A Study On The Sustainable Development Of New Rural Financial Organizations

Agriculture is the foundation of the national economy, finance is the core of moderneconomy, doing the rural financial services better is not only relation to the development ofmodern agriculture and construction of new socialist rural areas, but also the overall situationof reform and development. With the development of the rural industrialization,modernization, informationization, marketization, internationalization and integration of ruralareas, the needs of the rural finance service to the rural economic and social development isincreasing, especially the transformation of development mode about rural and agriculturaleconomy, the construction of new socialist rural areas, the development of rural small andmedium-sized enterprises, and the solving of the transfer of rural labor and rural socialsecurity, all above need the support of rural finance.But the supply of rural financial is seriously insufficient, and the competition isinadequate. For a long time, in China’s rural financial market is lack of competition, ruralcredit cooperatives are at an important situation. Although rural credit cooperatives play animportant role in providing financial services to rural areas, but the lack of competition alsomakes the rural credit cooperatives lack of innovative in products and services, there is a gapbetween the needs of farmer and the supply of credit cooperatives. Therefore, our countryintroduces three new types of rural financial organizations, which are country bank, ruralmutual cooperative and small-style loan company. The sustainable development of the newtypes of rural financial organization is not only beneficial to its own existence, but also helpsto improve the rural financial markets and systems, promote the development of ruraleconomy and make peasants get out of poverty. In recent years, financial organizationsgenerally make the sustainable development as their goal, around which they make theirrelevant policy and create new ways of management. They choose the way of sustainabledevelopment is both the need of social development and the historical choice of their owndevelopment.The new rural financial organization is rooted in rural areas. The subjects of its service are the local peasant households and the township enterprises. It can be seen that they havespecific target customers. Compared with the large and medium financial organizations incities, they are small flexible and close to customers. They have an obvious superiority in theaspects of information and cost. They not only make up for the leak of the lack of Chineserural financial service organization at present, but also increase the competitive element ofrural financial market which should exist, which efficiently promotes the economicdevelopment of rural areas and contributes to the urban and rural balance and narrowing thegap between city and countryside.The way of the sustainable development of new rural financial organizations is probablywinding. Through the research on the problems of development of new type of ruralfinancial institutions, as well as the analysis of the foreign successful cases, in order to findout the countermeasures to solve the problems of its sustainable development.