The County Agricultural Bank Of "agriculture, Rural Areas And Farmers" Service Oriented Measures And Effect Analysis

"Three Rural"(agriculture, countryside and peasant) is always the focus of the work of the Party and State. The state has introduced nine "No.1Central Documents", continuing to increase on the Three Rural policy support. From an economic perspective, the modernization process of Sichuan province and the transfer process of urban industry to the county and coastal industry to the province hinterland is significantly accelerated, as well as the advance of the western development, urban and rural, post-disaster reconstruction and the new rural construction, all of these work provides continued impetus to the business development of "Three Rural". At the same time, the contradictions and difficulties are still outstanding with which the development of "Three Rural" is facing. After Agricultural Bank of China was listed, the pressure on "Three Rural" service increases unprecedentedly under the requirement of profits increase rigidity, information disclosure transparency and the target market diversification. As simple financial branches, county banks will lack of the dominant ability and ability to meet an emergency in the management system and product innovation, which exacerbates the contradiction between the abundant demands of "Three Rural" customers and the relative lack of county financial supply.This paper starts from the status quo and the constraints of "Three Rural" business of LC County Branch, focusing on the basic principles, effectiveness and action system which the County Agricultural Bank should follow in "Three Rural" services. This paper discusses the institutional reforms of "Three Rural" financial multidivisional structure of the Agricultural Bank, the implement of three support policies that is fiscal policy, regulatory policy and the difference reserve policy and the effect of the "Three Rural" financial multidivisional structure reform. The results show that the management vitality is growing, the coverage of county financial services is significantly expanding, the capability of service to county economic and asset quality is continuously improving, the development of the County Branch business is accelerating and the social image is better. Then it is proposed that "Three Rural" services in county Agricultural Bank of China must be based on the characteristics of regional development and economic structure and focus on product innovation, credit management, risk control et al., establish and improve the operation system which is suitable for the county business and is different from other banks.The aim of this paper is to analyze "Three Rural" service combined with the actual cases by drawing on the results of theoretical studies, based on the work experience of myself and put forward the measures to improving "Three Rural" service of the County Branch of Agricultural Bank of China on the basis of the development constraints and opportunities. Then it is proposed that it can improve "Three Rural" service by expanding "Three Rural" service radius, strengthening internal profit and loss and risk control, encouraging financial innovation, broadening the external risks resolving channels and strengthening the financial environment construction.