Study On The Rural Commercial Bank’s Innovation Of Financial Product Serving"Agriculture, Farmer And Rural China"

At this stage, the rural financial institutions have few business products, also are lack of service function and quality, so it is difficult to meet the financial needs of "Agriculture, Farmer and Rural China (Three Rural)". This issue is particular in: one, the existing rural financial institutions are lack of a perfect financial supply system; second, there is a serious shortage of credit supply; third, they are lack of diversification of financial products and innovation, and are lack of multi-service approach, also high efficiency service as well as the promotion of newly developed product is weak.In recent years, China’s rural financial services have already got a substantial improvement and upgrading, but because of the history and reality, and many other factors, rural financial services is still the weaknesses of our country’s rural financial system, there are still many difficulties and problems need to be solved. To solve these problems requires multifaceted efforts. Among them, it is an important measure through the promotion of rural financial product innovation to adapt to rural finance and social development, to meet the diverse needs of "Three Rural" for the financial products, to accelerate rural financial system reform.It is a complementary relationship between the commercial operation of rural commercial banks and serving "Three Rural". Nowadays,"Three Rural" is facing the problems of financing difficulties, to achieve better development we need strong support of rural financial institution, particularly the support of rural commercial banks, which account for a larger proportion of rural financial institutions. Our country’s rural commercial bank reform from the rural credit cooperatives, which are distributed mostly in rural area, and also to undertake the policy requirements of government to service "Three Rural", can be said taking root in rural areas and growing up from rural areas. Its "Three Rural" business account for a large proportion in its operations which is an important channel for solving the "Three Rural" financial demand. At the same time, since the non-bank financial institutions’ development and occupation of the business field of banks, the bank’s traditional deposit and lending business are dwindling. Increasingly fierce market competition not only caused the shrinking of traditional deposit and lending business in rural commercial banks but also made rural commercial banks lose its customers gradually. The pursuit of profit maximization is the ultimate goal of rural commercial banks, so that, once rural commercial banks discovered the potential opportunities or foresee the develop trends of future, we must be brave enough to innovate, and we can open up new markets, capture new market share only through innovative products, and thus obtain a new source of profits.In response to this situation, this paper studies the financial products with which the rural commercial bank service "Three Rural", they should focus on innovative financial products and financial services in rural areas, rely on existing technology security, while seeking other aspects of support (for example: government, insurance, etc.), making to effective improvements on the business system and rural financial products, providing a more appropriate financial services to the "three rural". Rural commercial banks come from restructuring of rural credit cooperatives, outlets located mostly in rural areas, undertake the government policy requirements of servicing the "Three Rural", they can be said taking root in rural areas and growing up in rural areas,"Three Rural" business possess a large proportion in their operation. In order to compete in an increasingly complex financial environment, rural commercial banks can not give up the "Three Rural", must be based on "Three Rural", be product innovation-oriented, and gradually launched a new rural financial products in rural areas, such as debt products, loan products, unique electronic banking products and intermediate business products for high-end customers, take advantage of rural commercial bank outlets, covering a wide range of advantages, providing targeted products with the different needs of rural customers according to local conditions, and the time. To display and sell financial product or service brand which meet the customers’needs positively, promote the development of rural commercial banks’ business, so the profitability targets can be achieved. This can achieve mutual promotion and balance of rural commercial banks maximizing profits and servicing "Three Rural". Through the empirical review of the development of rural commercial banks and banking reform process and the experience foreign agriculture service "Three Rural ", at the conclusion has been made on the basis of the research results and practical experience, this paper mainly analyze starting from the relationship between the commercial business development of rural commercial banks and servicing "Three Rural"; then make specific analysis of the financial product and service innovation with which Chengdu Rural Commercial Bank service "Three Rural", and summarize the experience; finally, combine with China’s financial services "Three Rural", put forward the rural commercial bank financial product innovation countermeasures in line with our actual situation of "Three Rural" financial needs.