Research On YJ Rural Commercial Bank’s Countermeasures To Improve Rural Financial Services Under The Background Of Rural Revitalization

The report to the 19th National Congress of the Communist Party of China(CPC)clearly stated the grand goals of the rural revitalization strategy,which mainly include the following development goals: to build a beautiful rural area that is ecologically livable,culturally advanced,with thriving industries,effective governance and a prosperous life.It has epoch-making significance to the development of agriculture,countryside and farmers.With the promotion of the rural revitalization strategy,the policy conditions,economic environment and social structure of agriculture,rural areas and farmers will be greatly improved,and at the same time,a lot of financial support policies will be brought to the rural financial field.This allows financial institutions to serve agriculture,rural areas and farmers with a more relaxed credit environment and favorable conditions.At the same time,as a variety of policy resources continue to tilt toward agriculture,rural areas and farmers,more financial institutions begin to enter agriculture,rural areas and rural finance,which also makes rural Commercial bank face more fierce competition.In this paper,under the background of rural revitalization,selecting YJ agri-businesses Banks as the research object,on the rural financial market theory,agricultural credit subsidy theory,imperfect competition market theory and financial efficiency theory as the guide,respectively from the widening credit service scope,improve customer service depth and alleviate the viewpoint of information asymmetry,YJ merchant bank to optimize rural financial services,In this way,YJ Rural Commercial Bank can better serve agriculture,rural areas and farmers and achieve its own development goals in the new era.This paper first studies from the perspective of policy,and discusses and analyzes the changes that rural revitalization strategy can bring to "agriculture,rural areas and farmers".Through the questionnaire survey and combined with the current situation of domestic and foreign rural financial development,the financial services of YJ Rural Commercial Bank were studied and analyzed,and various strategies and measures in the service process of "agriculture,rural areas and farmers" of YJ Rural Commercial Bank were deeply elaborated,various problems in the financial service process of YJ Rural Commercial Bank were fully excavated,and the causes of the problems were analyzed.Finally,based on the realistic challenges and opportunities of THE development of YJ Rural Commercial Bank under the rural revitalization strategy,and fully considering the disadvantages and advantages of the bank,corresponding optimization strategies and improvement measures are proposed for the rural financial services of YJ Rural Commercial Bank.