It is the main work of financial institutions, including rural credit cooperatives, to vigorously raise funds and actively put in enough and good loans, and it is also the main means to realize their operating benefits. Therefore, deposits and loans have become the focus of financial market competition. In recent years, with the state's clean-up and rectification of the financial industry, the former rural foundations and urban credit cooperatives have been merged or centralized under the management of rural credit cooperatives, but there are still many financial institutions such as Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China, China Construction Bank, Agricultural Development Bank and Postal Savings Bank, and the competition in the financial market is becoming increasingly fierce. Then, what is the status of rural credit cooperatives in the rural financial market? The author investigated the market share of some businesses such as deposits and loans of rural credit cooperatives in a county, and found that the market share of deposits and loans of rural credit cooperatives is low, especially the market share of corporate deposits and medium-and long-term loans is too small, and the per capita deposits and loans are low. At the same time, rural credit cooperatives also have their own advantages: first, more points, wider areas and longer lines; Second, rural credit cooperatives have always been rooted in the countryside and have a good customer base, especially in the rural market. Then, how should rural credit cooperatives improve the competitiveness of financial markets? The author believes that we should mainly start from the following five points. First, strive to improve service quality and service level. First of all, we should strengthen the construction of staff and improve the overall comprehensive quality of employees. Secondly, we should speed up the pace of electronic construction and smooth the settlement channels.