Study Of Financial Products And Service Innovation Based On The Yunnan Rural Credit Cooperatives

In2014April, prime minister Li Keqiang made an important speech on the meeting of the State Council of the national rural financial services experience exchange on television and telephone conference. He pointed out that in order to increase the income of farmers, food security, income gap between urban and rural areas, the realization of agricultural modernization, need to further strengthen the financial institutions for agriculture, rural areas and farmers support. According to the "three rural" development requirements, financial institutions on the one hand, should vigorously develop the rural financial market, accelerate the reform of rural financial market; on the other hand, to the implementation of differentiated deposit reserve system, strengthen the supervision of rural finance, improve the risk prevention system construction. At the same time, agriculture related financial institutions should change the concept, establish the concept of Inclusive Finance, the use of their own advantages, the management focus on the agriculture, rural areas and farmers, so as to improve the ability and level of rural financial service.Yunnan rural credit cooperative has become the "main force" of the Yunnan province rural financial service. In order to better serve for the agriculture, rural areas and farmers, and enhance their profitability and diversification of service capacity, accelerate Yunnan characteristics of new agricultural modernization, rural credit cooperatives need to make more exploration and innovation in terms of financial services products. But because management is relatively backward, financial products is relatively simple, so it is more and more unable to meet the needs of target customers, can be introduced in line with the market demand of financial product innovation, has become one of important factors affecting the future development of Yunnan agriculture. Yunnan agricultural adapt to the changing situation and the needs of the development of innovative financial services, new product innovation.So the research on the strategy of the innovation of financial products and financial services innovation has a certain theoretical and practical significance. In this paper, China’s financial industry is facing a new situation based on objective facts, in line with the research methods of combining theory with practice, puts forward the problems in practice, to solve practical problems in the theoretical study. Taking Yunnan agricultural letter as the object of study, and taking it as the breakthrough point, deep and systematic research theory of the business strategy and financial innovation, in-depth and objective analysis of the internal strengths and weaknesses of Yunnan agricultural letter, explore Yunnan rural credit environment, opportunities and threats in the external environment, China’s financial industry macro environment overall, through a series of research analysis, the development of Yunnan rural credit financial products and service innovation strategy. In addition, the various security measures to implement the strategy of innovation in order to guarantee the implementation of the Yunnan rural credit innovation strategy.