A Study On Rural Inclusive Finance Service Satisfaction In Tai'an Branch Of China Construction Bank

China's economic development has entered a new normal.Under the market economy system,various industries actively seek development outlets,break through the traditional economic mode,and seek new economic growth points in the fierce market competition.In recent years,China has put forward the strategic idea of inclusive financial and economic development.Financial enterprises help the development of social enterprises and actively implement the new policy of supporting agriculture and poverty alleviation.Under the guidance of Inclusive Finance,commercial banks vigorously develop the rural economy.In the context of the new normal of economy,the state strongly supports the development of inclusive financial system,and commercial banks have seized the first opportunity of rural finance.This paper takes Taian Branch of China Construction Bank as the research subject,combines theory and practice,uses multi-channel collection information data to explore the development of rural Inclusive Finance of Taian Branch of China Construction Bank.Through the survey on the satisfaction of farmers and agricultural-related enterprises to banks' inclusive financial services,understand their funding demands,propose feasible solutions,and help commercial banks better support the "agriculture,rural areas and farmers".First,it analyzes the supply and demand status of inclusive finance in rural areas of Taian Branch of CCB.On the basis of consulting authoritative data,this paper analyzes the development of agricultural industry in Taian,Shandong Province in recent years,and understands the farmers' income status.At the same time,the significance of CCB's construction of rural inclusive finance was clearly defined,and the composition,functions,products and marketing strategies of rural inclusive finance business were explained.By designing a questionnaire,the first is to focus on the financial staff's research on the supply of inclusive finance,assisted by interviews and dialogues,to refine the advanced experience of other financial institutions,and to provide a reference for CCB to expand inclusive finance business.The second is to investigate the needs of farmers and agricultural-related enterprises for inclusive financial services from banks,and select descriptive analysis of software and hardware construction,mainly focusing on loan demand,amount and access to loans,allocation of deposit products,and branch network services.etc.The result shows that the implementation of the inclusive financial policy has a positive effect on the agricultural production economy and the continuous increase of farmers' income in Taian,and through the implementation of national policies,commercial banks have also made new breakthroughs in deposits and loans.CCB regards inclusive finance as its development strategy,actively develops agricultural-related financial products.Taian Branch of CCB actively responded to the call and gradually infiltrated the head office's inclusive policy to all townships and counties in Taian,but the supply was still insufficient.Correspondingly,there is a large demand for financial services in rural areas of Taian.The imbalance between supply and demand has brought opportunities to the development of CCB,but also a huge challenge.After that,an empirical analysis is performed on the factors affecting the satisfaction of CCB's rural inclusive financial business services through multiple regression equations.The result shows that the six variables: service attitude,guarantee method,process complexity or simplicity,product innovation,duration of use,and number of branches have a significant impact on the satisfaction of CCB's rural inclusive financial business services.The positive and negative impacts of CCB's rural inclusive financial business service satisfaction are analyzed one by one.Finally,on the basis of the previous research and analysis,the paper puts forward suggestions for improving the satisfaction of CCB's rural inclusive financial services and draws the conclusions of this paper.Relevant suggestions have been put forward from the importance of financial service quality,broadening collateral access conditions,optimizing credit approval processes,product innovation and optimization concepts,establishing green approval channels,and integrating the function of agency service points,etc.CCB is based on the role of financial service providers,committed to providing safe,convenient and effective inclusive financial products and services to farmers,and effectively protecting the financial rights and interests of farmers,is a major project with a long and arduous task.