村镇银行在我国是2006年诞生的,它意在优化我国的农村金融市场,引入竞

争逐步改善农村金融环境,达到普惠金融的国策。在此之前,农村信用社在农村

金融领域一家独大30余年,奠定了我国农村金融发展的基础道路,但也饱受争议。

市场机制需要竞争来完善,村镇银行的进入,虽尚不能以与农信社均势,但其先

天的管理和机制优势足以引起农信社的警觉。村镇银行的“发起人制度”决定了

村镇银行的先天优势。再者,村镇银行独立法人管理方式和简小灵活的内部组织,

对机构日趋庞大,内部管理传统的农信社来说都是其面临的挑战。在竞争日趋激

烈的大环境下,村镇银行的竞争只是一角,更多形式的组织将会逐渐进入农村金

融市场与其角逐。农村信用社应深远谋划,积极应对才能在浪潮中站稳脚跟。

本文运用比较分析法,定性分析法,文献研宄法,观察法及信息研究法详细

分析了全国及Y省村镇银行和农信社的现状,运用SWOT分析法分析Y省农信社当面

面临的竞争环境。作出应对村镇银行挑战的对策,首先从股权改制做起,厘清股

东大会,董事会,监事会的“三权关系”,完善公司治理才能有效激励,激发组织

活力。其次,重新审视自身和市场,找准定位,做专业银行。再次,借助互联网

金融抓住大数据趋势,深入挖掘农村金融资源,以先发优势,自主创新农村金融

产品,以区域农村电商平台为突破口,守住互联网金融浪潮中的农村金融市场,

积极应对村镇银行等新生力量的挑战。

关键字:村镇银行,农村信用社,农村金融,大数据

ABSTRACT

Village bank in China was first established in 2006.1fs aimed to optimize the rural

financial market of China, open up closed market to competition, and improve the rural

financial environment, in order to achieve the national policy of inclusive finance. Prior

to this, the rural credit cooperatives in the rural financial sector had ruled the rural

financial market for over thirty years, which laid the foundation for the development of

China's rural finance roads,but also highly controversial. The improve of The market

mechmiism needs the introduction of competition, which can improve the market

mechanism .Although the village bank cannot match with the rural credit cooperatives

for now,but its inherent advantages and its mechanism of management is enough to

cause alarm .The Sponsor System of village bank can bring many advantages than

rural credit cooperatives.Furthermore the independent legal person management system

of village bank, and its simple and flexible internal organization, are both the challenge

for the rural credit cooperatives,which is becoming more huge and traditional. In the

increasingly competitive environment the challenge from the village bank is just a part

of it,more forms of organization will gradually join into the competition of the financial

market. Rural credit cooperatives should far-reaching plan and actively respond to these

challenge,in order to gain a firm foothold .First of all,the reformation to meet the

challenge,should start from the equity restructuring, clarify the authority between

general meeting of shareholdersboard of directors and board of supervisors improve

and perfect the corporate governance, in order to effectively motivate and stimulate the

vitality of the organization. Secondly,rural credit cooperatives should re-examine

themselves and the market,identify their own position,do the specialized banks,and

put their main resources in the 20% customers who create 80% profit for the bank.

Furthermore, Rural credit cooperatives should seize the trend of big data,in-depth

excavate the rural financial resources to first-mover advantage. With the first mover

advantage, rural credit cooperatives need to innovate their rural financial products,take

rural business platform as a breakthrough hold the financial wave of the Internet in

rural financial markets and actively respond to the new challenges of village bank .

KEY WORDS: Village banks,rural credit cooperatives,rural finance,large data