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Development trend of competitive rural financial market
Cultivating competitive rural financial market is an effective measure to promote the reform and development of new countryside put forward by the 17th National Congress of the Communist Party of China, a realistic need for rural financial enterprises to improve their service level and enhance their competitiveness, and an objective trend to promote the reform and innovation of rural financial system and support and promote the development of agriculture, countryside and farmers. Under the new situation, with the gradual establishment of a competitive rural financial market, the rural financial structure will show the following changes:
(1) The intensity of financial supervision and the standardization of rural financial markets have improved simultaneously. In the situation of fierce competition in rural financial markets, due to the need of competing for interests, various market players will inevitably form a closer game relationship with financial supervision departments. On the one hand, this poses a new challenge to financial supervision; On the other hand, it promotes mutual supervision among the main bodies of rural financial markets. By strengthening financial supervision and peer supervision, competition will gradually enter a benign and standardized track, especially the supervision of emerging financial entities will be significantly strengthened. The risk prevention level of rural finance will be significantly improved, and the construction of internal control system will also be improved and implemented.
(2) Rural financial institutions will optimize the allocation of financial resources through the invisible hand of the market. In the increasingly fierce competition situation, financial institutions will inevitably gather institutions, funds and talents in their advantageous business fields in order to seek the optimization of resource allocation and the maximization of operating profits. Through market regulation, the division of labor of rural financial institutions will be more reasonable and their advantages will be brought into full play. The shareholding system reform of Agricultural Bank of China has been completed, and the pilot reform of agricultural, rural and farmers' systems and mechanisms is in full swing. The developed "Jinsui Huinong Card" has been widely welcomed by farmers because of its complete functions, simple procedures and strong practicability. Agricultural Development Bank actively expands the field of supporting agriculture and forms a business development pattern of "one body and two wings"; The small pledge loan business in the credit business of Postal Savings Bank has achieved initial results; City commercial banks and foreign financial institutions face the "fat meat" of the economically active township financial market, or "test the water" first, or are eager to try; New rural banking financial institutions, such as village banks, loan companies and rural mutual funds cooperatives, have sprung up all over the country. In addition, once the "grassroots finance" such as private lending is standardized, it will also become an active force in the rural financial market. After the construction of competitive rural financial market is in place, the current situation that the loans of state-owned commercial banks are limited and informal finance has no legal status will no longer exist. A rural financial system with perfect functions, reasonable division of labor and clear property rights will be truly established, and rural credit cooperatives will face increasing competitive pressure.
(3) Rural credit cooperatives will grow in the competition, and their position as the main force of rural finance will be challenged. In the competition, the rural credit cooperatives will give full play to their inherent advantages of "being familiar with people, places and businesses", and improve their competitiveness through a series of measures, such as reforming organizational forms, improving governance structure, enhancing service functions and improving management level, so as to continuously play the leading role of rural financial markets. At the same time, with the relaxation of the access conditions of rural financial markets, financial institutions and microfinance organizations of various ownership will settle in rural areas, and private lending will stand out after the standard withdrawal from the stage, and the rural financial market will present a pattern of organizational diversification and staggered competition. After this competitive market is gradually formed and continuously expanded, the horizontal competition among all competitors in the rural financial market will become increasingly fierce, especially in cross-business areas and high-yield varieties. However, it should be noted that competition will bring efficiency and promote the participants in rural financial markets to innovate financial products, improve service methods, improve service quality and expand capital supply.
Second, the status quo of rural financial market competition
In the market stage of financial competition, rural credit cooperatives have obvious characteristics, and their advantages and disadvantages coexist.
(A) Advantages
Due to the characteristics of geographical distribution, long time of establishment, close contact and flexible decision-making, rural credit cooperatives have established their own advantages in the long-term development: First, geographical positioning advantages. Rural credit cooperatives have distinct characteristics of organization regionality and community distribution, and have more, wider and deeper connections with their regions, which are supported by farmers and enterprises. The second is the advantage of customer base. Rural credit cooperatives are rooted in the countryside, with outlets all over the countryside and close ties with farmers and SMEs. They have cultivated a large number of high-quality customers for a long time, which is closely related to the feelings of rural customers. Many customers are grateful, and their financial business choices tend to support their growing credit cooperatives. The third is the full advantage of information. Rural credit cooperatives have been in the forefront of rural financial market for a long time, and they are very familiar with the situation of agriculture, countryside and farmers, as well as the characteristics of rural economy and industry, especially the credit quality, financial strength, production and operation of farmers and enterprises. The fourth is the advantage of flexible mechanism. Rural credit cooperatives take counties (cities) as legal entities, which have the advantages of fast decision-making, fast transmission and flexible operation that state-owned banks do not have.
