Research On The Innovation Strategy Of Postal Savings Bank Of China For Rural Financial Services Under The Background Of Big Data

In the last ten years,with the rapid development and mature application of digital information technology,profound changes have taken place in the various walks of life in human society.Data-based and intelligent industrial modes will be the general trend of the future development of human civilization.Along with the advent of the big data era,in the period of The Third Wave of Social Informatization,big data has been known as “the new petroleum of the future” all over the world.Application of big data integrated in human production and life will have a far-reaching impact on every field of the world.At the same time,China's social economy is going through an important period of reformation and transformation.In the impressive 19 th National Congress of the Communist Party of China(CPC),the integrated application of big data and innovation have been brought into new energy of promoting the great modern socialist economic system's construction.Furthermore,accelerating the development of rural area,agriculture and farmers,as well as implementing the strategy of Rural Revitalization have been put into the core task of the whole Party and the whole country.However,the rural financial services,which are lagging behind in our country,are still a bottleneck restricting the development of modern agriculture and the process of new rural construction.The economic and social structure of our country presents the shape of Pyramid.However,in the face of the financial service structure's inverted-pyramid shape,the lowest and the most enormous rural population are struggling to get effective financial service because of geographical barriers and their own inferiority.To a large extent,the sound development of rural financial services affects the implementation process of China's Rural Revitalization Strategy and the pace of farmer's affluence.Therefore,the innovative development of rural financial services is of great significance for promoting the development of China's rural area,agriculture and farmers,narrowing the gap between urban and rural areas,as well as reducing the poor of rural areas.Big data technology will be the effective way for rural financial institutions if they want to develop the coverage,quality and efficiency of services,and increase diversity of services when they reduce risk and cost.The innovative application of big data in rural financial services will become an icebreaker for the breakthrough of rural financial.And it can also create a win-win situation for rural financial institutions and financial customers.Choosing Postal Savings Bank of China as an example of this application research,is based on the fact that the bank not only has extensive network of institutions and a large number of customers in rural areas,but also possesses the unique advantages in the collection,accumulation and analysis of big data through the data sharing of the group.China Post is the one of the earliest enterprises in China possessing unique advantages in logistics,capital flow and information flow.With huge network resources spread across urban and rural areas of China,this bank will be very representative and practical for studying the innovation of rural financial services in China.This topic summarizes the domestic and foreign big data technology application experience in the field of financial services,analysis of the status of financial services in rural areas of our country,and analyzes the current situation of financial services in rural areas in China.Based on the data superiority of Postal Savings Bank of China and the idea of Big Data Analysis Methodology,a credit evaluation model that is more propitious to the reality of customers in China's rural areas and the bank itself is designed.Some practical advice on innovation and optimization of rural financial services and value-added services,such as the capture of customer financing needs,targeted customer marketing and service efficiency promotion,are put forward at the same time.Finally,it analyzes the problems and obstacles that big data application faces in the innovation of rural financial services.And some suggestions for solving the problems are proposed.The project aims to help rural financial institutions just like Postal Savings Bank of China to provide more pluralistic,convenient and effective financial services for the rural residents and small and micro businesses.The vast rural areas can benefit from the innovation and transformation brought by the informatization in traditional financial services.Big data applications will help us solve the constraints of financial services in rural areas,and help more and more rural residents get access to equal opportunities of inclusive financial services.It's no doubt that it will contribute to promote the healthy development of the rural economy.