Research On The Current Situation And Effect Of Rural Financial Services From The Perspective Of Rural Vitalization

"Agriculture,rural areas and farmers" is an area that the government has long attached importance to.The improvement and development of rural financial service system can accurately change the rural economy.Over the past 40 years of reform and opening-up,the government has actively changed its working ideas from "administrative" to "service-oriented".The shortcomings in ideology,legal environment,policy support,credit system,publicity and education are gradually disappearing.The factors such as macroeconomic development,substantial improvement of soft power of science and technology,improvement of rural environment and improvement of financial service consciousness make rural finance more and more effective.The service has entered an acceleration shift period.As a member of the Great Bay Area of Guangdong,Hong Kong and Macao,the total agricultural economy and the innovative ability of rural financial services in ZQ area rank first in the Bay Area.Local governments,in combination with local economic characteristics,have jointly launched a series of measures to support agriculture by a large margin,focusing on emancipating the mind and promoting rural development through practical work;creating efficient agriculture to promote "agriculture,countryside and farmers" and booming green environmental protection industries.We should focus on high-quality development,increase the per capita income of farmers as the core,cultivate innovative and compound rural financial institutions,and encourage existing rural financial institutions to innovate financial products and improve service levels.While optimizing rural infrastructure,balancing the development of tertiary industry and increasing economic strength,there are still some problems in rural financial services in ZQ: financial products and services fail to reach an effective level,financial support for agriculture still has bottlenecks,rural financial consumer service experience is not high,the overall linkage between rural financial institutions is weak,inefficiency and so on.Therefore,this paper systematically summarizes the views of domestic and foreign scholars and various theoretical foundations,investigates the local data on the spot,puts forward the existing problems of rural financial services in ZQ area through analysis,and puts forward the following problems according to the analysis: building an overall cooperative mechanism,strengthening agglomeration capacity,strengthening infrastructure construction,optimizing the ecological operating environment,establishing a comprehensive support system,and upgrading the service level.And the service level and other countermeasures and suggestions,hoping to provide new ideas and solutions in: effectively improve the service system,resolve the weakening of the efficiency of supporting agriculture,rural areas "investment and financing" function is insufficient,effective supply of financial services is insufficient,and so on.