The Research On Innovation Of Village Bank’s Loans Based On The Perspective Of Changing Rural Economic Growth Mode

In China, village bank which as one of the new rural financial organizations is pilotoperating now. The Original purpose of establishment village bank are promoting thecompetition among rural financial institutions, improving the financial service in rural areasand providing financial support for the economic development of rural areas. Loan businessof village bank is one of the most important methods for the economic development of localrural area. Whether the loan meet the local rural major economic Individuals, that not onlymeans the contribution of village bank to the economic but also means the village bankcould survival and develop or not.In this paper, we are in the changing the growth mode of rural economy perspective toanalyze and sum up the characteristics of loan demand and risk about major individuals in theprocess of changing the growth mode of rural economy. Meanwhile we take ZhongmouZhengyin Village Bank as an example to analyze the loan business in village bank. Then wesum up the problems of the loan business in village bank such as lacking of Loan source,single of loan products, lacking of marketing network and bad risk management. Throughanalysis of the farmers and village bank loan business in multi stage game, we obtain thatvillage bank must innovate its loan business in order to win the chance of competing withother rural financial institutions, and meet the loan demand of local rural individuals in abetter way. At last, base on the lacking of loan source, we suggest strive for localgovernment’s financial supporting, actively carry out the business of the bank card for freeand set up the village liaison officer. Base on loan products innovation, we suggest imitatingloan products of Rural credit cooperatives at the present time. Base on the market salesproblems, we suggest to strength the marketing talents team construction and investigate thelocal rural area loan demand conscientiously. Base on the risk management, we provide the "Farmers+Company " guarantee mode and mutual guarantee among famers mode.