Research On The Product Innovation Of Farmers’ Microfinance Demand Based On Credit Needs

China is a large agricultural country, and the agriculture, rural areas and farmers issues affecting the party and the country’s overall development. Accelerating rural financial innovation and improving the rural financial services actively is an important focus of the financial work, which is practical requirements of the development in urban and rural accelerating economic restructuring and promoting the construction of new socialist countryside. In recent years, People’s Bank of China, China Banking Regulatory Commission, China Securities Regulatory Commission, China Insurance Regulatory Commission, and various financial institutions involved in agriculture put establish a multi-level, wide coverage, sustainable rural financial service system as the center of the goal, promote rural financial reform and innovation vigorously, improve and perfect the various rural financial services, promote financial resources to rural tilt, which takes them a lot energy here. The current marketable financial products are not enough, financial services are single, service quality and financial efficiency don’t match rural economic and social development and the requirements of diversified financial services in rural area. As a county financial institution to support agricultural development, the farmers small loans support for farmers to get rich main financial products.After ten years of development and improvement, it has become China’s pillar of financial products for development of the rural economy, which has increased farmers’ entrepreneurship. However, with the continuous development of the rural economy, the demand potential of rural financial markets increases, customer needs are increasing. So, the rural micro-credit products and institutional innovation is imminent. In this paper, the domestic and foreign scholars by comparing the results of existing research, extraction, and a combination of induction Hanson Branch of the Agricultural Bank of practical experience in the analysis on the basis of innovative financial products and services to farmers on the way, the use of "needs to follow the"theoretical analysis of the current loans to farmers problems in order to explore innovative credit needs of farmers in rural microfinance-oriented financial products, especially by the understanding of the "farmers guaranteed loans" and "company+farmers".I based on the existing model to innovation the mode of operation of the product, subject, by way of security in "farmers guaranteed loans" and "company+farmers". I have proposed a "farmer guaranteed loans" and "big UNPROFOR" mode,"company+farmers""company+UNPROFOR body+farmer" mode, the "company+cooperative+farmer" mode and "agricultural credit insurance" business model. Finally, I hope to offer advice for the rapid development of China’s farmers microfinance products.