Abstract
Rural credit cooperatives and rural Commercial banks are local financial
institutions that mainly serve "agriculture, rural areas and farmers" and small and
micro enterprises, it is an important part of China's banking industry. For a long time,
because state-owned banks rarely set up shop in towns and villages, rural credit
cooperatives and rural commercial banks face few competitors in counties, especially
in towns and villages. However, with the development of agriculture and rural areas
and the deepening of China's financial reform, state-owned banks, urban commercial
banks and rural banks, as new rural financial institutions, began to set up business in
counties and towns, and the competition of financial institutions in county banking
has become more and more fierce. In this context, the traditional advantages of PB
rural credit cooperatives have been gradually penetrated by other banks. In recent
years, their deposit growth has been weak, their loan market share has been declining
for the past five years, and their market competitiveness has been declining.
In this case, it is necessary for PB rural credit cooperatives to choose appropriate
competitive strategies and allocate resources to obtain sustainable competitiveness. In
this paper, PEST, five forces model, SWOT, value chain theory, VRIO analysis
framework and other strategic management basic analysis tools was used to analyze
its external environment, internal environment, and from the feasibility and necessity
of several basic competitive strategy comparative analysis, the selection of PB rural
credit cooperative competitive strategy that is differentiated competition strategy. At
the same time, combined with the restructuring of BP rural Credit Cooperative and the
establishment of rural commercial bank, put forward the implementation strategy and
guarantee measures of competition strategy.
Key words: Competitive strategy; Rural credit cooperatives; Differentiation
strategy
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目录
摘要.........................................................................................................................I
Abstract................................................................................................................. II
1绪论....................................................................................................................1
1.1研究背景与意义.....................................................................................1
1.1.1研究背景......................................................................................1
1.1.2研究意义......................................................................................2
1.2研究现状和文献综述.............................................................................2
1.2.1商业银行竞争战略方面..............................................................2
1.2.2农村信用社竞争战略方面...........................................................4
1.2.3文献综述......................................................................................5
1.3研究思路与方法.....................................................................................5
1.3.1研究思路......................................................................................5
1.3.2研究方法......................................................................................5
1.3.3论文结构框架..............................................................................6
1.4创新点与不足.........................................................................................7
1.4.1创新之处......................................................................................7
1.4.2不足之处......................................................................................7
2相关理论和战略分析工具................................................................................8
2.1相关理论.................................................................................................8
2.1.1竞争战略理论...............................................................................8
2.1.2农村金融理论..............................................................................9
2.2战略分析工具.......................................................................................10
2.2.1 PEST分析 ..................................................................................10
2.2.2波特五力模型............................................................................10
2.2.3 SWOT分析法 ............................................................................10
2.2.4价值链分析法............................................................................11
2.2.5 VRIO框架分析法......................................................................11
3 PB农村信用社外部环境分析.........................................................................13
3.1宏观环境分析.......................................................................................13
3.1.1 PB农村信用社概况...................................................................13
3.1.2政治与法律环境........................................................................13
3.1.3经济环境....................................................................................14
3.1.4社会与文化环境........................................................................15
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3.1.5技术环境....................................................................................16
3.2行业环境分析.......................................................................................16
3.2.1现有竞争者威胁........................................................................16
3.2.2潜在进入者威胁........................................................................17
3.2.3供应商威胁................................................................................17
3.2.4购买者威胁................................................................................18
3.2.5替代品威胁................................................................................19
3.3主要竞争对手分析...............................................................................19
3.3.1从网点和员工数量看................................................................19
3.3.2从定位和目标客群看................................................................21
3.3.3从业务指标看............................................................................22
4 PB农村信用社内部环境分析.........................................................................29
4.1内部资源和能力...................................................................................29
4.1.1组织架构....................................................................................29
4.1.2人力资源....................................................................................30
4.1.3企业文化资源............................................................................30
4.1.4经营能力....................................................................................30
4.1.5风险管控能力............................................................................31
4.2价值链和 VRIO分析...........................................................................32
4.2.1价值链模型构建........................................................................32
4.2.2价值链活动分析........................................................................33
4.2.3价值链结合 VRIO框架分析....................................................36
5 PB农村信用社竞争战略分析与选择.............................................................39
5.1 PB农村信用社愿景和使命..................................................................39
5.1.1愿景.....................................