Study On Channels For The Promotion Of Jilin Branch Of Agricultural Bank Of China’s Kins "Huinongtong" Project

With the development of social economy and the improvement of people’sliving standard, the greatest change has taken over the rural production and their life,the global demand is also growing, especially with rapid development of newagricultural insurance, new rural cooperative and other rural elderly care, medicalsubsidies agency business grown up. It puts forward a higher requirement of ruralfinancial service capabilities and more prominent contradiction between supply anddemand of rural financial service channel. In order to fill the service gaps andimprove the financial services in the rural areas with the credit card usingenvironment and fulfill the wide coverage of basic financial services of “Sannong”,Jilin Branch of Agricultural Bank of China implements the Kins “Huinongtong (thebenefits of agricultural)” project which is focus on benefiting the farmers’ withdrawal,and intends to vigorously promote this project in the whole province. How toselectthe channel of the Kins “Huinongtong” project in the existing rural financialcircumstances is the most important issue in the works of promote. Whether make theright choice of the channels or not, directly determines the sustainabledevelopment of the Kins “Hui nongtong” project.This paper based on the current rural financial service situation in Jilin Provincelearns from other region experience, which is about to promote the choice of the Kins“Hui nongtong” channel project, and analyzes the project advancing channel of JilinAgricultural Bank Kins “Huinongtong” project, and draws a conclusion: relying onthe multi-channel model, dominating by Ten Thousand Village market engineeringfarm shop, and other distribution channels as a supplement to promote the Kins“Huinongtong” project, based on this point has a deeply discussing about the difficultand how to solve this problem during the process of promote the project. This paperis divided into four parts; the first part is an introduction, mainly focus on the background and the significance of this paper, introduces the idea and framework.Thesecond part is based on the status of financial service channels which is established inrural areas Jilin Province, this part has carried out a detailed analysis of supply anddemand situation of financial services in Jilin rural areas, and presents the dilemma ofpromote the Kins “Huinongtong” project which is based on self-build channels forfinancial services. The third part draws on the experience of Chongqing, Shanxi andother places combined with the actual situation of Jilin Province commoditycirculation channels, to propose multi-channel propulsion that is “Ten ThousandVillages” market engineering farm shop is the leading channel and other one as thesupplementary. This paper shows feasibility analysis the cost-benefit analysis aboutthis model. The fourth part analyzes the pre-difficulty to promoting the multi-channelmodel of the Kins “Huinongtong” project which is based on the farm shop in Jilinarea, and discusses how to resolve these difficulties and to promote the Kins“Huinongtong” project, to improve the financial environment in Jilin rural area.