the social economic pattern and the competition mechanism of the financial industry. Based on the theory of market competition, this paper adopts the strategic analysis tools, such as PEST analysis, Porter's five-force model, SWOT analysis and so on, synthetically applies the combination of theory and practice and standardizes the research methods, and on the basis of theoretical analysis, Based on the reality of rural credit cooperatives in Shandong province, this paper puts forward the strategies suitable for the promotion of competitiveness of rural credit cooperatives in Shandong province, and puts forward some theoretical suggestions to ensure their smooth implementation. Based on the introduction of the development of rural credit cooperatives in Shandong Province, this paper first summarizes the research literature at home and abroad, and then applies SWOT analysis tools to analyze the competitive advantages, competitive disadvantages and external opportunities of rural credit cooperatives in Shandong Province. Based on the analysis of external threats, this paper puts forward the scheme and implementation guarantee of Shandong Rural Credit Cooperatives (RCCs). Shandong rural credit cooperatives should establish the market orientation of "facing agriculture, countryside, community, county economy and small and medium-sized enterprises", the mode of "community bank" and the concept of "steady operation and steady development". Adhere to the road of centralized differentiation and brand building. After choosing the competitiveness promotion strategy of Shandong Rural Credit Cooperative, this paper mainly from the aspects of strengthening risk management, strengthening marketing, strengthening business innovation, strengthening standardized management, strengthening human resource management, etc. Focus on Shandong Province rural credit cooperatives to implement centralized differential management security measures. Shandong Rural Credit Cooperatives should overcome their shortcomings in corporate governance, business operations and personnel, further consolidate their advantages in products, services and resources, and firmly grasp the external opportunities for development. To deal with external threats to development, to effectively respond to the five competitive forces in the industry through unique products or services, and to strive to expand the scope and level of services while adopting a centralized and differentiated competitive strategy. To consolidate and enhance market competitiveness.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.35

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