Innovation And Practical Application Of Rural Internet Small And Micro Financial Service Model

In the 21 st century today, the Internet has become an inseparable part of our daily life, the development of electronic commerce and micro business is more quick. The big data, cloud computing as well as Internet banking are becoming popular. The traditional commercial banks not only face the competition in the industry, with the relaxation of financial regulation, they also face the horrors from other industries which gradually engage in financial business. At present, China is experiencing in a critical period of economic transformation, but also need to complete the grand goal of building a moderately prosperous society in 2020.Also, China’s State Council promulgated the "inclusive financial development plan" in December 2015. Under the background of the reform and development, it is necessary to establish and improve the rural financial service system.The main content of this paper is about the reforming efforts of Qingdao Rural Commercial Bank in the rural financial system. We analyze the opportunities and problems of financial service innovation in China’s rural areas. This paper firstly introduces some theoretical background knowledge, and discusses the domestic and foreign research results in detail, which is mainly about the rural finance, Internet banking, cloud computing and small and micro finance and other concepts. Secondly, we analyze the general situation of Qingdao Rural Commercial Bank, by combining with the actual situation of Qingdao Rural Commercial Bank, and we introduce the purposes and principle of rural micro finance service mode innovation. Next the paper focuses on the construction and use of on rural small micro financial cloud and Internet payment platform for Qingdao Rural Commercial Bank.The propose of rural small micro financial cloud and internet payment platform, not only effectively solves the problem of rural small and micro customer funding needs, but also gets through the electronic trading channels for the rural areas. Moreover, it not only has made great contributions to the development of rural economy, but also provides relevant experience for other financial institutions to carry out financial innovation.