Research On Personal Financial Business Of Rural Credit Cooperatives

People’s income has continued to grow and personal wealth has accumulated rapidly since reform and opening in China.Now savings has been unable to satisfy the diversified needs of rural residents’ asset allocation.The demand for personal financial services of rural residents is growing fast.Personal finance market has been developing rapidly and becoming the new resource of profit for commercial banks since Chinese commercial banks began issuing bank financial products in 2004.At present,the clear majority of personal financial products of China’s commercial banks are aimed at the high-end financial markets,so the threshold and restrictions of financial products are relatively high.To compete for high-end customer groups,commercial banks are constantly improving the quality of the comprehensive financial services.So,the high-end financial services have become one of the important business development of commercial banks.Although the humanization of high-end personal financial services is good to maintain and increase the value of assets of wealthy people,but the high threshold requirements discouraged the financial needs from low-income groups,especially the strong demand of the rural market.However,Personal financial products about the demand specifically for rural residents are still much more inadequate at present.With the change of thinking patterns of young farmer generation,personal financial products are gradually being paid attention and accepted by the farmers.According to the national macro-policy drive and encouragement,the income way of farmers get more and more diversified,farmers have much more money in the hands than before.As a series of changes in the deposit,farmers aware that the money deposited in the bank income is getting lower and lower.In addition to the traditional deposit for the value-added assets of the famers,more financial ways are needed in the rural market.As the main force in the rural financial market,Rural Credit Cooperatives has unparalleled advantage to put out and develop personal financial products for rural residents.More importantly,personal financial services of rural residents will be an important source of intermediate business income under the background of interest marketing reform.In addition,the competition of rural financial market is increasingly fierce.To comply with the development of the market,rural credit cooperatives are constantly in line with the needs of market,embarked on the development of their own advantages as the goal of the market-oriented reform.It is a new way of development and innovation for rural credit cooperatives in the business of personal financial management Traditional business model based on loan spreads is unable to cope with the increasingly fierce market competition under this background and promoting rural residents’ personal financial services will be an important strategic choice to improve valued customer retention rate and profitability for Rural Credit Cooperatives.To develop the personal financial management business,rural credit cooperatives not only can create new profit growth point,but also can consolidate the market strengthen.The most important is the development of personal financial management business is also a way to expand their market,to enhance competitiveness,and to meet the new situation.While,the goal of rural credit cooperatives is serving three agricultures.So,the development of personal wealth management business can meet the farmers’ financial needs,and increasing the income of farmers at the meantime.The aim of this article is finding out shortages of personal financing business in county Rural Credit Cooperatives by the example of N Rural Credit Cooperatives,putting forward reasonable improvement measures and suggestions,helping rural credit cooperatives to develop well and providing services for rural residents’ financial demand.In this paper,N Rural Credit Cooperatives is regarded as the research object.Based on the practical research and combining with the theory of personal financial business,this paper discusses the state of personal financing business of N rural credit cooperatives.And this paper also Analyses the external opportunities and challenges of N rural credit cooperatives’ personal financing business.At the same time find out their own advantages and disadvantages of personal financial services by comparing with other banks.Finally,this paper tries to explore the effective way to promote the development of personal financial services of Rural Credit Cooperatives.This paper is divided into five parts.Firstly,based on clarifying the research background and research significance,this paper summarizes the relevant research at home and abroadand expounds the research methods and innovations of the thesis.Secondly,briefly outlining the theory of personal finance business;Thirdly,this paper analyzes the history and current situation of the N-League,on the basis of analyzing external environment and internal environment,through the analysis of the N-League’s personal financial management business,find out the current problems of N League in the personal financial management business;Fourthly,providing countermeasures and suggestions for the development of financial business of N League.Fifthly is to sum up the conclusion and make future prospects.