| Wenzhou is a coastal city with developed economy, and its rural economy shows the trend of agricultural industrialization, urbanization, peasant citizenization, urban and rural areas integration. But economy development in Wenzhou's different counties is rather imbalanced, there are still many counties and towns lie below the poverty line. Wenzhou's rural finance reform and development is in the front rank in China, but it still can not fully meet the demand of urban and rural overall development. On the whole, Farmers in Wenzhou have reached a well-off standard of living, but the gaps between urban and rural and the rich and poor are still wide, rural finance demand shows diversity, stratification and variety features. How to cope with the actual situation of Wenzhou, and improve the effectiveness and sustainability of financial service of "agriculture, rural areas and farmers" in Wenzhou has become both the key point and difficult point of new rural areas construction, economy development and social transformation, and has become a task of Agricultural Bank of China (hereunder refereed to as ABC) Wenzhou Branch on how to serve the local economy better.ABC Wenzhou is an advanced branch within ABC China, and is the largest bank in Wenzhou. The main business index such as deposit, loans and intermediary business of ABC Wenzhou ranks first among local banks, other core index of value creation are also very excellent. In many years, ABC Wenzhou has being ranked No.1 during the comprehensive evaluation within ABC Zhejiang Province and ABC China. On facing the new topic of serving "agriculture, rural areas and farmers", ABC Wenzhou relies on its past successful experiences on operation and management and explores and practices new ways on how to combine serving the agricultural-related business and increasing the value of the Branch better.Wenzhou's rural finance demand shows features such as small amount, high rate and time pressing, farmers'finance demands mainly vary among different income levels of farmers' loans purpose, loans scale, loans terms and repayment abilities. ABC Wenzhou is at a leading position compared with ICBC, BOC and CCB Wenzhou in county business, sub-branch competitive power, agriculture-related loans, and organizational framework for serving agricultural-related business.In recent years, ABC Wenzhou has done a great quantity of works in serving "agriculture, rural areas and farmers", including giving loans support, releasing Farmer-Benefit Cards, granting small-amount agricultural loans, exploring characteristic agriculture service mode, starting urbanization construction loans business, supporting irrigation infrastructure construction and actively supporting Small-amount Loans Companies, and has received impressive results. But the total amount and the portion of agricultural-related business are relatively small compared with ABC Wenzhou's industrial and commercial business, also, the growth of the business is not satisfactory. All above happened because ABC Wenzhou has not attached due importance to and invested enough in agricultural-related business, the work it done has not meet the requirements of the state, the ABC head office's strategy and ABC Wenzhou's positioning in Wenzhou. From a deeper point of view, all above problems existed because ABC Wenzhou has not reached a common understanding towards the task, its market positioning is ambiguous, its products and services is inadequate and insufficient, its organized system and mechanism is not sound, its risk control system is slack and its team construction inadequate, these factors together hindered the work of ABC Wenzhou on related areas.Based on ABC Wenzhou's current situation of serving "agriculture, rural areas and farmers" and the existing problems, ABC Wenzhou should actively innovate finance products, increase loans granting, speed up "agriculture, rural areas and farmers" business division reform, enhance risk management and control ability, increase agricultural related finance service coverage. The main measures that can be adopted to improve the service of "agriculture, rural areas and farmers" include:reaching common understanding of the agricultural-related business; clarifying the market positioning and strategic target; carrying forward the divisional system management reform; building a strong team; exploring new financial mode of serving agricultural-related business; strengthening the agricultural-related service channel construction; innovating new agricultural-related financial products; wholly strengthening the risk management mechanism of agricultural-related business.The research results of the paper have practical meaning to ABC Wenzhou on how to serve the "agriculture, rural areas and farmers" in a better way, and will be of value to large commercial banks on serving the agricultural-related business and to rural financial research. |
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