The Countermeasure Research Of How Heyuan Agricultural Bank Service The Counties' Economic Development

With the constantly promotion of socialist new rural construction and the constantly deepening of rural financial system reformation, financial systems are taken greater efforts to service agriculture, rural areas and farmers, which promote the agricultural production and farmers' income and the development of rural economic. With the development of rural economy, the agriculture gradually formed the pattern of industrialization, the financial demands are also increased. Agricultural bank of China is a professional bank to service agriculture, rural areas and farmers, plays an important role in providing the agriculture, rural areas and farmers service and support the development of agriculture, rural areas and farmers. County region is the place where agriculture, rural areas and farmers service concentrated, which makes the study of county Agricultural Bank's agriculture, rural areas and farmers service has a significant representative. Heyuan city has many counties, and is the less developed areas in Guangdong province. The Agriculture Bank of Heyuan city has made certain achievements in supporting Heyuan counties financial development. However, the rural financial demands are diversity, differences and hierarchy, which brought out some problems to the Agriculture Bank of Heyuan city in serving agriculture, rural areas and farmers. How to improve the effectiveness and sustainability of the service agriculture, rural areas and farmers is an important subject to reseach.This paper used the methods of literature study, questionnaire survey, empirical analysis and et al, selected Agricultural Bank of Heyuan city as the research object. First expounds the developing situation of financial system in Heyuan counties, such as the financial demand, the financial supply and so on. Secondly, knows the actual situation of agriculture, rural areas and farmers serves in Agricultural Bank branches through competition research, and then analysis the advantages, threats and opportunities facing in the development of the Agriculture Bank branches. And then summarized the existing problems in providing services and try to find out main reasons. Finally, the article draw lessons from foreign community Banks and the successful experience of domestic Agricultural Banks in counties, put forward related solutions for other banks to view. The research suggested that the development of county financial in Heyuan is good, and the financial demands increased gradually. The service of agriculture, rural areas and farmers is in good condition, the deposit and loan and intermediary business were developed rapidly. However, there are some problems still existing in agriculture, rural areas and farmers service. The quality of operation and management need to be improved. The loans of agriculture, rural areas and farmers are not enough. The marketing of financial products of agriculture, rural areas and farmers is not enough. The management and process of credit is inefficient and complicated. The main reasons are the attention people paid to the services of agriculture, rural area and farmers is limited, the financial system had a very weak incentive structure, the risks of rural financial is too high to make benefits and so on. To solve these problems, this study puts forward some suggestions, including accelerate the reform of network transformation, establish employees' incentive system, set up to adapt to the county market demands of the product system, strengthen staff training, establish detailed management on credit services in order to reduce credit risks and simplify the process.