The Research On The Industrial Chain Of’ Enterprise&Peasant Household’ Financing Pattern

In recent years, the party and national pay more and more attention to "the Rural Issues", and set various strategic policy to solve "the Rural Issues". Under the new economic situation, agricultural industrialization is booming, that solve the docking of small farmers and big market, increase peasant’s income, the production of agricultural, the profit of leading enterprise. In our country, the development of agricultural industrialization is still in its infancy, and the development is not comprehensive. In the chain of agricultural industry, joining the financial support, not only solve the problem of "the Rural Issues", but also has promoting the development of agricultural industrialization. As the bank of "ground the earth, serve the public", Chongqing Rural Commercial Bank put "the Rural Issues" in an important position. Therefore, Chongqing Rural Commercial Bank constantly innovate, actively introduce all kinds of new products, new services to meet the diverse needs of "the Rural Issues".In the process of promoting the development of the changshou district of Chongqing, Chongqing Rural Commercial Bank innovatively design the "enterprise&peasant household" model to help the company named Yiniu to promote the integration of manufacturing and marketing. Through the cooperation of the scattered farmers and Yiniu, Chongqing Rural Commercial Bank provide loans to farmers, not only to help farmers solve the financing problem, but also to some extent avoid the high financing risk of the bank in traditional agriculture. This article through investigating the case that Chongqing Rural Commercial Bank provide financing to the farmers relying on the "enterprise&peasant household" model, comprehensively, systematically analysis of the motivation of demanding, the process of operating, the effect of implementing, successful experience, the risk and the controlling of the risk under the financial model "enterprise&peasant household". Under the financial model, there are some disadvantages including the asymmetric information causing the unequal status and having adverse effect on the production and operation, the functions badly performed by the government, the lack of guaranteeing and so on. At the end of the article, the suggestions are put forward, that can perfect the financial service about the chain of the agricultural industrialization, change the trouble of hardly financing of the " Agriculture, Rural Areas and Peasantry", promote the development of agricultural industrialization, finally form the win-win-win pattern that the farmers get rich, the enterprise expands the scale, the bank increases income.