企业要在激烈的市场竞争中生存和发展，就必须自觉地从现实出发，统筹规划企 业的未来，制定和实施企业的发展战略。这是企业长远发展的客观要求，也是企业发 展计划的路线、原则、灵魂和纲领，更是保证企业立于不败之地的决定性因素。当前， 我国农村金融机构面临着市场环境复杂多样性、利率市场化的冲击，为抢占金融市场， 更好地服务“三农”，各大农村金融机构亟须提升自身的竞争力，把握机遇。在这样 的背景下，正确的发展战略显得尤为重要。 本文主要简述了选题背景、意义、目的，充分运用战略管理理论，选用SWOT、 PEST等分析工具，对HY县农村信用社的概况和经营环境进行概述分析。由于HY县 农村信用社一直以来发展目标不清晰，没有正确的战略引导，引领作用弱化，甚至形 同虚设，结合当地实际，本文从宏观环境、内部环境、外部环境等三个维度入手，根 据优势、劣势、机遇、威胁要素分析，综合比较几种组合战略，最终选择和制定了适 合其发展的SO组合战略。 针对HY县农村信用社发展情况分析进行战略选择和制定，提出了SO战略意义、 目标、定位、规划和实施措施，充分利用HY县农村信用社良好的用户基础以及市场 份额大等优势，抓住该县发展方向和政策支持等机遇，谋取发展。在战略实施方面主 要从发展零售业务、小微业务、金融市场业务，进行产品结构转型、渠道立体化整合、 推进电子渠道建设等方面进行规划和实施，并提出组织保障、人才保障、技术保障、 文化保障等4方面来保障战略的实施，使HY县农村信用社从整体和全局上把握发展 的正确方向，应对内外环境各种危机，突破自身瓶颈，抓住大方向，充分发挥自身优 势，稳健发展，打造成健康的、可持续的、有当地特色的银行。 关键词：农村信用社；发展战略；战略研究 西安建筑科技大学硕士学位论文 ResearchontheDevelopmentStrategyofRuralCredit CooperativesinHYCounty Specialty:MBA Name:HuWenmin Instructor:ZhaoErkui ABSTRACT Inordertosurviveanddevelopinthefiercemarketcompetition,enterprisesshould consciouslyproceedfromthereality,tomakeoverallplansforthefutureofenterprises,and toformulateandimplementthedevelopmentstrategyofenterprises.Thisisnotonlythe objectiverequirementofthelong-termdevelopmentoftheenterprise,butalsotheline, principle,soulandprogramoftheenterprisedevelopmentplan,andthedecisivefactorto ensuretheinvinciblepositionoftheenterprises.Atpresent,theruralfinancialinstitutionsin Chinaarefacingtheimpactofcomplexanddiversemarketenvironmentandthe marketizationofinterestrates.Toseizethefinancialmarketandbetterservethe “Agriculture,RuralAreaandFarmers”,everyruralfinancialinstitutionneedstoimproveits competitivenessandseizetheopportunities.Inthiscontext,thecorrectdevelopment strategyisparticularlyimportant. Thispaperbrieflyintroducesthebackground,purposeandsignificanceofthetopic.It makesfulluseofstrategicmanagementtheoryandselectsseveralanalyticaltools,suchas SWOTandPEST,toinvestigatethegeneralsituationandoperationenvironmentofHY CountyRuralCreditCooperatives.Butlongtimesago,thedevelopmentgoalofHYcounty RuralCreditCooperativesisnotclear.Thereisnocorrectstrategicguidancetohelpthe developmentofHYCountyRuralCreditCooperatives.Accordingtothelocalconditions, thisarticleadoptsthedimensionsofmacroscopicenvironment,internalenvironmentand externalenvironment.Accordingtothestrengths,weaknesses,opportunitiesandthreats, factoranalysisandcomprehensivecomparisonofseveralcombinationstrategy,andfinally 西安建筑科技大学硕士学位论文 selectsandformulatessuitabletothedevelopmentofstrategy----SOstrategy. Basedonthedevelopmentsituationanalysisofstrategicchoiceandformulation ofHYCountyRuralCreditCooperatives,itputsforwardthestrategictargets, positioning,planningandimplementationmeasuresofSOstrategy.Itmakesfulluse thegooduserbaseandmarketshareadvantagesofHYCountyRuralCredit Cooperatives,toseizethecountydevelopmentdirectionandpolicysupport opportunities.Theimplementationofstrategyincludestomakethedevelopmentof retailbusiness,smallbusiness,financialmarketbusinessandtoproductstructure transformation,integratethechannelintegration,promotetheconstructionof electronicchannels.Itputsforwardthefoursafeguardmeasurestoensurethe implementationofthestrategy,suchasorganizationguarantee,personnelguarantee, technicalsupport,andculturalsecurity.HYCountyRuralCreditCooperatives shouldgraspthecorrectdirectionofdevelopmentfromthewholeandtheoverall situation,respondtointernalandexternalenvironmentcrises,togivefullplaytoits ownsuperiority,breakthroughitsownbottlenecksanddevelopsteadily,andturn intoahealthy，sustainable,andfeaturedlocalbank. Keywords:Ruralcreditcooperatives;Developmentstrategy;Strategicresearch 西安建筑科技大学硕士学位论文 I 目录 1绪论.....................................................................................................................1 1.1研究背景.................................................................................................1 1.2研究目的和意义.....................................................................................2 1.2.1研究目的......................................................................................2 1.2.2研究意义......................................................................................2 1.3国内外研究现状.....................................................................................3 1.3.1国外研究现状..............................................................................3 1.3.2国内研究现状..............................................................................4 1.3.3研究评述......................................................................................6 1.4研究方法.................................................................................................7 1.5研究内容及框架.....................................................................................7 2概念界定及理论基础......................................................................................11 2.1战略概念界定.......................................................................................11 2.2战略理论...............................................................................................11 2.3分析方法...............................................................................................12 2.3.1PEST分析...................................................................................12 2.3.2SWOT分析.................................................................................12 2.3.3波特五力模型分析....................................................................13 3HY县农村信用社概况及经营环境分析........................................................15 3.1HY县农村信用社概况.........................................................................15 3.1.1HY县农村信用社简介..............................................................15 3.1.2HY县农村信用社发展现状......................................................15 3.2宏观环境分析.......................................................................................16 3.2.1政治环境....................................................................................17 3.2.2经济环境....................................................................................17 3.2.3社会环境....................................................................................19 3.2.4技术环境....................................................................................19 西安建筑科技大学硕士学位论文 II 3.3HY县农村信用社内部环境分析.........................................................19 3.3.1组织架构情况............................................................................19 3.3.2业务发展情况............................................................................20 3.3.4人力资源情况............................................................................23 3.4SWOT分析............................................................................................24 3.4.1优势分析....................................................................................24 3.4.2劣势分析....................................................................................24 3.4.3机遇分析....................................................................................25 3.4.4威胁分析....................................................................................25 3.5战略分析................................