【摘要】：農(nóng)村信用社作為農(nóng)村金融體系的主要力量,對農(nóng)村經(jīng)濟發(fā)展、農(nóng)民脫貧致富等做出了積極貢獻。農(nóng)村信用社的發(fā)展直接關(guān)系著社會主義新農(nóng)村建設(shè)的進程和農(nóng)村經(jīng)濟發(fā)展的程度。近年來,我國不斷提高對三農(nóng)的重視程度和對農(nóng)村經(jīng)濟的金融支持程度,這使得許多金融機構(gòu)如村鎮(zhèn)銀行、郵儲銀行等紛紛伸向農(nóng)村和縣域金融市場。由于社會經(jīng)濟格局和金融行業(yè)競爭機制的變化使得農(nóng)村信用社面臨著新的機遇和挑戰(zhàn)。 本文以市場競爭理論為基礎(chǔ),采用PEST分析、波特五力模型、SWOT分析等戰(zhàn)略分析工具,綜合運用理論與實踐相結(jié)合和規(guī)范研究方法,在理論分析的基礎(chǔ)上,立足山東省農(nóng)村信用社的實際,提出適合山東省農(nóng)村信用社競爭力提升的策略,并為了保障其順利實施提出理論建議。 本文首先對國內(nèi)外的研究文獻進行綜述,然后在介紹山東省農(nóng)村信用社發(fā)展概況的基礎(chǔ)上,運用SWOT分析工具對山東省農(nóng)村信用社的競爭優(yōu)勢、競爭劣勢、外部機會、外部威脅進行分析,提出山東省農(nóng)村信用社的競爭力提升方案和實施保障。山東省農(nóng)村信用社應(yīng)確立“面向三農(nóng)、面向社區(qū)、面向縣域經(jīng)濟、面向中小企業(yè)”的市場定位、“社區(qū)型銀行”的模式定位、“穩(wěn)健經(jīng)營、穩(wěn)步發(fā)展”的理念定位,堅持走集中差異化、特色化品牌建設(shè)的道路。在選定了山東省農(nóng)村信用社的競爭力提升策略后,本文主要從加強風(fēng)險管理、加強市場營銷、加強業(yè)務(wù)創(chuàng)新、加強規(guī)范管理、加強人力資源管理等方面,重點論述了山東省農(nóng)村信用社實施集中差異化管理的保障措施。山東省農(nóng)村信用社要克服自身公司治理、業(yè)務(wù)經(jīng)營、人員隊伍等方面存在的不足,進一步鞏固其在產(chǎn)品、服務(wù)、資源等方面的優(yōu)勢,牢牢把握發(fā)展的外部機會,應(yīng)對發(fā)展的外部威脅,通過獨特性的產(chǎn)品或服務(wù)有效應(yīng)對行業(yè)中的五種競爭力量,在采取集中差異化競爭戰(zhàn)略的同時,努力拓展服務(wù)范圍和服務(wù)水平,以鞏固和提升市場競爭力。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.35

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