【摘要】：農(nóng)村信用社作為農(nóng)村金融體系的主要力量,對(duì)農(nóng)村經(jīng)濟(jì)發(fā)展、農(nóng)民脫貧致富等做出了積極貢獻(xiàn)。農(nóng)村信用社的發(fā)展直接關(guān)系著社會(huì)主義新農(nóng)村建設(shè)的進(jìn)程和農(nóng)村經(jīng)濟(jì)發(fā)展的程度。近年來(lái),我國(guó)不斷提高對(duì)三農(nóng)的重視程度和對(duì)農(nóng)村經(jīng)濟(jì)的金融支持程度,這使得許多金融機(jī)構(gòu)如村鎮(zhèn)銀行、郵儲(chǔ)銀行等紛紛伸向農(nóng)村和縣域金融市場(chǎng)。由于社會(huì)經(jīng)濟(jì)格局和金融行業(yè)競(jìng)爭(zhēng)機(jī)制的變化使得農(nóng)村信用社面臨著新的機(jī)遇和挑戰(zhàn)。 本文以市場(chǎng)競(jìng)爭(zhēng)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(yùn)用理論與實(shí)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(shí)際,提出適合山東省農(nóng)村信用社競(jìng)爭(zhēng)力提升的策略,并為了保障其順利實(shí)施提出理論建議。 本文首先對(duì)國(guó)內(nèi)外的研究文獻(xiàn)進(jìn)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(yùn)用SWOT分析工具對(duì)山東省農(nóng)村信用社的競(jìng)爭(zhēng)優(yōu)勢(shì)、競(jìng)爭(zhēng)劣勢(shì)、外部機(jī)會(huì)、外部威脅進(jìn)行分析,提出山東省農(nóng)村信用社的競(jìng)爭(zhēng)力提升方案和實(shí)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(jì)、面向中小企業(yè)”的市場(chǎng)定位、“社區(qū)型銀行”的模式定位、“穩(wěn)健經(jīng)營(yíng)、穩(wěn)步發(fā)展”的理念定位,堅(jiān)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(jìng)爭(zhēng)力提升策略后,本文主要從加強(qiáng)風(fēng)險(xiǎn)管理、加強(qiáng)市場(chǎng)營(yíng)銷、加強(qiáng)業(yè)務(wù)創(chuàng)新、加強(qiáng)規(guī)范管理、加強(qiáng)人力資源管理等方面,重點(diǎn)論述了山東省農(nóng)村信用社實(shí)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(yíng)、人員隊(duì)伍等方面存在的不足,進(jìn)一步鞏固其在產(chǎn)品、服務(wù)、資源等方面的優(yōu)勢(shì),牢牢把握發(fā)展的外部機(jī)會(huì),應(yīng)對(duì)發(fā)展的外部威脅,通過(guò)獨(dú)特性的產(chǎn)品或服務(wù)有效應(yīng)對(duì)行業(yè)中的五種競(jìng)爭(zhēng)力量,在采取集中差異化競(jìng)爭(zhēng)戰(zhàn)略的同時(shí),努力拓展服務(wù)范圍和服務(wù)水平,以鞏固和提升市場(chǎng)競(jìng)爭(zhēng)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.35

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