Study On Financial Products Of Serving "San-nong" In Changsha Rural Commercial Bank

“Three rural issues” is currently facing the solution of financing difficulties,which needs the strong support of rural financial institutions,especially the support of rural commercial banks,which are the larger formal financial institutions in rural financial institutions.China's rural commercial banks have been restructured from rural credit cooperatives.The distribution of outlets is mostly in rural areas,and they have inherited the policy requirements of the government to serve the “three rural issues”.They can be said to have rooted in rural areas and have grown up in rural areas.The “three rural” business is Its business has a large proportion and is an important channel to solve the "three rural" funding needs.This paper studies the financial products of “San Nong” serviced by Changsha Rural Commercial Bank,and proposes that in the process of reform and development,Changsha Rural Commercial Bank should focus on innovating rural financial products and financial services to provide more suitable financial products for “Agriculture,Countryside and Farmers” and service.First of all,it defines the concepts of financial innovation,financial product innovation,and financial derivative tools,and proposes theoretical foundations such as technological innovation theory,financial deepening theory,rural cooperative finance theory,and institutional financial innovation theory.Secondly,it elaborates the course of the development and reform of Changsha Rural Commercial Bank and the current situation of Changsha Rural Commercial Bank,and analyzes the status quo of the types and characteristics of Changsha Rural Commercial Bank's service "San Nong" and the service of "San Nong" financial products Thirdly,the article discusses the innovation of Changsha Rural Commercial Bank's service to agriculture,rural areas and farmer's financial products,which is mainly manifested in the insufficiency of innovation power,lack of depth of innovation,lack of mortgage guarantee of "San Nong" financial products,Imperfect protection.At last,I put forward my suggestions on how to accelerate the innovation of Changsha rural commercial bank to serve the agriculture,rural areas and farmer's financial products,such as cultivating the innovative idea of financial products and stimulating the innovation power.Develop rural Hewlett-Packard finance,highlight innovative features;build rural property rights trading platform,improve the guarantee mechanism of "three rural" financial products;accelerate agricultural insurance to prevent the "three rural" financial products risk.