Research On Financial Service Innovation Of Jinzhou Rural Commercial Bank Under The Background Of Rural Revitalization

Since the implementation of the "rural revitalization strategy",Jinzhou Rural Commercial Bank,based on its advantages in the rural financial market,has carried out rural financial service innovation,and actively promoted the rural revitalization of Jinzhou and the development of new agricultural operators.This paper takes "rural revitalization" as the research background,takes how Jinzhou Rural Commercial Bank serves farmers and new agricultural operators as the research object,adopts literature research method and investigation analysis method,this paper discusses the challenges Jinzhou Rural Commercial Bank faces under the background of rural revitalization.The survey found that the financial needs of farmers and new agricultural operators in Jinzhou at the present stage are universal and hierarchical,the regularization of lending channels,and the change of demand with the seasons.Moreover,with the promotion of rural revitalization,farmers have a tendency to change to the new agricultural operators.The new agricultural operators has gradually become the main body of demand for rural finance.The total demand for rural credit has increased,and the demand for financial services has become increasingly diversified.Jinzhou Rural Commercial Bank through its own restructuring and reform,supports agriculture and benefits farmers by investing in the construction of basic rural financial services,promoting "two rights" mortgage loans,innovating rural credit products and preferential loan interest rates.But it also faces the challenges of increasing competition in the rural financial market,the increasing informationization and scientificalization of rural finance,internal management,and the difficulty of financial products to meet theincreasingly diversified needs of rural areas.In order to better serve the rural revitalization and enhance competitiveness,it is necessary for Jinzhou Rural Commercial Bank to carry out financial service innovation.The following six aspects are suggested: The first is to innovate service concept,establish service consciousness of initiative innovation,agriculture,countryside and farmers orientation,differentiated service and rational treatment of risks.The second is to innovate the system from credit system and incentive system;The third is to innovate the service process from simplified and flexible business processes;The fourth is to innovate the service mode by adopting rural financial supply chain model and electronic digital service model;The fifth is to innovate the service mode by means of financial knowledge popularization and cooperation with non-banking institutions;The sixth is to innovate the financial products from the aspects of guarantee,term matching,leasing and consultancy.In addition,in order to ensure the effective implementation of financial service innovation of Jinzhou Rural Commercial Bank,it is suggested to pay close attention to national policy guidance,create a good internal innovation environment,strengthen the prevention of innovation risks,strengthen talent introduction and training and other safeguard measures.