disadvantaged
Due to historical reasons and institutional restrictions, the business competition of rural credit cooperatives has the following restrictive factors: First, the traditional business methods mainly include: the proportion of settlement business and intermediary business is small, and the modern financial settlement method has not been fully and widely explored, which leads to the inability to accurately locate the target customers and market segmentation of credit cooperatives, and the weak marketing ability, and the inability to lock in major customers such as high-quality natural persons, legal persons and cooperative organizations; It is difficult to make full use of the advantages of being close to agriculture, countryside and farmers and having sufficient information sources.
Release funds for effective control and risk management. Second, scientific and technological means are not strong. Due to the lack of scientific and technological talents, the training of new college students is not in place, and the employees' ability to master new equipment and technology is insufficient, which leads to insufficient use of science and technology. Third, the innovation ability is insufficient. Because most rural credit cooperatives have not really established information collection, investigation and research, and product research and development centers, they have not paid enough attention to innovation, which leads to the backward pace of business innovation and directly restricts the improvement of business competitiveness. Fourth, the management level is not high. Due to rural letter
The cadres who use cooperatives lack high-quality talents, and the existing managers lack training, which leads to the low level of some senior managers, especially grass-roots managers, outdated business concepts and weak ability to grasp the macro situation.
Third, the strategy to deal with the competition in the financial market.
Rural credit cooperatives are facing the market competition challenge of the sudden intensification of rural financial market competition. They should not only enhance their sense of crisis, but also establish self-confidence and calmly deal with it, so as to foster strengths and avoid weaknesses and turn disadvantages into advantages.
(1) Grasp the word "expertise" and give play to its own advantages and characteristics.
First, give full play to the characteristics of rural finance, open characteristic business outlets and service counters according to the different needs of farmers, community residents and enterprises, extend the business tentacles to the combination of demand and benefit, fully reflect the cultural characteristics and humanistic environment in the establishment of institutional outlets, and give full play to the unique advantages of credit cooperatives. Second, under the premise of ensuring the basic financial services of farmers, community residents and enterprises and institutions, we will gather outlets and personnel in areas or zones with strong financial demand, excellent regional credit and obvious benefits of outlets, and even open up new business outlets to create a number of high-grade and high-standard "boutique outlets" to continuously improve the efficiency of resource allocation of outlets.
(B) the "source" in the "agriculture" into "agriculture", and effectively enhance the dependence of society and agriculture.
Rural credit cooperatives are the boosters of new rural construction, and the development of "agriculture, countryside and farmers" can not be separated from the financial ties of credit cooperatives, which has far-reaching influence. To improve the service environment of rural credit cooperatives, the key point is to implement the "master" consciousness of "agriculture, rural areas and farmers", so that the concept of "credit cooperatives are farmers' own banks" is deeply rooted in the hearts of the people and consolidate the mass base. Attract farmers to become shareholders, improve the power system of credit cooperatives, distinguish the loan treatment of members and non-members, talk extensively, and constantly improve the daily management level of credit cooperatives. At the same time, establish a solid customer group network, smooth contact and cooperation channels, focus on "agriculture, rural areas and farmers" and agriculture-related small and medium-sized enterprises, and hold their own positions.
In addition, it is necessary to enhance farmers' sense of trustworthiness, raise farmers' default cost economically and morally, and create an atmosphere of farmers' conscious repayment. Through economic means, the "defaulter" will be punished with high interest rate and high loan access, which will increase the default cost of the "defaulter" and ensure the benign recovery of the loan. On the moral level, by increasing the publicity of honesty, farmers can understand that a breach of contract with a credit cooperative is a breach of contract with all credit users, which infringes on the interests of all credit users. This will invisibly increase the moral cost of "defaulters" and use the pressure of public opinion to create a harmonious credit environment.
(3) Be innovative and pragmatic, and constantly improve the ability of business innovation and development.
