Research On The Problems And Countermeasures Of Rural Financial Services In Bank K Branch Of Z Bank

With the development of economy,the demand for financial services in rural areas is increasing gradually,but the supply of financial services is seriously inadequate.The contradiction between the supply and demand of financial services in rural areas exists objectively,which restricts the economic development of rural areas.Since there is a gap in the market of rural financial services in China,it is certainly profitable for banks to develop rural financial services.However,commercial banks are often reluctant to increase investment in rural financial services for the sake of cost-effectiveness and risk control.In recent years,as a new form of financial services for commercial banks in rural areas,the "rural payment service stations" is an effective supplement to the traditional financial services of commercial banks.However,there are inherent deficiencies in "rural payment service stations",which can not satisfy the market demand of rural financial services.K city is a typical prefecture-level city mainly based on agriculture,which has a certain representation in the Inland areas.According to the research on the current situation and problems of the rural financial services of K branch of Z bank in K City,this paper reveals the dilemma of rural financial services faced by most state-owned commercial banks.After analyzing the causes of the problems,the improvement plan was formulated.It should be noted that with the progress of technology,mobile payment technology has matured.Commercial banks can innovate ideas and explore new ways of rural financial services under the new situation with mobile payment.It is hoped that this paper can provide reference for state-owned commercial banks to promote the development of rural financial services,and ultimately achieve a win-win situation of bank and social benefits.