Rural Economic Development Of Small And Medium-sized Enterprises Of Bank

At present,the problem that the lack of rural financial institutions business products,the shortage of service function and the low quality is difficult to adapt to the financial needs of the development of "Agriculture, Rural Areas and Farmers". The problem specific displays in these aspects:First, the existing agriculture Village financial institutions lack of perfect financial supply system; Second, the supply of credit deficiency; Third, lack of diversification of financial products and innovation, lack of multifunctional and high efficient service and promotion of new product development strength weak.In recent years, China’s rural financial services has been significantly improved and ascension, but due to many factors, such as history and reality of rural financial services is still a weak link of rural financial system in our country, still exist many difficulties and problems to be solved.To solve these problems,needs efforts from many aspects. Among them, by promoting rural financial product innovation to adapt to the rural finance and the development of the society, meeting the demand of "Agriculture, Rural Areas and Farmers" to the diversification of financial products, accelerating reform of the rural financial system is an important measure.Rural commercial bank’s commercial operation and service of the "Three Agriculture" is a complementary relationship."Three Agriculture" is faced with the problem of financing difficulties at present, and needs support of rural financial institutions to have a better development, in particular to a majority of the rural financial institutions is a large formal financial institutions support rural commercial bank. Rural commercial bank in our country comes from rural credit cooperatives reform, branches in rural areas, and carry on the policy for the government service "three rural",it can be said to be rooted in the countryside, grew up in the countryside, "Three Agriculture" business that holds a large proportion in its operation is one of the important channels to solve the "Three Agriculture" capital requirements. At the same time, due to the non-bank financial institutions’ development, to occupying in the field of banking business, that makes traditional bank loan business slump. Market competition is increasingly fierce, not only caused atrophy of the traditional rural commercial bank loan business, and make it gradually lost the customer. Pursuit of profit maximization is the ultimate goal of rural commercial bank, as a result, once the bank found potential opportunities, foresee the development trend of the future, will dare to innovation, and only through innovative products to open up new markets, to occupy new market share, so as to obtain new profit source.For this situation, this article through the study of rural commercial bank’s service of "Three Agriculture" financial products, putting forward rural commercial bank in the process of reform and development, should focus on innovation of rural financial products and financial services, to provide "Three Agriculture" is more suitable for financial services.To gain a foothold in the increasingly complex financial competition environment, rural commercial bank can’t give up "Three Agriculture", and must be based on "Three Agriculture", to product innovation as the guide, gradually introduced a new type of rural financial products in rural areas, such as debt, loan products, for high-end customers with characteristics of electronic banking products and intermediate business products,etc.; Make full use of rural commercial bank branches, the advantages of wide coverage and adjust measures to local conditions,according to different demand of rural customers with targeted products, closing to the customers, positive to meet the needs of customers brand show and sell the financial products or services to customers, promote the development of the rural commercial bank business to achieve its profit targets. So as to balance and promoting rural commercial bank’s service of "Three Agriculture" and the pursuit of profit maximization of relationship between the fundamental goal.Research of this paper, first of all, the development and reform course of rural commercial bank and foreign agricultural bank review the service of "Three Agriculture" experience; The summary has been made on the basis of the research results and practical experiences, mainly from the rural commercial bank commercial business development and perspective of the relationship between the service "Three Agriculture" is analyzed; And then a concrete analysis of chengdu agri-businesses bank service "Three Agriculture" financial product and service innovation, summing up the experience of its; Finally the paper,combining the situation of our financial services "Three Agriculture", put forward accord with the actual situation of China’s "three rural" financial needs of rural commercial bank financial products innovation countermeasures and Suggestions.