Research On The Development Of P2p Lending Industry In Rural Areas Under The Background Of Urban-rural Integration

At the 19 th national congress of the communist party of China(CPC),the rural revitalization strategy was put forward.We will adhere to the integrated development of urban and rural areas,promote the two-way flow of talents,land and capital factors,establish an incentive mechanism for financial institutions,attract nongovernmental capital to the countryside,and reverse the current situation of the rural capital market,where expenditures exceed income.At the same time,the people's bank of China,the bank insurance regulatory commission,the ministry of finance,the ministry of rural agriculture and other departments have made clear that they will actively implement Internet financial services for agriculture,rural areas and farmers,establish and improve a multi-channel fund supply system,and expand sources of financing for rural revitalization,so as to promote integrated urban-rural development.However,the current rural financial environment contradictions dual financial structure,the rural credit system is imperfect,farmers financial literacy education popularity is not many problems,such as,the traditional financial system needs to be injected fresh blood,the birth of the P2 P network credit complied with the demand of the society,the characteristics of the application is convenient,rapid and extensive get farmers,at the same time the platform by the capital market,industry trend of flowers.In this background,this article to agricultural P2 P network industry as the research object,the loan according to the information asymmetry theory,the long tail theory,the theory of direct financing,using mathematical statistics,literature research,case study,comparative research to study the variety of means such as analysis,selection of the current Chinese agricultural P2 P network credit field representative case: private platform.In this context,based on the information asymmetry theory,long tail theory and direct financing theory,this paper uses data statistics,literature research,case study,comparative research and other means to study and analyze the agricultural P2 P online lending platform,and selects the representative cases in the field of agricultural P2 P online lending in China: private platform pterodal loan,listing platform newhope finance,as well as the State-owned Assets Department platform nonghaha,respectively,conducted a vertical analysis of the case and a horizontal comparison between the cases.The purpose of this paper is to explore the advantages and disadvantages of agricultural P2 P network loan platform in improving the financial service level of agriculture,rural areas and farmers,and finally find out the problems in the development of agricultural P2 P network loan platform.After systematic research,it is found that although the advantages of P2 P lending industry for rural areas are obvious,they are confronted with many problems in the process of development.Secondly,most of the existing online loan platforms are not connected to the credit system of the people's bank of China,so the borrower is easy to borrow money in multiple ways and cannot be found in time.When the total amount of loan exceeds its repayment capacity,the risk of overdue will increase substantially.Thirdly,in the early stage of the industry's development,the lack of standardized development standards led to the vicious development of the industry,which finally caught the regulators off guard.In order to stabilize the financial market,many regulators adopted a one-size-fits-all management approach,which wiped out the innovation ability of the industry and severely frustrated some well-meaning online loan platforms.Finally,in view of these problems,this paper finally put forward the corresponding countermeasures and Suggestions: first,we should actively accelerate the construction of rural credit system;Secondly,promote the compliance of P2 P lending platforms related to agriculture to connect to the credit system of the people's bank of China,so as to share the credit information of users and jointly promote the healthy development of credit ecological environment of P2 P lending related to agriculture.Thirdly,the industry compliance development standards and regulations should be established and improved to guide the healthy development of the industry.Finally,the regulatory authorities should encourage the development of P2 P lending platforms with mature compliance and give appropriate policy preference.