Study On Community Financial Services Of Rural Cooperative Financial Institutions

Rural cooperative financial institution is an important part of modern finance, which is the main force of rural finance, and plays an important role in the construction of new socialist countryside and regional economic development. Community refers to the gathering area of various social resources, including residents, enterprises, capital,information and other economic elements within a certain region of the collection, both residents living communities, comprehensive business community, but also a business logistics community, industrial enterprise cluster community, agency enterprise community,human health care community, etc.This paper is based on the development of rural cooperative financial institutions, and discusses the way to carry out community financial services. But from the domestic point of view, Community banks are still in the initial stage,although some commercial banks to carry out community banking services, but there is no fixed pattern and operation methods, also failed to form a more systematic community banking services theory. Therefore, the study of rural cooperative financial institutions carry out the path of community financial services, and promote the rapid and sustainable development of rural cooperative financial institutions, and thus promote the rapid development of the community, and even regional economic development.Based on the analysis of the rural cooperative financial institutions, networks and products, this paper pointed out the existing problems, such as low quality of service,relatively backward network construction, product innovation ability, also found out the advantages of the development of finance community, such as personnel reserve is more abundant, network throughout the urban and rural communities, and community residents contact more closely, etc.. After that, the paper analyzes the three models of the business network, self-service bank and Agricultural Bank, and points out the advantages of each model to carry out the applicability analysis. Finally, based on the integration of financial services and community financial models, the measures and suggestions of developing rural cooperative financial institutions to carry out community financial services are proposed.Mainly in the following seven aspects: based on community service practice,realize the comprehensive transformation of financial service network in four aspects:hardware environment, marketing mode, business process reengineering and assessment mechanism; standardize rural areas, establish community branch, specificate Nongjintong by a variety of patterns to the community, help farmers by POS machines to the bank card ATM services, comprehensively improve the community financial services network;reasonably build integrated network and self-help bank, actively build community branch to build a comprehensive community financial services network; rationalize marketing services approach, seriously build a community based marketing team, implement the incentive oriented assessment model, comprehensive the collection work of customer's information, build urban and rural community financial marketing system; carry out real-time integrated financial services, targeted to implement the wrong service, do business consulting, publicity and acceptance of work, achieve the normalization of financial services;strengthen cooperation with the community surrounding businesses, timely provide the value of financial products, fully implement the small and medium enterprise services, carry out community services and value-added services; according to local conditions to carry out propaganda, participate in community public services, implement the targeted marketing,carry out friendly people to enjoy services, use the service to promote relationship.In this paper, the rural cooperative financial institutions to carry out community financial services research is divided into six parts, the full text structure is as follows:The first part of this paper is the purpose and significance of the research, research ideas, research methods, technical routes and the status quo of domestic and foreign research, the overall grasp of the layout of the full text.The second part is the rural cooperative financial institutions, community banks and other major related theories are summarized, for this paper to lay the theoretical foundation.The third part is the comparison and analysis of the personnel of the rural cooperative financial institutions, network construction and business products, and find out the advantages and disadvantages of the rural cooperative financial institutions to carry out community financial services.The fourth part is analyzing the three models about the current common business outlets, self-service banking and Nongjintong, indicating the advantages of each model, and the applicability analysis.In the fifth part, the measures and suggestions of the rural cooperative financial institutions to carry out community financial services are proposed, based on the integration of financial services and community financial models.The innovation points of this paper are mainly:(1) In this paper, propose constructive model of community bank proposed for urban and rural areas respectively by the rural cooperative financial institutions to study the current service model, combined with the advanced experience of domestic and international community banks;(2) In this paper, we put forward the construction of the network, comprehensive presentation about the community financial services market, and practical measures and suggestions.