Rural credit cooperatives should analyze the financing needs of the market and customers, boldly update the concept of financial development and vigorously carry out financial business innovation on the basis of controllable risks and legal procedures. First, innovate financial products and develop financial products that are close to the needs of farmers and agricultural economic entities, including: farmers' financial management tools, farmers' card business products, loans for millions of farmers to get rich, and overseas labor services loans. Second, speed up the innovation of service methods and business tools, constantly simplify business processes and procedures, provide differentiated and personalized services according to different levels of customers, implement loan market pricing according to different actual risks of customers, expand the floating range of deposit and loan interest rates, implement flexible and diverse mortgage guarantee methods, and strive to attract customers through convenient, affordable and pro-service. Third, strengthen market analysis and research, and subdivide services on the basis of market segmentation. In cities, counties, urban areas and rural areas that have not yet formed competitive markets, different competitive strategies and means should be adopted for market competitiveness and non-competitiveness, and market competition measures in non-competitive areas should be promoted year by year to form a stable and step-by-step competitive pace. Fourth, closely following the huge demand for finance in the construction of new countryside, we will constantly improve the function of financial services around "what farmers think and what credit cooperatives provide", so that farmers can enjoy various financial services and improve their quality of life.
(d) Developing cooperatives through science and technology and using modern financial technology.
First, actively attract a group of high-quality professional and technical talents, strengthen the scientific and technological training for existing talents, and introduce incentive measures to promote scientific and technological innovation, so that science and technology can become the driving force for enterprise development and the wisdom of employees can be transformed into the capital for career development. Second, pay attention to the transformation and application of scientific and technological achievements, increase investment in scientific and technological equipment, and make maximum use of the achievements of modern civilization to serve commercial development. Third, speed up the construction of business outlets, develop credit card business, enhance settlement functions such as off-site settlement and bank draft, open international business in mature areas, broaden the income channels of intermediary business, increase the proportion of intermediary business income, lengthen business short legs, and participate in rural financial market competition more comprehensively.
(5) Strengthen management and improve the internal scientific operation mechanism.
First, we should change our business strategy in time, establish the market orientation of "based on urban and rural areas, serving agriculture, rural areas and small and medium-sized enterprises", focus on agriculture, rural areas and farmers, and resolutely abandon the tendency of "de-agriculturalization". Second, constantly improve the corporate governance structure, give full play to the role of the member congress, the board of directors, the board of supervisors and directors, and achieve the effects of mutual checks and balances, mutual cooperation, mutual supervision, democratic management and scientific management to prevent
There has been a phenomenon of "word for word". The third is to further clarify that supporting agriculture is the responsibility and survival foundation, establish effective incentive measures such as labor-capital reform, mobilize the enthusiasm of all employees to participate in the development of "two markets" for deposits and loans, and ensure the simultaneous growth of the share of deposit and loan business of credit cooperatives in rural competitive markets. Fourth, pay attention to "saving expenditure" while "increasing income", and continuously improve the profitability of assets by strengthening cost management and non-profit fund management. Fifth, establish and improve the main management system, implement the restraint measures such as inspection and supervision, supervision and auditing, and disposal according to regulations, effectively strengthen internal control and guard against various risks.
(six) people-oriented, optimize the allocation of human resources.
The Guiding Opinions on Optimizing the Human Resource Structure of Rural Cooperative Financial Institutions issued by the General Office of the China Banking Regulatory Commission not only clarified the direction, objectives and requirements of optimizing the human resource structure, but also became a guiding document for optimizing the human resource structure in the future. Implement the talent strategy, reform the employment mechanism and cultivate the team of compound credit cooperatives. Marxist economics holds that man is the primary productive force. In the fierce competition in the financial market, whoever has mastered the "connections" can take the lead in the competition, seize the pulse of the market and win the initiative. In specific work, we should do a good job in training existing employees, enrich the content and form of training, and especially strengthen the training of middle and senior managers and professionals. Give full play to the role of rotation, strengthen learning and exchange, cultivate a team of talents, and cultivate a group of professionals at all levels who love the cause of credit cooperatives, have comprehensive professional knowledge, and know how to operate and manage, so that high-quality talents can stand out and be enriched into the management team as soon as possible. Reform the labor and employment system, formulate a flexible new employment mechanism, and strive to create a well-managed, well-used and attractive talent environment, so that "cadres can be promoted and demoted, and their income is high and low." For highly educated professionals and technical talents needed for new business development, we should ensure that they can get in, stay and do well, give sufficient development space and create a harmonious development atmosphere. At the same time, the "elimination system for cadres and workers" will be implemented, and those cadres and workers who follow the rules, do not do practical things, have low loyalty, poor performance and often violate the rules and regulations will be given economic and administrative penalties. If the influence is bad, we must resolutely clean up the team of credit cooperatives.
In short, in the face of increasingly fierce competition, only by going forward and taking the initiative can rural credit cooperatives gain the initiative in the competition, firmly establish the banner of the main force of rural finance and be in an invincible position.