Study On The Service Orientation Of Small And Medium Sized Financial Institutions In Rural Areas

Now, with the new socialist countryside construction process in China continues to accelerate, the financial services needs of rural residents and local businesses increasingly diverse, rural small and medium financial institutions, financial services, is facing increasingly serious challenges. Faced with this situation, all kinds of small and medium sized rural financial institutions are required to do service work positioning, in order to continuously enhance its role in agriculture. In view of this, on the basis of the research status at home and abroad, and based on the relevant rural financial theory, the service orientation of rural small and medium financial institutions in-depth study, the first to study the current situation and domestic services targeting small and medium sized rural financial institutions existing problems, followed by analysis of the US, Japan and other countries successful practices in rural financial services institution positioning, and finally fully learn the advanced experience of foreign countries, based on the results of small and medium sized rural financial institutions in the service locator can be taken as follows:small and medium financial institutions should be prepared to market segmentation work to identify the target service and target market; small and medium financial institutions should continue to innovative financial products and services; small and medium financial institutions should support balanced economic and Agricultural utility; domestic rural agricultural insurance agencies should give full play to its insurance function, to improve service level of domestic small and medium sized rural financial institutions to meet the credit needs of the majority of farmers. At the same time, this study can also enrich our academic research on rural small and medium financial institutions positioning, while providing an important theoretical basis for China’s Rural Financial System Reform.